SEO Strategy Framework to Optimise Landing Pages
Whether you a building a new site from scratch or optimising your existing site or landing page to increase organic reach, there are a few fundamentals that can be explored to ensure the basics are in place. We spoke to Sam Dunning - Director and Co-Owner of Web Choice - and he was able to help us sketch out the fundamentals of a good SEO Strategy. Each of these fundamentals can be explored in greater depth, but these is a good framework to begin optimising your landing pages.
STEP 1 - NAIL DOWN THE KEYWORDS
The ﬁrst job is to nail down the keywords that you actually want to get your website (or landing page) ranked for organically on Google. You literally just want to think “What are the products and services we offer?” And if you’ve already got data from Google Ads or similar that will be really useful here so you know what’s working.
So, let’s say you - or your client - offers some kind of insurance product (or just swap out the word insurance for whatever it is you are offering), there are a few different search terms that jump out depending on where in the funnel you are targeting.
BOTTOM OF FUNNEL SEARCHES
- Best Life Insurance Provider
- Get Life Insurance Now
- Get A Life Insurance Quote
If people are typing this and search this then if they’re clicking through to your page then they are very likely to be ready to get a quote.
MIDDLE OF FUNNEL SEARCHES
- Compare X to Y
- Y and Z Comparison
- Compare Life Insurance
TOP OF FUNNEL SEARCHES
- Do I need Life Insurance?
- Why do I need life insurance?
- What to consider before getting life insurance How do I go about getting life insurance?
Be sure you have search terms and keywords that ﬁt into each part of the funnel.
Tools that you can use to help you with this include: SEMrush, Ahrefs, Google Keyword Planner. They will all give you data on how many hits each of these searches get per month, the search value, what your competitors are doing etc. Then you just have to assess the value in each of these are put together a plan to begin testing.
STEP 2 - ON-SITE SEO AND OFF-SITE SEO
There are two main elements to SEO, everything on your website (On-Site SEO) and everything of your website (Off-Site SEO).
Look at you website from a technical perspective
Google recently rolled out an update called Core Web Vitals. Some elements of that include making sure you website load super fast (check Google Page Speed Insights if you don’t know this and it will tell you your page speed on mobile and desktop). If you get a score under 90 they will give you actionable tips to improve your load speed to be sure to take this to a developer. Ultimately you want your page load to be under one second.
You also want what is called a Mobile First design as now typically over 60% of Google Searches are made from mobile. Having what is called a Responsive design site is no longer good enough. Responsive means your site adapts to mobile or tablet, but has been designed for Web ﬁrst which is okay, but you should really aim to go for Mobile First design, especially in B2C where the numbers of mobile users are typically higher than B2B. If your site doesn’t work well on mobile your prospects will head to a competitor.
The technical framework for SEO also includes things like ensuring Meta Title and Meta Descriptions for each page are relevant to the search terms and keywords you decided upon in Step 1.
Look at the content
You don’t want to jam keywords into a home page as they may not be relevant, especially if we are looking at the Top of Funnel searches. Instead, build dedicated landing pages for each of these searches - such as What to consider before getting life insurance - as they can become useful resources and go on to organically rank highly at the top of the funnel.
QUICK TIP ON CONTENT: If you get common questions from your customers each week and every week, such as “What’s the best way to do X” or “What should I consider before doing X?” Etc, create content on separate pages around each of them
If you are unsure what these questions may be then be sure to ask your sales reps for most commonly asked questions or objections.
Once you’ve ticked all the boxes for on-site SEO, you can start cracking on with the off-site SEO. This includes things like creating articles, press releases, informative blogs, infographics, and building back links.
On-site SEO will only get you so far, especially if you’re in a highly competitive or overly saturated market or industry. Creating content and backlinks, and distributing this, will help build up your website’s Domain Authority, send links back to your site, build up Link Juice in Google and ultimately help you rank even higher.
STEP 3 - MEASURE EVERYTHING.
Once all this is up and running you need to be able to measure it all. Ensure Google Analytics is set up on your website so you can see how you landing pages are doing, which search terms are performing well, which keywords are leading to sales etc.
Track all your trafﬁc sources so you can attribute what has come in as Organic Trafﬁc and what has come in as Paid, track all your conversion points, so at the end of the month you can understand everything you’ve done and what has worked and what can be improved.