The 7 SEO Essentials for Landing Pages That Drive 100% More Conversions

What is in this blog for you:

‍

1. Why SEO is it important?

• User/ Consumers: Consistency is key. Your ad copy sets an expectation, and your landing page needs to meet or exceed it.
• Business: Google wants to provide the best experience for its users, so it rewards ads with higher Quality Scores by lowering the cost per click (CPC). A 1-point increase in Quality Score can lead to a 10% reduction in cost per conversion.

‍

2. How to check your Ad’s Quality Score? (via: Google)

1. In your Google Ads account, click the Campaigns icon
2. Click the Audiences, keywords, and content drop down in the section menu.
3. Click Search keywords.
4. In the upper right corner of the table, click the columns icon
5. Under “Modify columns for keywords”, open the Quality Score section. To view the current Quality Score and its component statuses, choose any of the following to add to your statistics table:
   1. Quality Score
   2. Landing Page Exp.
   3. Exp. CTR
   4. Ad Relevance
   5. To view past Quality Score stats for the reporting period you’re looking at, choose any of the following metrics:
      • Quality Score (hist.)
      • Landing Page Exper. (hist.)
      • Ad Relevance (hist.)
      • Exp. CTR. (hist.)
        You can view the change in daily scores by segmenting your table by day.
   6. Click Apply.

3. Webflow SEO On-Site. The 7 Essentials

Video Example: Optimizing SEO on Webflow‍

1. (Basic) Ad Consistency

• Best Practices: Ensure your landing page matches the messaging, keywords, and offers used in your ads.‍
• Optimal Approach: Use the same headlines, visuals, and call-to-action (CTA) from your ad on the landing page.‍
• Reason: Consistency between your ad and landing page increases trust and reduces bounce rates, leading to higher Quality Scores and better conversion rates since visitors find exactly what they were promised.‍

Example (keyword in bold):
Ad Headline: “Boost Your Sales with Digital Marketing Services”
Landing Page Headline: “Unlock Growth with Our Expert Digital Marketing Services”

• FAQs and Common Errors:
  
  1. Why is ad consistency important?
     Ad consistency ensures that visitors see the same messaging, visuals, and offers on the landing page as they did in the ad. This builds trust and helps create a seamless experience, reducing bounce rates and improving conversions.
  2. How can I maintain consistency between my ad and landing page?
     Use the same or very similar headlines, visuals, and CTAs from your ad on the landing page. Make sure the keywords you target in your ads appear prominently on the landing page.
  3. What happens if my ad and landing page are inconsistent?
     Inconsistencies between your ad and landing page can lead to confusion and frustration, increasing bounce rates. Visitors may feel misled and are less likely to convert if they don’t find what was promised in the ad.
  4. How can ad consistency impact my Quality Score?
     Consistency improves user experience, which directly impacts your Quality Score in platforms like Google Ads. Higher Quality Scores can lead to lower costs per click (CPC) and better ad positioning, increasing overall campaign effectiveness.
  5. Should my landing page copy be exactly the same as my ad copy?
     Not necessarily, but the messaging should align closely. Your landing page can expand on the details, but the core message, value proposition, and offer must match what was presented in the ad.
  6. What common mistakes should I avoid with ad consistency?
     Avoid changing key messaging, using different offers, or altering visuals significantly between the ad and landing page. Mismatched messaging confuses users and makes them more likely to leave without converting.
  7. Can I test different versions of my ad and landing page for consistency?
     Yes, A/B testing is a great way to experiment with ad-to-landing page consistency. You can test variations in headlines, visuals, and CTAs to find which combination resonates best with your audience.
  8. What should I do if I’m running multiple ads with different offers?
     Ensure each ad has a corresponding landing page tailored to the specific offer or message in that ad. Creating multiple landing pages will help maintain consistency and improve conversion rates.

2. URL Structure

• Best Practices: Should be short, descriptive, and include the primary keyword
• Optimal Length: 50-60 characters (including hyphens)
• Reason: A clear, concise URL structure makes it easier for search engines to understand the content of your page and improves user experience by being more readable
• How to find it in Webflow: Go to page settings -> General. It is called “Slug”

Example (primary keyword in bold): Instead of “/page123,” use “/webflow-seo-best-practices” for a page about SEO in Webflow.

