Content Marketing Paid Search (PPC) Search Marketing SEO

August 20, 2014 at 2:05 am

Steps in Optimizing a Landing Page (Part 1)

SEO Philippines — or the way we do optimization here in the Philippines –often look at the bigger picture. Due to the overwhelming and often confusing changes in the SEO world, there are instances when the SEO agencies forget the basics such as optimizing the landing pages. Here are the steps on how to optimize landing pages in such a way that it will deliver what is expected from it – conversion!



STEP ZERO – Understand the target market

A major step, you need to get to know your target market. Understand their pain points. If you have to conduct surveys and interviews then so be it. You can even go the extra mile to list websites that your market is exposed to. Build a scenario of the typical online experience of your market.

Some questions worth answering are:

  • Who are you?
  • Why are you using our products?
  • How did our products/services improve your life?
  • Do you consider other products/services? Why?

The questions can uncover the recent trends in your niche that analytics cannot reveal. The biggest problem in designing landing page is they it doesn’t truly reflect who the page is for. It doesn’t directly reveal the level of online exposure the page is created for. This is the very first thing that SEO specialists must understand – the level of appeal of the landing page is not universal.

understand target market landing page optimizationRemember that landing page design is not a game that SEO companies in the Philippines are battling to win over. Landing pages manifest themselves as opportunities to tap into the conscious decision-making of the prospects. A landing page is a venue to connect with and communicate value to the prospects. Accept that the connection is on the prospects’ terms and not yours, a necessary step in making better landing pages.

By virtue of customer development, you can devise a simple questionnaire so your landing page will resonate with the needs and wants of future traffic. This is the secret to designing a landing page that follows the expectations of the target market, thereby reducing friction it takes for a prospect to convert.


STEP ONE – Set up actionable goals

Google Analytics is an indispensable tool in the SEO world. Metrics provide actionable insights. As simple as it may seem, by analytics tend to intimidate and overwhelm even the experts. Actionable analytics are critical in creating highly-optimized landing pages. Making the most of the analytics is the secret.

set up actionable goals landing page optimizationConversion goals need not be quantitative. In fact, only a few experts know the use of action-completed goals. An example is the total number of pages a user visited on your website. Google Analytics can be set up to reflect less than, equal to or greater than a specified number of page visited. Evidently, the goal is mapping out landing page conversion goals based on the performance data.


STEP TWO – Match the ad message with the landing page

Ad copies and landing pages must be synergized. If you already have landing pages, check the bounce rates on such. If the bounce rates are too high and the conversion rates are too low, then there is a message mismatch.

Next, check the ad copies directly pointing to which landing pages receiving the highest CTRs (click-through rates). Are they using the same language and voice? Are the images similar or synchronized? If NO and NO are your answers, then your landing pages are destined to fail. Apologies.

match the ad message with the landing page landing page optimizationThe reason? The landing pages do not correspond to the ad messages. Nine in 10 users expect the same headlines and images when they click the ad. Most feel ungrounded when they land on a totally different page. They will look for the headline that actually grabbed their attention, generally speaking.

Here’s a bonus: Users expect the same keywords to be apparent on the landing page as these are on the ad copy. As opposed to creating a landing page and having loosely targeted ads pointing to it, create targeted pages that focus on a group of related keywords.


Evidently, any digital marketer cannot do the first and second steps without a good grasp of who the target market really is. Next, we will discuss the importance of first impression, emotional resonance and value proposition.


Source: Search Engine Journal | MOZ | ConversionXL

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