SEO for landing pages - how to promote Landing page in search engines. Promoting Landing Page: difficult, but not fatal Promoting a landing page yourself
On September 25, 2015, Sergey Koksharov (Devaka) conducted a free webinar on a very useful and relevant topic.
Topic: “How to optimize and promote one-page websites.” That is SEO for landing pages. But specifically for those that have a one-page structure.
Watch the recorded webinar now:
Watch the presentation:
From me:
In fact, you can do 2 types of landing pages:
1. one-pager
2. multi-page(landing page with a standard main page plus a structure of sections and pages - commercial, informational)
In the first type, a one-page page, the navigation menu usually consists of local links that transport the user within one page.
Considering that there are very few landing pages in the TOP and it is impossible to compete with large powerful sites, the first type is usually not promoted in search engines.
Or it promotes according to its branded queries and several low-frequency queries.
Therefore, here, first of all, any other traffic channels are used - context, social networks, email newsletters, and possibly teasers (although a beginner should definitely not get involved in them).
Or you can come to terms with the fact that even for your branded requests, the site will not rank in the top places, and use Xrumer en masse and some methods like hundreds of boards at once and other automated options, because I don’t care what happens to the domain in search engines, and that it may receive filters.
Of high quality, but free measures are just different types of sites from, such as:
TOP Base will help, definitely. Both for single-page and multi-page.
For example, my sales always go up when I post any messages on the forums. This could be some kind of article with a link to the desired site, or just an announcement (advertising), simply done competently and in a suitable place. In the database I collect exactly live sites, i.e. there are thousands of live thematic forums and other types of sites collected there.
Also, if you wish, you can sit and assemble all this yourself. I recently wrote instructions on how to find the right sites and forums for posting.
The second type of landing page is a multi-page page with sections.
This is, in fact, a regular website where the main page is a landing page. Its navigation menu is divided into sections of the site.
And you can promote it just like an ordinary commercial website.
Here you can create a normal semantic core (key queries), create 2nd and 3rd level pages, articles or news and promote it as a normal site. And make a link from all pages in a suitable place in the text to the main page, which is the selling page. Plus, when you upgrade different pages of the site, the main page is also upgraded, and it is easier to access it for the queries for which it is tailored.
What do you think about promoting landing pages? What experience do you have? Write in the comments!
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Creating a landing page is a whole science. However, preparing a selling page and posting it on the Internet is only half the battle. You also need to take care of attracting targeted traffic to increase sales.
Where to begin
Landing pages may not be suitable for traditional search engine promotion. This is explained simply: search engines prefer sites with a large number of pages. In addition, entrepreneurs do not have time to engage in search engine promotion. There is one more point - landing pages do not always contain optimized text that is well indexed by search engines.
This means that to promote sales pages you need to use CPC traffic. Translated from English, this abbreviation stands for “cost per click”.
The key links of CPC traffic are targeted advertising in the well-known social network VKonakte, as well as contextual advertising in Google Adwords and Yandex. Direct. Let's try to understand this issue in more detail.
Promotion on VKontakte
The disadvantage of targeted advertising on this social network is that not all services and products can be promoted there. Let's say, there is no point in advertising B2B services and complex industrial equipment on VKontakte. At the same time, VKontakte is an ideal platform for advertising consumer goods and services, the average cost of which is 3,000 rubles. This could be, say, delivering bouquets, selling cases for smartphones, etc.
You can set up VKontakte targeting based on the age parameters of users, their gender, place of residence and interests. The most important thing is to take into account the interests of people who are participants in various thematic publics. In this case, your advertising is guaranteed to hit the target.
Let's give a simple example. So you sell laptops. Most companies selling computer equipment have their own public pages. They contain subscribers who are interested in this service and have previously purchased laptops or accessories for them. And selling a service to experienced customers is much easier than to beginners. It won’t take long to convince them to take advantage of your offer, explaining the feasibility of such a step.
Google Adwords / Yandex. Direct
Millions of our compatriots use the search engines Yandex and Google. All these people have different financial capabilities and preferences. They are looking for various kinds of services and goods on the Internet, ranging from nail production machines to sushi delivery.
