Loading ...Although your website may seem like a solid entity to you, from an internet point of view, it’s just a series of linked pages. Almost any page can come up anywhere, at any time. Just because you’ve named one of the pages ‘home’ doesn’t mean that people will automatically flock there.
Part of search engine optimization is about focusing the proper attention on your home page. Your home page has a natural place of importance on your site. A lot of work goes into your home page for presenting a start to the various paths through your website and getting users onto the right track. Optimising a home page is complex, but it should by no means be the only optimisation you perform. Your other landing pages have a role to play that is just as important, if more specific.
What defines a landing page?
When internet users can land on just about any page of your site, it can be difficult to define exactly what a ‘landing page’ is. You should do your best to control what pages are presented to internet users from your site, so that you can target those pages to answer user needs. These are your landing pages.
A landing page should show content that is specific to the internet users that are shown the link. Internet users can click back to a regular website just as easily as they can click back to the search engine results pages. If their expectation of your page doesn’t match up to the reality, this is just what they will do. Hence the need for landing page optimisation.
Landing page optimisation
Normal search engine optimization is about targeting a certain keyword or keywords, and ensuring that content matches user expectations for those keywords. With landing pages, you need to take your optimisation a little further, depending on who they’re landing pages for. For example, if you run a site on farm animal care and manage to get a link from a diary farming e-zine, it’s best to make your cattle page the landing page for that link. When you’re looking for inbound links for that page, you’re best looking at cattle-related websites rather than general farm animals. In other words, you need to ensure that both sides match up.
It should go without saying that landing page optimisation takes careful planning, perhaps more than any other part of your SEO. You need to know where your landing pages are going to be shown throughout the net, and what target users are going to be in those areas. The good news is that the rest of your research for search engine optimisation should naturally provide you with that information. You can talk to our expert team at SEO Consult Australia about research for search engine optimisation.
When optimising your landing pages, it’s important to think carefully about content. Your landing pages need to provide enough specific information to internet users to keep them there. Think about answering their needs as soon as they land.
Related posts:
- Know the landing procedure for your pages
- Keep Them On Your Landing Pages
- Landing pages are everything
- The qualities of a landing page
- Three common mistakes made with landing pages
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