Smart marketers use landing pages.
Why? Because they get more conversions.
Landing pages focus visitors’ attention, which makes them more likely to take the action you want them to take. In fact, there’s a loose rule in conversion rate optimization: The fewer the options a visitor has, the higher the conversion rate goes.
But I bet you knew all that. It’s why you’re already using landing pages.
You probably also know – all too well – that landing pages alone don’t generate business. You have to send traffic to them.
You can pay for traffic to your landing pages. Via pay per click ads, or display ads, or any other kind of advertisement. Or you can drive traffic to landing pages by offering a link to them near some content, like at the close of a guest blog post or in an ebook.
But what about search engine traffic? Can you drive free search engine traffic to landing pages?
You sure can. Attracting search engine traffic to a landing page isn’t all that different than attracting search engine traffic to any other page. There are some specific considerations, but it’s not rocket science.
First, you’ll need to understand both “on-page” and “off-page” SEO.
On-page SEO is all the stuff you do to the landing page itself to help it attract search engine traffic. Like adding a title tag, or using keywords carefully throughout the text.
Off-page SEO is … basically everything else. Like building links to your page, or even increasing the social proof for your landing page.
I’m going to focus mostly on on-page SEO here. Just make sure that any off-page SEO you do for your landing pages is done according to SEO best practices. For instance, don’t buy links, and avoid link farms. Pay attention to the quality of the traffic you send to your pages.
For the details on how to maximize your off-page SEO, see our ebook, “Your Most Common SEO Questions, Answered.”
Back to your landing pages. Here’s what you should focus on to get the most search engine traffic possible.
1. Obsess over your title tag and meta tag description.
This one little suggestion has a bunch of implications. On the surface, it’s pretty simple: Just make sure the title tag and meta description on your landing page are unique and optimized.
These tags matter because they’ll be the only thing users see if they happen to come across your page in the search results.
Here’s what I mean. This is, as you know, a search listing. Here’s how the title and meta description tags show up: