How To Optimize A Landing Page

how to optimize a landing page | seo without borders

Landing page optimization is one of the most critical points for ensuring SEO success in Albany, New York.

Judicious keyword use will help search engines find and deliver your content to the people who are looking for it.

Title Tag

The title tag is the most important tag on the page.

It helps tell both search engines and searchers what the page is about.

It’s displayed when someone bookmarks your page, is shown in search results, and is shown at the top of a browser window when someone is looking at the page.

A well-written title tag uses the same keywords your audience uses, will help your page rank better, and will increase the number of searchers that click through to your content.

Tips For A Good Title Tag

1. A Good Title Tag Is Between 8 and ~55 Characters (including spaces)

  • If it’s shorter than 8 characters, you’ll have a hard time effectively communicating what the page is about.
  • A 2014 Google SERP redesign changed the 65-character title length recommendation.
  • A title using letters that render wide (“m”, “w”, etc.) will be cut off at fewer characters than a title using letters that render thin (“l”, “i”, etc.).Using capital letters takes up more space. And Google bolds keywords, so your title will display differently depending on the keywords searchers use to find it.According to Moz.com, if all of your title tags were exactly 55 characters long, then you could expect about 95% of them to be left alone (1 in 20 would be cut off). For titles of 49 characters, 99.9% should display fully.

Title Tag Optimization | SEO Without Borders

2. The Title Tag Should Accurately Describe The Page

It is extremely important to use your focus keyword in the title.

This is the word (or phrase) you want searchers to find your page for. They are far more likely to click on your listing if they see the keyword in the title.

It’s best to use the focus keywords in exactly the same order as you use them in the rest of the page (“diabetes symptoms” is different than “symptoms of diabetes”), but it’s not mandatory.

  • It’s still possible to rank well when the words are out of order, but your page won’t rank as highly as it will when the order matches the keyword your searchers use.
  • You have a limited space for characters and spaces to communicate what the page is about; it’s best to use the focus keyword just once.
  • Make sure the title tag corresponds with the reasons people would visit the page. “Smartphones: The top 10 phones for social media” will create different expectations and appeal to a different audience than “Cheap smartphones.”

For many people, the title tag will be their first introduction to your brand. Make sure you make a good first impression.

3. Put The Keyword Early In The Title

  • It is best if you can use the focus keyword starting in the first 10 characters of the title, but don’t sacrifice a great title to force this.
  • Google attributes more value to the first words in a title tag than the last ones.Research shows that the first 11 characters determine whether someone continues to read on, or not.

4. Each Page of Your Website Should Have A Unique Title Tag

Every page on your website should be unique. It solves a specific problem, addresses a specific need, conveys unique information, or answers a specific question.

  • The title tag should reflect this. If the page is similar enough to another page that you need (or want) to use the same title tag, do you really need this additional page?
  • If you can’t decide what a page is really about and what makes it unique – then neither Google nor your visitors will be able to figure it out either.

URL

The URL is an extremely important place to put your keyword. It will help your page ranking because when people link to your page, the link they use will automatically include your keyword.

  • Having the keyword in the URL also helps visitors make the decision to visit your page. When you use multiple words to form a keyword, separate the words with a hyphen (“diabetes-symptoms”).
  • Removing the spaces and smashing the words together (“diabetessymptoms”) makes them hard to read and creates a keyword unlikely to be used by a searcher.
  • An underscore is treated as an actual character instead of a word separator (e.g., “Diabetes_ symptoms” reads as one single 17-letter word).If you are researching diabetes symptoms, which of these two pages are you more likely to visit?

Tips For A Good URL

1. A Good URL Is Shorter Than 115 Characters

Search engines will index URLs over 115 characters, but research shows content with shorter URLs has a higher click-through-rate than content with long URLs.

Try to keep them as short as naturally possible.

