SEO promotion of landing pages in search engines. SEO and landing page promotion - working methods How much does it cost to create and promote a landing page
Landing page - a landing page with a high conversion rate. There are many techniques to achieve a high level. They all boil down to the fact that the document must persistently and purposefully lead the visitor to a conversion action: purchase, subscription, request for a service, etc. Thousands of articles have been written about this. We will not compete with their authors, but we note that many who want to create effective landing pages are held back by a lack of understanding of how to achieve good positions in search results with one page.
Indeed, in the classic version, a landing page is not an ordinary one-page website. This makes its promotion also not entirely ordinary, in the sense that the set of internal factors changes somewhat. For example, you won’t be able to increase the static weight of a page by linking to it from other pages on the site - they simply don’t exist. The formation of a semantic core, which is the basis for other promotional activities - content optimization and link building, also has its own characteristics.
Semantic core
For clarity, we will look at the optimization of a landing page aimed at selling a specific product, for example, an Explay 3G tablet. As with promoting any website, you need to start with selecting a semantic core. High landing page conversion is achieved, among other things, by narrowing the audience it is aimed at - these are target visitors looking for a specific product, service, newsletter, etc. This specificity also affects the formation of the semantic core: it will consist only of low-frequency queries, with a frequency of less than a thousand. And even such requests will be relatively few: landing pages are not focused on the entire assortment; they are usually “tailored” to one product item or a small group of products.
That is, if the semantic core of a regular website should be made as complete as possible, expanding it due to the presence of high-frequency, mid-range and low-frequency queries and forming it using different topics, then the semantic core of the Landing page will have to be narrowed, on the contrary, limited only to those queries that will bring an influx of targeted, easily converted audience with a strong intention to buy. The subject of requests for such a page will always be the same.
You need to decide which key phrase will be the main one in your semantic core. It must correspond to the conversion action. As a rule, this is the most frequent (popular) phrase of the selected ones. In our case, the main phrase by which you will promote your landing page will be “buy an Explay 3G tablet.” This phrase will form the meta title tag, and it should also be included in the h1 heading of the document.
The number of words by which you can promote a drug is almost endless, the main thing is that these words and search queries exist (these are product modifications, clarifications, characteristics, etc.). Here’s an example: one website page, a product page, brings users 316 queries and almost 3000 sessions:
The Yandex “Word Selection” service can select a small and high-quality kernel, as well as evaluate the popularity of queries.
Optimizing text on a page
In order for text to rank well in search engines, several factors must be taken into account:
- Achieve sufficient inclusion of key phrases from your semantic core
You can find out what this “sufficiency” is by analyzing competitors who are already ranking well for your queries. The Text Analysis tool can help you with this.
“Text analysis” analyzes documents from the top to determine the required volume of text and keyword density and checks how well the text on your page corresponds to this. Based on the results of the test, “Text Analysis” gives recommendations for optimizing your page, indicating in detail how many and what words need to be added or subtracted and how to change the volume of text.
Note that there are similar tools on the Internet, but Wizard's Text Analysis, unlike most of them, is free.
Remember that the situation in the top is dynamic, periodically check how optimized your content is and follow the recommendations of the same “Text Analysis” - service statistics show that this speeds up promotion by 30%.
- The text should be unique and rich in similar terms.
Text uniqueness has been one of the important ranking factors in search engines for many years. Copy-paste is no good. How to measure uniqueness?
There are services on the Internet, including free ones, that compare different texts with each other and, based on the results of the comparison, issue a verdict of uniqueness as a percentage.
In addition, search engines rank higher pages that contain special terms related to the topic of the page. Be sure to add terms to the text on the page.
- The text must be well written, well structured and professionally designed.
A common cause of bounces (closing a page almost immediately after opening) are grammatical errors or ill-thought-out document structure. Such shortcomings cause mistrust and negative reactions from visitors. This leads to a deterioration in behavioral factors and a lower ranking of the page in the search results.
Don't forget to optimize your page meta tags. The title tag should contain the main keyword phrase for which you are promoting. And pay special attention to filling out the description tag: although it does not directly affect positions in search engines, Yandex and Google sometimes use it to fill out snippets - brief description document on the issue page. Documents ranked lower often have more clicks due to a successful snippet.
Other internal factors
The so-called commercial factors are important for organizing sales, gaining the trust of visitors and good ranking in search engines. Back in 2011, Yandex announced the use of commercial metrics in the ranking formula. Although a landing page is specific, it is still a commercial site and is subject to ranking rules applicable to full-fledged online stores and other commercial resources.
Therefore, you should pay attention to at least the following information:
1) Detailed contact information.
2) Availability of delivery service.
3) Availability of technical support (mail, telephone, feedback form).
4) Online consultation system.
5) Availability of discounts.
6) Readability of the domain name.
7) Title tag length.
Attention to such details will be an extra plus for the document.
And finally, the most important point that should not be forgotten.
