The trend for creating landing pages does not fade away, 2-3 screens are enough to promote a product or service, and creating a one-page landing page is much easier than bothering with a website.
Usually, you can get to the landing page from contextual and targeted advertising. How to get organic? It is quite difficult to compete with sites, because the TOP in your subject is already taken. One-page sites lose out to sites in terms of text, links, and behavioral factors. But if you try, it is quite possible to claim some amount of organics.
We will share the features of landing page SEO promotion that will help you get the most organic traffic.&nbsp;
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Focus on mid-frequency and low-frequency requests
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We recommend working with exactly this frequency, because. it is large multi-page sites that rank for high-frequency queries.
On a project to promote vending machines, we have collected a pool of requests with a request frequency of 200 or less. That's right, we don't deliberately try to get there where there is no chance.
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Promotion based on commercial requests
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Landing is needed in order to sell, so in promotion you should focus on requests with commercial intent (&ldquo;buy a vending machine&rdquo;, &ldquo;vending machine price&rdquo;), and not informational (&ldquo;what is a vending machine&rdquo;).
After all the requests for the project have been collected, it is necessary to clean them from informational ones. We do it in Pixel.
Open: "Tools" - "Semantic core" - "Geo-dependence, localization and commercialization". We choose a search engine, promotion region, depth of verification (up to TOP-10/25/50). Requests with a degree of commercialization of more than 50% are considered commercial.
Requests "buy a vending machine", "vending machines price" and "vending stalls" are commercial, that's why we used them in promoting the one-page.
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Choosing a cluster of keys that best suits your topic
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A landing page closes one need on request, and a multi-page site closes different groups of requests with separate pages.
Clustering divides requests into groups, depending on the similarity of the results for them. For example, it is necessary to separate requests by one need:
<ul>
<li>&nbsp;</li>
<li>"buy a used machine"</li>
<li>"buy a new machine "</li>
<li>"buying a used machine "</li>
<li>" a new machine to buy"</li>
</ul>
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In this case, the 1st request will be in the same group with the 3rd, and the 2nd will be combined with the 4th.
Simple clustering with a small semantic core can be done manually using Excel. However, it is better to work with a large amount of data in automated services (for example, Just-Magic) in order to reduce the likelihood of errors.
We load all collected semantics into Just-Magic. We set the region and the search engine, since the results for the same queries will differ in different regions and search engines.&nbsp;
In both cases, the output should be several groups of requests, each of which is relevant to a specific need. To promote the landing, select one group. The number of requests in it should not exceed 20, otherwise the search engine will consider the site to be re-optimized.
We additionally check the results obtained manually. So we can make sure that there are no &ldquo;inappropriate&rdquo; requests in the group, and the remaining ones are suitable for the landing.
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Filling the site with an eye on competitors
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When evaluating the appearance of a landing page, look at competitors - it is with them that the search robot will compare you. You have to outperform the competitor site in every way. There are not enough certificates or reviews on the site - then add it. And of course, keep other important blocks in mind:
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<ol>
<li>Prices (tariffs), company addresses, phone numbers, maps, photos of goods or services. They inspire confidence, motivate to apply.</li>
<li>Lead forms. They should contain no more than 3-5 lines and help to quickly submit an application or contacts.</li>
<li>Polls, calculators, etc. Interactive attracts attention and improves behavioral factors.</li>
<li>Links to social networks. We recommend placing them in the footer of the landing page so that the user does not go to them until he/she has viewed all the screens.</li>
</ol>
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Selection of questions for the FAQ
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Collect a list of popular questions on the subject of the landing page in Serpstat, arrange it in the form of a &ldquo;question and answer&rdquo;. Answers can be made in the form of a drop-down list - so search engines will see and scan all the text, and the user will see only the question of interest to him/her.
In addition, FAQ micro-markup will help search engines understand what content is contained on the page and form a rich snippet in Google's SERP.
Answers to questions can be displayed in Yandex quick answers for 1 position in the search results, as well as in rich Google snippets.
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Linking a landing page to a region
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This is your trump card. Projects for which landing pages are created, as a rule, have a clear regional attachment. It makes no sense to promote a one-page site across the country - it will be swallowed up by business sharks in your subject. For a landing page to sell, tie it to a specific region. And if you work all over Russia, get ready to make your own landing page for each region or use geo-independent phrases.&nbsp;
Let's say you enter a geo-independent query "buy flowers in Barnaul". The search robot is more likely to show you a flower delivery landing page with reference to Barnaul than without it. Moreover, the issue will not differ for users from different regions.
Therefore, if you want to actively promote in your city, indicate the regionality. You can do this in Yandex Business and Google My Business, as well as Webmaster.
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Link Building
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To promote any website, including a landing page, you need a link mass. It's one thing when you have a multi-page site and you can influence the weight of its pages by linking, and another thing when you have only one page. The only option in this case is to build up the link mass.
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There are several options for how to do this:
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1. Place links on authoritative resources.
On the project to promote the workwear landing page, we selected donor sites on the stock exchanges with similar topics. After that, we checked the list of donors, made sure of their reputation, good attendance, and ordered the placement of links.
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2. Repost on social networks.
Links from a group in social networks also give weight to your landing, so do not forget about VKontakte, Odnoklassniki, Facebook, Twitter.&nbsp;
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Adaptation of the landing page for mobile
We already wrote that when creating an adaptive version of the site, the theme is important. But landing pages are a different story. Unlike a website that can feature many products and services, a landing page contains one offer. And, if in the first 3 seconds the user does not understand what is being offered to him/her, he/she will close this landing page. Mobile traffic is on the rise, so your landing page needs to be responsive to all types of devices.
This means that all elements must be displayed correctly: images are not cut off and do not move out, tables look normal. Compress images to speed up your website loading. Usually ready-made engines for landing pages already adaptively display content, but check it manually just in case.
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And finally, a few basic principles of SEO promotion
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Don't forget about cap points:
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1. Add a meta description - title, description and h1. It is responsible for an attractive snippet in the SERP. Even this action alone can lead to the top (provided that there is no bright competition). To enhance the effect of the snippet, you can add emoji if your competitors use them.
2. Keep track of the volume of keyword occurrences and distribute them evenly throughout the landing page.
3. Check the uniqueness of the text - it should be from 75% to 90%. In our practice, we focus on 85% and above, but ideally we strive for 100%.
4. Place anchor links to the main sections of the page (Main page, Why we are chosen, etc.). It will be convenient for users to navigate to the information they need.&nbsp;
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You can get organic content from a landing page, as well as bring it to the TOP. This requires a high-quality study of semantics, appearance and, of course, analysis of competitors. And, having achieved what you want, you need to track changes in algorithms and improve SEO, making the landing page user-friendly.
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Landing promotion features