With landing page optimisation, the practices of SEO and conversion rate optimisation join forces. Each landing page on a website, no matter where it is designed to appear in the buyer’s journey, must do two things: provide valuable content and assist conversions. They must be optimised to reflect the visitor’s journey and meet their needs in that moment.
This chapter outlines what makes a good landing page and how SEO practitioners can determine what their brand’s landing pages need to do in order to reach business objectives. It also describes different types of landing pages, the objectives they can help brands reach, and how to test their performance to allow for optimisation. It covers:
- What makes a good landing page: There is no such thing as a ‘perfect’ landing page. What works will depend on the product being sold, the brand and the user. What approach should search marketers take to ensure the landing page they create is best for their target audience?
- Considerations for SEO ranking: Landing pages can take different shapes depending on their purpose. What are the SEO considerations for the different types of landing pages, such as campaign-specific pages and microsites?