The influence of the technical condition of the site on promotion is not obvious, which is why many webmasters and optimizers neglect it. It should be borne in mind that the presence of technical errors on the site reduces the effectiveness of all SEO efforts.
Let's briefly list some technical parameters that affect the ranking of a landing page (a regular site has more of them):
- Stability of the site and page loading speed.
- Contents of files.htaccess, robots.txt, sitemap.xml.
- Presence of viruses on the site.
- Temporary and cyclic redirects.
- Incorrect meta tags and page titles.
- Broken links and images.
It's not easy to track down all the technical issues on your own. And although in the case of a one-page site, which is the Landing Page, the severity of the problem is somewhat reduced, some nuances may still be left without due attention and fatally affect the result of long and painstaking work.
A complete list of these and other errors can be obtained using the Technical Analysis tool. It will give you a general list of site errors for free. After reviewing it, you can decide whether it is worth paying for the details.
External factors
As already mentioned, the unique nature of Landing pages makes it impossible to promote them with internal links. Therefore, it is necessary to take building a good link profile seriously. Especially considering that the promoted phrases will be, although low-frequency, often very competitive.
The main difficulty arises already at the stage of forming an anchor list.
An anchor list is a collection of all text links to your site. After that, these links need to be placed on external sites. To do this, they need to be selected somehow. To select donors, they are assessed based on their parameters and visually. To select the optimal parameters, they usually evaluate leading sites that are already highly ranked by the search engine. A multi-hour marathon analysis of the link profiles of TOP sites knocks the sweat out of even seasoned pros. It is necessary to analyze the external links of high-ranking sites for the number of non-anchor links, as well as one-, two-, three-word key phrases. The non-anchor link mass should also be divided into parts consisting of links with a domain entry, as well as the words “here”, “here”, “site”, “brand name” and others. Then unload the donors of each site from the top and draw their general portrait based on dozens of parameters (TIC, PR, nesting, domain zone, number of external links, AlexaRank, traffic, etc.).
So, for 5-10 sites from the top. Then, based on the analysis, create an effective anchor list and determine which and how many donors will be needed. And if we add to this that the bulk of the analysis tools are paid, then it becomes clear why there are so many zeros in the fees of companies engaged in promotion.
When selecting donors, it is necessary to take into account the region and theme of the site, and try to select the most relevant pages for placement.
When allocating the budget, it is worth using part of it to purchase permanent links and social signals. Social signals - links from posts of social network users. Projects that use such links rise in search results much faster.
Of course, such complex work is tedious and fraught with errors, especially if you are just starting to learn the intricacies of SEO promotion. Experienced optimizers have been automating routine processes for a long time, which significantly speeds up work. Automatic promotion services:
- will help you choose keywords and tails
- will create an anchor list
- analyze sites and select the optimal ones for placing links
- will tell you how best to optimize the text on the page
Please note that promoting a website to the top is a process that requires time and labor. If you need an immediate effect, then at first, while the page is moving to the top, you can resort to other advertising techniques. For example, use contextual advertising or attract targeted visitors from pages where they usually communicate (certain groups in social networks, forums, professional communities).
Tip: Landing pages can be used as landing pages on a regular website. At the same time, conversion is expected to increase and website promotion as a whole will be more effective. But this is a labor-intensive process.
Resume
Promoting one-page sites focused on commercial requests has some features. Let us highlight among them the size of the semantic core, consisting of several low-frequency queries, the associated optimization of content in just two or three phrases, and the increased importance of link factors.
Happy promotion!
It is believed that the promotion of landing pages (SEO) is problematic: they are single-page and are promoted worse in search engines than multi-page sites. This is due to the fact that landing pages usually have little text and the number of entries is minimal. As a result, search engines simply have nothing to index on such pages. Therefore, landing pages are inferior to full-fledged sites with long texts and a large number of entries. To attract traffic to a landing page, they usually connect contextual advertising, and sometimes use a context optimizer to increase returns.
However, such pages can be successfully promoted in search engines. Thanks to our vast experience in SEO, we have formed certain rules, adhering to which, you can successfully promote your landing page in search.
Landing page is a one-page website or, in other words, a page that is aimed at getting the visitor to take a certain action (buy, order, call).
The landing page presents the benefits of goods and services consistently, outlining the benefits of the product and focusing on the purchase. This ensures maximum conversion, allows you to increase the flow of applications and optimize website costs. The landing page is created in such a way as to motivate a person to take a targeted action. As a result, more and more users become your clients.
How to promote a landing page?
SEO optimization of a landing page is not much different from promoting any other website. To successfully reach the TOP, it is not enough to optimize just the text on the page - only comprehensive work will bring good results.
- Link your page to a specific region. You shouldn’t promote one landing page throughout the country at once. In this case, you will be competing with a huge number of multi-page sites, so it will be almost impossible to succeed. It’s better to create several landing pages and set your own promotion region for each. You can do this in Yandex.Webmaster (“Site information - Regionality”).
