Landing Page SEO: How to Rank Your Landing Pages on Google (2023)

Landing Page SEO in 9 Easy Steps

Whether you’re a start-up or an established company, you need to drive leads and increase conversions through your landing page. But here’s the thing. No one will know what you offer unless they can find you. How does that happen? By generating traffic to your landing page.

And you can only generate traffic if you take SEO seriously.

If the letters “SEO” bring confusion or despair, take a deep breath. This article will give you the basic tools to develop a landing page SEO strategy to achieve a high Google search ranking and increase conversions.

Header Image Source: Pexels

What is SEO?

SEO stands for “search engine optimization.” It is the process of making sure a website’s content is understandable by Google so that it shows up in search results when someone types in a relevant search term. In layman’s terms, it’s what your website needs so that your customers actually find you in the big, bad world of the internet.

If you type “how do i grow my business” into Google, the search engine results page (SERP) will look something like this:

Landing Page SEO: How to Rank Your Landing Pages on Google (1)

The results that appear are pages that have been optimised to rank for the search term “how do I grow my business.” That optimization is why some sites get found on the first page of Google and others get buried on the second or forty-fourth page. Keep in mind that sometimes, you’ll see results that are marked as “ads.” These sites paid to get that spot and may not always be the most accurate result.

Now, let’s be honest. You want to be on page one of Google’s search results. Anything not found there is unlikely to be read.

Google wants to help the person behind the search find the result that most closely resembles the phrase entered in the search bar. Based on the SEO elements within every page on the Internet, the ones most related to “how do I grow my business” are selected by Google and displayed on the search page results, starting with the most relevant.

What is Landing Page SEO?

Landing page SEO is a type of optimization for a stand-alone web page with a specific call to action. When your landing page is “SEO optimised” it means that it has features that make it appealing to Google or other search engines.

(Video) How to Create a Landing Page that Ranks on Google | 5 SEO Tips for Optimizing

You’re probably asking, “What are these ‘features’ you’re talking about?” That’s a good question and we’ll answer that in a bit.

The big difference between a landing page and a typical page on your website is that the landing page is designed to do specific things: capture leads, generate sales, and, possibly, funnel visitors to another page.

But there’s more. The goal of an SEO-optimised landing page is not simply to convert. It must rank high in the eyes of the internet search gods. You can’t sell what people can’t find. Likewise, if customers find your page, but there’s no compelling content or clear call to action, you won’t make the sale. We’ll show you how to do both.

Before we do that, let’s get familiar with Google’s search algorithm.

Google’s Search Algorithm and Your Page Ranking

Imagine the internet is your kitchen’s junk drawer. Google would be the best drawer organiser on the planet. At the most basic level, that’s what Google is: the largest, most efficient organisational system for the world’s digital information

Chances are if you’ve been banging your head up against the virtual wall trying to get your landing page to breakthrough, Google’s infamous algorithm can feel like a mystery. How do I crack the code?

The word “algorithm” is a fancy word for a process or set of rules to be followed. When someone enters a phrase in their web browser’s search bar, it takes a fraction of a second for Google’s algorithm to decide what pages are desirable to the searcher based on that phrase. If you want your landing page to “look attractive” to Google, then it needs to follow these rules!

Now, wouldn’t it be nice if every landing page for your business was the top result in your keyword Google search and had an amazing conversion rate? Unfortunately, there’s no secret sauce to getting your landing page to appear on that coveted first page. It doesn’t help that Google’s search algorithms are constantly changing the rules.

Still, don’t throw your hands up in defeat wondering how you’ll ever be found online. There are some tried and true strategies that will increase the likelihood of getting your landing page to rank well and get the conversions you want at the very same time.

How to Build a High Ranking Landing Page that Converts

Now that you know the basics of SEO and search engine algorithms, here are the steps to get your landing page to rank higher and gain more conversions.

1. Choose Your Keyword Strategy

Your keyword strategy is the foundation of an optimised landing page. The most important thing to remember is to use keywords based on the searcher’s intent, not your preference.

