Landing page optimization techniques and SEO tips
Landing page optimization is an important process into internet marketing, also named conversion optimization or conversion rate optimization. The main objective of landing page optimization is increasing the percentage of visitors to the landing page that turn into sales leads and customers.
A landing page is a small webpage that is displayed when a visitor or potential customer clicks an advertisement. This webpage usually displays content that is a relevant expansion of the advertisement. Landing page optimization provides content and appearance that makes the webpage more attractive to target audiences.
Landing page optimization is based on targeting and based on experimentation.
Landing page optimization based on targeting
Into the associative content targeting (also named rule-based optimization or passive targeting) the landing page content is adapted based on various information obtained from the visitors (search keywords, geographic information).
On predictive content targeting (also named active targeting), the landing page content is changed by correlating any identified information about the visitor (previous purchase actions, any demographic information, browsing patterns, etc.) to predict potential actions based on predictive analytics.
For consumer directed targeting (also named social targeting), the landing page content is shaped using the importance of public information based on reviews, ratings, tagging, referrals, etc.
Landing page optimization based on experimentation
Are two methods - closed-ended experimentation where potential customer is exposed to some variations of landing pages and its behavior is analyzed (and an optimal page is selected) and open-ended experimentation where the experimentation is ongoing, meaning that the landing page is adjusted dynamically as the experiment results is changing.
Landing page SEO tips
Search Engine Optimization or SEO is a very common practice over the internet used by webmasters and site owners to achieve high volume of traffic from search engines, a high Google PageRank value and a good position into search engines result pages. Because the traffic from search engines is free, optimizing the site for search engines will reduce the amount of money spent on online advertisements.
No JavaScript, AJAX, Flash or other dynamic client-side scripting
Do not use any JavaScript, AJAX, Flash or other dynamic scripting into content like menus, links and text. By example, the content from a site made in Flash will not be indexed by search engine crawlers because is not in plain text but is embedded (hidden) into flash files. The same issue is with the JavaScript dynamic menus, if you use for navigation a dynamic JavaScript menu, the spider will not be able to get and spider the links from menu.
Use a site map
To help the search engine spiders find every page on a site is used a site map where every page on the site is linked. This will increase the page indexing especially when the site uses many pages.
Use a unique keyword title tag
The title tag is very important for indexing in search engines and must contain relevant keywords. Do not load the title tag (and/or description) with many keywords and do not make it very long.
A good SEO practice is to embed the keywords into URL (the domain name, the path or HTML file name).
Use relevant keywords into ALT description and captions for images and image maps.
Do not stuff the text content with a huge amount of keywords because this practice will be penalized by search engines. The texts need to be natural and unique.
Link building is very important
One single and authoritative link can make a huge difference for your site than a dozen poor quality links, which can really damage your website SEO.