- Optimize page loading speed. It is important for users that the landing page loads quickly enough. If it takes longer than three seconds to load, they are more likely to navigate away from the page. This can also affect the speed of indexing by search robots: they, like users, will leave pages that take a long time to load and will not include them in the index. Therefore, regardless of what you are promoting (a full-fledged website or a landing page), you need to monitor the page loading speed. One solution is to reduce the weight of images, remove pop-up elements, etc.
- Adapt the page for mobile devices. Every year, more and more people use mobile devices to search for information online. To reach the maximum target audience, increase conversion from mobile devices and successfully promote in mobile search results, the landing page must be convenient. To do this, use adaptive layout or create a separate one mobile version pages.
- Work on your meta tags. For successful promotion in search engines, title and description tags must contain keywords. At the same time, avoid unnatural occurrences (for example, “how to travel to the USA quickly, cheap, travel tickets, Canada, America”). Otherwise, the page will be pessimized in the search results.
- Perform text optimization. The text should be divided into small semantic blocks with short, memorable phrases. If you want to do SEO for your landing page (i.e. promote it in search), optimize the content in accordance with the principles of LSI copywriting, as well as taking into account the requirements of the Yandex algorithms (Baden-Baden, Korolev) and Google (Panda ", "RankBrain"). As with meta tags, avoid unnatural occurrences. In addition, the keyword density should not be high, otherwise search engines will consider the text over-optimized and pessimize the pages in the results. However, texts must meet not only the requirements of search engines, but also satisfy the needs of users. Therefore, when creating and optimizing content, first of all, pay attention to the fact that it is interesting to the audience.
- Improve external ranking factors I. In order for a landing page to become an authoritative platform for search engines, various resources must link to it. We are talking about quality links: place them on forums, blogs and thematic platforms. Set up social media widgets on your page so users can share it. This will also have a positive effect on promotion: links from the largest social networks have heavy weight and get into the search engine index quite quickly.
- Work on commercial ranking factors. Search engines take into account the quality of goods and services provided on a website. Studying commercial factors helps not only to advance in search, but also to increase the number of conversions. Therefore, be sure to add contact information, USP and other commercial elements (calls to action, images, detailed descriptions) to the landing page.
- Work on behavioral ranking factors I. For search engines, it is important that the page is useful to users. To improve behavioral factors, add videos, sliders and other interactive elements that will attract people's attention and make them spend more time on the landing page, leave an application or make a purchase. Improve usability so that the page fully meets the requirements of the audience.
Promoting your landing page in search engines will bring you additional free traffic and more conversions. And although promoting landing pages is more difficult than regular websites, with the right approach you can achieve success.
We released new book“Content Marketing on Social Media: How to Get into Your Followers’ Heads and Make Them Fall in Love with Your Brand.”
To begin with, I suggest you understand the terms. Landing page is the landing page that a user sees after following an advertising link. This could be a paid Google AdWords link, an advertising banner, a newsletter, etc.
They are used to increase the impact of advertising and increase the audience. Landing page also helps the user to concentrate, guarantees a higher conversion rate from advertising messages, and also motivates users to take the actions you need.
Main task- turn an ordinary Internet user who is interested in an advertising offer into a real client of the company.
Having decided to engage in promotion in search engines, you must understand that you will encounter a number of limitations:
- Firstly, results can be achieved only for one semantic group of key phrases.
- Secondly, the chances of getting to the top for highly competitive queries are low.
Do you even need to make a landing page? Think twice.
For example, if we are talking about a company selling a product from a manufacturer, then there is a possibility that the buyer will go to the website of this brand and order products there, and not from you.
The second nuance that can be called a disadvantage is the limited information presented on the landing page, which is offered to be received after filling out the form.
Because Buyers for the most part have a suspicious attitude and some distrust of advertising pages; they can quickly leave it. But this can be avoided if you place positive reviews, recommendations, awards and company certificates on the page.
How to correctly determine the semantic group of key phrases for landing page promotion
Let me give you an example using a group of key phrases:
landing page promotion
landing page promotion
promotion of a one-page website
landing page seo
It is visible to the naked eye that the semantic basis of the group of phrases is (landing page promotion). Also (landing page) and (landing page) are synonyms.
And, if you didn’t know, then (promotion), (promotion) and (seo) are also synonyms.
In the future, the meaning and essence of the page will not be spoiled by various additional words to the current key phrase:
landing page promotion reviews
landing page promotion methods
landing page promotion order
landing page promotion cost
promotion landing page price
landing page promotion in Yandex
landing page promotion on google
You can collect an impressive number of phrases with the word “landing”, but you shouldn’t promote one page on them. Here is an example of phrases that do not fit into the already selected group:
creation and promotion of landing page
landing page creation
order landing page
selling landing pages
landing page free download
create a landing page for free
ready-made landing pages
Ways to promote one-page sites
Or what we can influence when promoting a landing page
- entry into URL;
- title;
- description;
- keywords;
- entry in links;
- text on the website;
- external factors.
We will consider each of the points separately: how and in what way this or that list position can affect promotion. I’ll also tell you how to use new knowledge in practice and not make mistakes.