2. The URL Should Accurately Describe The Page

It is extremely importURL optimization | SEO Without Bordersant to use your keyword in the URL. This is the word (or phrase) you want searchers to find your page for.

They are far more likely to click on your listing if they see the keyword in the URL.

It is best if you use the words in the keyword in exactly the same order as you use in the rest of the page (“diabetes-symptoms” is different from “symptoms-of-diabetes”), but it isn’t mandatory.

It’s possible to rank well when the words are out of order, but your page will rank even better if the order exactly matches the order your searchers use to find the page.
Keep the URL as short as naturally possible while still being able to communicate what the page is about. Use the keyword just once.

Meta Description

The meta description displays in your listing.

If you use it well, it conveys to the reader what the page is about and offers a compelling glimpse of content.

In the yellow-highlighted USGS example below, you get a good idea what the page is about. In the Merriam-Webster example, it appears that the meta description was left blank.

Sometimes, by default, Google will fill empty meta descriptions with content chosen by an algorithm.

If it’s clumsy, it could do you more harm than good.

The meta description doesn’t impact the ranking itself, but a well-written description is in essence advertising your content to searchers, showing them exactly how your page delivers what they’re looking for.

If you leave the description blank, you are wasting this opportunity.

Tips For A Good Meta Description

1. A Good Meta Description Is Shorter Than 150 Characters (including spameta description optimization | SEO Without Bordersces)

Search engines will index up to 255 characters (including spaces) of the meta description, but anything over 150 characters (including spaces) will be hidden from searchers and unable to influence which search result they choose.

They will see only an ellipsis (…)

Since the main benefit of the meta description is to get searchers excited about visiting the page, content hidden by the search engines is wasted.

2. The Meta Description Should Accurately Describe The Page

It is extremely important to use your focus keyword in the meta description. People are far more likely to click on your listing if they see the words in the description.

  • It’s best to use the focus keywords in exactly the same order as you use in the rest of the page (“diabetes symptoms” is different than “symptoms of diabetes”), but it isn’t mandatory.
  • Using the words in the same order that searchers use is a strong indicator to them that the page is relevant to what they are searching for.
  • You have only 150 characters and spaces to communicate what the page is about; it’s best to use the focus keyword just once.
  • Make sure the meta description corresponds with the reasons people would visit the page.
  • Each page of your website should have a unique description.
  • Every page on your website should be unique. It should solve a specific problem, address a specific need, convey unique information, etc. The page’s meta description should reflect this.

If the page is similar enough to another page that you need (or want) to use the same description, consider carefully whether you really need this additional page.

Headlines and Subheads

heading tag optimization | SEO Without BordersHeadlines help your audience understand what a page is about and quickly navigate to the sections that interest them.

Search engines understand this and look at content with header tags to help understand what a page is about.

It’s important to keep this text to headline length; if you have a paragraph of text in an tag, search engines will think it’s spam.

Tips For A Good Heading Tag

Try to limit your tags to 10 or fewer words (~65 or fewer characters, including spaces).

1. The H1 Heading Should Accurately Describe The Landing Page

It is extremely important to use your focus keyword in the H1 heading. Searchers are far more likely to stay on the page if they see the keyword in the heading.

  • It is best to use the focus keywords in exactly the same order as you use them in the rest of the page (“diabetes symptoms” is different than “symptoms of diabetes”), but it isn’t mandatory.
  • Using the words in the same order that searchers use is a strong indicator to them that the page is relevant to what they are looking for.
  • You have only 65 characters (including spaces) to communicate what the page is about; use the focus keyword just once.
  • Make sure the H1 heading corresponds with the reasons people would visit the page.
  • The H1 heading should be different than the Title tag.

2. Put The Focus Keyword Early In The H1 Heading

It’s best to use the focus keyword starting in the first 10 characters of the H1 heading, but don’t sacrifice a great heading to force this.

Google attributes more value to the first words in a heading than the last ones.

Julian ConnorsHow To Optimize A Landing Page