(Video) How To Create High Converting Landing Pages That Also Rank High in Google

More than choosing one keyword, however, focus on developing long-tail keywords (i.e. more specific phrases).

For example, use “white fluffy couch pillows” rather than “pillows.” It will help your page rank and also increase conversions because the searcher wanted to find you.

As you write your copy, use your keywords naturally. Remember you’re writing for humans, not search engines! That means avoiding keyword stuffing. That’s a no-no and Google penalises you for it.

If you aren’t sure what words to use, do some keyword research to help you find organic keywords, related keywords, and even what your competitors are using to rank their pages.

2. Help Search Engines Understand Your Content Structure

It’s not just enough to get the right keywords into your page. You need to help the search engines recognize what’s there (i.e. following those algorithm “rules”). Here’s how you do that:

  • Title tag: The page title should be short and you should include a keyword in the title, preferably at or near the beginning. Less significant words should be at the end.
  • Meta description: A meta description succinctly summarises what’s on the page. It should have your keyword (preferably long-tail) and convince the user to click on the link in search results.
  • Headings: A major section should be in an H1 heading tag. Work your keywords into any H1 headings. Break up any content into smaller sections using H2 or H3 headings. Use secondary keywords as possible.
  • Internal links: You can link to your own website with appropropriate anchors, preferably the linked pages’s keyword. Doing this helps search engines understand what’s happening on your landing page.
  • Images, videos, and Alt tags: Including images and videos on a page shows search engines that your content is valuable. Use keywords in the file name, title, and alt tags. Using the alt tag allows the search engine to understand what’s in the picture.

3. Select the Most Logical URL

Your landing page can have one of two URLs: a unique URL unrelated to your website or a URL that is a subfolder of your domain (e.g., with “sale” as the subfolder).

Using a subfolder is the better option because it allows you to take advantage of your established domain authority. With the subfolder name, keep your URL under 60 characters; ideally, between 50-60 characters.

4. Quality Content…but Not Too Much

Content is king. That’s always been the rule for copy–even before the internet existed! The problem with landing pages is that often they are short. Some even have few to no words at all.

It’s tempting to want to pack more in (like those keywords!) to help your ranking. But remember that Google doesn’t like that. Keep in mind also that a long landing page makes for a bad user experience, which can increase bounce rates.

As a general rule, your landing page should have just enough content that the visitor has everything they need to understand what you offer and make a decision. And nothing more.

A good example of this in action is what SendInBlue does on their ‘Email Blast Service’ landing page.

(Video) Local SEO Landing Pages: How I Build City Pages That Rank #1 on Google

Landing Page SEO: How to Rank Your Landing Pages on Google (2)

Why does their landing page work? Couple of reasons. Here are the main ones:

  • They have a clear Call To Action or CTA. it is at the top of their page where they invite visitors to ‘open a free SendInBlue account’.
  • They have just the right amount of content paired with just the right number of visuals.
  • A simple pricing table with features and monthly costs are listed at the bottom so users can easily make a choice on what is right for them.
  • The page, while visually appealing, is still simple using only a couple of colours and no fancy fonts.

Keeping design and content in mind is imperative if you want a landing page that converts.

5. Build Backlinks

Backlinks are links from other platforms to your website. If a respected and high-ranking site links to your website, it will boost your landing page SEO. Think of them like a search engine election vote for your page.

All backlinks are not equal though. Getting a dofollow link from a high authority site like Forbes is much more valuable than a bad link from a spammy link farm. You can get links back from websites by guest posting on them with quality content or by giving them a quote they can use in an article. Those are the two most common ways but there are plenty of others as well.

Getting backlinks is especially important if you are a small site that is still growing. For example Ozark Armament is a small business that went from a domain rating of 0 to 26 by getting only 81 dofollow backlinks from good websites.

Landing Page SEO: How to Rank Your Landing Pages on Google (3)

When you are trying to figure out what backlinks move the needle, take a look at what your competitors are doing. You can do this by going to Ahrefs, putting in your competitors domain name and looking at what sites are linking back to them.

