Episode 528: 4 Data-Driven Insights To Optimize Your Smart Shopping Campaigns #528
4 Data-Driven Insights To Optimize Your Smart Shopping CampaignsLearn how to put company, competition, and Google data to work to improve the…
Analytics & Measurement
#SEOPodcast 285 - Squeezing More Value out of Landing Pages
To squeeze more value from SEO landing pages, identify which pages rank, research secondary keywords with Moz and SEMrush, update on-page elements carefully, add content and media, and create page-specific CTAs to improve conversions.
Key takeaways
- Identify zero-to-one opportunities, low hanging fruit, and top performers before deciding which landing pages to optimize.
- Use SEMrush to find keywords your site already ranks for that you did not intentionally target, then add or update supporting content.
- Never change a top-ranking page's title or meta description without first confirming what it already ranks for, to avoid losing position.
- Create CTAs specific to each page's content, not a generic site-wide contact prompt, to increase conversion rates.
- Link to underperforming pages internally using varied anchor text drawn from keyword research to spread link equity without appearing spammy.
we write every page so that it can be indexed properly by Google so it can show up in Google search results. And therefore, each page is, in fact, a landing page because people might land there.
About this episode
Welcome to the most popular internet marketing podcast on iTunes, hosted by E-Webstyle! Join us this week as we talk about:Craft Your Newsletter with a PurposeSqueezing More Value out of Landing PagesGet Google Suggest Data
Questions this episode answers
How do I find out which keywords my landing pages are already ranking for?
The hosts recommend using Moz to track your target keywords and see which URLs rank for them, then using SEMrush to discover additional terms your site ranks for that you were not already tracking. Running your URL through SEMrush can surface ranking phrases you were unaware of.
Should I update the title tag and meta description of a page that already ranks well?
Be very careful. If a page ranks extremely well, changing its title tag could cost you that position. However, if a page sits at the bottom of page one or on page two, a small title or meta description update, informed by keyword research, may be enough to push it higher.
What is a page-specific CTA and why does it matter for SEO landing pages?
A page-specific CTA is a call to action written to match the exact topic of the page a visitor landed on, rather than a generic site-wide prompt. The hosts describe a client whose photo booth page shows a CTA about renting a photo booth while the videography page shows one about videography, which improves conversion rates.
How can internal linking help underperforming SEO pages rank better?
By linking to a weaker page from stronger, already-ranking pages on your site, using varied anchor text drawn from keyword research, you spread link equity to that page. Using different keyword phrases as anchor text across multiple internal links avoids appearing spammy while signaling relevance.
In their words
we launched a new website, 30% pops in phone calls and form submissions. With just existing traffic. Yeah. Not even growth in traffic, just their current traffic.
Charles Lewis
the main takeaway here is that you need to understand the current positioning of a page before you take the step forward.
Charles Lewis
if you're an SEO savvy company or agency, then the main takeaway here is that you need to understand the current positioning of a page before you take the step forward.
Charles Lewis
Terms defined in this episode
- SEVO
- Search Engine Visitor Optimization, a term used by the hosts to describe what to do with a visitor after they arrive at your website from search results.
- Low hanging fruit
- Pages that are already ranking between positions five and ten or at the top of page two in search results and need only minor tweaks to move higher.
- Zero-to-one opportunities
- Pages that have ranking potential but are not currently driving meaningful traffic or conversions.
- Link outreach
- The practice of linking out to external resources related to a target page, then notifying those sites, with the goal of earning reciprocal links and social shares to boost that page's ranking.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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