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SEO

SEO Tips for Landing Page Optimization

By | SEO

SEO Tips and Techniques for Landing Page Optimization

 

What is a landing page?

 
A landing page is a page for a specific audience which has one main conversion goal. It is super important that your landing page is well designed. This will help guide visitors into your sales funnel and result in serious conversion rate optimization.
 
To get you started creating awesome landing pages that work, we’ve compiled a list of our top tips.
 

Know your landing page conversion goals

 
Make sure you know the exact action you want your website visitors to take when they arrive on your website. By making sure you know your conversion goal you can focus on building your landing page around it.
 
Our go-to conversion goals for awesome landing page results are…
 
  1. Sign up: Getting the visitor to sign up on your website, and have them on your email list.
  2. Make a purchase: Buying your product or paying for your service.
  3. Call or schedule an appointment with you.
 
Remember when building your landing page your overall aim is to get as many visitors to make conversions as possible. It is highly recommended to keep your call to action between 5-6 words.

According to Hubspot “While most companies don’t see an increase in leads when increasing their total number of landing pages from 1-5 to 6-10, companies do see a 55% increase in leads when increasing their number of landing pages from 10 to 15.”
 
This means you probably don’t have enough landing pages…

Why are we suggesting you have 20+ landing pages!?

 
To start with, more landing pages mean more conversion opportunities. By having landing pages which are targeted at different user personas. And a wider range of offers specific to them, they’re more likely to convert.
 
SEO benefits: Having a greater number of landing pages, means Google will be indexing more of them in the search. This will positively impact your website prior to users landing on your website. Which is great and can lead to more lead generation.

Times when you should be using a landing page…

 

  • Paid traffic and events
  • When you are sending paid traffic to your site. We don’t advise sending paid traffic to a generic webpage on your site. The landing page should match the ad you used to get the traffic. The landing page should be conversion focused and specific to the ad.
  • For an event. Create a landing page with all the necessary information about the event. But only have one possible action on this page; booking a ticket to said event.
  • Launching products or services
  • Have a landing page specific to the new product or service that will be available. Page action should be; sign up to be an early bird or pre-sales for (new product or service!)
  • Alternate user engagement levels
  • Some of your site visitors may have had an hour-long phone call with you. Or may have been recommended to visit your site by a friend (who already got great value out of your products). Whilst others may have just happened upon your page and seen your offer. These people will have different needs in terms of information before converting. Build dedicated landing pages to send people coming from different engagement levels. Some will need higher quantities of information. Others can be sent immediately to the call to action.

Types of landing pages

Each landing page should only have one conversion goal. Whether that is an email sign-up page, purchasing a product or service page or a coming soon page. We have inserted examples of each type of landing page below.

Write awesome copy

All three landing page options are much more effective with copy that has been written in a thoughtful manner. Make sure it is succinct and relevant to your visitors.
 
  • Headline: Write an attention-grabbing headline. That your audience will see as soon as they reach your landing page.
  • Description: Keep your body text simple, informative, and straight to the point. Keep your audience informed if you want people to sign up be clear about what they can expect you to be sending them.
  • Call To Action: Make it obvious – whether it’s a sign-up form or phone number.
  • Footer: Utilise this space for your contact information. Customers should be able to find your contact information easily.
 

Other elements you should incorporate into your landing page

Add social proof element to your landing page. This will help customers feel comfortable opting into your call-to-action. Trust elements we recommend including are;
 
  • Client Testimonials
  • Proof of social shares
  • Number of happy customers
  • Logos of well-known client
 

Don’t make your audience do the work:

Like the rest of your landing page, the form for your customer to fill in should be succinct and to the point. Don’t make them fill in any unnecessary information or they’re likely to click away. Any additional information you need can be collected further down the line.
 
These landing page tips will help you successfully convert visitors into subscribers, buyers, or leads. We recommend implementing as many of these tips as you can in a single landing page. This will result in a better conversion rate.

 
For more in-depth discussions on landing page best practices, we suggest Hubspots eBook.
 
To follow along with a tutorial and build your first landing page today. Try MailChimps easy-to-use tutorial.

