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What are SEO best practices for landing pages?
Question: -
Q: What is the most effective action on landing pages for service websites as opposed to product sites, we primarily offer services, only a few manufactured products, what would be a valuable approach?
Answer: -
Landing pages, as specifically designed for SEO, have a number of attributes:
- They are optimized for a specific keyword or keyphrase, usually a 'long tail keyphrase' that is very important to your company.
- They are meant to 'attract' traffic from Google by the fact that their on page SEO is highly optimized for these keywords or keyphrases. An example I often use is the search 'medical malpractice attorney san francisco' and specific highly ranked pages, such as this page on Walkup Law, http://www.walkuplawoffice.com/PracticeAreas/MedicalMalpractice.asp.
- Once real humans land on your landing page, it needs to be well constructed for the three elements of effective landing -
- Confirm: Confirm their search query.
- Engage: Engage and excite the web surfer about your product or service.
- Act: Get them to 'do something.'
There really isn't any difference between products and services, except that products might be a simple 'click and buy process' where as service usually require interaction with a real person, a.k.a., your sales staff. So what is the action required for a service? Usually it's a free registration or free consultation.. Take a look back at the Walkup law office page. Scroll down and you'll see on the right hand side, a 'free consultation' form. That sort of 'free consultation' form usually plus your phone number is the best action for a service company.
So think about your sales process. What do you want potential customers to do? What is the next step after they find out about you? Is it a free estimate? A free consultation? Perhaps a subscription to your free email letter? Whatever is that next step - that should be a key element of your SEO landing pages.
Hope this helps!
- Jason McDonald - info@jm-seo.org
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