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A landing page is the section of a website that can be accessed by clicking on a hyperlink on another website. It is also typically the website’s homepage. The landing page rank determines which page of your site visitors will see first when they click on the link of your website on a search engine. Imagine this; you have a site, you have it completed and ready to go, but for some reason, it will not rank on the correct landing page. There could be many reasons for this issue. Some of those issues could include having the right title tag, meta description, and even having the correct header tag. There are some other things you could address when tackling this issue as well. If you have a landing page that will not rank, then continue reading down below.
Four main problems come to mind when trying to make a landing page rank. One of those problems is the search aspect of your website. If a search engine – like Google – shows a different keyword first, this can be the result of an SEO having a landing page with a specific keyword in mind. Another problem you might have with your website might be the engagement aspect. If a landing page content is not engaging enough, then no one will want to go to the site in the first place. Another one of these problems is when the level of brand awareness and a searcher’s goal is not a match to the landing page. The last main problem is when a conversion funnel does not have a landing page as a part of it. There are some simple ways to fix these issues. Read more below to find out how.
- Have the correct title tag
Some things to consider when making sure you have the right title tag are the following:
- Pay attention to the title length
- Use target keywords smartly
- The beginning of the title tag: place keywords here
- Use the brand name in the title
- Avoid duplicate titles
First, the title length is something to consider. Make sure it is not too long. The number to work towards is around 60 characters. Next, make sure that you use the target keywords wisely. Use one or two keywords in the title, but too many can lead to some issues. Another thing to consider is to have the positioning of the keywords in the beginning portion of the title tag. A good title tag will allow users to see prominent information first while they are looking through the search results. The last thing to consider is avoiding duplicate titles. Having duplicates can negatively affect your ranking because they could be a sign of duplicate content, which will result in your Google ranking going down.
Have the Correct Meta Description
A Meta description is just as important as the title tag. It aids users in determining if your content is relevant to their inquiry and expands on your content some more. To have the correct meta description, the things to consider are similar to the things to watch out for when working on a title tag. Watching out for the length is a must. Limit it to around 155 characters. Try to avoid duplicate descriptions. The use of duplicates can be an indication of duplicated content. An excellent way to do this is to structure your description as an ad. To do this, all you have to do is construct a write up that acts as a promotion for your page. Also, a user’s inquiry keyword gets highlighted by search engines and bolded in SERP snippets. Those bolded words attract the user’s attention, so this step is quite significant.
Header Tags are Important
Using header tags (usually HTML and H1-H6) can assist search engines in understanding content much better. They also supply structure for specific pieces which enables visitors to consume main points in a limited amount of time. To better optimise header tags, some tips are the following:
- Placing headings in hierarchical order: Only one H1 per page at first, and then go on to level-structuring with H2-H6.
- Make headings stand out: Use various font sizes, styles, and formatting to catch the searcher’s eye. Remember, users will read the text, not meta tags.
- Optimise headings for keywords: Including keywords will allow users to see some of the main ideas of the page you own.
Content Is Just As Important
Content is an essential aspect in Google rankings. How do you use it in the making of your landing page? Well, here’s how. Make sure to add some keywords in the beginning 100 to 150 words of your page, allowing search engines and users to find the page quicker. Also, be sure to use various related words. Exact keywords are not needed for Google to answer a question. It is just important to use words with the same or similar meanings as the keywords. The last tip is to maintain a considerate length for your content. Although a higher word count usually ranks higher, how long the article is should be dependent upon the niche you would like to target. Look at pages that are ranking higher for your niche with the same keywords to get an idea on how to do this.
The Schema markup is the number of unique vocabularies that can be used to mark your pages. With this, the snippets of your page that will be highlighted in SERPs. If you are confused on how to do this, Google has two tools that can come in handy for including schema markup to the pages that you own. The first tool is the Markup Helper. It helps with applying a markup on a page. The second tool is the Testing Tool. It helps in previewing your snippets.
The multimedia aspect of your website can make it more appealing and be engaging to users, which can increase the time spent on your site. Furthermore, some of the elements of the multimedia can be advanced for target keywords. Firstly, you can optimise the alt attributes of images. By adding useful images and alt text to them, you are letting the descriptions of them act as target keywords as well. Secondly, add a video transcript. If you have very thin content, a video transcript can add more content onto your page.
For a long time – around eight years, page speed has been utilised as a ranking system. Now, the speed of the page has become a factor in ranking for mobile. This news plays a massive role as page speed has an enormous impact on revenue, user experience, and even SEO. The first thing you should familiarise yourself with Google’s method for measuring page speed. You also should calculate and enhance your optimisation score.
Since the average person spends most of the time on a phone, it is safe to conclude that a large number of inquiries happen on mobiles. Also, Google migrates sites to mobile-first indexes. They begin by looking through the mobile version when indexing, crawling and ranking websites. So, to utilise this, be sure to use a receptive outline for your sites. Also, go through a list of the top implementations for mobile-first indexing. Additionally, make sure to cater for user experience; a fast loading time for your site and correctly displayed content on both desktop and mobile adds to the user experience.
When a different landing page has higher authority backlinks, this can lead to your landing page not ranking as you need it. In situations such as these, some things you could do to help are comparing backlinks and checking whether or not that the page in question has backlinks of higher authority, contact external sites to request for a link for the page you require, and even trying to obtain backlinks from higher authorities that are needed for your page.
Outbound links that are associated with external pages are appropriate signals that aid search engines in determining your page’s topic. When a page has more external links to higher authority sites, it could lead to the wrong page ranking. As a result, the search engine could pull the site as a centre of useful information and show it in the search listings. To avoid this, make the correct page a centre for good-quality information. Do this by adding onto said page all of the external links from authority sites on a specific subject. Another way to avoid this is to degrade the wrong page. Do this by getting rid of the links to the authority sites on that page.
Your page might not be ranking because several other pages target the same keyword or topic. As a result, your internal links will get devalued, and a search engine might not be able to determine the most appropriate page for the topic. There are two known ways to avoid this problem. The first way is to create a topical cluster. You can do this by joining together your posts by interlinking them on a specific subject matter. When you do this, it shows your competence in the knowledge of said subject. In the area of expertise, you are in, link to the most relevant page to make it rank higher than the less relevant pages. The second way to avoid this problem is to use 301 redirects. What this does is divert visitors from less relevant pages to ones that you want to rank for the specific topic you have.
Now, this may seem like back-peddling, but it is essential. De-optimisation is a good thing to know when a more relevant page should be ranking for a specific topic instead of your page. It may even be a topic that has nothing to do with your article at all, but sometimes, this happens. The way to de-optimise your page is to do the following:
- Merge similar pages as not to depreciate a wrongly ranked page when it contains valuable information.
- Canonicalize, which is informing search engines of the more important page when there are pages that are almost identical. This action can prevent keyword cannibalisation from happening to you.
- Having No-index (use the robots meta tag to no-index specific pages ) can be helpful when you have pages that are important, but rankings for them are not needed.
- Delete pages that have thin content and takes traffic from pages that are similar, but better. Also, delete pages that offer no value to the visitors.
In conclusion, when you have a landing page that will not rank, the tips above will aid you. The four main problems you might face when trying to accomplish this are the search aspect, the engagement aspect, the level of brand awareness, and also the conversion funnel. There are many ways to fix these problems, such as having good content, the correct title tag, and the appropriate meta description. These are just a few of the many ways to fix these problems. You can do some keyword research and see what pages come up when you search for specific keywords. These steps can help you determine how you want to go about fixing your landing page so that it ranks. Now, you have some ways to fix your landing page rank, so make sure to follow the tips above and make your website flourish.