Adwords advertisers frequently complain that it’s difficult to balance the needs of Google’s Quality Score algorithm with the needs of their customers. SEOs face a far more difficult task: balancing the needs of Google’s strict search algorithm with the ubiquitous desire for information that their customers possess.
Creating an SEO-friendly landing page is no simple task, which is why most of the pages we see at the top of the search engine results pages are informational. With search engines demanding lengthy content and frequent keyword usage, the short, to the point, and sales-driven landing pages of yesteryear are rarely seen today.
Despite this, it’s still possible to develop an SEO-friendly landing page using a few simple tactics and strategies. Read on to discover how you can boost conversions, enhance profitability, and make more money from your visitors without lowering your website’s position for top search keywords.
Dropdown Content: The Conversion-Driven SEO’s New Best Friend
Direct marketers afraid of the dreaded ‘wall of text’ look that’s common with SEO landing pages can capitalize on this design element to fill their pages with lots of content without compromising their conversion rate.
If you have large blocks of text on your landing page that are essential for your SEO, try adding them to scrollable text boxes. This way, your visitors can choose whether or not they want to read them without your rankings being compromised.
Recurring Calls to Action: An Easy Way to Convert on Text-Heavy Pages
If your landing page is optimized for a particularly tough search keyword, you might need a large amount of content in order to rank well. Many tough keywords demand thousands of words of relevant content, even from a well-known authority website.
Because of this, your readers will often have to scroll through an unappealing ‘wall of text’ in order to reach your call to action and make a purchase. The end result is predictable: a lower-than-normal conversion rate, and plenty of bored visitors.
One of the best ways to overcome this increasingly common Los Angeles SEO issue is to employ recurring call to action buttons – for example, ‘buy it now’ buttons every five to six paragraphs – that give your readers a chance to act before the end of your copy.
Quality Score: A Useful Tool for Developing SEO-Friendly Content
Over the last few years, Google’s Adwords platform has placed an increased amount of attention on the usefulness of advertisers’ landing pages. What would have scored a 10/10 in 2006 – a simple email capture form, for example – often earns a very low Quality Score today due to its lack of useful content.
Because of this, Google’s Quality Score system – formerly a metric that SEOs rarely cared about – is quite useful for modern SEO campaigns. Plug your target keywords into Adwords and check the quality score of the pages you’re trying to optimize.
If you scored above an 8/10, consider the page a success and switch your main focus to off-site optimization. If you scored 7/10 or below, consider making large changes to the page. After all, if it’s not good enough to receive paid traffic, it’s unlikely that it will fare well in Google’s fiercely competitive organic search rankings.