But most importantly, people are very enthusiastic about the products. That is, they create search queries themselves and study advertisements. They do not need to be lured in any way and forced to watch advertising. An entrepreneur or sales manager should definitely take advantage of this by placing contextual advertising in Google Adwords and Yandex. Direct.
We only warn you: Yandex. Direct is an overly well-known system that is actively used by businessmen, lead managers and various kinds of educational projects. Many offers there significantly exceed demand. It is difficult for ordinary entrepreneurs to beat competitors in Yandex. Direct.. In this case, the advantage will be on your side and with proper advertising organization, clients will flow like a river.
Every entrepreneur should know that there are the following methods of contextual advertising:
- on thematic resources of partners;
- on search engines using keywords.
Thematic platforms are well developed in Google, and search ones in Yandex. Direct. Accordingly, when attracting leads, you need to advertise in the Google media contextual network and on Yandex search platforms. In this case, you are guaranteed to achieve your goals.
When attracting visitors to your landing page using contextual advertising methods, do not forget that the content of the page must correspond to the advertisements. In this case, users are guaranteed to be interested in your offer and continue to get acquainted with it.
To prevent a person who looks at the landing page from leaving immediately, you need to point out to him the advantages of your offer.
Good day to all! Today I have prepared very interesting material. While working on this post, I wanted to collect comprehensive information on SEO Landing page in one place. I think I succeeded...
Promotion of landing pages is indeed a very interesting and controversial topic. Particularly noteworthy is the fact that, having such a high conversion rate, many use it exclusively as a landing page for contextual advertising. And why? It’s just that all attempts at promotion are nipped in the bud - by the studio that developed the landing page, by the friend who took part in it, as well as by the majority of information posted on this topic on the Internet. How to promote a landing page? - no way, for promotion you need a website, and a landing page for Direct and teasers! This is exactly what 97% of people with whom I had the opportunity to communicate on this topic think. And after all, they are in many ways, but let’s be honest - they are right in almost everything, if you lose sight of several interesting features, namely: Few people understand that Direct can be a powerful SEO tool, and for some reason no one tries to focus on the undeniable advantages of landing pages. And the third thing is working with keywords Yes, I’ve already written about this a hundred times, but in relation to landing pages, working with keywords takes on a new meaning - we may not be able to pull out a landing page based on competitive queries (although we can, and at the end of this article you will learn how ), but I assure you, dear friends - every niche has very sweet NK requests. And you don’t have to spend money on Mutagen! Just read the article to the end.
Before starting the main story, I would like to give one parting word - even if in the first paragraphs you find a scheme that is ideal for you - do not be lazy to read to the end, as the approach to promoting a landing page becomes more complex, I will tell more and more progressive approaches that can be applied from the very beginning!
[VIDEO 2017] About promoting Landing Page using SEO
The first stage is to clearly set tasks
First of all, we need to clearly define the tasks and capabilities of our project. Let's formulate the problem like this: get cheap traffic from organic search- this will be the most successful formulation! Do you think the task is simple? Why then do most new owners of landing pages and websites in general take on the leading queries in the topic?
We decided to sell teddy bears, so we will promote the request - “buy teddy bears”... No, we will not promote this request, especially if our sales tool is a landing page! Do you catch the difference?! There are no leading queries in the topic; you need to soberly assess your capabilities at the initial stage.
We will return to requests later, but now I would like to tell you this... We have decided on the task! Here are the ways to solve our problem at the initial stage:
1. Work out the landing page conversion in detail. Achieve the maximum possible response from visitors. Apply all the latest techniques to increase conversion. It is conversion that will become our main trump card when we decide to compete for requests with serious sites (not a typo - just sites). Conversion in this case is everything - it is what will help you stay afloat in the initial stages and destroy organic matter in the future. Here we do not contradict in any way the basic pre-doctrine of search engines - the site must be for people, interesting to people, convenient and fully answer the query. I’ll get ahead a little, but even when choosing keys, we will choose only those phrases to which our site is capable of not only answering well, but answering at least as well as the best sites in the field, so we immediately reject requests like “product reviews”!
