What is a Landing page?
As described above, landing pages refer to all subpages on your website. Examples of landing pages can be a product category, a product page, an information page, a blog post or similar.
Your main landing pages should always be accessible via your main menu so that potential customers can easily find them. This could be your product categories, where customers can find and buy your products.
Landing page is a term used in the marketing world. For example, a landing page is always associated with a Google Ads ad, via a URL, so that Google can understand where the ad should link to.
In a similar way, landing pages need to be worked on when it comes to SEO.
What does landing page have to do with SEO?
The more relevant and search engine optimized landing pages you have on your website, the more likely it is that Google users will come to your website when they search for a product or service you sell.
For example, if a potential customer searches for an item on Google that you happen to have available on one of your landing pages, you will have a better chance of winning the purchase from this potential customer if you are high on Google with this particular landing page.
The way you do this is by associating your keywords to your landing pages. The keywords or search phrases that you want to rank higher in Google for must be assigned to landing pages on your website. This means that you can't use the same exact keyword on all of your landing pages, you have to distribute them on the relevant subpages.
For example, you may sell clothes and have many different keywords to distribute throughout your website. For this, a limited group of keywords can be associated with each product category of clothing you have. For example, in your product category with jackets, you could use related keywords such as "short jacket", "fur jacket", "down jacket" etc. and in the product category where you sell shoes, focus on relevant keywords such as sneakers, stilettos, boots etc.
If you mix all of your keywords throughout your website and do not link keywords and search phrases to a specific landing page, Google will not understand what your texts and pages are about.
Prioritizing your landing pages
When you start a landing page optimization project, we suggest you approach the project with this prioritization. It's a big project if you have a lot of pages on your website, so it's a good idea to have a prioritization list:
- Start by optimizing your existing pages.
Instead of creating new pages, start by looking at the existing pages you already have on your website and optimize them first. - Start by optimizing existing pages that have high search volume.
Your landing pages, where you have associated keywords that have a high search volume, will immediately contribute the greatest financial gain. - Start by optimizing the landing pages that have the greatest commercial potential.
The landing pages where you can see that your customers are most likely to buy from. For example, you might sell a lot of shoes on your webshop and thus the product category shoes is one of the first categories to be optimized. - Start by optimizing existing landing pages that are already visible on Google.
It's always cooler to be #1 or #2 on Google than #8 or #9. Therefore, you should start by working on increasing a position 7 to a position 2, rather than increasing a position 80 to a position 11!
