SEO Landing Pages – Top Tips to Rank and Convert

SEO-friendly landing pages is a constant buzzword I encounter with existing and potential clients, but what exactly are they and why are they important to your business? As the first point of contact for many prospective customers, these pages must not only capture organic, transactional-intent traffic, but also effectively convert that interest into action. Sounds simple right?

However, without proper optimisation, even the most visually appealing landing pages can fail to perform in both getting users to your website and ultimately not making that all important purchase! By implementing SEO (search engine optimisation) best practices for your landing page, you can dramatically increase the effectiveness of your once dreary, lacklustre page. At boxChilli, we understand the importance of boosting both traffic and conversions (which is ultimately why clients come to us!), and a well optimised SEO landing page can provide exactly that.

In this guide, I will walk you through proven SEO strategies that improve landing page effectiveness without unnecessary waffle so you get organic traffic converting. From in-depth keyword research to refining user experience, I’ll show you how to utilise SEO best practices to transform your landing pages into sales-generating machines!

What is an SEO Landing Page?

Simply put, an SEO landing page is a focused page designed to attract traffic from search engine result pages and convert visitors into leads or customers. These pages differ from product pages, blogs or other standard web pages as they are specifically engineered around target keywords to maximise search visibility and relevance.

Unlike a PPC landing page, which are designed for paid advertising campaigns and often focus on immediate conversions from specific ads, an SEO landing page is optimised to attract organic traffic and typically provide more comprehensive information to improve search engine rankings and cater to a broader audience. However the similarities lie in that they are designed to prompt a specific response from potential customers, whether that’s subscribing to a newsletter, making a purchase, contacting your sales team or another targeted action.

You may have come across an SEO landing page when searching on Google, but a well optimised page typically contain the following elements.

• Compelling headline
• Clear and persuasive copy
• Engaging visuals
• Strong Call-to-Action (CTA)
• Trust signals and social proof
• Fast load times
• Optimised for mobile devices

Best Practice Tips for SEO Friendly Landing Pages

I have first-hand experience in the fact that implementing SEO best practices can significantly improve your landing pages, ensuring they rank higher in search engine results and effectively reach your target audience. One thing I always tell clients is to NOT stuff keywords into landing pages as you need to write content for users rather than search engine bots and crawlers, so don’t fall foul of this.

By optimising your pages with the right SEO techniques, you’ll attract visitors who are actively searching online for your topics, products or services. This targeted approach not only increases traffic but also boosts your potential for generating more leads and conversions, directly impacting your business success – this is ultimately why we have clients that have stayed with us for over 10 years!

Our SEO team always use white-hat techniques to optimise landing pages which include….

• Conducting in-depth keyword research
• Seamlessly blend content and imagery
• Crafting a well optimised on-page SEO strategy
• Outreach and off-page SEO
• Getting the foundations right with technical SEO

Keyword Research

Effective keyword research is the foundation of any successful SEO landing page. It involves identifying the terms and phrases that your target audience puts into search engines for products or services like yours.

Identify Primary Keywords

Start with broad terms related to your product or service. For instance, a company selling handmade soaps might start with keywords like “natural soaps” or “handmade bath products”.

Use tools like Google Keyword Planner, SE Ranking or SEMrush to discover relevant keywords – for more information on how to identify primary keywords, see this guide by Ahrefs!

Incorporate Long-Tail Keywords

These are more specific and often longer phrases that capture user intent more precisely than shorter, more competitive keywords. For example, instead of targeting “natural soaps,” you might target “organic handmade lavender soaps for sensitive skin”, as this presents a less competitive and highly targeted opportunity to sell your products.

Long-tail keywords typically have lower search volumes but higher conversion rates because they target users closer to a purchase decision. In my experience, smaller businesses can’t afford to neglect long-tail keywords as this search intent is already highly-qualified and easier to rank on organic search results.

Focus on Transactional and Bottom-of-Funnel Keywords

These targeted keywords indicate that a searcher is ready to buy – for a technology retailer, transactional keywords might include phrases like “buy gaming laptop online” or “best deals on MacBook Pro”.