2. We will need Yandex and Google contextual advertising systems ideally. In principle, one Direct message will be more or less enough! And it is very important - the context must be set up very, very decently - it is this that will help us get off the ground
3. As appetites increase, we will need developed accounts on social networks. At a minimum, a high-quality VKontakte account. AND Attention! No bots - we need a live account that generates real traffic. In principle, we can catch up with bots at the very beginning, so that real people are more willing to join our group. I won’t talk about creating groups in detail here - the purpose of this article is somewhat different.
4. The technical part of our landing page should not only be good, it should be perfect, but we’ll talk about this in more detail.
5. The semantics of promoted queries should be quite comprehensive! Few people know, but each specific phrase has a chance of being promoted on a given site and it is not always possible to catch it by eye. You just have to understand that only a third of the total number of equally competitive queries can be promoted on an average site under average conditions. Everything is rough, but it still makes it clear what is happening. Of course, it often happens that 100% of requests can be pulled into the TOP, but this is rather a special case, especially if we are talking about a young project! Why is that? Yandex itself doesn’t know how complex its Matrixnet has become.
If you have mastered the information a few centimeters above, we can safely move on to the main story!
We will work on our strengths
When a small business enters the market, the only chance for it to survive is to focus on its merits (unless, of course, this business offers a product/service that is unique in a given region). So in our case, the entire emphasis is on the merits. What advantages can we have in comparison with large sites in organic search results? Well, the first and most obvious thing is conversion; in other words, we can, should and will answer the requests put to us better than surrounding sites. Websites never monitor their traffic - if we look at the request statistics - 99% of all online stores have just mountains of garbage traffic that not only do not bring money to the site, but also drag it to the bottom! We shouldn't have this kind of traffic. In practice, this means that in the same Direct we will not run very cheap requests that give a lot of refusals. We only need high-quality traffic that will land on the landing page and turn into money, even if at the initial stages clicks on such requests will cost a lot. In any case, by working with the ad correctly, we can always get a good CTR, and with it a cheap click.
Our second advantage will be mobility in all understandings of the word. On the one hand, the site must be displayed completely correctly on mobile devices (have an adaptive layout), and on the other hand, we can easily and naturally implement the most advanced layout technologies on the landing page, which not every online store can afford due to the complexity of architectural transformations.
And our last plus (it must be taken into account at the LP development stage) is unsurpassed speed. After all, we simply won’t have a database overloaded with garbage, always lagging, which is an integral part of almost all modern sites. Personally, I recommend abandoning the use of a CMS altogether - with the right level of customization, we can easily get the fastest website in the niche, but this also imposes certain limitations - no complex graphics... Fortunately, modern HTML and CSS tools allow you to work wonders even without using images.
So, 3 pillars on which landing page SEO will rest are:
1. conversion
2. mobility
3. speed
And to these 3 great whales it is worth adding an elephant - correct elaboration of semantics, but for now a few words about technical optimization.
Brilliant technical optimization
The first place to start is with search engines. I think everyone understands that our landing page simply by definition does not have such problems as duplicate pages, broken links, and so on
But despite this, our website must fully comply with the requirements of search engines:
1. The robots must be configured, in which the sitemap and main host are indicated, directives for Yandex are duplicated
2. There must be an XML sitemap, although this makes almost no sense
3. WWW mirrors must be glued together and a redirect must be configured
4. 404 error page must be configured
5. All SEO tags must be present (title, description, keywords, h1, h2-5)
6. Favicon must be present
7. The site must have at least Yandex Metrica installed
Everything is extremely simple with this, but it is important, understand - we have a very small site, and Yandex does not treat such sites very well and for it our project is just another potential doorway. The reason for this attitude towards landing is extremely simple - every day millions of similar one-pagers are created with the aim of manipulating search results and therefore Yandex is keeping an eye out.
Modern technologies
Now this is a very important point! Our landing page must be equipped with the most modern web elements. These include:
1. adaptive layout
It is this that will greatly reduce failures when transitioning from mobile devices and when viewing the site by users with a non-standard display resolution. Also, the mere presence of adaptability gives a good bonus in Google results, which the latter has officially recognized. It is likely that in Yandex, the mere presence of an adaptive feature gives a ranking bonus.
