{"id":9280,"date":"2014-10-11T10:00:00","date_gmt":"2014-10-11T14:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=9280"},"modified":"2020-03-30T18:59:43","modified_gmt":"2020-03-30T22:59:43","slug":"sumall-basic-guide-seo-make-perfectly-optimized-landing-page","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/sumall-basic-guide-seo-make-perfectly-optimized-landing-page","title":{"rendered":"The basic guide to SEO: how to make a perfectly optimized landing page"},"content":{"rendered":"<p><strong>What should you be thinking about when structuring a landing page in terms of SEO?<\/strong><\/p>\n<p>Often when we think of landing pages, we think of PPC-based pages. While they can have many different purposes,\u00a0in this article I will explain how to adopt good practices that will work well for organic traffic.<\/p>\n<h2 id=\"empathize-with-the-users-search-intention\">Empathize\u00a0with the User\u2019s Search Intention<\/h2>\n<p>Whenever someone submits a search query, there is a specific intent. It is the job of the search engine to guess this intent based on information it has gathered from your page. Potential for a high bounce rate for searched pages is common as patience decreases and people\u00a0become overwhelmed with thousands of search results. Remember, no one really reads when they get to a web page, but rather skim and make a quick instinctual decision if your page is worth the time. If your page\u00a0can\u2019t capture interest within a few seconds, you may loose a large percentage of potential customers.<\/p>\n<p>Ask yourself these questions to\u00a0ensure these visitors won\u2019t hit the back button.<\/p>\n<ul>\n<li>Is the main headline (H1 tag) obvious and does it make sense within the context of what the page is offering?<\/li>\n<li>Is\u00a0the\u00a0content structure, graphics, and branding aligned with your market?<\/li>\n<li>Is the content specific enough and does it make sense to\u00a0the purpose of the landing page?<\/li>\n<\/ul>\n<h2 id=\"understanding-the-funnel\">Understanding the Funnel<\/h2>\n<p>Creating landing pages based around traffic-driving keyword families is an important strategy for filtering organic leads, and it\u2019s essential to\u00a0understand how users flow onto your page and what they do when they get there. The power of landing pages lie within the idea that they are meant to accomplish one thing: convert viewers to leads.<\/p>\n<p><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/sales-funnel-01.png\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" alt=\"sales-funnel-01\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/sales-funnel-01.png?resize=703%2C464\" width=\"703\" height=\"464\" \/><\/a><\/p>\n<p>There are many tools out there to help gain visibility into this area,\u00a0but platforms like\u00a0<a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.kissmetrics.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">KISSmetrics<\/a>\u00a0offer a much clearer picture of where you viewers are dropping off. Funnels do not necessarily need to be worked out ahead of time but instead continually optimized as the campaign continues (more on that later). For example, if you notice many users are clicking off the page due to another link, you may realize you need to cut out this distraction by removing it. One thing in common behavior people seem to have on the web\u00a0extremely short attention spans. Here at SumAll, we have many landing pages and we often minimize\u00a0additional unnecessary distracting navigation to the top of these pages. So what will the viewer do next?<\/p>\n<h2 id=\"keep-it-above-the-fold\">Keep it \u201cAbove the Fold\u201d<\/h2>\n<p>The term \u201cabove the fold\u201d refers to the portion of the web page that is visible without scrolling. A\u00a0<em>slightly<\/em>\u00a0outdated finding in a study by Jakob Neilsen revealed\u00a0<a href=\"http:\/\/www.smashingmagazine.com\/2009\/09\/24\/10-useful-usability-findings-and-guidelines\/\" target=\"_blank\" rel=\"noopener noreferrer\">77% of website visitors do not scroll<\/a>. As previously discussed, viewers don\u2019t have time to sit and read the page to understand it\u2019s intent. Its more of a scan \u2013 absorbing what they can through visual cues within fractions of a second.<\/p>\n<p>A few good questions to ask yourself are:<\/p>\n<ul>\n<li>Does your landing page accomplish all of it\u2019s intent above the fold?<\/li>\n<li>Does the page display properly in every browser with all important information and call-to-actions above the fold?<\/li>\n<\/ul>\n<p>And to the last point \u2013 how can web developers ensure this will be achieved in all (or most) browsers? There are several methods including javascript that I wont get into here, but\u00a0I utilize a simple pure CSS technique similar to\u00a0<a href=\"http:\/\/www.nitinh.com\/2013\/03\/vertically-responsive-design-keeping-things-above-the-fold\/\" target=\"_blank\" rel=\"noopener noreferrer\">this one<\/a>.<\/p>\n<h2 id=\"the-call-to-action\">The Call-To-Action<\/h2>\n<p>So someone finds your page through a properly-aligned \u201csearch intent.\u201d They then quickly decide this is exactly what they are looking for. So how do you engage with the user to ensure they can easily move through the rest of the funnel? The answer is that a clear path must be paved to conversion through the means of a\u00a0clear call-to-action. There can often be too many choices and its extremely important to keep things simple. The ultimate measure of success is the click-through rate and optimizing and testing to increase this number will greatly improve conversions.