for a one-page menu. You can read more about what properties to set for each tag in the html5 reference book.
Secondly, Get ready to design your website for mobile devices (tablets and smartphones). Today, in the CIS, the share of mobile traffic ranges from 30 to 50 percent of the total mass of users, and ignoring them is simply criminal for the landing page owner. Adaptive layout should be for resolutions of 320px, 480px and 640px in addition to layout for desktop resolutions of 1024-1366px. This way, you will be able to cover the maximum number of permissions and devices that will be used to access your landing page. You can read more about this topic here.
Third, try to reduce the loading speed of your one-page page as much as possible, fortunately, the fact that it can be laid out using only html and CSS, without using a cumbersome database that tends to freeze at the most inopportune moment, plays into its favor. In addition, try to reduce the size of the images you use as much as possible using Photoshop or third-party jpeg file optimization services.
Landing page promotion involves the use of another factor – commercial. In our case, we are talking about indicating the price of the product and creating a separate block with reviews about the product. Agree, if you are selling something, then it should have a price, right? And at the same time, guarantees, reviews, conditions for return and delivery of goods to the buyer. If you manage to “screw on” an online customer consulting system (for example, Jivosite), then it will be great.
The ultimate goal of internal optimization of a promotional site is to present the search engine with a site ready for indexing that meets its criteria. By itself, it most likely will not get into any top, but it will not immediately receive sanctions either.
External optimization Despite the fact that this point most often means only buying links, external landing page optimization is not limited to this.
To promote a promotional site, the same technique applies as for promoting site pages for low-frequency queries: buying links on thematic sites, exchanging links (just don’t put them on the landing page), guest posts and free placement of links on sites of similar subjects. In addition, one-page websites are also promoted using VKontakte, placing advertisements in target groups and public pages. In this case, you will receive a one-time surge in traffic and several reposts of the news on other VK accounts.
In addition, do not forget to add the site to Yandex.Webmaster and Google Webmaster, indicating the region to which your site is targeted.
conclusions
Perhaps the main conclusion that should come to mind after reading this article is that search engines are extremely cool about one-page sites. Top search engines, first of all, are designed to satisfy the user’s desire to find the information he needs, which most landing pages clearly cannot boast of, however, if your site has enough interesting content, it will still yield to a more trustworthy competitor.
To confirm our words, we can provide a screenshot of the Moscow Yandex search results upon request" Nike Air Force sneakers buy in Moscow ", where there is not a single page in the top:
Yes, you can select a small group of queries and try to reach the TOP of search results using it, but due to the factors described above (see trust and user), this will be, if not impossible, then quite difficult and it is not a fact that the money invested in buying links will pay off achieving the TOP, and the weakness of competitors will not play a decisive role here. At the same time, it is much easier to reach the TOP of regional search results in a small city than in a large city, and even more so on a national scale.
However, despite all the search engines’ dislike for promotional sites and the difficulty of reaching the TOP search results, Yandex and Google themselves have left an excellent opportunity for receiving targeted traffic to the site even without the use of external factors, and the name of this opportunity is contextual advertising. While your competitors are fighting for the first places in the search results, you can get them completely calmly by creating a campaign in Yandex.Direct or GoogleAdwords. At the same time, topical traffic will flow to your landing page almost immediately as soon as the campaign is launched, and you won’t have to wait weeks or even months for internal and external ranking factors to work.
Creating a landing page is a whole science. However, preparing a selling page and posting it on the Internet is only half the battle. You also need to take care of attracting targeted traffic to increase sales.
Where to begin
Landing pages may not be suitable for traditional search engine promotion. This is explained simply: search engines prefer sites with a large number of pages. In addition, entrepreneurs do not have time to engage in search engine promotion. There is one more point - landing pages do not always contain optimized text that is well indexed by search engines.
This means that to promote sales pages you need to use CPC traffic. Translated from English, this abbreviation stands for “cost per click”.
The key links of CPC traffic are targeted advertising in the well-known social network VKonakte, as well as contextual advertising in Google Adwords and Yandex. Direct. Let's try to understand this issue in more detail.
Promotion on VKontakte
The disadvantage of targeted advertising on this social network is that not all services and products can be promoted there. Let's say, there is no point in advertising B2B services and complex industrial equipment on VKontakte. At the same time, VKontakte is an ideal platform for advertising consumer goods and services, the average cost of which is 3,000 rubles. This could be, say, delivering bouquets, selling cases for smartphones, etc.