2. Shema layout (micro markup)
Micro markup has been actively used for a long time in Google search results and every day more and more actively in Yandex. A site snippet with micro markup elements looks much more attractive, which significantly increases its CTR in the search results, and at the same time the external PF of the site.
3. High speed of site operation and content generation
Speed is everything
The next important stage in preparing our page is display speed. Firstly, you must have fast hosting, and secondly, the site must fall into the green line for both desktop and mobile devices in the Google test. Test
We select high-quality NDT requests
Our website is almost ready. Now you need to choose low-competition words. I described this process in sufficient detail.
It is worth giving some explanations - in that article I proposed a rather sophisticated way to evaluate the competition, in fact, it is much easier to use the Mutagen service after collecting and initially screening.
It’s even easier to use the KEI formula for the Key Collector program, which gives a result almost similar to Mutagen:
(KEI_YandexMainPagesCount * 6) + (KEI_YandexTitlesCount + KEI_GoogleTitlesCount) + (KEI_YandexDocCount / 73000)
Optimization for NK
Next, we need to prepare a text for our NK requests. Everything here is extremely simple - to get queries to the TOP, you just need to mention each of them once in the text. The most important thing here is not to overspam, although in our particular case this is not so bad, because... even if we inadvertently create strong spam - Higher frequency, shorter versions of our queries will be filtered. Remember a simple rule - we mention 1 request 1 time, no more.
We will talk about detailed text optimization at the stage of promoting IC queries.
Landing is made for context, so let context help SEO
So, we have everything ready, but I bet that our newly created project will be included in the index with great difficulty. You can, of course, buy links, but still this is not the best option for a landing page; if there were a website, that would be a different matter.
Here we need Direct. We pour more Direct on the site and quick indexing is guaranteed. At this stage, it doesn’t matter at all what requests will be approached, the main thing is that there are not many refusals for them. How much is too much? If we average everything out, I can say that 20 percent or more is no longer the best indicator, especially since high-quality PF will become one of the main promotion tools in our case.
In addition to Direct, you can also use links, especially since Yandex has officially announced that links are working effectively again! (this is exactly the development of events that I predicted when Santa Barbara began)
Analysis of the situation, adjustments, work on failures
Now it's time to take a short break. During this time, we must work out in detail the conversion on the site and Direct. The best way to do this is to use A/B testing. Traffic from contextual advertising must hit the target. If people are satisfied, they will be much more willing to buy. Your goal at this stage is to start receiving stable contextual traffic that will give a minimum of bounces, ideally less than 10%.
A little more than a month will pass before you yourself will notice that many requests will already be within the limit of visibility and specifically in Yandex. Things will be a little worse on Google, but that's only because we don't have any links yet.
After a while, it’s worth buying some high-quality links from GGL with the right anchors. 20-30 pieces will be more than enough. Sapa is also very useful, but working with it still requires experience.
At this step, carefully check the failures of organic traffic. Here the average for commercial queries is 18%, we should do much better if we are going to compete with sites in the search results. Carefully study the sources of failures and work on them. Of course, you can simply increase behavioral ones, but we need the site itself to provide good PF, otherwise all further work simply does not make sense.
Having done everything described above, you can be sure that the snowball has started— we have traffic from Direct and organic, which not only brings customers, but also makes our site more and more interesting from the point of view of search engines every day
Let's move on to SK - preparation
This is where the fun begins. To be honest, the SC is the maximum to which we can jump, because... promoting VK on landing pages is already pure extreme and almost beyond the bounds of fantasy, but we will talk about this below.
With NK requests, everything was very simple... We specifically selected such requests that no site on the Internet could answer better than us. And the search acted quite as expected - it gave us decent positions for these queries.
But you can’t get a lot of traffic with NK alone! Why? - it’s simple... If it were a website, we could work with NK until old age, expanding and expanding our website ad infinitum, processing hundreds and hundreds of new requests. On a landing page this is impossible, unless, of course, after a successful experience with NK you decide to convert the landing page into a website
The basis for the promotion of our project will be requests of average competition or those with a competitiveness value of up to 25 according to the Mutagen version (or according to KEY).
