You, as a marketer, can avoid these issues if you follow the SEO best practices in 2019,
which primarily revolves around creating landing pages that are more search-engine friendly. This will optimise the overall site to gain more organic traffic.
Here are three of the best SEO practices that you need to consider:
1. Identify a conversion-focussed landing page
In order to do this, you will need to understand right at the very beginning that all landing pages will not be created equal and perfect. If that were the case, every single one would have ranked on the top of the search engine results pages or SERPs.
There are various reasons for this. One is that long-form content usually performs better in the search engine result pages. Long-form consists of 2 000 words or more, but these are not able to make people stay on the site for long, and therefore, that type of content is not able to convert them. If the conversion is your primary goal then you should focus more on using highly competitive keyword phrases more
than creating long-form content.
The bounce rate also plays a significant role in the search engine ranking of a website. This is because a lower bounce rate
is preferred by the search engines. This means that the users need to click on the link on the landing pages that will take them to other pages of the website. This actually routs the whole purpose of having a landing page. In other words, you can either have a high converting website page or a low bounce rate.
Additionally, a few of the landing pages may not be seasonal in nature. This means that these landing pages are only available on the Internet for a short period of time. The primary objective of these pages is to offer discounts for a limited period or to make a specific promotion. Since these pages are available for a limited amount of time, it is natural that they will not rank high in the SERPs.
These reasons indicate why you should have a separate landing page that is conversion-focussed on others. If you do not, even your basic SEO on other pages will fail to rank on top of the search engine result pages.
In order to rank high on search engines, you can do keyword research using proper tools, as well as focus and improve on the user experience and engagement metrics.
This will ensure that you have more organic traffic directed to your site — even from the most popular social media channels, such as Facebook and Instagram. The good news is that you will not have to pay to get Instagram likes
, shares and comments and spend additional money for your marketing campaigns.
2. Enhance your loading speed
Enhancing the speed of the landing page is fairly simple. The specific steps that will help you to improve the loading speed of your landing page and improve SEO include:
- enabling Gzip compression
- improving server response time
- leveraging browser caching
- using a proper content distribution network
- reducing the number of possible redirects
- using lazy loading technique
- reducing page size
- using more web-friendly and SEO optimised images
These steps are followed by even the most established and professional SEOs of today. They will increase the chances of your landing pages ranking high on the SERPs. You will get a lot of free traffic, which you can now easily convert into loyal, paying customers.
These practices may take a lot of time and effort, but they are helpful. The revenue will be worth much more than the time and effort that you spent on creating landing pages for your website.
3. Focus on the bounce rate
If you want to gain more organic traffic to your site, you will need to know a lot about the bounce rate and never
ignore it at any
point in time. In fact, experts suggest that you will need to act immediately
to rectify and eliminate the reasons for having a high bounce rate.
Three possible reasons for any website or the landing page to have a high bounce rate includes:Low-quality content
This is the most obvious — as well as the most common — reason. This creates a negative impression about the brand and product and people are then not interested to visit other pages of the website, hence a high bounce rate.Visitors expectations not met
If the landing page is not able to meet the expectations of the visitors or to answer their questions, it will also result in visitors leaving the site without performing any desired action, such as clicking on the link or the call to action button.Inaccuracy in title tags and meta descriptions
If the title says something different from the content of the page, it will
result in a high bounce rate. Therefore, if you want to have a better SEO result, make sure that your website has a clearly defined and easily accessible navigation structure.