The logic in this method is twofold-

  1. If the website has linked to your competitor, odds are they are open to linking to you as well.
  2. If the link has helped build your competitor’s website, it could help yours as well.

Backlinks are a great way to boost your website’s ranking in the eyes of Google and other search engines.

6. Add Visuals

Pages with images and video are more pleasing to the visitor and reduce bounce rates. Visual content is also easier to digest and remember. Think about it: if you have to read long blocks of text, you’ll give up quickly.

Research shows video drives more engagement, which, you guessed it, increases your rank and increases conversion rates. Check out Airbnb’s landing page (which is actually a looping video). Doesn’t it make you want to click?

Landing Page SEO: How to Rank Your Landing Pages on Google (4)

This one’s simple. Place your social share buttons strategically and make sure they include the number of times the page has been shared. Users will be more likely to click and share if they know others have.

(Video) How To Make High Converting Landing Pages That Also Rank High On Google - Easy Tutorial (2022)

8. Pay Attention to Your Page Loading Speed

Page speed affects search rankings. Quick loading provides a user-friendly experience. Slow page loading speed can increase bounce rates because users get frustrated and click away from your site. The main culprit for slow pages is large images, so reduce their size. Have a video or one as the entire background? That can slow things down. Make sure you know how to compress a video.

Speed also matters once your customer is ready to make a purchase. You don’t want a visitor to bounce because of cart loading times, so optimise your checkout page, too.

You can give your page a test run on Google PageSpeed Insights to see how it shapes up.

9. Reevaluate Your Calls to Action

How is your call to action (CTA)? Is it boring and stale or does it pop? Use dynamic phrases that engage the user’s attention and drive them to action. Do this by choosing a powerful command verb and then emotive words that provoke excitement and anticipation. Instead of “Subscribe,” try “Make Your Inbox Happy Again.”

Carefully crafting your CTA with your keywords will positively impact your ranking. Making it clear, compelling, and emotion-driven will generate more clicks and, therefore, conversions.

For example, the Law Offices of Jay Knispel, have a CTA that mentions a free consultation to draw the visitor in:

Landing Page SEO: How to Rank Your Landing Pages on Google (5)

Speaking of CTAs that convert- according to HubSpot, personalised CTAs perform 202% better than basic CTAs.

What is a personalised CTA?

A call to action that uses visitors’ behaviour to display a CTA that they are more likely to engage with. This could be done by using information like psychographic segmentation, IP address, location, browser language, demographic segmentation, etc.

More and more companies and brands are using personalised CTAs to bring in leads.

Wrapping It All Up

Your customers can’t use your product or service if they can’t find you. That means optimising your landing page SEO is not a luxury. Think of it as the first step in how to build a sales process.

(Video) Location Pages SEO | Google Maps City Pages

If you use the strategies outlined above, you will boost organic traffic to your landing page and convert visitors into customers. If you want to take it to the next level, hire an SEO expert from GoTopShelf to take your SEO efforts to the next level.

Whatever you do, start optimising today. You may not notice a difference overnight, but with the right changes, over time, your page will gain traction and the leads and sales will start pouring in.


Can we do SEO for a landing page? ›

It's important to know when it is worth implementing SEO for your landing page and when it's not. Optimizing your web page does not reap results overnight. The improvements you make to your site will take time for the search engines to recognize. Results often take months to realize.

How do I increase my landing page score on Google ads? ›

How to improve your Google Ads' landing page experience
  1. Pay attention to page speed. ...
  2. Make your pages mobile-optimized. ...
  3. Ensure your page is relevant to the ad. ...
  4. Personalize your page for different audience segments. ...
  5. Make your page easy to navigate. ...
  6. Increase credibility. ...
  7. Add a clear, contrasting CTA button.

Do landing pages hurt SEO? ›

Landing page SEO is a tricky proposition. Landing pages are potent tools to convert readers into customers, but the way most are designed is not exactly SEO friendly. Think about it. A landing page aims to direct readers down a specific path, focusing them on your call to action without offering other distractions.