You can set up VKontakte targeting based on the age parameters of users, their gender, place of residence and interests. The most important thing is to take into account the interests of people who are participants in various thematic publics. In this case, your advertising is guaranteed to hit the target.
Let's give a simple example. So you sell laptops. Most companies selling computer equipment have their own public pages. They contain subscribers who are interested in this service and have previously purchased laptops or accessories for them. And selling a service to experienced customers is much easier than to beginners. It won’t take long to convince them to take advantage of your offer, explaining the feasibility of such a step.
Google Adwords / Yandex. Direct
Millions of our compatriots use the search engines Yandex and Google. All these people have different financial capabilities and preferences. They are looking for various kinds of services and goods on the Internet, ranging from nail production machines to sushi delivery.
But most importantly, people are very enthusiastic about the products. That is, they create search queries themselves and study advertisements. They do not need to be lured in any way and forced to watch advertising. An entrepreneur or sales manager should definitely take advantage of this by placing contextual advertising in Google Adwords and Yandex. Direct.
We only warn you: Yandex. Direct is an overly well-known system that is actively used by businessmen, lead managers and various kinds of educational projects. Many offers there significantly exceed demand. It is difficult for ordinary entrepreneurs to beat competitors in Yandex. Direct.. In this case, the advantage will be on your side and with proper advertising organization, clients will flow like a river.
Every entrepreneur should know that there are the following methods of contextual advertising:
on thematic resources of partners;
on search engines using keywords.
Thematic platforms are well developed in Google, and search ones in Yandex. Direct. Accordingly, when attracting leads, you need to advertise in the Google media contextual network and on Yandex search platforms. In this case, you are guaranteed to achieve your goals.
When attracting visitors to your landing page using contextual advertising methods, do not forget that the content of the page must correspond to the advertisements. In this case, users are guaranteed to be interested in your offer and continue to get acquainted with it.
To prevent a person who looks at the landing page from leaving immediately, you need to point out to him the advantages of your offer.
Landing page - a landing page with a high conversion rate. There are many techniques to achieve a high level. They all boil down to the fact that the document must persistently and purposefully lead the visitor to a conversion action: purchase, subscription, request for a service, etc. Thousands of articles have been written about this. We will not compete with their authors, but we note that many who want to create effective landing pages are held back by a lack of understanding of how to achieve good positions in search results with one page.
Indeed, in the classic version, a landing page is not an ordinary one-page website. This makes its promotion also not entirely ordinary, in the sense that the set of internal factors changes somewhat. For example, you won’t be able to increase the static weight of a page by linking to it from other pages on the site - they simply don’t exist. The formation of a semantic core, which is the basis for other promotional activities - content optimization and link building, also has its own characteristics.
Semantic core For clarity, we will look at the optimization of a landing page aimed at selling a specific product, for example, an Explay 3G tablet. As with promoting any website, you need to start with selecting a semantic core. High landing page conversion is achieved, among other things, by narrowing the audience it is aimed at - these are target visitors looking for a specific product, service, newsletter, etc. This specificity also affects the formation of the semantic core: it will consist only of low-frequency queries, with a frequency of less than a thousand. And even such requests will be relatively few: landing pages are not focused on the entire assortment; they are usually “tailored” to one product item or a small group of products.
That is, if the semantic core of a regular website should be made as complete as possible, expanding it due to the presence of high-frequency, mid-range and low-frequency queries and forming it using different topics, then the semantic core of the Landing page will have to, on the contrary, be narrowed, limiting itself only to those queries that will give an influx target, easily converted audience with a strong intention to buy. The subject of requests for such a page will always be the same.
You need to decide which key phrase will be the main one in your semantic core. It must correspond to the conversion action. As a rule, this is the most frequent (popular) phrase of the selected ones. In our case, the main phrase by which you will promote your landing page will be “buy an Explay 3G tablet.” This phrase will form the meta title tag, and it should also be included in the h1 heading of the document.
The number of words by which you can promote a drug is almost endless, the main thing is that these words and search queries exist (these are product modifications, clarifications, characteristics, etc.). Here's an example: one website page, a product page, brings users 316 queries and almost 3000 sessions:
The Yandex “Word Selection” service can select a small and high-quality kernel, as well as evaluate the popularity of queries.