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/blog.sumall.com\/wp-content\/uploads\/2014\/10\/good-landing-page-vs-bad-landing-page1.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" alt=\"good-landing-page-vs-bad-landing-page\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/good-landing-page-vs-bad-landing-page1.jpg?resize=789%2C1024\" width=\"789\" height=\"1024\" \/><\/a><\/p>\n<h2 id=\"testing-and-optimizing\">\u00a0Testing and Optimizing<\/h2>\n<p>It\u2019s very rare for you first iteration of your landing page to be the best it can be. Standard A\/B testing can come in handy at this stage. For example, SumAll recently launched a new product called \u201cSumAll Custom Content.\u201d \u00a0Our landing page first looked like this:<\/p>\n<p><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/sumall-content-vs1.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" alt=\"sumall-content-vs1\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/sumall-content-vs1.jpg?resize=993%2C571\" width=\"993\" height=\"571\" \/><\/a><\/p>\n<p>Our first variant contained modified copy below the headline and no log in button. We also changed the copy of the button to \u201cClick here to inquire\u201d to \u201cClick here to find out more\u201d:<\/p>\n<p><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/sumall-content-vs2.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" alt=\"sumall-content-vs2\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/sumall-content-vs2.jpg?resize=987%2C590\" width=\"987\" height=\"590\" \/><\/a><\/p>\n<p>What we found over a week was this new variant had a click rate of\u00a022.1%\u00a0(375 visitors, 83 clicks) while the original version has click rate of\u00a014.4%\u00a0(390 visitors, 56 clicks). These minor changes gave us a\u00a054% increase!<\/p>\n<p>Many other factors can be tested here of course with the goal to increase conversion rate as much as possible. Simple color changes and copy changes can boost conversion rates in the single digits, but this premature boost can eventually fade over time. This seems to happen when you test over a small amount of visits over a small amount of time. A few additional conversions\u00a0can result in a 3% increase for example, which can seem more important that it really is.\u00a0A larger sample size and longer amount of time will bring more realistic results. It\u2019s often said that conversion rates of about\u00a02-5%\u00a0are pretty good, but there is huge opportunity to grow. Believe it or not, there are some pages out there that have conversion rates\u00a011%\u00a0to even\u00a025%\u00a0depending on the industry.<\/p>\n<h2 id=\"what-about-the-rest-of-the-page\">What about the rest of the page?<\/h2>\n<p>We\u2019ve mostly touched upon everything above the fold \u2013 and rightly so, but what content should be on the rest of the page? This is your time to take advantage of the other 23% that do decide to scroll and tell a better a more specific story about what you are attempting to offer. Try to relate to your target market, engage, and entice them to complete the funnel. We often use secondary call-to-actions that direct the viewer to the main call-to-action. Sprinkle some keywords (naturally) around to make search engines happy.<\/p>\n<p>Here is an example of a finalized page for our new reports product:<\/p>\n<p><a href=\"https:\/\/sumall.com\/custom-weekly-reports\" target=\"_blank\" rel=\"noopener noreferrer\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" alt=\"final-landing-page\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/final-landing-page.jpg?resize=1000%2C2458\" width=\"1000\" height=\"2458\" \/><\/a><\/p>\n<h2 id=\"retargeting-viewers-who-didnt-convert\">Retargeting Viewers Who Didn\u2019t Convert<\/h2>\n<p>Not all hope is lost for people who left your page. Adding advertising retargeting scripts can help reel\u00a0in those people who were originally interested, but perhaps weren\u2019t ready to convert. And maybe after thorough testing and optimizing, there 2nd visit to the site will make them a customer.<\/p>\n<p class=\"finalnote\">Editor&#8217;s note: This story originally <a href=\"http:\/\/blog.sumall.com\/journal\/basic-guide-seo-how-to-make-a-perfectly-optimized-landing-page.html\">appeared on SumAll&#8217;s blog<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What should you be thinking about when structuring a landing page in terms of SEO? Often when we think of landing pages, we think of PPC-based pages. While they can have many different purposes,\u00a0in this article I will explain how to adopt good practices that will work well for organic traffic. Empathize\u00a0with the User\u2019s Search [&hellip;]<\/p>\n","protected":false},"author":1269,"featured_media":9457,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-9280","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The basic guide to SEO: how to make a perfectly optimized landing page<\/title>\n<meta name=\"description\" content=\"What should you be thinking about when structuring a landing page in terms of SEO? 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