Entry in URL
Of course, at present this factor does not have such a strong influence on promotion, but still you should not ignore it.
And there is no need to worry about the fact that the domain will not be very beautiful - it is just a landing page, not a company website. The task of the landing page, as I already said, is to sell, and not to carry positioning.
Advice: Use English version or transliteration from Russian. If you are not good at transliteration, use the punto switcher program: select the desired text and hold down the Alt and Scroll Lock keys at the same time.
You can also look at the search results to see how search engines recognize the words you need. In search results, robots usually highlight transliterated words in bold, which they understand as keywords.
Title
This is a very significant ranking factor, so it’s worth paying a lot of attention to it.
- Use the main key phrase at the beginning of the sentence.
- Add words calling to action.
- If you can’t avoid repeating a key phrase, then divide the repeated keys into two sentences.
Common mistakes:
- A spammy title is when keywords are repeated several times in one sentence.
- Incoherence - listing keywords without thought/logic.
Description
Description is not a ranking factor in search engines, but is very important in order to improve the attractiveness of a site in search results.
But if you insert key phrases into the description, they will participate in the text ranking. It is worth using this if there is not enough text on the page to implement keywords
Keywords
In general, it does not affect anything (and this has been stated more than once by the search engines themselves). However, like description, keywords are directly involved in text ranking. The lowest-frequency phrases or “complex” keywords, which are difficult to enter correctly without damaging the text, can be specified in keywords separated by commas.
Important: enter no more than 3-5 key phrases.
Entry in links
Keywords in anchors have a fairly impressive impact on rankings.
An “anchor” in html is a bookmark with an individual name in a certain place on a site page, so that you can go to it via a link. For example, you have a large informative web page and your task is to make navigation more convenient. To do this, you indicated the content at the very beginning, clicking on the items of which will immediately take you to the corresponding section of the page.
Here's what we see in the code:
And this is the place where we need to move.
To work with subheadings and text, it is necessary to divide the semantic core - future text blocks - into groups
Example of text blocks on a landing page:
*main keyword
main keyword what is it
main keyword definition
synonym - main keyword
*main keyword example
main keyword review
*how the main keyword works
H1
According to optimization rules, H1 should be used no more than once on a page (one page cannot have two titles, right?).
What should H1 be? Keep it short, no more than 5 words. The main keyword must be included.
H2 and H3
Subheadings are very important in one-pagers, as search engines can use them as a title in search results. For each text block, you need to write a subheading in H2 or H3 (according to the logic of the landing page).
In the subheading you should use a key phrase that corresponds to the content of the block. Don't forget that content is created primarily for users, so keep an eye on how attractive and adequate (in terms of spam) your subheadings look.
Text on the site
For each group of key phrases on the landing page, a text block is written. When optimizing text, it is important not to overspam keywords; don’t be afraid to combine them
Given:key phrases
*main function keyword
main keyword operating principles
After merging:
*main keyword functions and operating principles
By the way, our other articles are full of tips on content, where the topic of keys and tricks is fully covered :) We were thinking about a thematic newsletter, but we don’t have time yet, so this is the most convenient
It is believed that SEO promotion of a landing page is an ineffective thing, almost impossible, and in general - pay like everyone else for contextual advertising and don’t worry about it.
However, it is not at all necessary to be sold into slavery by Yandex-Direct. In this article, I will show you 8 specific techniques that will allow you to successfully promote your landing pages in search engines.
And before we start, let’s figure it out - is SEO optimization for landing pages even necessary?
Is SEO promotion necessary for landing pages?
The problem with SEO promotion of landing pages is that this type of site is designed with the goal of getting maximum conversion. On the landing page, each element works to squeeze the target action out of the visitor - purchase, placing an order, calling, registering, etc.
And if some element does not work for the benefit of conversion, then it works to its detriment. This means that such an element must be removed from the landing page. For example, long texts with descriptions. And for SEO promotion, long texts are just necessary.
Search engines promote to the TOP those pages that provide maximum value to the user. What do values have to do with text format? Because search robots do not yet perceive other content formats at all.
It turns out that your website can be aimed at either conversion or search engine promotion. Because optimizing your landing page for search engines will reduce its conversion. But it's not that simple.
How does SEO landing page promotion work?
Firstly, if your landing page gets into the TOP of search engines, then you don’t have to worry about conversion at all. Let it be 0.5% instead of 3% - what's the difference? You still get traffic for free.
Secondly, here I gave too harsh an example. In fact, the conversion will not drop by 6 times. She might even grow up. Because traffic from search engines is always warmer than from regular commercial advertising. The conversion of such traffic can reach huge (by the standards of a regular landing page) numbers. Below I will show an example of one of my landing pages, where the conversion to purchase is 7.1% with an average receipt of 2913 rubles. (calm down guys, not everything is so fabulous, now you’ll see for yourself =)
Another challenge with landing page SEO is that we are dealing with commercial SEO here. That is, we are already talking about money. And where there is money, everything is always serious. It’s not easy for you to create a block and write articles for information requests. In commercial inquiries, competition is fierce.