How do I increase my landing page rank? ›

How to create an SEO landing page
  1. Publish to a custom URL. ...
  2. Determine your keywords. ...
  3. Include your keywords strategically on your landing page. ...
  4. Don't worry about the length of your page. ...
  5. Secure backlinks to your page. ...
  6. Leave your seasonal landing page online. ...
  7. Speed up your page. ...
  8. Make your content shareable.

How much does it cost to rank #1 on Google? ›

There is nothing like cost to get on 1st page of google. You should make google know that your content worth more than the other websites. As users are looking for info is highly relevant to what you are offering, either it is just info, a product, a service so on. Follow guidelines SEO should comply with.

Is 500 words enough for SEO? ›

There is no overarching best word count for SEO. However, we recommend aiming for at least 1,000 words for standard blog posts, 2,000 for long-form content, and 300-500 for news posts or product pages.

What are the 3 steps to successful SEO? ›

The 3 Steps to Any Successful SEO Campaign
  1. Step #1 Get to Know Your Buyers and Their Search Habits. ...
  2. Step #2 Optimize Your Website and Add New Content. ...
  3. Step #3 Maximize Conversions From Website Visitors.

What are the 3 types of SEO? ›

The three kinds of SEO are: On-page SEO – Anything on your web pages – Blogs, product copy, web copy. Off-page SEO – Anything which happens away from your website that helps with your SEO Strategy- Backlinks. Technical SEO – Anything technical undertaken to improve Search Rankings – site indexing to help bot crawling.

What is a good landing page rate? ›

The average landing page conversion rate across all industries is 9.7%. Given that 10% is a benchmark for a good conversion rate, taking the time to create a landing page that carefully considers the interests of your target audience will benefit your business.

What is a good landing page view rate? ›

According to WordStream, the average landing page conversion rate across all industries is around 2.35%. However, the top 25% of landing pages (in terms of performance) convert at almost twice the rate around 5.31% or higher. The top 10% of landing pages are converting at an astonishing 11%!

What are the biggest landing page mistakes? ›

Landing page mistake #1: Too many conversion goals. Landing page mistake #2: Assuming shorter forms convert better. Landing page mistake #3: Including a navigation menu and footer. Landing page mistake #4: Not matching ad copy with landing page copy.

How many landing pages is too many? ›

According to research, business websites with 10 to 15 landing pages will increase conversions by 55%. Additionally, websites with over 40 landing pages increase conversions by over 500%. A single landing page won't cater to an entire target audience, and there's no limit to how many landing pages you should have.

How long does it take to rank on page 1? ›

The Bad News: It Takes 5 Months to Rank New Posts on Page 1

If we look at the first few data points in the graphs above, we see that in the first 5 months, regardless of how many posts we've published for a client, on average, zero of them are on page 1 for their target keywords.

How do I get my first 10000 visitors on Google? ›

Step #1: Find The Right Keywords
  1. SEO - unlock more SEO traffic. See real results.
  2. Content Marketing - our team creates epic content that will get shared, get links, and attract traffic.
  3. Paid Media - effective paid strategies with clear ROI.

What is the fastest way to rank on Google Page 1? ›

How to Get on the first page of Google [recap]
  1. Create a keyword strategy to target terms your target customers are searching.
  2. Incorporate the keywords into your website content as well as HTML tags.
  3. Write for humans (not search engines).
  4. Target location-based searches.
  5. Optimize for mobile.
  6. Focus on user experience.
19 Aug 2020

Can I pay Google to rank my website higher? ›

More reviews and positive ratings can improve your business' local ranking. Your position in web results is also a factor, so search engine optimization (SEO) best practices apply. Tip: There's no way to request or pay for a better local ranking on Google.

What are the 3 C's of SEO? ›

Simply put, the fundamentals of SEO can be boiled down to The 3 Cs: content, code and credibility.