SEO Tips for Mobile Websites

By | SEO

Top 6 SEO Tips & Tricks for Mobile Websites

Once upon a time, Google put desktop first. Google’s index was determined by the desktop usage of websites.

This is no longer the case. Today Google’s index follows a mobile-first approach.

What does this mean?

Even if a user is searching on a desktop site the index will rank results based solely on the mobile version of the webpage.

Why should you care?

Google reigns supreme with mobile search, with around 95% of people opting for Google as their mobile search engine. If you aren’t mobile SEO friendly, your site is being overlooked by the algorithm. Unless Google considers your website to be perfectly optimised for mobile, we’d suggest  implementing some changes:

#1 Get responsive

Go Responsive. Your website will be most Mobile friendly if it is responsive. A responsive website will adjust your websites design/layout depending on the device it’s being called from. Web pages can use the same URL for all devices, and responsive sites are user-friendly. These are all factors that affect your Mobile SEO.

#2 Less than a second…

Load time, do you know yours? You may not know, but Google does. There are some awesome tools online to check how fast your mobile website loads – we recommend this one. Google expect mobile websites to load in 1 second. It might sound ambitious, but think about how quickly you click away when a site doesn’t load…

#3 UX first

User experience. As always, users come first. If your content is hard to read, or your mobile site tough to navigate, users won’t stay long. Here are good options for mobile readability:

  • Choose a big, clear font. Size matters.
  • Don’t overwhelm users with words. Keep paragraphs short and sweet.
  • Use contrasting colours, for your background and text. Keep it simple.

Tip 4: Facebook, Instagram & Twitter

Use buttons. Make sure to have buttons linking to your social media profiles at the bottom of the mobile webpage. We offer social media campaigns – click here to find out more.

Tip 5: Sizing content to viewpoints.

These Google recommendations walk you through how to set up the meta viewport tag. It will be set up so whatever browser or devices users use to access your site, the viewport will mean they’ll never be trying to scroll sideways, only up and down.

Your HTML structure will be improved by the meta viewport. This means whether a user views your site from a mobile, tablet or desktop, the site’s features are scaled to fit the size of the screen. This is a major for UX and contributes to dwell time which is measured in Rank factor.

Tip 6: Local search via mobile SEO

Local SEO for mobile search will increase visibility and conversions

Often people searching from their smartphone are looking to complete an action. Whether that be making a call to the local fish & chip shop to order or finding the address of your business. This is when it’s crucial to display well in local results so customers are drawn to your business.

How to get the local mobile SEO opportunities :

  • Register with Google My Business.
  • Target keywords specific to your location remember it’s important to target the appropriate keywords for your location; consider checking their search volumes on Google (KP) for your specific area, in addition to having the “mobile” filter applied.
  • Include the current Name, Address and Phone number for your business. Remember to keep this updated and consistent. Specifying the type of business you run is also beneficial. You want to show up in results when people search for “your business” + “your location”. Eg; “life pharmacy” + “Auckland”.
  • Having a call to action = either “click-to-call”, “maps” or “abilities to make reservations are especially important for increasing the conversion rate in local SEO.

What your Mobile site shouldn’t look like:

Have you encountered those dreadful, mini desktop sites when you search on your mobile device…?

To be honest, these days it’s hard to come across such sites. You do not want to be one of them. Search engines and potential customers won’t be impressed. 

For a more in-depth guide on all things responsive, we recommend the Google developer guide.

By integrating the above list into an SEO strategy you’ll be making sure that your mobile website gets the visibility and traffic it deserves.

SEO and Website Navigation Best Practices

By | SEO

Let’s talk SEO Best Practices!

Who comes first – the User or the Search Engine…? 

Let’s be clear, the user always comes first. Business websites should produce content and navigation for their users. If users click away quickly from your website due to complicated navigation search engines will penalise your site. These days Google places emphasis on websites providing searchers with a positive user experience.