Landing pages are also mainly launched for quick sales. We launched it and the business process began. But if you have a new domain, then the search engines will not let it into the TOP under any circumstances. First, he will lie under sandbox filters for six months. This is done so that thousands of sites are not created for “black” SEO. That is, you will start receiving search traffic in six months at best.
Considering all of the above, you can decide that SEO promotion and landing pages are like a dolphin and a mermaid - “not a couple, not a couple...”
But we will draw final conclusions a little later. In the meantime, I propose to take a look at how theory works in practice. Here is one of my landing pages in the TOP of Yandex.
An example of my landing page in the TOP 5 of Yandex
Not the coolest case, but I don’t have a better one yet. I just want to show you that promoting a landing page in search engines is real. And making money from them is also possible.
I have one project for translators. The main product is a distance learning course. There are two options for completing the course - for 2370 rubles. and for 4960 rub. And, of course, I have a landing page for selling this very course.
And if you enter the query “distance translator courses” into Yandex, it will be in 3-5 place, depending on various factors. In Google it is lower - in 7-8 positions.
This is an ordinary terrible landing page, on which I didn’t even use almost any of the techniques that I’m going to tell you about below. However, it is in the TOP for several requests. Another thing is that these requests are very infrequent. That is, few people need these same distance translator courses.
However, between January and March, for example, I received 70 net clicks from search engines.
And this brought me as many as 5 sales in the amount of 14,565 rubles. Thus, the conversion was 7.1% with an average bill of 2913 rubles. For a landing page with regular traffic from contextual advertising, such numbers are practically unattainable. There, 2-3% per application (not for sale) is already considered a success. This is what I mean when I say that traffic from advertising and traffic from search are completely different things.
I understand that 14,565 rub. in 3 months - this can delight few people. But the fact remains that these people came to me for free through SEO.
What if you make several such landing pages? What if we “tailor” them to more popular queries? But what if we apply to them the techniques that I will talk about below? 9 - 10 landing pages with 300 - 500 people visiting per month, and with a conversion of 7% - this doesn’t seem so funny anymore, does it?
If you are too lazy to count on a calculator, then 10x300x0.07 = 210 sales per month. And the best thing is that all this is free and “forever.” That is, you won’t have to constantly pay more and more for contextual advertising, balancing on the brink of self-sufficiency. And you won’t have to be afraid that as soon as you stop paying, your entire “business” will immediately go down.
Well, let’s immediately look at those 8 techniques that will help you promote your landing page to the TOP of search engines.
How to promote a landing page with SEO?
Before you start, do you know how SEOs make money on landing pages in America? They create one-page websites on some topic (for example, “limousine rental”) and promote it to the TOP of Google in some city.
And then they simply call limousine rental companies in this city and sell their promoted landing page for quite a lot of money. And they do this using these eight techniques.
Technique #1 – Regionality
Don’t try to promote your landing page across the entire RuNet at once. Most likely, multi-page sites will stupidly overwhelm you with mass (amount of content). It’s better to make several landing pages, and for each one set its own promotion region.
This is done in the tools Yandex Webmaster. Register your site there, and then go to the “Site Information - Regionality” section. And there, specify a specific city. Just don’t forget to indicate the address from this city in your contacts on this page, otherwise you may not be missed.
Trick #2 - Classic optimization
When creating a landing page, as a rule, we do not pay any attention to the classic techniques of SEO page optimization. And for search engines this is really important. Correctly filled in description tags, title, keywords - all this helps Yandex and Google understand what is written on your page and for whom.
Also, be sure to use the main keyword in the text, in the title
, in the descriptions of the pictures in the tag . It's not difficult at all, but it will immediately add weight to your site. Full list requirements for 100% page optimization you can.
Trick #3 - Home Page
By default, the home page of a site always has more weight than internal pages. Therefore, make sure that your landing page is one continuous main page. That is, you don’t need to create one domain and then hang ten separate landing pages on it.
Most people will simply remove the end of your URL from the address bar and go to the main domain to see what the site actually is (and you thought you were the only one doing this? =)
Therefore, it is better to buy 10 separate domains, and let your landing page be the main (and only) page on this domain. This way you will get an additional advantage over multi-page sites, where articles are placed deep in the site.
Trick #4 - The Right Domain
By the way, about domains. It will be good if you choose a domain that contains the main keyword for which you are promoting. Search engines will begin to rank you higher only for 100% compliance of the site name with the key query.
You can write the keyword in Latin or use a domain with the extension .рф. For example, for the request “car repair” you can use a domain like “remont-avto.ru” or “repair-auto.rf”.
Technique #5 - Acceleration and Mobility
Landing pages are often made using online designers. It's fast and convenient, but such one-pagers always have a lot of unnecessary code. This code slows down the site. As a result, people leave without waiting for the content to appear (patience usually lasts a maximum of 3 seconds).