Optimizing text on a page In order for text to rank well in search engines, several factors must be taken into account:
Achieve sufficient inclusion of key phrases from your semantic core
You can find out what this “sufficiency” is by analyzing competitors who are already ranking well for your queries. The Text Analysis tool can help you with this.
“Text analysis” analyzes documents from the top to determine the required volume of text and keyword density and checks how well the text on your page corresponds to this. Based on the results of the test, “Text Analysis” gives recommendations for optimizing your page, indicating in detail how many and what words need to be added or subtracted and how to change the volume of text.
Note that there are similar tools on the Internet, but Wizard's Text Analysis, unlike most of them, is free.
Remember that the situation in the top is dynamic, periodically check how optimized your content is and follow the recommendations of the same “Text Analysis” - service statistics show that this speeds up promotion by 30%.
The text should be unique and rich in similar terms.
Text uniqueness has been one of the important ranking factors in search engines for many years. Copy-paste is no good. How to measure uniqueness?
There are services on the Internet, including free ones, that compare different texts with each other and, based on the results of the comparison, issue a verdict of uniqueness as a percentage.
In addition, search engines rank higher pages that contain special terms related to the topic of the page. Be sure to add terms to the text on the page.
The text must be well written, well structured and professionally designed.
A common cause of failures (closing a page almost immediately after opening) is grammatical errors or ill-thought-out document structure. Such shortcomings cause mistrust and negative reactions from visitors. This leads to a deterioration in behavioral factors and a lower ranking of the page in the search results.
Don't forget to optimize your page meta tags. The title tag should contain the main keyword phrase for which you are promoting. And pay special attention to filling out the description tag: although it does not directly affect positions in search engines, Yandex and Google sometimes use it to fill out a snippet - a brief description of a document on the search engine results page. Documents ranked lower often have more clicks due to a successful snippet.
Other internal factors The so-called commercial factors are important for organizing sales, gaining the trust of visitors and good ranking in search engines. Back in 2011, Yandex announced the use of commercial metrics in the ranking formula. Although a landing page is specific, it is still a commercial site and is subject to ranking rules applicable to full-fledged online stores and other commercial resources.
Therefore, you should pay attention to at least the following information:
1) Detailed contact information.
2) Availability of delivery service.
3) Availability of technical support (mail, phone, feedback form).
4) Online consultation system.
5) Availability of discounts.
6) Readability of the domain name.
7) Title tag length.
Attention to such details will be an extra plus for the document.
And finally, the most important point that should not be forgotten.
The influence of the technical condition of the site on promotion is not obvious, which is why many webmasters and optimizers neglect it. It should be borne in mind that the presence of technical errors on the site reduces the effectiveness of all SEO efforts.
Let's briefly list some technical parameters that affect the ranking of a landing page (a regular site has more of them):
Stability of the site and page loading speed. Contents of files.htaccess, robots.txt, sitemap.xml. Presence of viruses on the site. Temporary and cyclic redirects. Incorrect meta tags and page titles. Broken links and images.
It's not easy to track down all the technical issues on your own. And although in the case of a one-page site, which is the Landing Page, the severity of the problem is somewhat reduced, some nuances may still be left without due attention and fatally affect the result of long and painstaking work.
A complete list of these and other errors can be obtained using the Technical Analysis tool. It will give you a general list of site errors for free. After reviewing it, you can decide whether it is worth paying for the details.
External factors As already mentioned, the unique nature of Landing pages makes it impossible to promote them with internal links. Therefore, it is necessary to take building a good link profile seriously. Especially considering that the promoted phrases will be, although low-frequency, often very competitive.
The main difficulty arises already at the stage of forming an anchor list.
An anchor list is a collection of all text links to your site. After that, these links need to be placed on external sites. To do this, they need to be selected somehow. To select donors, they are assessed based on their parameters and visually. To select the optimal parameters, they usually evaluate leading sites that are already highly ranked by the search engine. A multi-hour marathon analysis of the link profiles of TOP sites knocks the sweat out of even seasoned pros. It is necessary to analyze the external links of high-ranking sites for the number of non-anchor links, as well as one-, two-, three-word key phrases. The non-anchor link mass should also be divided into parts consisting of links with a domain entry, as well as the words “here”, “here”, “site”, “brand name” and others. Then unload the donors of each site from the top and draw their general portrait based on dozens of parameters (TIC, PR, nesting, domain zone, number of external links, AlexaRank, traffic, etc.).