On page SEO can seem complicated, we’ve put together a list of all the best practices you should implement now:

  • URL
    • Studies have proven that short URLs tend to rank better than long ones.
    • URLs should make sense to readers – they should know what to expect on said page of your website by reading the URL.
    • Include your target Key Words.
  • LSI Key Words
    • These are words or phrases which Google, safari and other search engines use to understand what your content is about.
    • They should be relevant terms for the overall topic on that page.
  • Long content
    • Blog articles should be around 2000 words.
    • The longer the content the more naturally you’ll be referencing your page topic using LSI Key Words.
    • This means Google will have a clearer understanding of your content – and are likely to push your rank.
  • Title tags
    • Make sure your title tags are optimised for target Key Words and CTR.
  • Links
    • Internal Links
      • Refer to your own past content with internal links from your newer content.
      • This will help promote older content that you still want to rank.
    • External Links
      • Try and pop between 1-3 external links into every blog post or article.
      • Make sure these link to authoritative sites.
      • Google does use external links as a ranking factor so it should be a priority on every page.

All of the above on page techniques are considered common best practice in the SEO world. They should all be implemented in one way or another for your website to rank well according to Google.

Why website navigation is essential to your SEO success!

There are numerous reasons why it’s crucial you have a great strategy for your websites navigation structure. In this article, we are going to tell you our top tips for great internal link structure.

Website Navigation – your websites internal link structure.

Website navigation AKA the links within your website that connect your pages. The reason you have these is so users can easily navigate/find there way around your site.

Google and other search engines use your website navigation to find and index your web pages. The relationship between your web pages, as well as the overall content and context of your site.

Navigational best practices you should implement now:

  • URL structure
    • A good URL should make it clear to users and search engines to understand the content that will be on the webpage.
    • Key Words remain important and your target queries should be within URLs.
    • Matt Cutts head of Google’s Webspam team recently stated that the first 3-5 words in a URL are given more weight.
    • Submit an XML sitemap containing all the URLs (that you want to rank) via SEO to Search Engines.
    • Matching your URL to your title is a good idea if it makes sense.
    • Studies show that shorter URLs containing Key Words rank better with Google.
  • URL hierarchy
    • Your URLs should be structured in a logical order.
    • Organise categories consisting of top-level pages and sub-level pages.
    • If you discuss multiple topics on your website, you should make sure to nest pages under relevant folders.
  • Navigation bar (menu)
    • Your website nav menu is the most crucial area of your site’s navigation in terms of layout.
    • Keep your navigation bar at the top of the site.
    • No more than 6 menu items in the nav bar. If you have more than 6 it won’t be aesthetically pleasing or optimally categorised.

If you follow these best practices, you’ll be making invaluable changes to your websites SEO strategies.

Your website will be user-friendly and search engine optimised.

Benefits of Long Tail Key Words for SEO

By | SEO

This post is all about finding great SEO opportunities. That’s why today we’re writing about the benefits of long-tail Key Words for SEO.

If you’re after heaps of high-converting traffic for your website? Or you’re looking for ways to increase revenue for your business? Look no further than long-tail SEO.

A quick overview

Typically, it’s easier to rank for and get traffic from long‐tail Key Words. There is, of course, a demand curve in the SEO world. To make this Kiwi friendly we’ll be using “Rugby” as our example topic today.

Popular Key Words like “rugby finals” will have high search volumes. But Wikipedia, Sports News sites and more will dominate the rankings. The phrase “rugby boots New Zealand” might have a smaller volume of searchers, but it’s still pretty high. Yet, “Crusaders rugby union box ticket prices” is very specific and there may only have a few dozen searches per month.

There are also ultra long-tail Key Words like “second-hand Crusaders custom signed rugby jersey”. This phrase may only get a few hits per year, but could still be very beneficial.

The two philosophies:

Firstly, it’s crucial to know that long tail SEO Key Words are divided into two groups. You’ll use one or the other depending on your business and SEO goals.

Depending on your website you’ll either subscribe to the niche and specific long tail SEO philosophy or the large-scale “blast” long tail philosophy.

Type 1: Niche and Specific Long Tail SEO

For many businesses these long tail Key Words – “second hand Crusaders custom signed rugby jersey” can actually be quite valuable. These Key Words are worth going after even though they may have a small volume of keyword searches.

