How To Optimise Your Landing Page to Get More Sales

Earlier today, I read an article on SEO for landing pages. 📖

It stated there’s no point in having a landing page if it’s not optimized for SEO.

This is nonsense. 🤨

Landing page leads come from email, PPC, social media, apps…etc. SEO is almost always a secondary method.

But the article made a good point—if you don’t optimize your landing page for SEO, you miss out on many secondary leads.

And more leads mean more sales!

That’s why we’ve created this short guide on SEO for landing pages.

Driving leads to landing pages using email or social media takes time and effort. 😓

Each time you want to use email marketing to send visitors to a landing page, you must create a new campaign, often consisting of multiple messages.

And even then, only your existing mailing list sees it.

Optimizing your landing page solves both of these issues:

✔️ It attracts new leads over a long period: Unlike social media or email campaigns, you only need to do SEO optimization once. It will attract new leads via Google searches over months or even years.

✔️ It attracts warm leads: Landing page SEO is about getting search intent right. If your content matches the search intent, you’ll start attracting people who are already interested in buying a solution like yours.

Search Intent is Key

Understanding search intent is critical to using SEO to boost sales.

Notice I wrote “boost sales” and not “drive traffic”.

That’s because your landing page is there to convert leads, so we want to attract people looking to make a purchase.

You might find some high-traffic keywords that like:

• What is project management software?
• How to use project management software

The problem is that these visitors won’t convert into sales.

Optimizing your landing page for keywords that target people who are ready to buy is the solution.

Examples of good terms for this are:

• Best project management software
• Buy project management tools

Once you get interested buyers onto your page, it’s up to your content to explain why they would choose you over a competitor.

In the next section, we’ll explain step-by-step how you do this.

1. Identify your search intent 

First, imagine what people looking for your solution would type into a search engine if they were ready to buy.

You could also ask your customers what they would type into Google if you have time.

2. Find keywords

Next, use a keyword research tool to find keywords that you want your page to rank for because they match your search intent.

We use Ahrefs, but Moz and SEM Rush are also great options. Try to find keywords that are:

✔️ Low DR.

✔️ High volume.

✔️ Longtail, i.e., consisting of several words.

✔️ Relevant to the customers you serve or your industry.

This is massively oversimplifying keyword research. Our newsletter from Wednesday explains how to do this properly.

3. Optimize your content

Once you have your keywords lined up, you need to ensure that they are used correctly on the landing page.

Use too few of them and Google won’t notice the page. But use too many and it will think you’re keyword stuffing, in which case it will ignore it anyway!

We use content optimization tool Surfer to help us strike this careful balance. Here are a few examples of other factors that will improve your page’s rankings:

✔️ Length: The length of your landing page impacts whether it ranks. Longer isn’t better—relevance and the quality of your content are more important. But each keyword has an optimum wordcount range that will help you rank for it.

✔️ Title tags: These labels tell Google that a line of text is a title. They help the search engine read your page. Your main keyword should be in the H1 tag and you should include lots of H2 and H3 subheadings.

✔️ Images: Good quality, relevant images will also help your page rank. Including your main keyword in the file name, title, and alt tag will help Google understand what the pictures are.

✔️ Meta description: This is the text that appears in the search results. It should include your main keyword and encourage readers to click through to your landing page.

4. Get link building

Backlinks are when someone links to your page from another website because they like your content.

They are a critical ranking factor. If you are serious about your landing page ranking, you need to get backlinks.

Some good ways to earn backlinks include:

🔗 Writing guest posts for other websites.

🔗 Providing journalists with information through services like HARO.

🔗 PR campaigns.

5. Monitor traffic

Once you’ve published your optimized landing page, it’s helpful to monitor its traffic. Do this by connecting your site to Google Search Console.

It can take up to six months for your content to start ranking. Hopefully, at this point, you should see an increase in your traffic and sales.

There are two main issues to look out for:

⚠️ Not enough traffic: If your traffic hasn’t increased by as much as you would have liked, your page may need further optimization.

⚠️ Not enough conversions: If your page is getting lots of traffic but few conversions then there could be a problem with your search intent or keywords. It could also be that the content on your landing page isn’t convincing enough.

In this detailed guide, Semrush outlines how to optimise content for SEO, as well as for backlinks and shares, conversions and the style of your content to see the best results.