- How to optimize your PPC landing pages for SEO.
Do you think SEO is its own thing
and offers independently from other marketing channels?
Think again.
Working with different stakeholders in different divisions
and aligning your marketing efforts together
is the only way to unlock massive amounts of traffic,
which means you need to start thinking
about how your PPC landing pages can be vastly improved
by incorporating SEO into the mix.
Landing pages are absolutely essential
in your marketing strategy.
Their average conversion rate is 9.7%
According to HubSpot.
Companies with 31 to 40 landing pages get
seven times more leads than those
with only one to five landing pages
according to HubSpot.
There are definitely parts of a landing page
that you can't afford to overlook.
Markers see a 4.42% drop in conversions
for every second of delayed low time for their landing page.
Another thing that can hurt your conversion rates
is including more than one offer.
That can decrease your conversion rates
by roughly 266%.
Gives people analysis process, which one should I choose?
But maybe the most important one,
you need to optimize your PPC landing page for SEO.
Seems funky, right?
After all SEO, PPC, one's organic, one's paid, but look
combining them can actually have some major benefits
with the performance of your landing pages.
Now, if you think about it, every page that has index
in search needs to be optimized for search.
Creating a PPC landing page without considering SEO
can mess with your performance in two notable ways.
If there's a PPC version of existing SEO page,
the former could definitely jeopardize
a performance of the ladder.
Google's reset helpful content update
means that a PPC landing page
with low word and minimal content can actually
affect the overall performance of your website,
even the pages that have been optimized previously For SEO.
Long story short,
you need to optimize your PPC landing pages
for SEO if you want them index, and here's how you do that.
Tip one, publish to a custom URL.
If you're using content management systems,
you'll have the option to publish a page
on a sub domain or a sub directory.
I recommend using a sub directory.
I don't recommend putting your PPC landing pages
on different domain names.
People don't really do that these days,
but we still see that every once in a while,
so I thought I would throw that out there.
And having your landing page as a sub page,
what you'll find is you can fine tune it,
put it in the right hierarchy within your website
and the navigation structure, and drive traffic to it.
BIA, direct visitors to your website,
SEO, and paid advertising.
Tip two, perform keyword research.
Now I know what you're thinking,
you've already invested in a PPC strategy,
so why would you need to do keyword research?
Because it's essential.
The more research you perform for your page,
the more likely you are to find relevant keywords
that help you get more traffic on both the paid end
and organic end that your competition isn't using.
Long tail keywords are easier to rank for than shorter ones,
so try to look for three, four or five word phrases
to get the most long tail traffic.
What we find with our client sites at NP Digital,
over 80% of their traffic typically
comes from long tail words.
So you can use tools like Ubersuggest
and answer the public to find these long tail keywords,
and you want to include them not just in your landing page,
but within your title tag, your meta description,
your header tag, image file names, when it makes sense
and definitely your copy.
Tip number three, don't sweat the length.
I know what you're thinking,
hey, pay per click landing pages
are meant to be short for conversions.
SEO you got to create all that content,
but that's not really the case.
SEO is about giving someone the answer that
they're looking for as quick as possible.
That could be in 5,000 words.
That could be in 100 words.
I've also seen pay per click landing pages
with 5,000 words do extremely well and better than ones
with a hundred words, and I've seen the opposite as well.
So with your landing pages, what you need to focus on is
are you giving people what they're looking
for as quick as possible?
Do you have clear CTAs?
Are you actually just drowning people
in content and just overwhelming them?
Because if that's the case, they're going to bounce away.
And your content,
it doesn't have to be text based, it can be images.
A picture says a thousand words, right?
It can be videos.
There's a lot of ways to convert people
and you can actually get your message across
in many ways.
A landing page with the video
can also get video SEO traffic, right?
Google's indexing videos as well,
and it shows up in the search whenever you do a search
for a lot of things like SEO tactics or tips.
You'll see in many cases videos on page one of Google.
Tip four, speed up your loading process.
Did you know that 47% of people expect a page
to load in less than two seconds?
And that 40% of people will abandon it
entirely after just three seconds?
You might think that's not a lot of time
to form a first impression,
but clearly your audience feels otherwise.
I've talked a lot before about UX
and how it's the central part of Google strategy
because they're trying to optimize for a user,
not links or meta description.
They really care about what a user wants
because a user when they search,
they don't look at like, oh
this listing has a million back links.
It should rank number one.
They think about what's best for them
and did that page solve their problem?
And if you do that and put the user in mind,
you're going to do better.
So doing things like having smaller image files, right?
So that way they load faster, switching up
to a faster web host, or using a CDM, or shutting
off all plugins or extensions that your page isn't using.
This all helps.
Tip five, secure back links.
Shocker, securing back links still matters.
Yes, it's not the end all be all factor,
but if you can build links to your pay per click
landing pages, you're going to be better off.
So I want you to go to Ubersuggest
and when you go to Ubersuggest
you can type in any URL, like your URL.
In the left hand navigation,
I want you to go to the Backlink opportunities report.
I want you to then add in a few of your other competitors.
So if you take your website
and two or three of your competitors,
you can see who links to them and not you.
See if someone's willing to link
to three or four of your competitors, they're not biased.
They're not like, oh, we only like this brand.
They're willing to link to anyone in your space.
So if you can see the type
of content they link to, find those pieces
of content that they're linking to
on your compare sites that are similar
to your landing pages, reach out to those websites,
ask them to also link out to you.
A portion of them will say yes,
and that'll cause your pay per click
landing pages to also rank higher.
Now, if you want my team to just do all this for you,
check out my ad agency, NP Digital.
If you enjoy this video, like it, share it,
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and if you have any questions, leave a comment below.
I'm here to answer them and help you out.