Accordingly, search engines will not want to show your site if people leave it anyway. So speed up your landing page:
- Make it on a separate clean html template
- Hire a specialist to minify the code,
- Place your landing page not on regular hosting, but on VPS
- Remove unnecessary graphics and dynamics
- Compress pictures
- Make your landing page responsive for all mobile devices
These “little things” have a huge impact on your progress. Check your landing page loading speed via Google Page Speed.
Technique #6 – Wide-Narrow Comb
Landing pages appeared and developed only thanks to the emergence and development of contextual advertising. We have the opportunity to narrowly target a specific audience, with its specific pain points, and thereby increase sales conversion.
For example, selling “courses English language"For pensioners - we will act in one way. And the same thing for businessmen - in a completely different way.
When SEO promoting landing pages, you can use two options. The first is to create a page for all audiences at once, and list all the pain points and solutions in one place. This way we will collect more traffic, but we may lose in conversion.
Another option is to create separate landing pages for each key audience. So our conversion will certainly be higher. But first, make sure that different target audiences are actually looking for your products/services in different ways. Otherwise, your landing pages will compete with each other.
Trick #7 – Live Inbound Links
Website promotion is greatly influenced by how many other websites link to you. Of course, search engines claim that now “link” promotion no longer works, and that only behavioral factors matter.
In fact, links are still very important. Especially for Google. Therefore, it is advisable for you to get as many incoming links to your landing pages as possible. You just need to do this carefully, otherwise you may end up under sanctions from search engines.
The simplest, most powerful and “white” way to get a lot of incoming links to your landing page is to organize your own affiliate program. Your partners will bring you clients, and you will pay them a percentage of each purchase.
And in order to bring people, your partners will place their affiliate links on your site wherever possible. This way you will receive additional traffic and will greatly advance in the search.
Technique #8 – Lots and lots of text
As I already wrote at the beginning of the article, text is important for search engines. And it’s not customary to write a lot of text on landing pages - this reduces conversion. Still, we need to maintain the selling structure of the landing page. To resolve this paradox, you can simply “hide” part of the text from visitors.
At the same time, search robots will see this text and will assume that your site is very rich in text content.
From a technical point of view, this is done very simply. You take , and paste text into it. As a result, we get a so-called “spoiler”. That is, a visitor to your site will need to click on the link in order for the text to expand.
Very convenient, don’t you agree? On the one hand, there is a lot of text. On the other hand, there is no extra text, and nothing threatens the conversion of your landing page.
Resume
And in the end, let’s finally conclude whether it makes sense to engage in SEO promotion for landing pages or not.
In my opinion, it’s still not worth relying on SEO. For many reasons, you can start making money much faster with contextual advertising. But it is possible and necessary to gradually get off the “contextual needle.” After all, who wouldn't want some extra "free" money?
And here's what you need to do for this:
- Promote your landing page for a specific city. This way you will have less competition
- Apply
The effectiveness of a landing page depends not only on competent layout and beautiful design, but also on methods of its promotion. That is why, at the initial stage of creating a landing page, you need to think about how you will promote it. In this article, we'll look at several ways you can attract quality target audiences to your page.
1. Traffic from search engines
The opinion that a landing page cannot be promoted using SEO optimization has long been refuted, and now many landing pages occupy fairly high positions in search engines, giving their owners high-quality traffic.
Landing page promotion With the help of SEO, you can attract visitors to your website who are already interested in your product or service, absolutely free. Therefore, when creating this marketing tool, it makes sense to optimize its structure for search queries.
What is needed for this?
- Create a semantic core - that is, select user queries for which your page will be displayed in search engines.
- Design text blocks with proper inclusion of keywords
- Fill in meta tags correctly (Title, Description, Keywords)
This method will not bring you clients immediately, but after a certain time, so pay attention to other landing page advertising methods that give faster results.
2. Contextual advertising
This method also allows you to attract “hot” traffic to your landing page - that is, people who are themselves looking for your product or service. In this case, you need to have an advertising budget, but the good news is that if you set up your advertising campaign correctly, the money spent will quickly pay for itself.
There are two main services with which you can set up contextual advertising - Yandex Direct and Google Adwords. Each of them has its own characteristics and nuances, which will be quite difficult for a beginner to understand. Therefore, if you have never set up contextual advertising, then it is better to entrust this work to a specialist, otherwise there is a possibility of wasting your entire advertising budget “down the drain” and not getting results.
3. Advertising on social networks
Next method landing page promotion, which also shows high efficiency, is advertising on the social networks VKontakte and Odnoklassniki. Advertising on social networks can be divided into two main groups - targeted advertising and advertising in thematic communities.
Targeted advertising allows you to show information about your products and services to a specific circle of people. You can customize your social media advertising campaign according to certain parameters of your target audience, such as gender, age, interests, etc. Thus, your landing page advertisements will only appear on the pages of people who are potentially interested in your product.
Advertising in communities allows you to convey information about your product or service to thousands of people at the same time. The effectiveness of this method depends on various factors, such as the size of the community, its activity, compliance of the advertising post with the topic of the community, and so on. To place an advertising post, you can use the VKontakte community exchange or the Sociate service. You can also select groups on your topic yourself and negotiate with the administrators about posting posts.
