Here at SearchEngineOptimisation.co.uk we know the importance of landing pages. Once upon a time it was quite easy to create a strong and solid landing page. All that was required was some good content, a strong keyword and some detailed tags and you were off. The search engines would pick quality sites up fairly easily and the job of driving traffic to your preferred landing pages was done. Nowadays however, the world of online has come on leaps and bounds. Web designers are becoming more creative and clued up, search engines are becoming more sophisticated and the overall result of this is that it is getting harder and harder for websites to create strong landing pages.
Of course, some of the standard advice given from professional SEO services should still stand. After all, there are some tried and tested methods which never change. The main area of concern should be your competition as the quality of landing pages out there now is so exceptional that you really need to be pulling out all the stops to get ahead of the game.
Expanding on your keywords is a good place to start. Traditionally people tended to pick one keyword and repeat this a couple of times on their landing page. Whilst we all know that keyword stuffing is a no-no, online audiences are becoming much more diverse and it is important that website create keywords to match this diversity. Whilst your main keywords are important, incorporating alternative search phrases and even long tail keywords can help from both an audience point of view and a search engine point of view.
Any keywords chosen should be truly relevant to your content. Quality is always much more important than quantity and in the world of keywords this could not be more true. A lot of websites think that having dense keywords will show up as a positive aspect to search engines, however over use of them could be seen as a black hat technique.
Ensure any graphics are loaded properly. Images and videos are fast becoming a popular element of online content and with people searching specifically for these items in their searches they can put you ahead of the game. It is important however, not to let the thing that could differentiate you be your downfall. A slow loading image or broken video link will have the complete opposite effect to effective graphic content, so be sure to make it search friendly.
Lastly, in a world which is cluttered with good content it cannot hurt to steer search engines in the right direction by telling them what elements of your landing page are better. Using inter-page links and anchor text to highlight the most crucial and relevant areas of your landing pages can help search engines pick up on these sections. This is a particularly useful technique used by SEO experts for pages with quite a lot of content, as they provide a kind of synopsis of what the rest of the page, and website, has to offer.
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Posted by Susie.
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