Answer the Questions with Your SEO Landing Pages
Over the past two decades search engine marketers have been concentrating their efforts on developing professionally optimized SEO landing pages. Landing pages use to be utilized for mainly PayPerClick marketing and old school SEO concentrated on sending visitors to the HOME page. Today however, analytics reveal that conversion rates can be quite good across most well-optimized SEO landing pages.
The objective is to develop specific landing pages that are highly relevant to a user’s question and the search terms they are using. Consumers are more inclined to browse through and stay on a website longer when the site content answers their question directly and succinctly. As a result, websites generally see an increase in conversion rates.
Many people still think that sending people to their home page will give them a better understanding of their business and because of that, people will somehow value their website. The problem is that visitors won’t always take the time to searching through a website to find what they need. In a lot of cases, the Home page can have may even experience a high bounce rate because it isn’t answering the searcher’s question. A bounce rate is when a visitor clicks on a link and then returns to the previous page because they didn’t feel the site page had what they were looking for. This doesn’t necessarily mean the site failed to give them the exact make, model or price, but that, generally the website wasn’t relevant to their search.
Often, when a user doesn’t see what they want or what they searched for immediately, they assume the site they landed on is unrelated. When it comes to letting people know that they’ve come to the right place, most site owners or designers miss the mark. “A picture is worth a thousand words,” just doesn’t apply to websites. A website without any words is a waste and a surefire way of getting people to leave your site before finding out that you have exactly what they were looking for. See our post entitled SEO Content Checklist.
*PayPerClick search engines like landing pages that offer users exactly what they’re looking for. Why? Because it makes a HUGE difference in conversion rates. Most home pages are too generic, hard to navigate, and have very little valuable content – this is proven by the extremely high bounce rates.
In contrast, SEO landing pages focus on one central theme relevant to the focus keyword term that was searched. Landing pages are designed to show exactly what the site offers and answer the visitor directly, based on what they searched for. When developing website content it’s important that the content relates directly to what the website offers. That way, when the visitor lands on the page they get appropriate information about the product or service.
With SEO landing pages you have the ability to provide detailed information about a specific product, including the make and model or you can provide more generic product information. Either way, searchers are more likely to get the information they want without having to navigate through pages and pages of unrelated products or information. The search engines are interested in zooming in on what the searcher is looking for. Product landing pages answer that need directly, while improving the overall search experience.
Why not show your site visitors that you value their time and that you have the product or service they are looking for? Optimizing your website’s landing pages really is an all around win-win situation.