One of the key aspects of SEO is on page optimisation, whether it be for a Local or National campaign, you need to make sure that your landing pages have been fully optimised. If you haven’t dedicated the time and effort into getting your pages ready, then I’m afraid to be the one to tell you but . . . its time wasted.
It’s so important to get the basics of SEO correct because if you don’t, you’re setting yourself and your site up to fail before its even started and got going. So what’s on page optimisation?
Here’s how to optimise landing pages:
To cut a long story short – without optimising your webpages, your site will find it incredibly difficult (impossible) to rank and generate traffic. Now that’s great if you don’t want people coming to your website but then why invest all of that time and money into an awesome design?
Fortunately, I’m going to show you exactly how you can optimise your own websites landing pages – covering the absolute basics to put you in the best possible position when you’re ready to start a marketing campaign.
Meta titles and your key services (not words):
OK then so lets start from the top. How often do you do a search on Google, Yahoo or Bing and find a result that looks something like this:
Now from an on site SEO perspective this is an absolute nightmare and can you guess why? The meta title hasn’t even been optimised, but we will mention that they managed to get some form of service in their title (but that’s only because of the business name).
It’s so important to optimise your page titles correctly. Now a few years ago, stuffing your page titles with keywords and phrases would probably have been enough for you to rank in some shape or form, but that’s no longer the case.
In my opinion, your titles should be an accurate representation of what any potential user can expect to find on your landing page. Its tempting to load your titles with keywords, but this will only have a negative effect in the long run.
Let’s take our fictional site “Daniels Dog Grooming” as an example. Hopefully, after you’ve completed your keyword research and analysed your competitors, your titles will look something more like this:
Notice the difference? A well optimised landing page can start to build a relationship with your visitors, allowing them to get an understanding of what your business has to offer.
Create an accurate description:
Sticking with the theme of meta details – the meta description and title go hand in hand and are equally as important as each other. Just as you did with the title – you should spend time understanding your competitors and see how you can make your website stand out.
The meta description is the small section underneath the main title of webpages that appear in the search results:
When you write your landing pages description you want it to appear natural, no spam and not completely loaded with your keywords and phrases. In an ideal world you want to mention your service, but not too often.
Make your meta descriptions an accurate description of what’s to be expected on the page.
Never forget the importance of H1’s:
If you’re familiar with HTML and SEO, then you’ll understand what a H1 actually is. However, if you’re still relatively new to SEO and on page optimisation, take the time to understand this section.
Every SEO landing page will include the following within its content:
- Page titles
- Body text
- Links to other pages
H1’s are a form of styling for page headings that range from H1 all the way to H6. The lower the number after the initial “H” the more important the heading is to the content on the webpage. You should look to include your keywords/services in your landing pages’ H1 tag but try to make it look natural and not as though your simply stuffing in a keyword. For example:
Welcome to Daniels Dog Grooming – Good Example
Daniels Dog Grooming – Best Dog Grooming Service – Bad Example
Optimising your images the right way:
If you’re running a local business – it’s always a good idea to include images on your landing pages. A number of well-recognised Local SEO’s even recommend that you include a “behind the scenes” tour to provide a little personality to your business.
There are a few things that you should be doing when you include images on your site. Firstly, make sure that you use an image compression tool to reduce the file size of the image. This helps the loading time and can provide a little boost to your SEO efforts.
The second? Make sure that you provide an accurate description of what the image actually is by using the Alt-Text for the file. If your website uses a CMS such as WordPress you can easily update the Alt-Text of images by going to Media > Selecting the Image and completing the following:
Make sure that you optimise your URL’s:
You’ll be surprised at how often webmasters and site owners forget to optimise their landing pages URL’s but there is a right and wrong way to do things.
Firstly, you want to include your keywords if it fits and doesn’t come across as spammy. I’ve used our fictitious company “Daniels Dog Grooming” to explain thing s a little easier. Here’s a good example of what a local landing page URL should look like:
Notice how the URL is dedicated to a local area and uses keywords in the right format? If your site covers a number of areas, make sure that your performing well in your own back garden before you attack other locations.
Something we do a lot here at Gud Ideas is create local specific area pages to help local businesses looking to rank for location specific keywords. Now here is an example of a URL that hasn’t been optimised:
If you’re websites URL’s look something like this then stop what you’re doing, log into your site and get to work. A good URL structure that is well optimised can provide you with some quick ranking wins!
Content, content, content – Its king right?
If you take the time to read copywriting blogs, and take note from some of the leading SEO experts then you’ll inevitably come across the “Content is King” slogan. Of course, getting your content right is hugely important – but if you’re doing it wrong it’s going to be counterproductive and a complete waste of your time or your marketing teams time.
So what are the basics of writing content for a landing page? I like to write with the following process going through my head:
Those five “W’s” can help you create incredible content that is not only relevant, but super informative and useful for visitors – making it a hell of a lot easier to gain links.
Try to provide answers to those questions and then your keywords and services will creep in there naturally and that’s exactly what you and Google want to see.
As soon as you start loading pages with keywords and search terms, it starts to look like spam and visitors will simply start to bounce (leave your site) which has a negative effect on SEO.