These keywords are crucial for SEO landing pages because they attract visitors who are more likely to convert immediately, however they can be quite competitive. Top tip! Look for the ‘difficulty’ column on keyword research tools to help identify low-hanging fruit terms.

Analyse Search Volume and Difficulty

Search volume tells you how many people are searching for a particular keyword, while difficulty indicates how hard it will be to rank for it. Choose keywords that have a reasonable balance of high search volume and low competition, ensuring that you’re targeting terms that can drive traffic without being overly difficult to rank for.

For example, the keyword “buy organic coffee” may have a high search volume but also high competition. In contrast, “best organic coffee for espresso machines” might have lower competition, making it a more strategic choice.

Use Competitor Analysis

Look at what keywords your competitors are targeting and how they rank for those keywords. Tools like Moz’s Keyword Explorer or SE Ranking’s Competitive Research can help you understand where you might have opportunities to outperform your competitors.

For instance, if you find that a competitor ranks highly for “women’s running shoes,” and your analysis shows they are not fully optimising their landing page for SEO, there may be an opportunity to target similar keywords like “durable women’s running shoes” or “affordable women’s trail running shoes”.

Consider User Intent

Understanding why someone is searching for a particular term (whether they’re looking to buy, looking for information, or comparing products) is crucial. Tailor your landing page content to meet the needs of users at different stages of their journey to maximise the relevance and effectiveness of your landing pages. More often than not, your primary keyword and secondary keywords will be of a transactional intent, but good news, you can filter these types of terms within most SEO tools!

Content and Imagery

The integration of content and imagery must be seamless to maintain user engagement and relevance to the search queries. By this, I mean create landing pages that reflect what the user expects to see…

For example, imagine a landing page designed to sell high-tech blenders. If a user searches for “best blenders for smoothies”, they might expect to see sleek, modern appliances and vibrant fruit smoothies in action. Instead, picture landing on a page with an image of someone using a medieval hand-cranked blender. Funny, yes, but not exactly what the user was hoping to find – it’s a mismatch that might make them laugh, but they’ll likely leave the page to find a blender that doesn’t require an armour-clad knight to operate!

Visual elements should complement the text, not overshadow it

Choose images and videos that improve or clarify your message. For instance, if your landing page is about “home gardening tips,” use visuals of gardening tools, plants in various growth stages, and step-by-step gardening processes. These should support the text rather than distract from it.

Use high-quality images or videos that relate directly to the copy

Utilising high-quality visuals that are directly related to the copy is a must for SEO landing pages (provided you embed the video or optimise the image first!). For a product like ergonomic office chairs, use crisp, clear images showing the chair’s features like adjustable armrests and lumbar support, which are mentioned in the text. This helps users visualise the product benefits you describe which is also proven to increase the likelihood of a purchase – 87% of marketers say video has helped them directly increase sales according to Wyzowl.

Crafting human-first content to complement your visuals

Content is still a huge part of creating landing pages for SEO, so it’s still very much relevant even in today’s world! Jonjo, the Head of SEO here at boxChilli, spoke about writing useful content at brightonSEO in 2024, so if you want more information on how to write human-first content, head to the brightonSEO website!

On-Page SEO

Traditional on-page SEO is still very much key to optimising your landing pages. It involves optimising various elements within your website to ensure it ranks well in search engine results and attracts meaningful organic traffic to your landing or sales pages.

Title and Meta Descriptions

Craft title tags and meta descriptions that are not only SEO-friendly but also conversion-oriented. For example, a landing page selling eco-friendly yoga mats might have the title tag “Buy Eco-Friendly Yoga Mats | Free Shipping & Returns” and description of “Discover our durable, eco-friendly yoga mats and enjoy a healthier lifestyle. Shop now for exclusive discounts and free next day delivery”.

This title and description includes primary keywords and offers potential benefits that appeal to users, encouraging clicks.

Header Tags

Structure your content with headers that guide the user through a logical flow of information, leading them towards conversion. The H1 should clearly reflect the main offer and target keyword, with H2s and H3s used to highlight benefits and details, such as features, testimonials or guarantees. There’s no need for keyword stuffing as search engine algorithms understand the user intent, so don’t go back to early 2000 SEO tactics!

