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.