This week, we will discuss on landing pages and conversion landing pages focused compared to SEO-targeted landing pages.
So a few weeks ago, I was at CTA Unbounce Conference in Vancouver, Canada, which was an extraordinary event, one of the best conferences that started in our industry, in my opinion. I have a question of a few people out there on how to decide to target a landing page to SEO, to optimize conversion rates and conversion focused, or if we could combine them. I thought we had a little chat about it today. It is quite feasible.
SEO landing page focused some features that are unique from a targeted landing page conversion. In fact, two of them are unique. So what I will do is to use the example of Little Hotelier. Small Hotelier offers a booking software, receiving software for small hotels, B2Bs, guest houses. I thought we could basically imagine a resource page on their website which was really a landing page that focuses on SEO around a hotel booking site database. So, of course, one of the things you must do if you are a small hotel, or a B2B or a guest house is that you have to be listed on hundreds or even thousands of different sites in the list - Booking.com, Expedia, Travelocity, Kayak, etc., etc., at the bottom of the list, down to the very local focus or those regional focus.
Managing all these ads is a real pain. So handles the reception and reservations and to ensure that everything is convenient. So Little Hotelier handles it all for us and a resource page. It is not quite as good as I will describe here. But let's just imagine for a second that they have this list of all the hotel booking sites, a database with all the information you could want. Then, of course, they have their conversion page oriented, littlehotelier.com, their home page, which is really all-in-one management software for B & Bs and guest houses and small hotels. This is very targeted conversion. They try to directly get people to buy the product.
This page is much more targeted resources. They try to get people to see, "Hey, here's all the sites which, of course, Little Hotelier can help you on the list and manage for you, but here are just a generic and general information about them subject." I think it would be great if they have listed all these sites and included things like traffic and the number of reservations they have seen these sites in 2015, the requirements for listing and submission page. Then they could have a CTA, a call to action such as "Let Little Hotelier manage hotel reservations for your property."
This really works as a focused SEO landing page. It is designed to draw traffic in, driving keywords like "list of hotel booking sites", "where present my small hotel", "the most visited hotel booking sites." You could even make the regional focus on the present as "hotel list of New Zealand websites" if they wanted to have a set New Zealand focused on sites where you can submit or manage yourself in the world of booking. This really is much more focused, hypertargeted, just concentrate on keywords that will convert people directly, as "software small hotel" or "hotel reservation software B & B," this stuff.
The differences and identify your needs
The differences between these two and how to identify if you need either or need a mixture of them is to ask some questions. First of all:
Are you trying to rank for generic keywords or keyword-driven conversion?
Are you trying to rank for both?
Are not you worried about keyword rankings at all and you are only concerned with the conversion?
If you are only concerned about the conversion, then you want this person. But if you are worried both ranking keywords and try to convert some visitors, you probably want a more content oriented page like this, a landing page more SEO oriented.
Bounce rate and the rate of commitment
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One of the needs that you have with SEO is that you need low bounce rate and the high turnout. But the opposite is true here. You do not necessarily need to worry about bounce rate, commitment rate, simply worry about conversion rates.
SEO-focused: So this requires a low bounce rate and a high CTR. You want people to stay on this page, you want them to click the call to action, and you want them to investigate more.
Conversion focus: But on this page, actually a high bounce rate is correct if the conversion rate is high. So if people convert from this page, it does not matter if too many visitors and many of them are here. This is not too important to you. You're just worried conversion and optimization for the conversion. If you can bring that up to one percent, it does not mind if the bounce rate is also going up to 5% or 6% or 7% because you are turning the people who are the bad clients.
Keyword targeting
SEO-focused: Here you must have a targeted content by keywords. This means that the content itself must fulfill all the conditions that Google and visitors about what they want.
Conversion focus: This keyword targeting is secondary or can even be completely unnecessary.
Editorials links
SEO-focused: This must be able to earn editorials links or can not classify. If she can not win editorial links, it will have a very, very difficult with building links to targeted manual conversion page. commercially oriented pages are much more severe.
Conversion-oriented: But it does not even need to worry about links at all.
Public
SEO oriented: He must serve many public. It really is treated like a piece of content that helps anyone who is looking for this information and a CTA, a call to action on the page.
Conversion focus: But it needs to be strongly focused on a particular audience, the special public Petite Hotelier attempts to convert that is good customer for them, for their software. Hopefully these people are already qualified.
SEO-focused: Those people over here are not necessarily qualified. That could be part of the qualification process. If you visit this page and you then say, "Eh, I'm a little interested to let them handle my bookings," maybe you should end here on this landing page that focuses on conversion.
Circulation
SEO-focused: This page should be driving traffic to the conversion rate of more focused pages.
Conversion focus: This page, yes, it could rank for certain keywords, but it is especially concerned at the direct conversions, and we hope it is to receive traffic from other channels on the spot like this or channels outside paid site that are driving highly targeted visitors.
I invite you to do is to ask yourself these questions when you plan a landing page. Am I trying to gain traffic that might be interested in my content? If so, you build one of these (SEO-centered). If you try to target an audience that is already qualified, who is already familiar with you, or trying to become familiar with your product, then you are really trying to convert, in this case, you want one of these (targeted conversion).
Conversion focus: These pages are perfect for tons of landing page testing and optimization. They are perfect for videos. They are perfect for testimonials.
SEO-focused: These types of pages are great for content. They are perfect for serving all kinds of intense visitors. They are perfect to target a large number of keywords that have the same intention researcher.
When you try to mix those, things get a little difficult. That's where you really need to balance and decide, "Hey, what's my main goal here Serving the public researcher, who can not be centered conversion or convert people and do not worry so much about the public may researcher be trying. capture them on other pages before they get here. "