Both targeted advertising and community advertising can bring significant results, but only with the right approach. As in the case of contextual advertising, if you are doing this for the first time, it is better to contact specialists or first study courses on this topic.
4. Landing page advertising using a banner
Banners are one of the oldest methods of promotion, representing graphic image of an advertising nature. Modern banners often have an animated effect, which allows them to more effectively attract the user’s attention and encourage him to go to the site. The purpose of a banner is not only to sell a product or service, but also to promote the company’s brand.
As a rule, the effectiveness of this method depends on various factors - traffic to the resource, compliance of the banner with the theme of the advertising site, and so on.
5. Teaser advertising
Teaser advertising consists of blocks with enticing phrases and pictures that are aimed at attracting the attention of visitors. These blocks are called teasers (from the English word teaser - “teaser”, “enticement”) and are posted on various sites. You've probably come across similar advertisements online more than once, which look something like this:
Teaser advertising can provide a lot of traffic for little money, but it doesn't work in all cases. As a rule, teasers are most suitable for promoting physical products, especially so-called “wow” products, weight loss products, anti-smoking products, etc.
6. Email traffic
E-mail marketing is a way to promote landing pages by communicating with the target audience using mailing lists. If you have your own reader base and regularly share with them useful information, then this type of advertising can bring significant results. If you don’t have your own database, you can use advertising in mailing lists of other authors, but before placing such advertising, you must be sure to familiarize yourself with the statistics of a particular mailing list, showing the number of subscribers, the percentage of email opens and other indicators. This type of traffic is most often used to advertise paid and free information products.
Regardless of which of the listed advertising methods you use, before launching an advertising campaign, you must study it in detail or contact specialists. This will help you not only save your budget, but also use your personal time more efficiently.
Trick #3 - Home Page
By default, the home page of a site always has more weight than internal pages. Therefore, make sure that your landing page is one continuous main page. That is, you don’t need to create one domain and then hang ten separate landing pages on it.
Most people will simply remove the end of your URL from the address bar and go to the main domain to see what the site actually is (and you thought you were the only one doing this? =)
Therefore, it is better to buy 10 separate domains, and let your landing page be the main (and only) page on this domain. This way you will get an additional advantage over multi-page sites, where articles are placed deep in the site.
Trick #4 - The Right Domain
By the way, about domains. It will be good if you choose a domain that contains the main keyword for which you are promoting. Search engines will begin to rank you higher only for 100% compliance of the site name with the key query.
You can write the keyword in Latin or use a domain with the extension .рф. For example, for the request “car repair” you can use a domain like “remont-avto.ru” or “repair-auto.rf”.
Technique #5 - Acceleration and Mobility
Landing pages are often made using online designers. It's fast and convenient, but such one-pagers always have a lot of unnecessary code. This code slows down the site. As a result, people leave without waiting for the content to appear (patience usually lasts a maximum of 3 seconds).
Accordingly, search engines will not want to show your site if people leave it anyway. So speed up your landing page:
- Make it on a separate clean html template
- Hire a specialist to minify the code,
- Place your landing page not on regular hosting, but on VPS
- Remove unnecessary graphics and dynamics
- Compress pictures
- Make your landing page responsive for all mobile devices
These “little things” have a huge impact on your progress. Check your landing page loading speed via Google Page Speed.
Technique #6 – Wide-Narrow Comb
Landing pages appeared and developed only thanks to the emergence and development of contextual advertising. We have the opportunity to narrowly target a specific audience, with its specific pain points, and thereby increase sales conversion.
For example, selling “courses English language"For pensioners - we will act in one way. And the same thing for businessmen - in a completely different way.
When SEO promoting landing pages, you can use two options. The first is to create a page for all audiences at once, and list all the pain points and solutions in one place. This way we will collect more traffic, but we may lose in conversion.
Another option is to create separate landing pages for each key audience. So our conversion will certainly be higher. But first, make sure that different target audiences are actually looking for your products/services in different ways. Otherwise, your landing pages will compete with each other.
Trick #7 – Live Inbound Links
Website promotion is greatly influenced by how many other websites link to you. Of course, search engines claim that now “link” promotion no longer works, and that only behavioral factors matter.
In fact, links are still very important. Especially for Google. Therefore, it is advisable for you to get as many incoming links to your landing pages as possible. You just need to do this carefully, otherwise you may end up under sanctions from search engines.
The simplest, most powerful and “white” way to get a lot of incoming links to your landing page is to organize your own affiliate program. Your partners will bring you clients, and you will pay them a percentage of each purchase.
And in order to bring people, your partners will place their affiliate links on your site wherever possible. This way you will receive additional traffic and will greatly advance in the search.
Technique #8 – Lots and lots of text
As I already wrote at the beginning of the article, text is important for search engines. And it’s not customary to write a lot of text on landing pages - this reduces conversion. Still, we need to maintain the selling structure of the landing page. To resolve this paradox, you can simply “hide” part of the text from visitors.