What is the golden rule of SEO? ›

Well-written content engages the reader, increases search engine rankings and traffic, and increases the likelihood of quality links from other sites.

How do you become #1 in SEO? ›

Typically you get to number 1 by having a good online reputation. Well-known brands have good reputations. These brands rank at the top of Google, too. Reputation is increased by the number of quality web pages that link to any page on your site.

What are the 5 ingredients for SEO? ›

These five key ingredients function separately and together to cook up a killer digital marketing strategy.
  • seo. Developing a robust SEO strategy is all about boosting your visibility and making yourself the loudest in the crowd. ...
  • social media. ...
  • email. ...
  • ppc/paid ads. ...
  • content creation.

What is SEO checklist? ›

On-page SEO checklist. On-page SEO is the process of optimizing the actual content on your page. It includes optimizations made to visible content and content in the source code. Let's look at how to do it.

What are keywords for SEO? ›

SEO keywords (also known as “keywords” or “keyphrases”) are terms added to online content in order to improve search engine rankings for those terms. Most keywords are discovered during the keyword research process and are chosen based on a combination of search volume, competition and commercial intent.

Which SEO technique should be avoided? ›

Don't over-prioritize keywords

Keyword research has long been considered a cornerstone of SEO. Creating content that features the keywords and terms your target audience are searching for seems like the most logical approach. However, using these keywords to excess will seriously harm your SEO strategy.

Is a 30% conversion rate good? ›

Broadly speaking, a common conversion rate for an email opt-in landing page is between 5% and 15%. The companies with the most success tend to convert at around 20-25%. And the very cream of the crop achieves conversion rates of 30% or higher.

Is a 7% conversion rate good? ›

A good conversion rate is between 2 percent and 5 percent. The thing with conversion rate is that even a jump of 0.5 percent can be a big deal. Moreover, we must mention that the top brands enjoy better results.

Should landing pages be short or long? ›

Your goal shouldn't be to create a short or long landing page; instead, it should be to create a high converting page. Here are some of the things you need to keep in mind: Simplicity is the ultimate sophistication – do not sell more than one thing on your landing page.

How do I check my landing page performance? ›

How to Measure Landing Page Success
  1. Page Views. The most obvious thing when you consider how to measure landing page success is your number of page views. ...
  2. Bounce Rate. ...
  3. Session Duration. ...
  4. Traffic Source. ...
  5. Conversion Rate. ...
  6. Bringing Landing Page Performance Together.
20 May 2020

Should you index a landing page? ›

Include good quality relevant content in each of the web pages, improve your backlinks, submit updated XML maps to Google, and focus on distributing the existing content. If you do not put in efforts to index your page, then you will not be able to rank your website well enough to get visitors to your website.

What is a good number for page views? ›

An analysis of 3,698 sites found that the eCommerce metrics, average page views per session are between 1.8 and 4.4. If your score is more than 4.4, your site is doing great than most websites! But if the score is below 1.4, you should think of improving your website/E-commerce store.

What makes a bad landing page? ›

Cluttered, slow-loading landing pages with meaningless copy are the worst – you'll see what we mean. In our post, we'll look at seven of the worst landing pages ever to be seen on the Internet. Plus, we'll explore some quick and easy adjustments that will have a massive impact on your landing page design.

What makes a landing page stand out? ›

Landing pages need to be clean, simple, tailored, and start with a specific end-goal in mind. You must have great copy using the right keywords, have a clear call-to-action, an eye-catching and simple design, show social proof, and tell the consumer how your services will benefit them.

What factors affect landing page quality? ›

For example, according to Google, landing page experience is evaluated based on:
  • Relevant (determined mostly by the presence of keywords on the page), useful and original content.
  • Transparency and trustworthiness.
  • Ease of navigation.
  • Encouraging visitors to spend time on your site.
22 Nov 2021

Can a landing page stand alone? ›

A landing page is a standalone web page that a person "lands" on after clicking through from an email, ad, or other digital location. Every content strategy should include the use of landing pages to convert more traffic and increase conversions.