And the first step on the path to new heights will be the painstaking setup of Direct for the ICs we have chosen, but first things first, because the requests still need to be selected
The basis here will be the correct selection of these same insurance companies
In addition to the level of competitiveness of the request, here’s what you should also pay attention to - the average number of pages of sites in the TOP. More precisely, not so - in the TOP there must be at least 1 site that has less than 200 pages, and preferably less than 100.
If this condition is not met, advancement is still possible, but its probability becomes significantly lower.
Don't select too many queries. Optimal - 10 or less
Setting up Direct for mid-level competition requests
Now we must squeeze the maximum out of the Yandex contextual advertising system. For each of the queries we select, we must have a perfectly customized ad with clearly defined targeting. We will change the ad text until we get the best CTR possible. After all, it is beneficial for Yandex to show at the top a site that gets a lot of clicks, which means the return to the search engine’s pocket from such a site is the highest.
Having received a good CTR and worked out in detail on the site refusals for requests, we will receive a completely natural, safe and very effective increase in behavioral factors for the requests we have chosen, and this is already a huge step towards our goal.
Subject coverage
And now it’s time to use one of the secrets of modern SEO - topic coverage. This thing allows you to pull out quite competitive queries on weak sites, practically without the use of links and PF cheats.
Yandex has conventional ideas about every topic on the Internet. This includes the query database itself (tails from HF) and similar words and search tips and some other sources. That is, Yandex, at its level, conventionally imagines what relates to a particular topic. And note - sometimes this does not quite coincide with reality, but in the overwhelming majority of cases it still coincides.
And this is where the phrase “bringing something new to the topic” comes from, but this is a topic for a separate post.
We need to create a mind map for our topic. You will have to study Wordstat, organic search and search tips for various tails of the main query. It’s worth saying right away that in this case we do not have the slightest moral right to neglect any directions, for example, very often and in many topics we can come across requests like “... with our own hands” - we will simply be obliged to use them.
After we imagine a topic map, it is necessary to prepare a text based on this map that will describe our topic quite briefly, but describe it as comprehensively as possible, without missing a single branch.
Now this may seem like an unrealistic task to you, but take my word for it - copywriters have already prepared a dozen similar texts for me, so everything is more than realistic.
Setting text relevance
So, we covered the topic completely, but I’m willing to bet that along the way we received just wild text spam as a bonus, and for IC requests this is already a significant problem, but don’t despair - about half an hour of your time and text spam will be finished once and for all
So we have rental links, everlasting links and social signals, but that's not all. We need the most diverse link profile, and without links from forums and communities there is no place in this matter. Crowd marketing was invented especially for these purposes, which, by the way, you can order through me.
The methods described above will be quite sufficient for some requests of average competition, but not for all. Constant monitoring of positions is very important. And if, after 2-3 months from the moment you have done all the manipulations described above, some positions have not gone beyond the TOP 50, you should abandon them.
PF cheats
I’ll say right away - this tool very effective in Yandex and much less on Google. But it is necessary to boost both Yandex and Google at the same time to avoid problems with Yandex. Now read carefully and understand the following axioms:
- filter for cheating PF is not a myth. And this filter is the most brutal Yandex filter - this is understandable - Yandex is very dissatisfied with the fact that behavioral ones are being cheated, because their influence on the search results is enormous
- the probability of filtering can easily be reduced to 5-10% and for this you do not need to have expert knowledge in the field of SEO. It’s enough just not to “get burned”
- in our case (when the site’s natural PF is very high), the risk of falling under Yandex sanctions becomes even less
To boost PF, I personally use the Userator exchange. It’s up to you to decide whether to boost behavioral ones or not, but you should definitely take into account the fact that when promoting a landing page, some words will be too much for us to do without using cheats.
What else can you use?
Often, groups on social networks are created for landing pages. And we can use these groups for SEO purposes. VK and FB groups are best suited. There is only one requirement for groups - their community must be real, capable of generating real human traffic.
Also, groups should have a name similar to the search queries being promoted.
Next, we just need to make traffic from the group flow to our landing page and not give up. Ideally, traffic should come to the site daily. To do this, you will need to regularly post interesting messages and news on the group wall, as well as promotions that will encourage group users to come to your site.
