Creating landing pages has become easier than ever. Aside from the rise of self-service, drag-and-drop page builders, there are also plenty of platforms that supply you with customizable landing page templates that are pre-configured for conversions.
It’s worth noting, however, that the design aspect of a landing page is only a piece of the puzzle. If you want to improve the conversion rate on your website
, you also need a handful of on-page optimizations that make landing pages more desirable to users and search engines alike
Optimizing your landing pages for your target keywords
is a step in the right direction. Not only will it help improve search engine rankings, but it can also impact the user experience factor on your website with the right methods. Without further ado, here’s how to weave target keywords into your landing pages:
1. Start with Your Domain URLs
There’s compelling evidence to believe you should include target keywords in your domain URLs.
According to a study
, 63 percent of the highest ranking websites in major industries include keywords in their domain URLs.
Fortunately, it takes zero web development skill to insert target keywords into your domain URLs. Content management
systems like WordPress, for example, has a simple feature that lets you modify the URL of any web page within seconds.
If you’re building a website from scratch, you may also buy a domain name
— as long as it’s not an exact match. This eliminates the need to include your target keyword in the URL slug of every page you make, giving you more flexibility and improving your website’s overall ranking potential
2. Structure Copy Around Headers
The number one rule of web design
is to prioritize the needs of your users. Remember, upon arriving at your landing page, your users are most likely thinking about the value they can gain from your brand.
Adding keywords to your page’s headers will make it easier for them to find the information they’re looking for. From an SEO standpoint
, keyword-optimized headers also signal relevancy to search engine crawlers.
Just like domain URLs, most website builders, CMS, and e-commerce platforms
have built-in formatting tools that allow you to integrate keywords into headers. Most actually have multiple header elements for more depth when it comes to the structure of your page content.
For content development, preparing outlines by creating headers beforehand will also help your writers finish pieces quicker. It also guarantees consistent quality and content flow since writers will be able to visualize how a post starts and ends
3. Use Image Alt Tags
Visual content like infographics and screenshots
, on the other hand, can enrich the user experience by captivating the reader’s attention and making certain types of information more readable. The blog featured images can also make your content more shareable on social media.
You can integrate your target keywords into images via their “alt tags
”, which describe what an image is about to search engine crawlers and users in case their browser doesn’t load your page properly. To add an alt tag to an image, the traditional method is to modify the <img>
tag in your page’s HTML.
<img src="photo.jpg" alt="insert" title="This">
Website platforms with media library managers
also allow you to pre-set the alt tag of images through the visual interface. For instance, if you use WordPress, you can add alt tags by editing the “Alt Text” field from your gallery.
4. Build Internal Links
In modern online marketing, a blog is one of the cornerstones
of an authoritative online presence.
It’s a known fact that the vast majority of your audience — regardless of the size of your brand — won’t make a purchase on their first visit. Before they make a purchase, you must first win their trust by establishing your authority
in your niche.
A blog will help you accomplish this objective and more. By building an internal link structure through your blogs, you help search engine crawlers discover more of your site.
It can also direct potential customers to the products they need.
To create a solid internal link structure, below are a few ground rules you ought to remember:
-Use keywords as anchor texts
-Never force internal links — be sure they enhance the user experience
-Use “do follow” links to pass on authority to other pages
5. Perform A/B Testing
It doesn’t matter if you’re a rookie or a veteran marketer with years of experience in the field. When designing and optimizing landing pages, you still have to rely on trial and error to an extent.
There’s a lot of nuances to consider with any form of strategy in online marketing
— from the content preferences of your target audience to the competitiveness of your niche. That’s why you need to incorporate A/B testing
into your strategy and let data show you the best way forward.
Put simply, A/B testing is the practice of testing multiple versions of content or page designs at the same time. This cuts the time it takes to gather enough performance data for each version and augment your decision-making.
To utilize A/B testing for keyword optimization, you need to look at the effect of certain keywords on your website’s conversion rate. Google Optimize
is one of the tools you can use to A/B test your landing pages. It enables you to create multiple “experiences” that pertain to different combinations of keywords, headers, images, CTAs, and so on.
Integrating keywords into landing pages isn’t rocket science. With the strategies above, you should be able to build keyword-optimized landing pages in no time. All it takes is a little patience, diligence, and attention to detail.