Internal optimization of landing pages. What do we have to do

SEO optimization of landing page is not like that complex issue as many may think. First, let’s decide - the landing page should be optimized according to two, maximum three related requests, this type of site is not intended to hang in the top for numerous requests and overtake competitors in the natural search engine results. This type page is intended exclusively for advertising companies to efficiently convert traffic into leads. However, it is quite possible to get to the top for several quite successful, but not very competitive queries, receiving a volume of organic traffic to the site. You can read what a landing page is in this article. And we continue.

First of all, it is worth noting that most webmasters and layout designers like to mark up landing page titles exclusively with the H1 tag. This fact not lethal, but may confuse the robot. It's easier to make a small feint. In the site's USP, put the main request of the site and enclose it in the H1 tag, copy the styles for this header and create another class with a different name, for example p1, paste the header styles into it. And put the subsequent subheadings of the site where H1 used to be, for example: Contacts, About the company, etc. Externally, they will be identical to a regular H1 header. From the point of view of landing page optimization, everything is now correct.

Try to arrange the text component of the site not with one “footcloth”, but to correctly distribute the text among sections. This will allow you not to spoil the main functionality of the site, but also make it attractive for search engines. This type of landing page optimization is perfect for those who make the landing page the main page of the site, this way you kill two birds with one stone. You allow you to increase the weight of the site in a certain topic with internal pages, and make home page– the most visited, excellent traffic converter.

To bring SEO optimization of landing pages to perfection, you should remember the usual rules that are relevant for most ordinary sites. Be sure to merge domains with WWW and without WWW, choosing the main mirror. Write some code in htaccess file and create robots file, write in it the host directive with the main character. Don't forget about meta tags too. Try to include a couple of your keywords in them. Be sure to write readable text with a small USP in the site title and description. This will have a great impact on the site’s performance after indexing.

The last thing I would like to note is the alt attribute for images on the site. Be sure to fill it out. This will help you attract traffic from image searches, even if they are not unique. In the pictures that are closer to the top in this attribute, we advise you to indicate the query keys by which you plan to promote your landing page.

In the end, I would like to note that SEO optimization of landing pages is not a panacea and will not be able to provide a wave of traffic. Quite simple operations, as you have already seen, but they can help you get some of the real, valuable, and most importantly - for free. targeted traffic to your one-page page. Traffic that will flow to your site for a very long time without any investment.

A landing page is a page that is optimized for a target group of queries. The goal of internal page optimization is to provide the search engine with information that the semantic content of the page corresponds to the queries being promoted, that is, is relevant to them.

Internal optimization factors influencing relevance, in descending order of importance:

1. Title tag.

Page title. Most significant element. Displayed in search results and accordingly affects click-through rates. Click-through rate on a link in search results is one of the most important behavioral factors. If the click-through rate is below a critical value, the site may lose positions for this reason alone.

An optimized title should be non-spammy, concise, and contain promoted keywords and phrases. To optimize, one occurrence of the promoted phrase in the title is enough; the closer to the beginning of the text, the better. It is advisable to use the exact occurrence of the promoted query if this does not spoil the sentence structure of the title. Otherwise, it is better to use a word form.

The title should consist of no more than two sentences, preferably one. The content of the title should not alienate the user, but rather should attract attention and arouse interest.

If the page information is targeted at users from one specific city, then it is advisable to use the city name in the title. For users from a given region, the city name is usually highlighted in bold in Yandex search results, even if the city name was not included in the user's query.

Thus, the title becomes more visible and attractive to users, which allows you to improve behavioral factors and get more traffic from search.

To come up with a good title, you need to meet quite a lot of requirements, often contradictory. In some difficult cases, when large quantities promoted requests, combining all the requirements in a title is an art.

2. H1 tag.

Main page title. There should be one on the page, reflect the essence of its content, be brief, and contain keywords. H1 should be visually larger than the headings low level, must not include links or be used to form website design elements.

3. Page text.

Must be unique, not copied from anywhere and be identified by search engines as the original source of content. Yandex Webmaster has the “Original Texts” tool, where you need to add new unique articles before posting. For Google, the only hope is that competitors don't copy the text before the search engine indexes it. Google's indexing, however, is quite fast.

The text of the page must be correctly written, carry useful information, do not cause rejection, contain at least one occurrence of promoted key phrases (or their word forms). One occurrence is enough for optimization. You can have more than one if it is really necessary within the meaning of the text.

The volume of text should be sufficient to “expand the topic.” For one page this can be 300 characters, for another - 3000. The recommended amount of text depends on the purpose of the page and the number of queries promoted on it.

Avoid hidden text on the page, including text in collapsible windows. I love it hidden information should be kept to a minimum. Logics search engines is this: all indexed content must be explicitly present on the page. Anything else is inconvenient and suspicious. Previously, unscrupulous optimizers actively used spammed text in hidden blocks for “promotion”, and search engines still treat such code with some prejudice.

In addition, search engines work quite poorly with scripts. If their analyzers cannot accurately determine what content the user will see when going to the page, and what content will need to be looked for in hidden blocks, then such a page may be pushed further away. A search engine will not rank highly a page for which it cannot adequately calculate relevance.