At the same time, search robots will see this text and will assume that your site is very rich in text content.
From a technical point of view, this is done very simply. You take , and paste text into it. As a result, we get a so-called “spoiler”. That is, a visitor to your site will need to click on the link in order for the text to expand.
Very convenient, don’t you agree? On the one hand, there is a lot of text. On the other hand, there is no extra text, and nothing threatens the conversion of your landing page.
Resume
And in the end, let’s finally conclude whether it makes sense to engage in SEO promotion for landing pages or not.
In my opinion, it’s still not worth relying on SEO. For many reasons, you can start making money much faster with contextual advertising. But it is possible and necessary to gradually get off the “contextual needle.” After all, who wouldn't want some extra "free" money?
And here's what you need to do for this:
- Promote your landing page for a specific city. This way you will have less competition
- Apply
The effectiveness of a landing page depends not only on competent layout and beautiful design, but also on methods of its promotion. That is why, at the initial stage of creating a landing page, you need to think about how you will promote it. In this article, we'll look at several ways you can attract quality target audiences to your page.
1. Traffic from search engines
The opinion that a landing page cannot be promoted using SEO optimization has long been refuted, and now many landing pages occupy fairly high positions in search engines, giving their owners high-quality traffic.
Landing page promotion With the help of SEO, you can attract visitors to your website who are already interested in your product or service, absolutely free. Therefore, when creating this marketing tool, it makes sense to optimize its structure for search queries.
What is needed for this?
- Create a semantic core - that is, select user queries for which your page will be displayed in search engines.
- Design text blocks with proper inclusion of keywords
- Fill in meta tags correctly (Title, Description, Keywords)
This method will not bring you clients immediately, but after a certain time, so pay attention to other landing page advertising methods that give faster results.
2. Contextual advertising
This method also allows you to attract “hot” traffic to your landing page - that is, people who are themselves looking for your product or service. In this case, you need to have an advertising budget, but the good news is that if you set up your advertising campaign correctly, the money spent will quickly pay for itself.
There are two main services with which you can set up contextual advertising - Yandex Direct and Google Adwords. Each of them has its own characteristics and nuances, which will be quite difficult for a beginner to understand. Therefore, if you have never set up contextual advertising, then it is better to entrust this work to a specialist, otherwise there is a possibility of wasting your entire advertising budget “down the drain” and not getting results.
3. Advertising on social networks
Next method landing page promotion, which also shows high efficiency, is advertising on the social networks VKontakte and Odnoklassniki. Advertising on social networks can be divided into two main groups - targeted advertising and advertising in thematic communities.
Targeted advertising allows you to show information about your products and services to a specific circle of people. You can customize your social media advertising campaign according to certain parameters of your target audience, such as gender, age, interests, etc. Thus, your landing page advertisements will only appear on the pages of people who are potentially interested in your product.
Advertising in communities allows you to convey information about your product or service to thousands of people at the same time. The effectiveness of this method depends on various factors, such as the size of the community, its activity, compliance of the advertising post with the topic of the community, and so on. To place an advertising post, you can use the VKontakte community exchange or the Sociate service. You can also select groups on your topic yourself and negotiate with the administrators about posting posts.
Both targeted advertising and community advertising can bring significant results, but only with the right approach. As in the case of contextual advertising, if you are doing this for the first time, it is better to contact specialists or first study courses on this topic.
4. Landing page advertising using a banner
Banners are one of the oldest methods of promotion, representing graphic image of an advertising nature. Modern banners often have an animated effect, which allows them to more effectively attract the user’s attention and encourage him to go to the site. The purpose of a banner is not only to sell a product or service, but also to promote the company’s brand.
As a rule, the effectiveness of this method depends on various factors - traffic to the resource, compliance of the banner with the theme of the advertising site, and so on.
5. Teaser advertising
Teaser advertising consists of blocks with enticing phrases and pictures that are aimed at attracting the attention of visitors. These blocks are called teasers (from the English word teaser - “teaser”, “enticement”) and are posted on various sites. You've probably come across similar advertisements online more than once, which look something like this:
Teaser advertising can provide a lot of traffic for little money, but it doesn't work in all cases. As a rule, teasers are most suitable for promoting physical products, especially so-called “wow” products, weight loss products, anti-smoking products, etc.
6. Email traffic
E-mail marketing is a way to promote landing pages by communicating with the target audience using mailing lists. If you have your own reader base and regularly share with them useful information, then this type of advertising can bring significant results. If you don’t have your own database, you can use advertising in mailing lists of other authors, but before placing such advertising, you must be sure to familiarize yourself with the statistics of a particular mailing list, showing the number of subscribers, the percentage of email opens and other indicators. This type of traffic is most often used to advertise paid and free information products.
Regardless of which of the listed advertising methods you use, before launching an advertising campaign, you must study it in detail or contact specialists. This will help you not only save your budget, but also use your personal time more efficiently.
