SEO landing pages and Pay-Per-Click landing pages serve the same objective and are designed for the same users and can usually be designed with the same content and the same layout. Search engines reward on-page and on-site factors by trying to emulate human users as they crawl the page and navigate the site. If your page is designed to convert, it delivers clear information scent, content that matches search intent and has a clear a call to action; these are the components the engines want to understand. Any page is potentially a landing page for SEO and every page should be designed to convey these elements to the engines and the user.
- Content above the fold and located in the primary scan area is more important than content in other locations on the page. The impact of keyword stuffed H1 tags has diminished over time but designing your site to deliver information scent in your headline is more important than ever.
- The location of a link on the page matters. Links in the variable content area on the page, particularly links above the fold and in segmentation zones, count more than links in the boilerplate, the left/right rail or the footer. The savvy optimizer includes the most important links as citation links above the fold in the variable content area of the site, where users are likely to see them.
- User behavior on the search page, Chrome browsers, Android, Adsense, Double Click and other streams give Google an incredible assortment of information about how the user interacts with a site. From onebox results and sitelinks, universal search to the big brand bailout, Panda to Penguin, we are seeing more and more how this data affects search rankings.
ItsTheROI Consultants have been helping businesses in San Francisco and around the world with their online strategy since 1996. Our mission is to help our clients merge all of these channels into a coherent strategy driven by the insights from data available from site Analytics and search queries along with our creativity and experience. Contact us for a free 30 minute consultation if you would like to find out more about how ItsTheROI can help your business.