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Landing Page SEO Best Practices & Tips For Success



Landing Page SEO Best Practices & Tips For Success

Google constantly updates its algorithm. This year alone, they’ve announced 12 significant updates.

But, of course, it doesn’t include the hundreds of minor updates Google has made to its search engine.

Could these updates affect the performance of your landing pages? Absolutely.

Adjusting to these constant changes is about more than just optimizing your content for the SERPs.

On December 15, I moderated a sponsored webinar presented by Mordy Oberstein, Head of Communications at Semrush.

Oberstein showed how to improve the SEO of your landing pages and increase conversions with a set of data-backed tips you can put into practice today.

Want more of the details, data, and tips from Oberstein’s presentation? Here is a quick recap of the webinar.


How Landing Pages & SEO Have Changed

People are more tech aware and skeptical now, as observed with the increase in data privacy and security searches in recent years.

Similarly, Google is becoming more aware and skeptical of the content coming out.

People and search engines are looking for a good experience with real information.

However, ranking your landing pages isn’t just about the information contained on a single page.

It’s important to think about how your landing pages reflect and connect to your website, overall.

[See The Data: Site Rankings Vs. Page Rankings] Instantly access this webinar →

The Ability To Rank Landing Pages Depends On The Site Overall

It’s not just about the landing pages. John Mueller has talked about how quality applies to the entire site many times.

Image Source: Semrush

It’s clear that Google wants to make sure that you and your visitors have an excellent site experience.

The Problem With Landing Pages: Lack Of Information & Full-Site Best Practices


As a marketer, it’s natural to look at landing pages from a conversion standpoint.

Additionally, many still think of landing pages as independent entities or orphan pages, that they’re not part of a bigger site.

That’s why the things that you usually do, or wouldn’t on your blog or product pages, you’re happy to do on landing pages.

It’s time to change that mindset.

[Solve Your Landing Page Problems] Instantly access this webinar →

The Future Of Landing Pages: Informative, Data-Driven, Consistent

Remember — users are not looking for conversions. They come to landing pages for information.

Information leads to conversions.


If your users don’t get that information first, they won’t convert.

Focus more on informing the user instead of making a sale.

In addition to proactively answering your user’s questions, brand consistency and good SEO practices will become more important.

Landing pages are part of a bigger site. Thinking about carrying your full website’s expertise, authority, and trust over to your landing pages is key.

How To Make A Landing Page Informative

Google can tell when you’re trying to sell instead of inform visitors — this will affect your rankings.

If you’re using product reviews, make sure there’s no push to sell something.

If you want to get more sign-ups for a newsletter, inform them — make sure you let visitors know what kind of content they’ll get when they sign up.

[Make Your Landing Pages More Informative Now] Instantly access this webinar →


How Branding & SEO Work Together

Brand marketing and site perception are a part of SEO — that’s the mindset you need to adopt if you want to rank better on landing pages.

Make sure ads aren’t overshadowing your authoritative content, and be sure your brand’s content matches your user’s needs and intent.

Research User Intent & Incorporate Into Your Landing Page

When creating helpful, informative content for your landing pages, Semrush recommends starting with empathy. Then, begin your keyword research.

To make informative content that connects to your user and helps them decide to convert, understand:

  • Where are your users coming from?
  • What needs to happen for them?
  • What content is going to be helpful to them?
  • Would they trust this article?
  • Would they buy these products?

Build that into your landing page’s perception, but don’t stop there.

Look at how your site is perceived because your content is your brand, landing pages included.

[How Does Perception Affect Landing Page Rankings?] Get instant access to the full webinar→

Discover: Why Does Google Rank One Page Over Another?

Usability is going to be a big differentiating factor here. The future of optimization is experience and usability.

  • How digestible is the information for the user?
  • Are you giving information in the best way possible?
  • Is it formatted in a way that makes sense for the user?

More Data-Backed Tips & Insights For Better Landing Page Rankings

Semrush learned valuable lessons about landing page SEO by analyzing more than 20,000 landing page URLs and home page ranking patterns.

