Google announced a dozen updates of significance to its algorithm in just the last year alone. In addition to the major updates, there are scores of many other minor updates to the search engine that most people are completely unaware of.
Many of you are probably wondering how these kinds of updates affect your landing pages, and of course, the updates can affect performance. You need to understand that adjusting to the changes is about more than just optimizing your pages for search engine results pages (SERPs).
Mordy Oberstein, Head of Communications at Semrush, recently led a sponsored webinar in which he outlined how people can improve the SEO of their landing pages and increase conversions with a set of data-backed tips they can put into practice immediately.
Just as most people have become more skeptical and tech aware in recent years, Google too has increased its own skepticism about the kinds of content that is now filling the web. People who are using search engines are usually looking for specific kinds of information and become annoyed when they encounter pages that are not what they were looking for.
It is important to understand that ranking landing pages is not just about the information contained on a single page. You must also think about how your landing pages reflect and connect to the overall website.
In other words, the quality of the entire website can be a very real ranking factor. In general, Google is always hoping that the website it links to will deliver a quality experience for its users.
People need to readjust their thinking with landing pages because too many people do not even view these pages as being part of the overall website. Instead, many people tend to think of landing pages as separate entities, which they most certainly are not.
Others will only look at landing pages from a conversion standpoint. The result can be a little more freedom to try things out on landing pages that you might not be willing to do on the regular website.
The thing that you need to keep in mind is that the users of Google are not looking for conversions or thinking in a conversion mindset. Instead, they are usually just seeking information relating to their search.
So the information is key, and information can lead to conversions. When information is not delivered first, there will not be a conversion.
This means that it is in your best interest to ensure that you are truly informing the user instead of making a sale. By proactively answering your user’s questions, brand consistency and good SEO practices can become more important.
Landing pages will be just one part of the bigger website. You have to think about carrying the full website’s expertise, authority, and trust over to the landing pages.
Google knows when you are just trying to sell instead of informing visitors, and as a result, it can affect your rankings.
For product reviews, it is important that there is no push to sell something. When there is a push to get more sign-ups for a newsletter, informing people and making sure to let visitors know what kind of content they will get when they sign up is important.
A huge part of SEO will be brand marketing and website perception. Keep these things in mind and adopt the practices if you want to rank better on landing pages.
It is also important to ensure ads are not overshadowing authoritative content. Be sure content matches a user’s needs and intent.
Semrush recommended starting with empathy when creating helpful, informative content for landing pages. After that, you can begin your keyword research.
When you want informative content that connects to a user and helps them decide to convert, the things you will need to understand include:
- Where are your users coming from?
- What needs to happen for them?
- What content is going to be helpful to them?
- Would they trust this article?
- Would they buy these products?
Incorporate that into a landing page’s perception, but do not stop there. You will have to look at how your website is perceived because the content will be your brand, including landing pages.
With Google, usability is going to be a big differentiating factor. The future of optimization is experience and usability.
You need to ask yourself how digestible the information is for the user if you are giving information in the best possible way, and if it is formatted in a way that makes sense for the user.
Semrush analyzed more than 20,000 landing page URLs and home page ranking patterns. The key takeaways were as follows:
- Don’t orphan your landing pages. Connect them with the rest of your site as much as possible.
- Offer helpful and specific content, not just “sales content.” Google is getting better at understanding intent.
- When creating content for landing pages, focus on empathy before keywords.
- Understand how visitors and Google perceive your site and content.
- Don’t go overboard when pushing the conversion.
- Usability will differentiate your content.
Landing Page Creation in Houston, TX
SERP Matrix provides landing page design and testing services for many different kinds of clients. We have handled landing pages for a broad variety of clients, including lawyers, health care workers, real estate professionals, and many others.
We also assist in helping landing pages in many other ways, such as through PPC advertising or newsletter advertising. SERP Matrix also assists with search engine submission, content writing, and social media marketing.
SERP Matrix can help you with your SEO and local SEO concerns. We have helped scores of clients across various industries establish their presence on the internet, and we also provide an SEO services guarantee which means that you will be refunded a portion of fees for which service was not performed.
The content writing team at SERP Matrix can provide you with winning meta descriptions in addition to actual website content. Our team understands the most compelling descriptions of web pages that will be most likely to lead to clicks and then conversions.
We will be able to offer detailed keyword analysis that can help target your customers. When we deliver content to you, you will also get suggested meta descriptions that you can count on to accurately summarize your web page in a search engine and also encourage more website visitors.
We also handle link building that can incorporate meta descriptions in some cases. Our team will earn you links from only the highest-quality sources, such as educational websites, government websites, video websites, news or journalism-related websites, web directories, RSS directories, blogs, forums, publishers, social media, and membership organizations.
A complete audit can be used to discover any HTTP 404 Not Found Errors users encounter when webpages can not be found on the server. Our meta descriptions will lead to additional link possibilities.
We can make sure keywords and locations are incorporated into virtually every element of your website content, including the title tag, header tag, ALT tag (the ALT attribute within the HTML IMG tag), website or landing page URL, and the actual page content. Our efforts can work together seamlessly to ensure that your meta descriptions are accurately conveying the information on your web page.
You can also count on us to help you with search engine submission when you are concerned about the display of your meta descriptions. SERP Matrix handles meta descriptions in major search engines like Google, Bing, and Yahoo as well as other popular search engines such as Alexa, AOL, Ask, Baidu, Bing, Dogpile, DuckDuckGo, Internet Archive, Quora, StartPage, WolframAlpha, and Yandex.
SERP Matrix offers web design and development services that include work on static websites, dynamic websites, e-commerce websites, corporate websites, small business websites, mobile applications and websites, responsive websites, content management system (CMS) websites, personal websites, government websites, and non-profit organization websites. We know how to make sure that every single page on your website has an accurate and compelling meta description so there is never an issue with search engines incorrectly describing web pages.
You can also count on social media marketing and video marketing services from SERP Matrix. Our website has reviews from our customers that you can read as well as information about all of the many other digital services we offer.
Houston Landing Page Designer
If you need help designing an effective landing page in the greater Houston area, you will want to make sure that you contact SERP Matrix. Our team is ready and willing to do the work needed to make sure that you have a landing page that will help you generate more conversions for your company.
Our team has a wealth of experience handling all kinds of landing page issues, so we will be able to help you find answers to your most pressing problems. Call us today at (713) 287-1134 or contact us online to set up a free consultation that will let us review your case.