Want your landing pages to start generating more leads and sales? Then you need search engine optimization (SEO).
When done right, landing page SEO delivers targeted, free traffic from Google that converts at high rates. In this comprehensive 2500+ word guide, you’ll learn everything you need to know to rank your key landing pages and maximize conversions.
Choosing the Right Keywords for Each Landing Page
The foundation of any successful SEO campaign starts with keyword research. You need to identify buyer keywords that attract qualified visitors who will convert on your offer.
Here are some of the best practices for selecting high-potential landing page keywords:
Map Keywords to Each Stage of the Buyer’s Journey
One smart way to select landing page keywords is by mapping them to the different awareness stages a prospect goes through. For example:
- Most Aware – Include your brand name, product names, special offers, etc. Targeting fans and current users.
- Product Aware – Use comparative keywords and competitor brand names for buyers comparing solutions.
- Solution Aware – Target keywords for the exact problem you solve or outcomes you provide to attract prospects researching a need.
- Problem Aware – More general issues, pain points and end-user aspirations. Helps reach those just realizing they have a problem.
When it comes to landing pages, you want to primarily focus on visitors who likely already know about your solution but need that extra information or incentive before converting. Targeting low consideration keywords from unconscious needs should be secondary objectives after you rank well for commercial terms.
| Buyer Stage | Priority Keyword Example | Landing Page Benefit |
| Most Aware | [Your Brand Name] Discount Code | Special deal for existing users |
| Product Aware | [Competitor Brand] vs. [You] | Head-to-head comparison |
| Solution Aware | [Your Service] Pricing Plans | Details on all packages |
| Problem Aware | Improve [End Result] | Demonstrate you can achieve outcome |
Keep these buyer journey stages and keyword-to-page fit mapping in mind as we walk through the research process next.
Leverage Keyword Research Tools for Volume and Difficulty Insights
Rather than guessing which keywords work for your landing pages, use professional-grade tools like Ahrefs, SEMrush, and Google Keyword Planner to unlock data-drive intelligence. Specificallyanalyze keyword metrics like:
- Search volume – Higher is better to indicate commercial interest
- Keyword difficulty – Lower scores help you rank faster
- CPC data – Competitiveness and commercial intent
- Click-through-rates – How enticing the keyword is
Look for buyer keywords with good search volume (500+ monthly searches) and reasonable difficulty scores you can compete with. Filter out vague research queries without commercial intent.
Here’s a quick keyword data example:
| Keyword | Search Volume | Keyword Difficulty |
| [Service] Tutorials | 820/mo | 56 |
| [Brand] Discount Codes | 2,300/mo | 78 |
In this case, I would optimize a specific landing page around the commercial “discount codes” term rather than a broad educational query like “tutorials.”
Opportunities in Local SEO
Here’s one big mistake many companies make with landing pages – completely ignoring local SEO potentials.
According to studies by BrightLocal, 36% of overall searches on Google have local intent. The data also shows local landing pages earn 55% more conversion value per visitor compared to non-local pages.
So don’t miss out on this opportunity!
Be sure to weave in locally targeted landing pages focusing on certain cities, metro regions and local search phrases in your keyword mix. For example:
- [Your service] Dallas
- Affordable SEO Company Phoenix AZ
- Best Accountants in Chicago
You can quickly find hundreds of locally-optimized keyword ideas around city names and service types by using tools like UberSuggest and SEMrush’s ad keyword research features.
Optimizing On-Page Elements for Each Landing Page
Now that you’ve mapped out commercial buyer keywords to target, it’s time to optimize your actual landing pages onsite. You’ll need to meticulously enhance all critical on-page elements for both search engines and conversions.
Craft Compelling Title Tags
Your page title tag sets expectations when your landing page appears in Google search results. Keep titles under 60 characters while focusing on your main keyword and inciting interest.
For example:
[Main Keyword] | Why We’re The Best Choice in 2023
Write Snappy Meta Descriptions
Meta descriptions give you ~155 characters to sell your offer before searchers even click. Include secondary keywords naturally while highlighting your competitive differentiator.
Example:
Our award-winning accounting services help Phoenix enterprises cut costs 30% through personalized outsourcing and automation. Tailored for rapid growth small businesses.
Strategically Place Target Keywords in Headers and Content
Break up text into scannable sections with keyword-rich headers (H1, H2, H3 tags). Ensure page copy directly answers searcher questions and sells your offering. Create FAQs when helpful.
Keywords density should fall between 1% and 5% for most pages. Going overboard looks spammy.
Optimize Page Load Speed as an SEO Ranking Factor
In 2023 and beyond, site speed remains crucial for SEO rankings according to Google engineers. Faster load times also reduce bounce rates.
Test your landing pages’ speed and optimize elements like:
- Image compression
- Minimizing redirects
- Browser caching
- Lazy loading
- Simplifying code
Improve speed until consistently under 2 seconds if possible. Use tools like Lighthouse and WebPageTest to measure.
Ensure Mobile Responsiveness
With over 50% of all searches now happening on mobile devices, your landing pages must provide excellent responsive design and quick loading times.
