OnBaze Logo
SEO with Landing Pages
by Dr. William Sen | Founder of blue media

Advantages of Landing Pages in SEM/SEO

How to create the best Squeeze Page

The Landing Page sometimes referred to as “Squeeze Page” or “Lead Page” is the most important page on a website. This is so because it is the first point of interaction of a visitor to the website. Landing pages are very important for businesses because they serve as the only web page that allows customers gain quickly trust into the operations of the product or service.

First impression matters but more importantly, the landing page to any website must endear prospective clients to your business. Unlike a default web page, part of a landing page’s function is to gather details about the visitors on your page and using such details to condition the content on your website to drive traffic from Search Engine Results Pages (SERP).

SEM/PPC campaigns such as Google AdWords campaigns also rely heavily on landing to make a particular target audience get familiar with and download your e-book for example. When users, visitors to your page respond to your set call to actions, they will find themselves on your landing page and this is where these visitors need to be better assured about the veracity of your business (products and services).

More recently, landing pages have been included in several email campaigns but with that, the user is usually restricted to a landing page setup for the email only. The importance of a landing page to the success of an SEM or SEO campaign cannot be underestimated. Getting users to commit (buy the product) to the campaign is the desire. However, nothing else can influence more commitment except the elements on the landing page.

Optimizing Landing Pages for SEO

Landing Pages highly necessitate successful SEO and PPC campaigns. On the surface, this may not be explicit, as many do not think landing pages have capabilities other than strengthening a site’s ranking. While this one of the advantages of landing pages, it will interest you to know that landing pages have the capabilities of converting visitors to your website. To put it straight, setting up any page, with the intent of attracting and retaining traffic to your page and setting the preferences for such page in line with well-researched keywords is more or less a landing page. This includes blog posts used to share valuable content to generate traffic from the pool of readers visiting the page. In the real sense, a landing page deliberately setup for SEO purposes will feature a great deal of valuable content, amazing text structure and attracting images . This is one of the reasons those pages whose SEO are not forced (organic pages) rank higher when the content is of high quality and addressing a problem. A common practice is infusing the SEO landing page with numerous Calls To Action (CTA)  which marks out such pages as spam by Google and other search engines on the long run. The fail proof way to get your SEO pages ranked is by giving visitors to your page a solution to a common problem plaguing them.

When the bouncing rate on your SEO Landing Page is high, it signifies that you need to work on the content and to make sure that it resonates with your target audience. When the content is in tune with the interests of your target audience, their visits to your page will naturally sustain your page’s rank. In essence, you cannot eat your cake and have it with SEO even though running campaigns with many keywords seem tempting; it is better to push and channel your campaign resources on a clear CTA that connects with the demands and needs of your target audience and positions your business as the right solution.

If you examine this article and the specific keywords used, you will see that on its own, it perfectly describes an SEO Landing page and meets all the elements suggested in this article. A unique user experience when encountered by a visitor to your page, has great effect on their return to your page.

So what then should be done to gain conversions?

Gaining conversion on SEO Landing pages takes longer and is usually lower than what is achieved with SEM. Most users will be ultimately concerned with the solution they seek on your page and will peruse the content available to acquaint themselves with the information available and how it benefits them. In fact, many would not notice the products up for advertisement but the traffic that will generated overtime on such highly valuable SEO landing page will be absolutely free and will achieve top ranks on search engine results overtime and benefits the overall ranking of the page.

This does not mean that in running a SEO Landing page, you ignore CTAs and the chance to convert the visitors to your page. The point is that should not be the short-term focus of your landing page but the long-term focus. The short-term focus should be generating real traffic free but not without regard for opportunities to convert some visitors.

The alternative directions of SEM Landing Pages

SEM Landing pages on the other hand can be developed without focus on high value articles and content for the Landing page but with more focus on appropriate CTAs and the support system around these CTAs such as reviews, testimonials, badges, prices, etc. SEM is paid advertisement, which aims to convert the visitor to your page quickly and nothing more. If an SEM Landing page appears “salesy”, then it is exactly in line with its target.

Few people are privy to this information:

With SEM Landing pages, Google and other search engines also run checks even though they are paid adverts. These checks run on SEM Landing pages are unlike those run on SEO Landing Pages, which are used to determine the value of the content and the viability of ranking the SEO Landing pages. The checks run on SEM Landing pages are a form of quality check to protect visitors to your page and this is notwithstanding the amounts paid to run SEM landing pages. The safe net here is running high quality ads and linking the ads to a detailed Landing page.
Your SEM Landing page in a broader sense needs to meet the visitors’ expectation and this can only be done through the ad you use for your page. The search engines love to be on top of every situation and so will measure the success of your SEM Landing Page. Google for instance will show users less of your ads if the bounce rates are high, on the assumption that your ads and landing page are of low quality. Google is concerned with retaing the users of their search engines so when they see that the users are refusing a certain advert, Google will show it to less users. The dichotomy lies in the fact that your ranking position on SEO campaigns is determined based on the quality of your landing page, while for SEM, your quality score (can be found on your AdWords Dashboard) determines the performance of the SEM campaign.

In the setup of an SEO or SEM campaign, the Landing page matters more than every other thing (design and coding inclusive). On their own, the design, page layout and coding would not really provide results.

About the Author
ABOUT THE AUTHOR Dr. William Sen Founder of blue media

William Sen has been an SEO since 2001 and is a Software Engineer since 1996, and has been working as an Associate Professor in Germany for the University of Dusseldorf and Cologne. He has been involved in developing custom SEO tools, large website and software projects. William has a PhD in Information Sciences and has been working for brands such as Expedia, Pricewaterhouse Coopers, Bayer, Ford, T-Mobile and many more. He is the founder of blue media.

LEAVE A COMMENT:
Your comment will be published after being reviewed by moderators. Thank you
Recent Blog Posts ALL BLOG POSTS
2024 © OnBaze™ by digitalbaze, Inc. | Partner: blue media marketing, Inc. | Partner: mySMBScore Business Loans | San Diego, CA, USA

Contact

close
private & secured
private & secured

Send your message to more companies at once (bulk email)

Array ( ) 1