Benefits

Conversion likely terms. We know we are going to convert these searches into buyers.

Very low competition, because not a lot of people know about these Key Words, there aren’t a lot of sites targeting them already.

You can rank with no external links, internal links only.

What types of terms should these be…?

  • Firstly, they will need to be extremely specific. Like our example “second hand Crusaders custom signed rugby jersey”.
  • Conversion-likely, meaning that if we get these searches they are most likely going to convert into buyers/subscribers etc.
  • Very low-competition Key Words, obviously that’s the point. You’re unlikely to reap the benefits from long tail SEO if a lot of other websites are targeting your terms too.
  • Ideally, these Key Words or phrases should be long-tail. Meaning Google and other search engines aren’t able to pick them up using Adwords or other tools. That is how low you want the volume of searches for your chosen terms to be.

You don’t need to be targeting all the long-tail Key Words you can think of. We’d suggest between the tens and hundreds depending on the size of your site.

Other tips & tricks

You will gain the most by making sure you’ve built specifically optimised web pages for each of those long-tail keyword terms. Remember, your goal is always to convert. Optimised pages will make sure those searches turn into buyers/subscribers. Or whatever business goal you’re trying to achieve.

Another few tips for finding long-tail Key Words in your niche:

  1. Think about how your customers might be searching for the products or services you offer. Ask yourself “What language would they use?”, “How would they phrase things?”
  2. Get online and check out some industry forums or social media sites. What questions are your potential customers asking?
  3. Google Autocomplete. Not only useful for the sometimes funny Wired Google Autocomplete interviews… but also a very effective tool for finding long-tail Key Words.

Building the optimised web pages for your niche & specific long tail SEO Key Words.

Firstly, we hope you follow all standard on-page SEO best practices on any pages you build for your website.

Let’s talk about linking. So, in this case, you will need to be using smart internal linking everywhere applicable. However, external linking is actually pretty unnecessary. Your long tail Key Words should still rank with no or few external links. Internal links are king for long tail SEO.

No matter what quality content is essential. We can’t stress this enough. This page still needs to convey visitors and it needs to be indexed by Google. Opting for either automated or low-quality content will ensure that your investment in long tail Key Words and getting visitors to your page is wasted.

Remember, these Key Words are niche and hyper-specific! There won’t be heaps of people searching for them, so when people do your page needs to serve searcher intent.

Type 2: If you have a blog or website that churns out a lot of content we’d suggest another approach…

This alternative approach consists of more of a “blast” approach, covering a broad range of keyword targets but less targeted with our content.

  • This approach is very site-specific if your business doesn’t produce a lot of content, this probably isn’t the right method for you.
  • Less conversion-focused overall. Often with long tails terms, we don’t know the intent of all searchers.
  • You need to be targeting a lot of the long-tail Key Words you can think of. The more the better.
  • Content over specificity. In this case, it’s much more important to focus on the quality of the content, over the specificity of the keyword targeting.

Site Authority

With the “blast” approach, you’ll find it covers a wider range of less targeted words but is worth the work. Your site will have higher authority by the amount of content that is available to users.

Search intent is the main thing we need to consider while we approach optimise long tail Key Words.

Our final thoughts 

Long‐tail Key Words are highly beneficial to your business and should be taken advantage of.

Although targeting long tail Key Words, creating good content and web pages can be timely. It often will pay off. We can’t guarantee that you will always rank for each long-tail keyword you target nor that your site authority will definitely improve.

But you can definitely get tons of relevant traffic with high chances of conversions if you target the right kinds of long‐tail Key Words.

Think about having a webpage that only gets a couple of hits a day, but the website could have 10’s or 100’s of these highly targeted pages. Those 2 hits, on multiple pages over 365 days per year mean you’ll end up with tons of relevant traffic.

Most of your competitors probably can’t be bothered chasing down long tail Key Words, you can benefit greatly from their missed opportunities.

If you keep writing relevant content based on your chosen long tail Key Words, your webpage could rank on Google’s first page overnight. Your domain authority is also likely to improve by having great content and long-tail SEO. Long‐tail Key Words are a great SEO opportunity for all businesses and should be taken advantage of.