Landing pages, as we discussed in our 6 Tips for Creating High Converting Landing Pages article, are standalone web pages that are designed to convert visitors into leads or customers by directing them to take a specific action, such as making a purchase or filling out a form for more information. In order for a landing page to be effective at driving conversions, it must be optimised for search engines and rank highly in the search engine results pages (SERPs). This is where search engine optimisation (SEO) comes in.
What is SEO?
SEO is the process of optimising a website in order to improve its ranking in the SERPs and attract more targeted traffic. There are many factors that go into SEO, including keyword research, on-page optimisation, and link building. By optimising a landing page for SEO, businesses can increase their visibility in the SERPs, improve their credibility and trust with potential customers, and ultimately drive more conversions.
How Can SEO Benefit a Landing Page?
Here are a few ways that SEO can benefit a landing page:
- Increased targeted traffic: By ranking highly in the SERPs for targeted keywords, a landing page can attract more visitors who are actively searching for the products or services being offered. This can lead to more qualified leads and higher conversion rates.
- Improved user experience: A well-optimised landing page will be easy for search engines to understand and for users to navigate. This can improve the user experience and increase the chances of the visitor taking the desired action.
- Increased credibility and trust: Ranking highly in the SERPs can help to establish a business as an authority in its industry and build credibility and trust with potential customers. This can lead to increased conversions and customer loyalty.