In addition to traffic from groups, such social factors as user posts on their pages with a link to the site, tweets, likes and other types of mentions are also important. To manipulate them, you, at a minimum, need to place the main social media buttons on your landing page.
Conclusion
In conclusion, I would like to say that it is quite possible to promote a landing page, the main thing is to set feasible tasks and fully use your advantages. The achievable tasks include the requests themselves that we will promote. It’s not worth taking on VK - the budget will simply be wasted, but most correctly selected NCs and even some ICs can quite successfully be brought to the TOP and receive traffic. And note that the value of traffic for us will be many times higher, because the conversion rate of a landing page is on average 2-3 times higher than that of a high-quality website. That is, to achieve the same result (sales level), we will need 2-3 times less traffic. And monitoring the landing page and adjusting it to constantly changing search algorithms is 10 times easier than a website. On my own behalf I want to say one simple thing - For promotion to be successful, the page itself must fully respond to user requests, be of high quality and modern.
But you shouldn’t delude yourself too much here, otherwise, after reading this material, you may get the opinion that moving a landing page is much more profitable than moving a website! No - it’s not more profitable and not easier, but much more difficult! Many sites made “out of the blue” are at the very least poor, but can be promoted. But a well-made and optimized website will grow even on its own, without any purchase of links or optimization of texts. And in a few years, it will completely independently reach a decent level of traffic. With a landing page, you will never be able to do this - in order for it to start receiving traffic from organic search, it must not only be good-looking, but an extensive range of optimization work will have to be carried out on it. Plus - search engines are initially extremely suspicious of this type of site, so any careless action and you can easily get a filter that would not happen with a regular site!
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Landing Page is a special website, often one-page, which is positioned as highly converting or selling well. A site may not necessarily consist of one page, but in the classical sense this is exactly what it is. This is precisely the main feature of Landing Page promotion – promotion of a one-page site is often difficult and difficult to implement.
How to promote a landing page is actually not such a difficult question if you are familiar with the principles of website promotion on the Internet. If you are getting new information for yourself, then let’s say that landing page promotion is a set of measures aimed at improving the site, as well as getting links to your resource from other sites. Of course, no one has canceled classic advertising, and we must not forget about this tool for promoting your business.
SEO promotion Landing Page
Do-it-yourself landing page promotion in search engines (or SEO) is a very real idea. You often hear that this is useless because search engines don’t treat one-page sites well, but in fact this is not entirely true. If the site meets certain requirements and provides potential customers with maximum information about the product you are selling, then you will be able to achieve good results.
Of course, like everywhere else, there are a few buts. To begin with, it’s worth saying that a lot will depend on the competition of your topic. If you choose a competitive product for sales using a landing page, for which there are already many sites and stores on the Internet, then even large budgets will most likely not help you in order to break into the top 10.
Another point is that there are competitor sites in the topics that interest you. Just indicate in search engines the search queries you are interested in (for which you are going to promote), and see which sites and online stores are in the top 10. If there are large portals and catalogues, then most likely your landing page promotion will not be particularly successful.
These are all the features, and if you go to the Landing Page promotion strategies, then everything can be clearly described point by point. The basis of a successful landing page is its content, i.e. content (we recommend ordering texts in a specialized exchange from professionals -). This content should contain certain information for the user, such as: description of the product, its photo, possibly a video review, reviews, etc.
To roughly calculate the cost of purchasing links, you can use the service:
But in order to boost your one-page store, you will need link mass - for this you will have to receive/buy links from other resources. The number of these links will be determined by the competition of the product you choose, as well as the region, the number of competitors in the market, etc.
The ideal way to tell about yourself, as well as get a certain number of links from other sites, is to post reviews of your product on them. There are special services and tools for this. A more interesting option is to find sites similar to your topic and contact their administrators directly with a request to post a review on their resource. Of course, this is done for money, but this is logical. In the review, you insert a couple of links to your resource. If popular sites are selected, then you can also get a certain flow of visitors from them who can become your clients.