[Find Out What The Data Revealed] Get instant access to the entire webinar→

Key Takeaways

  • Don’t orphan your landing pages. Connect them with the rest of your site as much as possible.
  • Offer helpful and specific content, not just “sales content.” Google is getting better at understanding intent.
  • When creating content for landing pages, focus on empathy before keywords.
  • Understand how visitors and Google perceive your site and content.
  • Don’t go overboard when pushing the conversion.
  • Usability will differentiate your content.

[Slides] Landing Page SEO Best Practices & Tips For Success

Here is the presentation:

Join Us for Our Next Webinar!

How We Built 600+ Links in 30 Days & You Can, Too

Learn how to optimize your landing pages and make better use of the traffic you already get. Join our upcoming webinar on Wednesday, Dec 15 at 2 p.m. ET, and learn how to rank better on Google SERPs.


Image Credits

Featured Image: Paulo Bobita/Search Engine Journal

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How Decentralized Web3 Is Changing Online Publishing & SEO [Podcast]



How Decentralized Web3 Is Changing Online Publishing & SEO [Podcast]

Could the web be owned and governed by its users? That’s what Web 3.0 offers, a decentralized web where individuals have control over their own sections of this virtual landscape!

In this episode, Jon Henshaw, SEO at Paramount+ and the founder of Raven Tools & CoyWolf, joined me to discuss his experience on Decentralized Web3.

Jon has recently worked on many Web3-based CDN / publishing/blogging projects. Included in our discussion are insights into what this means for the future of content publishing and SEO.

It’s a place for me to test things around publishing and to get something to rank. So with that being said, I would say that one of the most interesting things that I’ve observed over the last year with what I’ve been doing is the ability to rank content really high without any outreach or link building.–Jon Henshaw, 18:47

I always write in a way that’s very that’s focused on disambiguation. When I write, I mention an entity that can confirm to Google that this is what this thing is about.–Jon Henshaw, 26:13

At SEJ, we don’t do any link building. Our link building tool is our publish button. –Loren Baker, 1:04:29

[00:00] – A little about Jon
[06:23] – Is the increase in videos and images in search results relevant?
[10:05] – How Coy Wolf started.
[17:29] – What signals are becoming stronger over the last year?
[18:50] – One interesting thing Jon has observed in the rankings.
[24:16] – Coy Wolf’s other experiments.
[37:30] – A tactic for reputation management.
[56:07] – Did search visibility for professional news & review sites increase?
[1:01:42] – Can dot-com quality help?
[1:07:00] – How Jon sets up his hosting.


Resources mentioned:

I think the latest algorithm update probably hit on things that may have to do with how much time people spend on the content before they actually click back to the search result.–Jon Henshaw, 26:38

I definitely do the experiment and do things that many people within our field would consider not best practices. Never seen that before, or I certainly wouldn’t advise doing that. But, I’ve learned from it that there are some things I now would suggest or recommend because it’s not as bad as you thought they might be.–Jon Henshaw. 54:14

It reminds me of the Japanese concept of Kaizen. Every mountain starts with a speck of dust, right, so Kaizen’s at the thousandth step. But you have to start with step one, and you just grow and grow slowly and slowly over time. –Loren Baker, 50:43

For more content like this, subscribe to our YouTube channel:

Connect with Jon Henshaw:

Jon brings an unmatched combination of experience and expertise to the world of digital marketing and web technologies. He founded Raven Tools, which became widely used in the industry after selling it to TapClicks in 2017.

He’s also no stranger to the big screen, having worked with Fortune 500 companies throughout his career. Currently, he is the Principal SEO analyst at Paramount, where you can find him directing and overseeing streaming services of Paramount+, Pluto TV, Showtime, and CBS.


Also, as Editor-In-Chief of CoyWolf, he ensures that all stories are reported with rigorous journalistic integrity.

Connect with Jon on LinkedIn:
Follow him on Twitter:

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter:
Connect with him on LinkedIn:

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