What does every landing page need? ›

The most essential element of a landing page is the CTA. A successful landing page should have one value proposition, one clear message, and one dominant CTA. While there may be pages with a combination of CTAs displayed, design and layout should promote one “macro conversion” as the most important for user attention.

What is the most important part of a landing page? ›

The call-to-action (CTA) is arguably the most important element on your landing page — it's one of many elements that encourage conversion. The CTA button needs to stand out, meaning you should use a color that contrasts with other elements on the page.

How long should a landing page take? ›

How long should a landing page be? There's no right length for sales or landing pages. However, while they should still be at least 300 words (like other standard pages) from an SEO point of view, it's only logical to have much longer landing pages.

What is the best width for a landing page? ›

We recommend sticking with 940 - 960 pixels, which should work for most screen sizes; this should prevent any additional side-scrolling or white space from appearing on your landing page.

How do I rank my homepage? ›

Here is the complete homepage SEO checklist.
  1. Optimize the Homepage Title.
  2. Keep title length close to 60 characters.
  3. Add your domain name in the beginning.
  4. Include your target keywords.
  5. Optimize the Homepage Meta Description.
  6. Include your target keywords.
  7. Make it interesting.
  8. Encourage users to visit your website.
22 Jun 2022

How long does it take to get a 1st page Google ranking? ›

We can conclude from the above studies that getting to the first page of Google takes about 3-6 months of—take note—intentional and intensive SEO work. This goes for relatively new websites, ones with domain authority lower than 40, competing for medium-difficulty keywords.

How long does it take to rank 1 in Google? ›

95% of published pages don't rank in the top 10 in the first year. The 5% of top performers who managed to rank in the top 10 took 61 to 182 days. Websites with a stronger backlink profile tend to perform better than those with weaker ones.

How long does it take to rank on page 1 of Google? ›

The Bad News: It Takes 5 Months to Rank New Posts on Page 1

If we look at the first few data points in the graphs above, we see that in the first 5 months, regardless of how many posts we've published for a client, on average, zero of them are on page 1 for their target keywords.

Is it possible to rank #1 on Google? ›

There is no surefire way to get a #1 ranking on Google. However, targeting the right keywords and audience can significantly increase your chances. Follow that up by creating and promoting tons of well-optimized content, and you're good to go!

What is the fastest way to rank a keyword? ›

Let's take a closer look at various ranking factors and discuss how you can more effectively use keywords to drive search traffic.
  1. Measure Your Rankings. ...
  2. Target The Right Keywords. ...
  3. Clean Up Your Site Structure. ...
  4. Pay Attention To User Experience Signals. ...
  5. Optimize For Users & Search Engines.
2 Jun 2022

How does Google's Page Rank Work? ›

According to Google: PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites.

How much does Google ranking cost? ›

Google search engine optimization can cost anywhere between a couple of hundred dollars to $10,000 per month depending on the service package and agency. Google does not have it's own SEO services, however, there are many SEO agencies you can hire to help optimize the SEO of your website.

How many words do you need to rank on Google? ›

We advise writing more than 300 words for regular posts or pages, while product descriptions should be over 200 words. Why is that? A higher word count helps Google better understand what your text is about. And, generally speaking, Google tends to rank longer articles higher.

How do you get Google to rank 0? ›

Here are a few ways to increase your chances of ranking for position zero:
  1. Focus on long-tail keywords.
  2. Target question-based search terms.
  3. Use a clear page structure with headings and paragraph tags.
  4. Keep your answers to questions around 54-58 words long.
6 Sept 2022

How many clicks does the first page of Google get? ›

The first result on the search engine results pages (SERPs) gets 28.5% of all clicks.

Does PageRank sum to 1? ›

Note that the PageRanks form a probability distribution over web pages, so the sum of all web pages' PageRanks will be one.

What is a good PageRank? ›

The PageRank Score

A PageRank score of 0 is typically a low-quality website, whereas, on the other hand, a score of 10 would represent only the most authoritative sites on the web.


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