• FAQs and Common Errors:
  
  1. Why is URL structure important for SEO and SEM?
     A clear and concise URL structure helps search engines understand the content of your page, which improves your organic rankings (SEO). For SEM, a well-structured URL increases trust and click-through rates (CTR) as users are more likely to click on URLs that clearly indicate relevant content.
  2. What’s the ideal length for a URL?
     The optimal URL length is between 50-60 characters. Keeping it short and descriptive helps maintain readability while ensuring it’s not cut off in search results.
  3. What should I include in the URL?
     Your URL should be descriptive and include the primary keyword you’re targeting on the page. This makes it more relevant to search queries and improves search engine visibility.
  4. Can I use numbers or special characters in my URL?
     While you can use numbers, it’s best to avoid them unless they are part of your brand or are essential to the page’s content. Special characters, like underscores or symbols, should also be avoided in favor of hyphens, which are SEO-friendly.
  5. What common mistakes should I avoid with URL structure?
     Avoid using generic URLs like “/page123” or “/post,” which provide no context. Also, steer clear of long, complicated URLs that are hard to read and remember.
  6. How can URL structure impact SEO?
     A clear and concise URL structure helps search engines understand the content of your page more easily, which can improve your rankings. Including your primary keyword in the URL further boosts your SEO efforts.
  7. Should I use hyphens or underscores in URLs?
     Always use hyphens between words in your URLs, as search engines treat them as word separators. Avoid underscores, which can be interpreted as part of the word, making it harder for search engines to read.
  8. Can I change the URL of an existing page?
     Yes, but be cautious. Changing a URL without setting up proper redirects can lead to broken links and negatively impact your SEO. Always use a 301 redirect if you modify a URL to ensure the page retains its ranking and traffic.

3. Title Tag

• Best Practices: Should have the keyword you are targeting
• Optimal Length: 50-60 characters (including spaces).
• Reason: Google typically displays the first 50-60 characters of a title tag, so staying within this range ensures your full title appears in search results without being cut off.
• How to find it in Webflow: Go to page settings -> SEO Settings

Example (keyword in bold): “Digital Marketing Services | Boost Your Online Presence Today.”

• FAQs and Common Errors:
  
  1. Why is the title tag important?
     The title tag is one of the most important on-page SEO elements. It appears in search engine results and gives both search engines and users an overview of the page content. A well-crafted title tag can improve click-through rates (CTR) and help with search engine rankings.
  2. How long should my title tag be?
     The optimal length for a title tag is 50-60 characters, including spaces. This ensures the entire title is visible in search results without being cut off.
  3. Should I include keywords in my title tag?
     Yes, it’s crucial to include the primary keyword you are targeting in the title tag. This helps search engines understand the relevance of your page and increases the likelihood of ranking for that keyword.
  4. What happens if my title tag is too long?
     If your title tag exceeds 60 characters, Google may truncate it, cutting off important information. This can negatively affect both SEO and CTR, as users may not see the full context of your page’s value.
  5. What common mistakes should I avoid when creating title tags?
     Avoid keyword stuffing, using vague or generic titles, or titles that don’t match the content of the page. Also, steer clear of titles that are too long or too short, as they can affect visibility and performance in search results.
  6. Can I use the same title tag across multiple pages?
     No, each page should have a unique title tag that accurately reflects the content of that specific page. Using duplicate title tags across multiple pages can confuse search engines and hurt your SEO rankings.
  7. How do I test if my title tag is effective?
     Monitor your page’s performance in search engine results using tools like Google Search Console. Track metrics like impressions, CTR, and rankings to see if your title tag is helping drive traffic and visibility. A/B testing different title tag formats can also reveal what works best.
  8. Should I include my brand name in the title tag?
     Including your brand name can be beneficial, especially if it’s well-known or if branding is part of your strategy. Place it at the end of the title tag to ensure that the primary keyword and value proposition appear first.
  9. Can a well-optimized title tag improve my rankings?
     While a title tag alone won’t guarantee higher rankings, it’s a significant factor in on-page SEO. A well-optimized title tag can help your page rank better by signaling relevance to search engines and attracting more clicks from search results.

4. Meta Description

• Best Practices: Should be a concise summary of the page content and include the target keyword.
• Optimal Length: 150-160 characters (including spaces).
• Reason: Google typically displays up to 160 characters of the meta description, so staying within this range ensures your entire description appears in search results, providing a clear and compelling preview that encourages clicks.
• How to find it in Webflow: Go to page settings -> SEO Settings -> Meta Description.

Example (keyword in bold): “Discover how our digital marketing services can help boost your online presence and drive more traffic, leads, and sales.”