Images and Alt Text

Optimise all visuals with descriptive, keyword-rich alt text that helps search engines understand what the image is about and accessibility reasons for impaired users. For a good landing page on a digital marketing course, an image of a successful student with alt text like “Graduate of our Digital Marketing Course with her success story” can be compelling and relevant.

Internal Linking

Placing internal links to other relevant content with good anchor texts, such as blog posts on related topics, customer testimonials or an FAQ page will help search engines grasp what your landing page is about. These links should offer additional value, persuade further and keep the user engaged with your site longer rather than just placing them in there for the sake of it.

URL Structure

The URL is a crucial aspect of SEO, not only outlining the content visitors can expect on the page but also reflecting the broader site structure. This clear structure helps search engines understand the relevance and context of your content more effectively and will help with CTR.

Use clear, descriptive URLs that include keywords and convey content like: www.yoursite.com/eco-friendly-yoga-mats.

For more information on how to craft a well-structured URL, see Google’s own guidelines.

Off-Page SEO

Off-page SEO involves activities outside your website that impact your landing page’s visibility and credibility in search engine results. These digital marketing strategies are crucial for building the authority of your landing pages, which can directly affect their ability to attract and convert traffic.

Strategic Backlink Acquisition

A good link building strategy is vital for landing page SEO. I often preach about backlinks, but I think this quote sums it up nicely – “aim to secure quality backlinks from websites that are relevant to your landing page’s topic”.

For example, if your landing page is promoting a new coffee maker, obtaining links from popular coffee blogs or home appliance review sites can significantly improve your page’s authority and relevance in search results.

Social Media Promotion

Use relevant social media platforms such as TikTok, Facebook, Instagram and LinkedIn to drive traffic directly to your landing pages. Create engaging posts that link back to your landing pages and use targeted PPC ads to reach specific demographics. For instance, if your landing page is for a limited-time offer, promoting it through Facebook or Instagram ads can quickly increase visibility and traffic – not a bad combo if you ask me!

Other off-page SEO techniques also include influencer marketing, guest posts, brand mentions and public relations, so getting a 360 digital marketing strategy together, can seriously help your landing page.

Technical SEO

The foundation to any good website and landing page is technical SEO – something Owen, our Technical SEO Manager, preaches to our clients! Getting this right, can boost regular web pages as well as SEO landing pages, so why leave untapped potential on the table!?

Mobile Optimisation

With mobile-first indexing, it’s essential that your landing pages perform flawlessly on all devices. Ensure they are responsive, meaning the design adjusts smoothly to fit screens of any size, from desktops to smartphones.

Mobile makes up 58% of all global internet traffic and with more people using their devices on eCommerce websites, optimising your landing page for mobile is an absolute must.

Page Load Speed and Core Web Vitals

Fast loading times and a good Core Web Vital score is critical for user experience and SEO. Optimise your landing page by compressing images, minifying CSS and JavaScript files and leveraging browser caching. Tools like Google’s PageSpeed Insights and ScreamingFrog can help you identify and fix issues that might be slowing down your page – a website builder like Elementor can also harm your website’s load speed.

Secure Sockets Layer (SSL)

Security is a top priority for Google and users alike – something Lee, our Support Manager, is always on top of! Make sure your landing page uses HTTPS (the lock symbol you see next to the URL) to encrypt data transmitted between the user’s browser and your server, as this not only protects user data but also improves trust and credibility.

Structured Data Markup

Implementing schema markup can improve your landing page’s appearance in search results through rich snippets. This could be particularly beneficial for product pages or local businesses, as it can display additional details like pricing, availability or geographical location directly in the SERPs.

via GIPHY

Get Those Landing Pages Optimised!

I often treat landing pages like the display windows of a shop – they must be enticing, clear and reflective of what’s inside and by applying these SEO best practices, you can improve both the reach and effectiveness of your landing pages (or shop window!).

If you need help with optimising your SEO or PPC landing page, get in touch with our team and see the results flood in!

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