Landing Page Conversion

We got a bit ahead of ourselves talking about landing page structure when we had not discussed keyword phrase selection.

Why keyword phrase instead of key words? Because the search world is becoming more and more sophisticated. Searchers are now using 2, 3 and 4 word phrases when doing a search to get better and more focused results.

We could have chosen just “landing pages” for our key phrase but our research showed that that term was too generic and highly competitive. By select the phrase “landing page conversion” we have chosen a phrase with less width but we can provide greater depth and dominate the organic search results.

We believe, and tests have proven, that you require a landing page for each and every search term in the organic listing battlefield. This is just reality, so identify what is the key word phrase you wish to dominate, do your research and if it’s not overly competitive you can dominate this space.

Take away point. You need a separate landing page for each keyword phrase and they should be two, 3 or more keywords in your phrase.

Your structure for an organic landing page is important to both the ability to get indexed by the search engine spiders and ultimately for landing page conversion.

Keep your structure tight. No more then 2 levels of navigation. Yes 2 and only 2. People rarely take that third “click” so keep the navigation to a minimum.

Even, before you address structure, make sure that you procure a domain name that has your keyword phrase in it, like ours. www.Landing-Page-Conversion.com contains the key words and phrase we wish to optimise this page for. Your landing page should do the same. For two reasons.

1. It can assist with search engine spider indexing and
2. The visitor seeing your listing in the organic search results places a lot of credibility on the URL that is displayed. Google learned this with their PPC ads and places the URL directly under the heading for all ads on the left hand side of the search results page.

Still on the issue of structure, is the next level down from the domain name. Make sure ALL sub pages use keywords and phrases in them. Do not have a page called “AboutUs.html” instead use AboutLandingPageConversion.html

No Products Page, Company Page or Contact Us page without some of your search terms included in the file name.

In summary, use your keywords and phrases in your URL, file names and keep your navigation simple. Landing pages convert best when they are focused and singular themed with limited options, but achieve conversion through an exchange of value.

Structure can make or break the conversion levels of your landing pages.

Your organic landing page’s audience is:

• Search Engine Spiders,
• Prospects and potential clients
• 3rd party authorises like journalists, bloggers, authors etc.

Understanding from the outset that there are three audiences for your efforts is fundamental to landing page search success and conversion. If construction starts prior to this understanding you maybe well advised to just start over from a clean page.

Trying to “optimise” a site or pages after initial construction by someone who has missed any of the 3 audiences is usually a repair job that is better left abandoned for a clean start.

Too much of the initial landing page structure and objectives are lost when the 3 audience model is not implemented from the start, including the conversion fundamental of the “Offer”. Check the about landing page conversion section of the site.