We consider this method of promotion to be the most optimal and natural. You receive so-called perpetual links, for which you pay once, and you can additionally provide your store with targeted traffic.
An alternative is rental links. Sites provide such links only for the time for which you pay. They are good because they are cheaper, but for using this method of promotion, search engines can impose serious sanctions on your landing pages.
Internal optimization of your landing page
In essence, a landing page is a landing page, i.e. a page to which users will come from all channels of their attraction: search engines, advertising, thematic portals, etc. Therefore, it is important to optimize the page not only for search engines, but also for people.
What is absolutely necessary in order not to be inferior to competitors is a high-quality description of the product, preferably with infographics. Reviews and video reviews have also recently become the norm for high-quality landing pages. Be original, write beautifully and accessible to people - don’t try to cram the name of your product into every paragraph, not only search engines, but also people don’t like this.
In fact, the beautiful organization of the landing page is all internal optimization. The only thing you need to do is fill in the page title – title. Write down the name of your product, perhaps the region in which you work. And do not use words such as “home page”, etc. in the title.
- To succeed, you need to choose a non-competitive niche, or work in a small region.
- Look at your competitors - if large, multi-page sites are in the top, then it is better to choose a different theme for your landing page.
- Link mass will speed up indexing and give your site a certain trust.
- The clearer the product description, the more interesting the video review, the more useful the reviews, the greater your chance of ranking at the top.
Landing page advertising
Advertising is a win-win option for attracting visitors not only for landing pages, but also for any other commercial sites. As a rule, advertising gives better results compared to website promotion in search engines. Why – we described it above, it’s all about the features of the Landing Page and the attitude of search engines towards them.
The main types of advertising that should be used for promotion are advertising on social networks (Vkontakte, Odnoklassniki), contextual advertising (on Yandex and Google), direct advertising on sites of similar topics, teaser advertising, . The choice of one or another source for attracting users to the site depends directly on the age of potential customers, their gender, as well as the best-selling product.
Social media
Social networks are a rapidly growing advertising channel. People are increasingly immersing their lives in social networks - they communicate there, make purchases. If we take the two most popular networks in the Russian Federation, we can find some differences in them. On the social network VKontakte, the overwhelming majority are young people. Modern youth, of course, can have a variety of interests - from needlework to smartphones, but we can already build on this.
In Odnoklassniki, it is believed that the audience is older, and the older generation predominates there. Although the former youth from VKontakte have already grown up.
There are two main ways to advertise on social networks - by displaying advertisements, and the second is by advertising in communities and groups. In the second case, informational posts with a link to your landing page will be posted in the groups you select. Both work, but it all depends on each specific case.
Prospects for social networks!
For those who do not yet know how to master one of the most popular networks in Russia, we suggest learning about how to make a profit.
contextual advertising
Any contextual advertising guarantees that you will attract a certain amount of traffic. Whether this traffic will be profitable for you is a question of how you know how to sell. Advertising works ideally because you get users immediately and instantly, i.e. while you pay for advertising, you receive traffic to the site. Compared to SEO, it is often necessary to wait more than one month to receive visitors from search engines.
Contextual advertising in Yandex and Google are the two most popular areas. Because these two search engines are most often used in RuNet. You choose the keywords you want your ad to appear for and calculate your budget based on your impression bids. Monthly expenses can be very different, as it all depends on the chosen product and topic.
Placement of direct advertising on websites
Direct advertising is a method that many people underestimate. The point is to find sites that are suitable for you and offer the placement of banners on their site. Almost any information resource has a section called “Advertising on the site.” Prices can vary from 1,000 rubles to 30-40,000 per month for placing your banner. It all depends on the amount of traffic on the site where you are going to advertise.
Teaser advertising
A relatively unknown type of traffic attraction. Teaser networks are catalogs of sites on a variety of topics - on these sites you are invited to place your advertisements. There are many teaser networks, but not all of them have many quality sites to advertise on. Working with teasers requires special skills and knowledge, and the choice of this method of attracting customers directly depends on the topic of your site.
Efficiency and result
Landing is a site that requires a special approach, including for attracting potential customers. The most important thing to understand is that an integrated approach to Landing Page promotion works best. Contextual advertising gives a quick, almost instantaneous effect. Search engine promotion – increases the number of potential users as it develops.
