At the heart of debates in the world of digital marketing is the question: should you optimize your landing page for SEO or not? Well, in answer to this question, I propose a subtle mix of yes and no. This decision essentially depends on your specific marketing strategy. Let’s explore why.
The Importance of SEO for Landing Pages
If you want Internet users to be able to access your landing page directly through a Google search, then SEO optimization of this page becomes a necessity. In fact, it helps generate organic traffic to this page, without the need for an intermediary such as a blog article or a post on social networks.
Optimizing a landing page for SEO is no different from optimizing other pages on your site. The only significant difference is NOT to include outbound links on this page. Otherwise, all other SEO best practices remain valid, as long as they don’t hinder the readability and quality of your sales pitch.
When not to reference a landing page on Google?
There are certain situations where you don’t want your landing page to be accessible directly from Google. For example:
If your landing page has a limited lifespan or is seasonal (event/webinar registration, temporary promotion, special holiday offer, etc.).
If you already have a page or article that targets the same search intent, to avoid cannibalization or duplicate content.
If you want your landing page to be accessible exclusively to users who have completed certain prior actions (reading specific content, registering for an event, engaging on social networks, etc.).
In such cases, it’s advisable to request de-indexation of your page to prevent it from appearing in search results.
Evaluate and Optimize Landing Page Performance
The success of a landing page depends on two key indicators: the rate of clicks on your Call-to-Action (CTAs) and the conversion rate of your landing page.
Click-through rate on your CTAs
CTAs are used to redirect visitors to your landing page. They are strategically placed on your articles, site pages or in your e-mails. It’s therefore crucial to evaluate the performance of each CTA by calculating the click-through rate, i.e. the ratio between the number of page or email views and the number of clicks recorded on the CTA.
If the click-through rate is low, you can try to improve it by modifying the CTA’s location, design or teaser text. It’s advisable not to modify more than one element at a time, so that you can identify which change has led to an improvement.
Conversion rate of your landing page and the number of times your form has been completed. A conversion rate below 50% is generally considered low, while a good conversion rate for a landing page is around 70%.
If your landing page isn’t converting enough, here are some optimization tips to try:
Revise your page teaser and header : If the first few lines of your landing page repel visitors, they’re unlikely to read on and take action.
Modify the sales pitch : If visitors spend time on your page without filling in the form, your sales pitch may not be persuasive enough.
Adjust your form fields : You’re probably asking for too much information, or information that doesn’t match your visitors’ maturity level.
Change CTA and form locations: Is your form easily accessible? Have you placed CTAs linking to your form throughout the page?
As you’ll have understood from this article, the SEO optimization of your landing pages is a strategic choice that depends on your specific objectives. Whether you decide to optimize for SEO or not, don’t forget that the most important thing is always the quality of your content and its ability to persuade the visitor to take action. After all, the ultimate goal of a landing page is to convert the visitor into a customer. With this in mind, you’ll be able to make the right decisions to optimize your landing pages and maximize their effectiveness.
