Importance of landing page SEO

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About Milind Mody

Milind is the founder - CEO of eBrandz, a professional SEO company in New York & India. Milind has been featured in various IT related magazines like Digit (Nov 2005) and BenefIT (Sep 2007). Milind also writes articles on Search Marketing in Popular Magazines like "Search Marketing Standard".

Let us find out in this post why landing Page SEO is recommended and how it helps you in making your site both user friendly and search engine friendly. Consider what if the visitor has still not made a buying decision yet. Maybe he or she is searching for a related service/product. This is where the benefit of a dedicated landing page – optimized for full user experience – is felt.

Here are the important aspects related to a landing page:

  • Apart from optimizing for specific user action, the landing pages allow easier tracking/analysis of visitor actions, for subsequent modifications.
  • The aim of any landing page is principally to optimize the overall user experience while visiting a website, especially that of a first time user.
  • This in itself is a good enough reason for applying them in a SEO exercise. After all, there’s hardly any point aiming for higher ranks sans failure to convert.

The effectiveness of a site’s landing pages is brought into play, especially by utilizing:

1. Keyword-rich content: By narrowing the focus to a specific or niche area, it is possible to use more keyword-rich headings, text, and links. Here I am not referring to generic keyword stuffing; rather underlining the importance of a content page that is focused essentially on a tightly defined subject niche. Thus, it becomes possible to develop the content better from the point of users who are interested in niche topics and related subject matter.

The idea is not simply to capture a large number of key term variations or related phrases. The effort is also made toward driving the traffic forward into utilizing either that page or (other) targeted pages within the website to achieve desired call to action.

Make it a point to keep the pages dynamics by featuring RSS feeds from within the website – latest articles, forum discussion topics and product lists – based on that keyword niche area.

2. Links: If you are keen to maintain higher ranking, it becomes necessary to launch a link development campaign at some point. However, a website with links merely to the index page can get top-heavy and look unnatural.

And this is where your site’s landing pages establish their value. Setting them up means it becomes easier to spread links around immediately to make the homepage/deep pages ratio that much more natural.

Also make use of varied anchor text to each targeted page. Ideally speaking, we do not want different confusing versions of the key terms in our links leading to these landing pages; rather go for different words or phrases utilized in different ways.

You may make use of both generic and product/service specific keywords, to draw the attention of search engines and drive traffic to the site. Users will find valuable inputs related to the domain, and will be encouraged to visit the site, and can be provided with a relevant call to action.