Landing pages are essential for lead conversions, making them an important tool for eCommerce businesses. Well-crafted landing pages with excellent copy can lead directly to sales — but that won’t matter if no one actually sees it.
For landing pages to be effective, they need to reach their target audiences. If the right people aren’t making their way to your landing page, it’s a waste of a page. When building your landing pages, proper search engine optimisation (SEO) will ensure you’re getting the most out of your pages.
How Landing Pages Benefit Ecommerce Businesses
Landing pages are single web pages on your eCommerce site that are directed to a specific audience for a single purpose. While there are a few different types of landing pages, they’re generally used to create leads and help drive sales. An example of this would be a page describing a single product on sale with a call to action (CTA) for the customer to purchase that product.
While it may seem like too much work to create a bunch of landing pages meant to serve a single purpose, it really is worth it. Companies can see a 55% increase in leads when they go from 10 landing pages to 15. Leads only increase as more landing pages are created.
Aside from the increased leads, landing pages provide more materials for marketing and targeting. Landing pages are where you want to send customers from ads and email campaigns. The more landing pages you have, the more content you can base your marketing campaigns on. Similarly, the more varied your landing pages are, the more audiences you can target with your deals.
Landing Page SEO Best Practices
To reach your target audiences and gain the benefits of your landing pages, follow these SEO best practices:
1. Have a good keyword strategy
The backbone of SEO is a solid keyword strategy. Pick appropriate and targeted long-tail keywords to use in headers and throughout the copy. Also, include a list of secondary and semantic keywords to use in the copy. This is what will ensure your landing page is reaching the right customers.
Be sure to use all keywords organically, and do not resort to keyword stuffing. Search engines can tell when keywords are stuffed into the content inappropriately and will penalize your ranking for it.
2. Help search engines read your landing page
Your landing page needs to be structured in a way that search engines can understand and recognize the content. Your page’s title tag, meta description, and any image file names need to be optimised. This means including keywords whenever possible, as well as keeping them succinct.
Other steps to take are to include multimedia such as images and videos, contain alt tags for your images, and place internal and external links where relevant.
3. Ensure your page loads quickly
This Ecommerce SEO strategy is one of the most well known ways to increase rankings and improve overall customer satisfaction. Pages that load quicker rank better, so make sure your page doesn’t load too slowly. Slow pages also increase bounce rates because people get tired of waiting for pages to load and click off. You don’t have to create the fastest page on the internet, just make sure it loads within a couple of seconds.
Secure backlinks to your landing page
Backlinks from highly authoritative and trustworthy sites are a sure way to increase your search engine ranking. Securing these backlinks from relevant sites within your niche is one of the best ways to increase your SEO, but it also means your landing page will be reaching a wider audience from the sites that are promoting your page.
Improve Your Ecommerce SEO Today
Following these SEO tips is a great way to create high-quality landing pages and improve your eCommerce business. Need help getting started? Get in touch with our team and we’d be happy to provide you with a free digital strategy consultation.