How to Make the Right Landing Page Rank

Your page is ranking high in SERPs for a high-conversion target keyword. What can be better?

Wait a minute.

It’s the wrong page!

Yes, it is your page, but it isn’t even close to the ideal query match.

Even if you think that it is still great that your page ranks high, no matter what the content is, you can face the following consequences:

• CTR goes down: The snippet may lack relevancy, and it does not call for many clicks.
• Bounce rate goes up: Once users do not get a sufficient answer to their query, they bounce without a second thought.
• Conversions go down: Another page with less relevant content may have no call-to-action.

I think that such a situation is not what you need for your site and conversion pages. But it is not a catastrophe, you can totally deal with it.

I’ve made a checklist on emergency actions that will put everything in place. Compare the page that is ranking and the page that should rank, and optimize the latter for things it lacks.

Keyword Optimization

The page that is ranking instead of the intended one may have some elements that are better optimized for your target keywords.

So, you should optimize the page you need to rank to ensure its success in search listings. Here’s how.

1. Title Tag

Though now search engines are able to interpret a page’s topic without exact keywords in the HTML title tag, it is still of great importance, as it is seen in three places of high visibility:

• SERPs.
• Web browser tabs.
• Social networks (when the page is shared).

If you have doubts that Google looks at title tags for its search listings, go to its own AdSense homepage, and look up the title in the source code. It is nicely optimized for a “make money online” long-tail keyword.

What to Do:

• Watch out for title length: Keep it under 60 characters. Use character savers (like “&” and “/”). Don’t use CAPS LOCK.
• Use target keywords smartly: Don’t over stuff titles with keywords, use one or two.
• Place keywords in the first part of a title tag: When users skim search listings, they will see your prominent info first.
• Use a brand in the title: It can work if your brand is popular – it will endorse your content.
• Avoid duplicate titles: Duplicate titles may be an indication of duplicate content, which can hurt your Google rankings.

2. Meta Description

The importance of this tag is comparable to the title tag. The meta description shows up in:

• SERPs.
• Social networks (when the page is shared).

The description gives users more details on your content and helps them determine whether it is relevant to their query. This preview influences the CTR.

What to Do:

• Watch out for length: Keep it about 155 characters.
• Make an ad out of your description: Write a description that serves as an advertisement for your page. Plus, search engines highlight users’ query keywords in bold in SERP snippets. Such bolded words draw users’ attention. So, optimizing your meta description for keywords is quite important.
• Avoid duplicate descriptions: Duplicate descriptions may serve as an indication of duplicate content to search engines.

3. Header Tags

HTML header tags (H1-H6) are used to structure content and show its hierarchy within the page.

The use of header tags help search engines understand content much better.

Plus, header tags provide a structure for a particular piece of content that allows visitors to consume the main points in a short period of time.

What to Do:

• Place headings in a hierarchal order: Use only one H1 per page and then proceed to level-structuring with H2-H6.
• Optimize headings for keywords: Headings usually equal main points of your page, so it is advisable to include your target keywords into them.
• Make your headings stand out: While search engines read your meta tags, your visitors read text. Use different font sizes, formatting, and styles to make your headings catch users’ eye.

4. Content

It is as clear as day, content rules.

For search engines to find your content, they need some cues. Keywords are the best cues you can incorporate into your page.

What to Do:

• Place keywords in the first 100-150 words of the page: Both users and search engines will find them quicker this way.
• Use all kinds of related words: In the era of semantic search, Google does not need exact keywords to answer the query. The only important thing here is the meaning behind the words. So feel free to use all kinds of synonyms and related terms.
• Keep your content at considerate length: Longer content usually ranks higher, however, the length may vary from niche to niche. Thus, to understand what length is good enough, look at the pages that already rank high for your targeted keywords.

5. Internal Search

When your website is over 20 pages, it can be a good idea to have a search box on your website.

A great thing about a search box is that you can integrate it with Google Analytics (here is how) and view the queries that visitors enter at your site.

This data will let you:

• Understand what users search for and check whether you have it in place. If you follow the lead, you will reduce bounce rates considerably.
• Find new keyword ideas on the basis of the queries that users type into your search box.

6. Open Graph

Open Graph tags make snippets out of your links when they are shared via social media. This way, you can control how your content is represented after sharing in Facebook, Twitter, LinkedIn, etc. It makes sense then to optimize OG tags to entice clicks and conversions.

What to Do:

• Optimize your OG title and description: As you have those special chunks of HTML that are used by social media, first of all, use them, and second, use them wisely. Remember, that these elements won’t be used in SERPs, so it is not that important to optimize them for your keywords, but instead let them speak to your potential visitors.
• Make the most of OG image: An image makes a shareable link much more attractive, as it can call for some memorable associations. Plus, it is possible to place text on the image to recap the major point of your content.

Visual Optimization

Now we’ll look at the elements that make your results more attractive to users. It gives search engines a strong cue that this page is much more fitting for a particular query.

7. Schema Markup

Schema markup is a number of special vocabularies that you can use to mark your pages. As a result, your snippets will stand out in SERPs.

For example, your snippets may have additional elements like:

• Star ratings.
• Images.
• Number of reviews.

Ref: https://www.searchenginejournal.com

Great information provided by search engine journal . Take benefit implementing it to your site and business.