• FAQs and Common Errors:
  
  1. What is a meta description, and why is it important?
     A meta description is a brief summary of a page's content that appears in search engine results. It provides users with a quick preview of what to expect, which can increase click-through rates (CTR) if written effectively. While meta descriptions don't directly impact rankings, a compelling one can drive more traffic to your site.
  2. How long should my meta description be?
     The optimal length for a meta description is 150-160 characters, including spaces. Staying within this limit ensures the full description appears in search results without being truncated.
  3. Should I include keywords in my meta description?
     Yes, include your primary keyword in the meta description to reinforce the relevance of the page to both users and search engines. However, avoid keyword stuffing and keep the language natural.
  4. What happens if my meta description is too long?
     If your meta description exceeds 160 characters, Google may cut it off, leading to an incomplete and less impactful preview. This can reduce the likelihood of users clicking on your link.
  5. What common mistakes should I avoid when writing meta descriptions?
     Avoid vague or generic descriptions that don’t provide useful information about the content. Also, don’t overlook the importance of creating unique meta descriptions for each page—duplicate descriptions can confuse users and hurt your CTR.
  6. How much do meta descriptions impact SEO?
     Meta descriptions don’t directly affect search engine rankings, but they play a crucial role in improving CTR. A well-written, relevant meta description can entice users to click on your link, which in turn can positively impact your overall SEO performance.
  7. How can I make my meta description compelling?
     Focus on summarizing the value of the page, using clear and actionable language. Highlight the benefits or solutions provided on the page to encourage users to click. Adding a call-to-action (CTA) like "Learn More" or "Discover How" can also be effective.
  8. Can I use the same meta description for multiple pages?
     No, it’s important to write unique meta descriptions for each page. Using the same description across multiple pages can lead to confusion for users and search engines, reducing your page's performance in search results.

5. Open Graph

• Best Practices: Should provide a clear and engaging title, description, and image that represent your page when shared on social media.
• Optimal Length (Image): Minimum size of 1200 x 630 pixels for high-quality display
• Reason: Open Graph tags control how your content appears on social media platforms, ensuring your page looks appealing and clickable when shared, which can improve click-through rates and engagement.
• How to find it in Webflow: Go to page settings -> Open Graph Settings. (First you should upload your image to Webflow and copy the URL)
• FAQs and Common Errors:
  
  1. What is Open Graph, and why is it important?
     Open Graph tags are used to control how your content appears when shared on social media platforms. They ensure that the title, description, and image associated with your page are displayed correctly, which makes your content more engaging and clickable.
  2. What should be included in Open Graph tags?
     You should include a clear and compelling title, a concise description, and a visually appealing image. These elements should accurately represent the content of the page to encourage users to click when shared on social media.
  3. How large should the Open Graph image be?
     The recommended size for Open Graph images is at least 1200 x 630 pixels. This ensures that the image displays clearly and at high quality on social media platforms like Facebook, Twitter, and LinkedIn.
  4. What happens if I don’t specify Open Graph tags?
     If Open Graph tags are not set, social media platforms may automatically pull content from your page, such as an unrelated image or text, which can look unappealing or irrelevant. This can hurt your click-through rates and overall engagement.
  5. What common mistakes should I avoid with Open Graph settings?
     Avoid using low-resolution images or failing to add Open Graph tags altogether. Also, make sure the title and description are tailored to social media rather than simply copying the meta title and description from your page.
  6. Do Open Graph tags impact SEO?
     While Open Graph tags do not directly affect SEO, they can significantly impact social media engagement. By optimizing your content for social shares, you can drive more traffic to your page, which may indirectly improve SEO performance.
  7. How can I test if my Open Graph settings are working properly?
     Use tools like Facebook’s Sharing Debugger or Twitter’s Card Validator to preview how your page will look when shared on these platforms. These tools will show you any errors or issues with your Open Graph tags and help you ensure everything displays correctly.

6. Header Tags

• Best Practices: Use header tags (H1, H2, H3, etc.) to structure your content and include your target keywords, ensuring a clear content hierarchy.
• Optimal Usage:
  • H1: 1 per page (should include the primary keyword)
  • H2 and H3: Use them to break down sections and sub-sections, incorporating relevant keywords.
• Reason: Proper use of header tags improves content readability for users and helps search engines understand the structure and relevance of your page, boosting SEO rankings.
• How to find it: Go to https://www.seoreviewtools.com/html-headings-checker/ and check them (free, online)

Example (keyword in bold):
H1: “Effective SEO Strategies for Webflow Websites”
H2: “Why Header Tags Matter in SEO"
‍H3: “Optimizing Your H1 and H2 Tags in Webflow”

• FAQs and Common Errors:
  