Prioritize mobile optimization given small screens, data speeds and brief user attention spans.
Building Backlinks to Increase Organic Landing Page Traffic
While strong on-page SEO sets the foundation, earning external backlinks remains crucial for ranking highly competitive SEO keywords as an organic strategy. Relevant links also signal to search engines your page provides unique value.
Here are proven tactics for acquiring quality backlinks to your landing pages:
Optimize Related Blog Content and Link Internally
Create related blog posts around your most important landing page topics. Then link back to the appropriate landing page to enable “topic cluster” relevance.
For example, if you have a landing page on [Service] Pricing, publish blog content on “how to reduce [service] costs” or “[service] alternatives” then link back to anchor text like “our flexible pricing.”
Contribute Relevant Data and Quotes to Industry Roundups
Find annual or monthly roundup articles related to your service where you can contribute commentary, data points or related statistics. Ask for an author bio backlink in return.
Media publishers are often receptive as roundups perform well. Just focus on high-authority sites in your space.
Create and Promote Linkworthy Guestographics
Infographics that link back to your landing page can attract viral shares across social media and forums. Include your URL prominently on the graphic and in your author bio section.
Promote new guestographics through your email lists, social channels and paid ads for a quick link building win.
Request Reviews on Relevant Industry Analysis Sites
Getting listed and reviewed favorably on independent well-trafficked review websites leads to earned high-authority domain links as an added SEO boost.
Niche sites like Software Advice and Consumer Affairs can work well for apps and service companies. But focus on page 1 results for your keywords as targets.
Put together a spreadsheet of 20-50 potential link sources and systematically pitch them over 6-12 months.
Install Tracking for Each Landing Page to Measure Performance
Now that your landing pages are technically optimized and attracting visitors, you need analytics set up to monitor performance data like:
- Google Analytics goals
- Click-through-rates
- Time-on-page
- Bounce rates
- Button/form conversions
Identify poor performing pages with metrics below your targets to improve next.
Improve Low Converting Landing Pages First
Your analytics likely show certain landing pages attract traffic but have exceptionally low lead or sales rates compared to others. Start diagnosis and testing here first.
Potential page areas to experiment with:
- Page copy
- Calls-to-action
- Offer details
- Images
- Messaging
Don’t forget to use A/B testing tools when changing page elements to prevent guesswork.
Double Down on High Converting Top Content
At the same time, pay close attention to your highest converting landing pages. Shift more paid ads budgets, backlink building and SEO priorities towards those proven successful pages.
Look for common page characteristics among winners you can replicate elsewhere like strong offers, social proof elements, dynamic layouts, concise copy etc.
Local SEO Considerations for Landing Page Domination
Let’s build on our local SEO landing page discussion earlier with more detail and tips to really dominate searches in your geographic region or city:
Create Dedicated Local Pillar Pages
Build locally optimized pages targeting your home city or region overall. Backlink building should also be geo-targeted.
Example Title: Best Denver Marketing Agencies | Results-Focused Experts
Go Hyperlocal with Neighborhood Landing Pages
Take localization a step further by focusing entire landing pages around specific metro suburbs and neighborhoods to stand out.
For example:
Top Rated General Contractors in Downtown Austin | 2023 Reviews
Rank Local Category and Services Pages
What specific professional services searchers ask for near me? Build landing pages around those local service terms.
Affordable House Cleaning Services in Queens NYC Area
Ranking locally optimized landing pages that tightly match search intent drives conversions.
Common Landing Page SEO Mistakes to Avoid
We’ve covered a ton of optimization best practices so far. Now let’s briefly review 5 frequent landing page SEO errors I see businesses commit time and again:
Not Having a Dedicated Page Per Topic
Don’t spread thin by stuffing all services, offers and locations onto one giant page. Conversions rise when you have dedicated, URL targeted pages.
Optimizing for Ultra Competitive Buyer Keywords
Chasing extreme competition pages like “website design services” with domain authority 90 sites will end badly. Find less competitive opportunities.
Ignoring Call Tracking
Many visitors want to call you. Install tracking phone numbers on pages to know which keywords and pages generate calls.
Saving All the Juice for the Home Page
Focusing all attention only on home page SEO means leaving conversions on the table. Landing pages deserve TLC.
Not Monitoring Page Speed Performance
With site speed vital for SEO, continually test page load times from real visitor locations to catch issues missed from cached tests.
Wrapping Up This Ultimate Guide to Landing Page SEO
Optimizing landing pages for higher organic rankings delivers some of the most bottom-line focused SEO ROI across campaigns.
As we reviewed in this 2,500+ word guide, you need to:
- Map keywords to buyer stages
- Optimize technical on-page factors
- Build topical relevancy with content and backlinks
- Go local when it makes sense
- Fix underperformers first
Put in the hard work up front identifying commercial searcher intent through keywords research tied directly to tailored landing pages.
Then focus on visitor experience, loading speed and conversion centered design principles.
If done right, you’ll benefit from growing organic landing page traffic and sales for years to come from these SEO investments. Now go dominate the rankings!
