If you ever wanted to make SEO landing pages rank like Pay Per Click (PPC) landing pages, then this tutorial is for you. If you understand the implication of this invaluable, long-term SEO tactic, you could free-up thousands of dollars by relinquishing your dependency on pay per click marketing.
PPC Landing Pages or SEO Landing Pages?
Dilemmas such as paying for click fraud or paying for low conversions from lackluster broad match terms could be replaced entirely with organic / natural results as through aligning specific landing pages with specific keywords and optimizing them to appear in non sponsored rankings.
This tactic works well for content-rich websites that have a history of adding content frequently. If you have a robust website, then multiple pages in your site can inherently be used as supporting pages to provide buoyant ranking factor when consolidated.
Which Pages Are Candidates for SEO?
Most websites have a plethora of strong pages or subfolders that could rank higher in the search engine result pages with minor edits? Let’s face it, no matter how hard you try; you can’t possibly review every page in your website every day… But what you can do is think about seasoned pages (6 months or older) today, that can be leveraged into a real time SEO marketing campaign.
Each time you decide on optimizing a page, it is deemed a landing page. Each page in your website should be a landing page, but you have to start somewhere. So, grouping pages that logically or contextually support each other can be extremely (dynamic) to create a robust presence online. Depending on your on page internal link anchor text selection, you can elect a champion page for each keyword you are targeting.
Would you rather have a cumbersome page with 2000 words that sags under its weight, like a Wikipedia white paper or thesis, or a sleek targeted ad like the cover of a newspaper or compelling magazine so readers will skim, ingest and act on the call to action (much like a 200 word targeted landing page)?
In one scenario (the 2000 word variant) the webmaster may have difficulty in concentrating the focus of the page and conveying to a visitor that the page has anything of immediate benefit to them. Most visitors make their decision on whether to stay AND INVEST their interest vs. just giving them what they want to begin with to cement their level of commitment.
To make a 200 word page rank like a collection of pages (or like a 2000 word page) refer to the tactic below called creating the attention funnel. For example, if the user takes the desired ancillary opt in/call to action “click here to download now” or any other known “click trigger”, you can then apply a stronger array of engagement metrics (to eliminate tire-kickers) as well as measure and replicate these triggers.
The technique we are sharing will show you how to concentrate all of the internal links from the supporting pages to your new / lean landing pages which have the primary function of conversion. Using this tactic alone, you can “make static pages rank like PPC landing pages” to reduced your PPC spend or just target organic traffic.
Once you consolidate the links, that page will rank at the helm of organic search engine results and continue to stem keywords which increases conversion potential for additional related keywords. The way you broaden the sales funnel to that landing page, is to add additional supporting pages and use accommodating anchor text from those supporting pages to the new landing page to match the ranking objective.
This way, for a page about consulting, if someone uses types in a search for a related keyword or modifier in a search engine, they go to your consulting landing page rather than your home page. Most websites return the page with the most internal link authority by default, which may not be the best page for real conversion.
Unless you build deep links and have enough supporting content to differentiate your primary pages (from regular pages), search engines will ignore them as insignificant unless otherwise corrected. The way you correct this is, engage that page with coherent titles, internal links and an array of backlinks from relevant or authoritative sources.
How Many Impressions Does it Take to Convert a Prospect?
Considering the number of conversions that occur on one page alone in contrast to the conversions that require two or more pages of consumption from viewers before making a purchase; each page in your site should “suggest” another navigation path to aid conversion by funneling the viewers attention.
The more diffused your on page content is, the less likely readers will spend trying to navigate lackluster copy, disjointed images or incoherent clutter. Even though conversion (the fulfillment of an actionable goal) depends a great deal on the present mood of the viewer and what their original intent was initially when searching for the keyword they used to reach your web page.
Aside from the original expectation, what is important now is, that THEY ARE ON YOUR SITE, curious and flexible some extent (based on your conversion tactic) and can still be converted into a customer with the right type of persuasive copy.
Through assessing the law of averages, would it be better to ask and risk the possibility of them declining or SIMPLY NOT ASKING ANYTHING at all? Logic suggests that conversion is in your favor to test the waters and hedge your traffic with a quick call to action or make an offer to intrigue them even further.
Creating the Attention Funnel
Engaging users is like a delicate dance, don’t ask for enough and your ignored, if your message is too pushy, then it’s over the top and over selling. It’s all about sorting and sifting existing content to deliver relevant content to your audience while building new content to accommodate a larger piece of the pie for total market share.
I am sure there are more pages laying dormant in our websites that border closer to potential that realized expression, but transforming those latent pages takes a bit of sorting, sifting and pruning to remove known obstructions. Is there a fast way to look for inherent relevance from existing pages and somehow leverage them to support NEW landing pages?…,absolutely.
That search operator (for use in a Google search box) is site:yourwebsite.com keyword
Your exact query is asking, in this website (yourwebsite) how many relevant pages are within the website for “keyword” the following keyword.
The search engines response should indicate results 1 of 10 of “the number of relevant results for that query/keyword”. Based on that number, you now have the opportunity to internally link all of those pages (less the one you choose as the landing page) to a concentrated focal point.
For example, if I had results 1-10 of 64 results for “the selected keyword”, then that represents 63 pages of INDEXED CONTENT (not supplemental or irrelevant pages) that I can use to build internal links to the NEW landing page.
By replicating this contextual linking for internal pages, you can catapult your pages pass the competition with less dependency on inbound links from other websites. In other words, your website creates its own ranking factor (like a dynamo) and is capable of ranking itself. Based on how well you understand this implication, it implies that by making granular changes to seasoned pages, you can produce sustained results in the search engine result pages.
Add the strategic layer to this process and you can then unravel how someone targeted a specific keyword 6 months to a year in advance and relentlessly building relevance for that keyword until finally toppling ranking positions of the websites that stand in its way.
Rankings do not just happen on their own “at least not for competitive keywords”, you have to build relevance through term frequency, supportive SEO friendly site architecture, impeccable content, and enough off page co-occurrence (popularity) to rise to the top of search results.
Thank you for visiting the SEO Design Solutions SEO Blog, where you will find useful SEO tips and tactics that you can employ to rank higher in search engines.
Although not the one nail on which to hang your hat, the more desirable keywords your article contains, the better off you will be and the more visitors search engines will send your way.
Very interesting article. I wish it was as easy to achieve as the article makes it seem.
@noname: But with too many desirable keywords on your article, you’ll still not stand out in comparism to those and have already been ranked highly for those same keywords.
Sorry, that you didn’t show examples.
Just type in seo rates, seo consulting services or free seo quote in Google… all three have different landing pages based on a similar method covered in this post.
Very interesting article. Seems like this is exactly what I am looking for my affiliate website I am building to look like.
Thanks for the very informative article. We will begin implementing this tactic on our site. I’m sure it will prove to be very useful.
Nice article. You have made be think about how not only to create external links, but also to create an internal linking architecture. Thanks.
-Joe