  1. What are header tags, and why are they important?
     Header tags (H1, H2, H3, etc.) are HTML elements that structure the content on your page. They help users and search engines understand the hierarchy and relevance of the content, improving both readability and SEO performance.
  2. How should I use header tags on my page?
     Use one H1 tag per page to introduce the primary topic and include your target keyword. H2 and H3 tags should be used to break content into sections and subsections, incorporating relevant keywords where appropriate.
  3. How many H1 tags should I use on a page?
     Only one H1 tag should be used per page. This tag represents the main topic or heading of the page and should include the primary keyword you are targeting.
  4. What common mistakes should I avoid with header tags?
     Avoid using multiple H1 tags on a single page, as this can confuse search engines and dilute the focus of the content. Additionally, don’t skip header levels (e.g., jumping from H1 to H3 without using H2) as this disrupts the content hierarchy.
  5. How do header tags impact SEO?
     Properly structured header tags help search engines understand the organization and relevance of your content. This can lead to better indexing and higher rankings for your target keywords. Header tags also improve user experience by making the content easier to navigate.
  6. Can I include keywords in H2 and H3 tags?
     Yes, it’s a good practice to include relevant keywords in your H2 and H3 tags. These keywords should reflect the subtopics of your content and provide additional SEO value while supporting the main topic introduced in the H1 tag.
  7. Should my H1 tag match the title tag of my page?
     While they should be closely related, the H1 tag and title tag don’t need to be identical. The H1 tag introduces the main content of the page, while the title tag is more focused on SEO and how your page appears in search results.
  8. Can I style my header tags differently for design purposes?
     Yes, you can style your header tags to fit your design preferences. However, make sure the hierarchy (H1, H2, H3) remains intact for SEO and content structure, regardless of visual styling.

7. Image Optimization

• Best Practices: Compress images (more info on , use descriptive file names, and include alt text with target keywords.
• Optimal Approach:
  • File Size: Keep images under 200 KB for faster loading.
  • Alt Text: Include a brief, keyword-rich description of the image (e.g., “Webflow SEO dashboard example”).
  • File Name: Use descriptive, hyphenated names (e.g., “webflow-seo-dashboard.jpg”).
• Reason: Optimizing images reduces page load times, improves accessibility, and helps search engines understand your content, which positively impacts your SEO rankings.
• How to find it in Webflow: Upload images in the Webflow Designer, then add alt text through the image settings.

Example (keyword in bold):
File Name: “webflow-seo-best-practices.jpg”
Alt Text: “Screenshot of a Webflow dashboard showcasing SEO best practices.”

• FAQs and Common Errors:
  
  1. Why is image optimization important for SEO?
     Optimizing images reduces page load times, improves accessibility for users with disabilities, and helps search engines understand the content of your page. This leads to better rankings, improved user experience, and higher engagement rates.
  2. What is the optimal file size for images?
     Ideally, images should be compressed to under 200 KB. This ensures faster loading times, which is crucial for both user experience and SEO, as search engines prioritize fast-loading pages.
  3. What should I include in the alt text?
     Alt text should include a brief, keyword-rich description of the image that accurately reflects its content. This helps search engines understand the image context and also improves accessibility for visually impaired users.
  4. How should I name my image files?
     Use descriptive, hyphenated file names that clearly indicate the content of the image. For example, instead of “IMG_12345.jpg,” use “webflow-seo-dashboard.jpg” to help search engines and users identify the image more easily.
  5. What happens if I don't optimize my images?
     Unoptimized images can slow down your website’s load times, negatively impacting user experience and SEO rankings. In addition, missing or inaccurate alt text can reduce accessibility and make it harder for search engines to properly index your images.
  6. Can image optimization improve page load speeds?
     Absolutely! Compressing images and using the correct file format can significantly improve page load times, which is a key factor for both user experience and search engine rankings.
  7. What common mistakes should I avoid with image optimization?
     Avoid uploading large, uncompressed images, using irrelevant or missing alt text, and relying on vague file names like “image1.jpg.” These errors can slow down your site and hurt your SEO performance.
  8. Can I use the same alt text for multiple images?
     No, each image should have unique alt text that accurately describes it. Using the same alt text across multiple images can confuse search engines and negatively affect accessibility.

By implementing these strategies, you’re not just improving your landing page’s SEO; you’re unlocking significant cost savings, boosting conversions, and driving more revenue from both organic and paid channels. Improving your Quality Score can lead to significant cost savings. Based on a study by WordStream, advertisers with different Quality Scores experience the following reductions in ad costs:

• A Quality Score of 6 results in approximately 16.7% lower costs.
• A Quality Score of 7 sees a 28.6% decrease.
• An 8 results in 37.5% lower costs.
• A 9 can cut costs by 44.2%, and a perfect 10 leads to up to 50% savings in CPC

Ready to outshine your competition? A landing page that’s optimized for both SEO and ad performance is your secret weapon for dominating search results and ad rankings. Contact us today here to maximize your ad spend and turn more clicks into conversions.