4. Page URL.

The URL of the page should be short, formatted as a CNC (human-readable URL) and include transliterated keywords. It often happens that the URL is generated automatically by transliteration of the title. This is not very good, since such URLs turn out to be excessively long and sometimes spammy. It is advisable that the page URL include 2-3 words from the promoted ones, and be limited to them.

5. Internal linking.

If there are links with the right keywords to the promoted page from other pages on the site, this increases the relevance of the promoted page. It is also good if the link to the promoted page is present in the end-to-end menu of the site.

6. Tags h2...h6.

Headings are lower level than h1. The requirements for them are similar to the requirements for h1, but there can be any number of such headings on the page, and their significance for search engine optimization not tall.

7. Images.

If there is an image on the promoted page, an illustration for the text is good, as it appears additional opportunity to increase relevance and improve the user experience of the page.

The name of the image file itself is optimized (one or two keywords in transliteration), keywords are also inserted into alt attributes(alternative text in case the browser for some reason cannot display the image) and title (pop-up text that appears when you hover over the image).

Irrelevant elements of internal optimization

Elements that used to be important for on-page optimization, but are no longer relevant: highlight tags (strong, em and the like) and the keywords meta tag.

The page code must be “clean”: layout elements are used for their intended purpose, all styles are included in CSS.

The page should load quickly in the browser and should not be oversaturated with graphics and other elements that slow down loading.

It is desirable that the layout matches modern standards, did not contain obsolete tags.

Good day, dear readers. In today's article we will talk about one of the most effective, but at the same time labor-intensive, ways of promoting on the Internet. Let's talk about SEO promotion. In particular, I will describe SEO promotion landing pages or one-page sites.

Many argue that it is impossible to promote landing pages through SEO. I just want to tell such people to continue to think like this, because then there will be no competition;)

One of the main reasons why people give up SEO is that it is very labor-intensive and the results are only visible through a long period time, usually after 3-7 months. Therefore, those who are not committed to the long term or want immediate benefits use paid traffic sources, abandoning SEO. But you need to understand that if your site is in the TOP 3 of search results, then you will have clients on complete autopilot and, most likely, in large numbers.

So, is it really possible to promote landing pages in search results? Yes, it is possible and even necessary. In the future, this will be a free stream of traffic for you.

What are the differences between regular SEO and landing page SEO?

Basically, there is no difference. Landing pages are promoted according to the same principle as all other sites. Search engines have the same ranking principles. The only difference is between desktop devices (computers) and mobile ones – for them the principles of ranking are different in some respects. Otherwise, for the same Yandex and Google, there is no difference whether it is a landing page or a business card site. If optimization is carried out according to the rules, then the landing page will also be in first place.

By the way, there is also an article about independent and about. Read them!

How to promote landing pages in search results?

There are several main points that affect SEO and search engine promotion. Let's look at each of them in more detail.

• Your landing page should be adapted for mobile devices. It is important!
• The landing page should have a nice design, easy navigation, and its content (content) should be unique and structured. Try to break the information into blocks to make it easier to perceive. First of all, you create a landing page for people, not for search engines!
  To do this, read the articles:
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• Title, description, keywords - choose carefully key phrases. Here it is better to use mid- and low-frequency phrases. And it doesn’t matter that there are 200 or 300 requests per month. This is your targeted, organic traffic. The title should match the key as closely as possible. For example, if the phrase is “setting up contextual advertising,” then the title should also say “setting up contextual advertising.” Also, the description of the page itself should contain key phrases. There is information about optimizing titles and descriptions in.
• External links and mentions – place links to your site wherever possible. You can, of course, buy tons of links, but I don’t recommend doing this. It is better to purchase less, but from quality resources. For example, a review from some popular blogger, or post an expert article on a city website or forum. Don't chase quantity. You need quality. Yes, it takes much longer, but your sites will always have quality traffic, which search engines love so much.
• contextual advertising– this point could be attributed to the previous one, but I decided to highlight it as a separate one. This is due to the fact that if you advertise in and in, then Yandex and Google begin to additionally rank your site in organic search. Of course, using only one contextual advertising, you will not be included in the TOP 3, but this is an additional factor in promoting the landing page. If you don’t know how to set up contextual advertising yourself, .
• Linking with your websites or landing pages- Also important point in SEO and promotion. And not only landing pages, but websites in general. Linking affects SEO and promotion the most. What is linking? This internal links to the site pages. For example, you have an installation service suspended ceilings, which is on a separate page. In order for readers to go to this page, we thematic pages We place a link to the landing page for this service on our websites (business cards, informational, etc.). And the more such links, the better for optimization.B in this case, as you understand, it is assumed that your landing page will be located on the main domain of your site as separate page yoursite.ru/yourlanding.

How to use linking on landing pages?

There are several options here. It all depends on what structure your site has.

Thanks to such actions, you can promote landing pages in search results and produce SEO optimization. The process is not simple, but effective. And if someone tells you that this is impossible, then just show him this article.

If you have any questions about this topic, write them in the comments.