Self-promotion of Landing Page in search engines can work and can bring results. The main thing is to calculate everything and carry out the necessary preparatory work. Independent does not mean free, so a certain budget can significantly speed up the achievement of results.
We also recommend reading:
SEO is a long-term and resource-intensive tool, so think about how much you need landing page promotion. It is advisable to do SEO for landing pages if three factors are present:
- Products or services have a long lifespan.
- There are search queries for them.
- Competition in the subject area is low.
SEO will not work for landing pages that sell promotional or seasonal items or are related to an event or event, so order an advertising campaign for them. If a product is not searched on the Internet, there will be no semantics for it. This will also make it difficult for SEO to promote the landing page.
In addition, check whether competitors’ landing pages are in the top search results. If there are only informational sites or wide-ranging online stores, the landing page will not be able to get to the top.
Step 1. Compiling a semantic core
Collect semantics. The classic one-page structure makes it difficult to promote a landing page. The landing page does not provide enough text to accommodate a large semantic core. Therefore, collect semantics for up to 50 queries. Select mid- and low-frequency keys.
Perform clustering. We recommend dividing the keys into groups manually. Select the most relevant group. Let it include one MF request and no more than 10 LF requests. If possible, add the master key to the page url, but this is not required.
Step 2. Technical audit
Reduce your download speed. It should be no more than 3 seconds. Make sure that the images on the landing page are not in the background, and that the text is written and not inserted with a picture. Optimize media content, css and js files, reduce the number of requests. For more information on how to do this, read the article “Site loading speed: how to check and increase.” Implement Yandex turbo pages and Google AMP. We wrote about AMP in “Promoting a website on Google using AMP.”
Create a mobile version. This could be a separate mobile site or a responsive design for the main landing page. Check that the content on the main and mobile versions is the same, and that the landing page is displayed correctly on all devices.
Remove errors in layout. Bad layout, holes on the site and jumping modules negatively affect not only the SEO landing page, but also the user’s perception of the page. Check your landing page using Validator.w3.org.
Specify region in the Yandex.Webmaster panel by selecting it from the list provided. Getting to the top of search results in Moscow or St. Petersburg is almost impossible, especially for commercial queries in highly competitive topics. However, if the landing page is promoted in the region, it will be easier to do this, because there is low competition and few sites that meet the current requirements of search engines.
Specify the main mirror in the Yandex.Webmaster service. Pay attention to how the domain is spelled with or without http, www. We wrote more about this in “”. If possible, switch the landing page to https. In Google search results, sites using the https protocol occupy up to 70% of places.
Step 4. On-page optimization
Write meta tags and headings. Include keywords in Title and Description, but don't spam. Create a title and description for people, make them understandable and attractive. Use h1-h3 headings on your landing page. For search engines, they will become a replacement for other pages, so add keywords to the headings to a reasonable extent.
Write texts for people. Especially on the landing page, otherwise its conversion will greatly decrease. The task of the landing page is to sell, so prepare texts that first of all motivate buyers, and only then fulfill SEO tasks. We recommend writing strong texts without thinking about keywords, but if you can’t refuse SEO texts, then play with them. Place it below and don’t focus attention on them. Some brands even point out that this is “text for search engines, don’t pay attention to it.” In any case, check the texts in the online service "". Make sure that the total score is no higher than 5.
Step 6. Behavioral factors
Monitor the indicators “time on site” and “bounce rate”. The recommended time on the site is more than one minute. Bounce is a metric that counts the number of users who were on the site for less than 15 seconds. This figure should not exceed 10%.
Increase the time the user spends on the page. To do this, install interactive elements: video and photo gallery. Make online tools: calculator, selection of parameters, preliminary automatic calculation, and more, depending on the topic of the landing page. Add an online consultant for dialogue with visitors.
Increase your conversion. The main task of a landing page is to encourage the user to take a target action: buy, order, leave contacts, etc. The more visitors take the target action, the better the behavioral factors will be. Users wanted to buy, went to the landing page and clicked the “buy” button, which means that the page meets the user’s request and will be ranked higher.