So, for 5-10 sites from the top. Then, based on the analysis, create an effective anchor list and determine which and how many donors will be needed. And if you add to this that the bulk of the analysis tools are paid, then it becomes clear why there are so many zeros in the fees of companies engaged in promotion.
When selecting donors, it is necessary to take into account the region and theme of the site, and try to select the most relevant pages for placement.
When allocating the budget, it is worth using part of it to purchase permanent links and social signals. Social signals - links from posts of social network users. Projects that use such links rise in search results much faster.
Of course, such complex work is tedious and fraught with errors, especially if you are just starting to learn the intricacies of SEO promotion. Experienced optimizers have been automating routine processes for a long time, which significantly speeds up work. Automatic promotion services:
will help you choose keywords and tails will create an anchor list analyze sites and select the optimal ones for placing links will tell you how best to optimize the text on the page
Please note that promoting a website to the top is a process that requires time and labor. If you need an immediate effect, then at first, while the page is moving to the top, you can resort to other advertising techniques. For example, use contextual advertising or attract targeted visitors from pages where they usually communicate (certain groups on social networks, forums, professional communities).
Tip: Landing pages can be used as landing pages on a regular website. At the same time, conversion is expected to increase and website promotion as a whole will be more effective. But this is a labor-intensive process.
Summary Promoting one-page sites focused on commercial requests has some features. Let us highlight among them the size of the semantic core, consisting of several low-frequency queries, the associated optimization of content for only two or three phrases, and the increased importance of link factors.
Happy promotion!
You have all heard about such an interesting sales tool as Landing Page (one-page website), maybe you even use it. Did you know that there is such a thing as SEO promotion of landing pages?
Many people think that it is impossible to promote one-page websites to at least the TOP 10. After all, they are aimed exclusively at working in conjunction with contextual advertising. Feedback forms in each block, videos, large “Buy” buttons, a huge number of pictures and a minimal amount of text – all these are mandatory attributes of a one-page site, which makes its promotion in search seem like a waste of time.
However, often these same LPs can be seen in search results. But how did they get there? What needs to be done for the site to start showing up at least in the TOP 10? Let's try to figure it all out.
Landing page features
A one-page website has a number of its own features, which are designed exclusively for working with “hot” traffic from contextual advertising. The first feature is one single page, which contains all the information about a product or service and other elements of interaction with visitors: feedback forms, videos, a large number of pictures.
The second main feature is that the information is presented in such a minimalistic form that a search robot is simply unable to understand it. This is the main problem with SEO promotion of sites of this kind, which makes this action almost impossible.
However, there is a chance of getting into the search results - this is internal SEO optimization of the landing page. Due to the fact that one single page will be optimized for one or several requests (remember the rule: each request has its own page), the robot will be able to index it. And this can only mean one thing: we are guaranteed some position.
Further advancement to the TOP 10 is possible only by optimizing other important factors:
Behavioral factors ();
Commercial factors;
In this lesson, I will only talk about internal Landing page optimization and commercial factors.
Landing Page Optimization
In order for the robot to determine what request the one-pager is tailored for, you need to work with several elements:
Compiling a correct semantic core. For LP, it is advisable to use 1-3 queries that are similar in meaning, otherwise it will simply not be possible to take more or less high places;
Correct filling of the Description meta tag and Title tag. Read more ;
Proper use of headings H1-H6. The page must have one first-level heading (H1) - this is the main rule. Moreover, in H1 it is necessary to use the key phrase in a direct occurrence. It is described in more detail;
Filling the alt attribute of images. Each image on the site must have a unique alt attribute. It is recommended to use a key phrase in it;
SEO text of 1500 – 3000 characters without spaces. You will learn how to write a good SEO text.
All this will help the search robot determine the relevance of the page, which will get you into the index. But that’s not all: it is important to remember about commercial factors that play a significant role in the SEO promotion of commercial sites, which is what a one-page website is.
. This way visitors can clearly see where your office is located;
We add various certificates that increase the trust of visitors;
Add a block with reviews. Reviews have always helped to increase confidence, so we use them to the maximum. Video reviews are preferred;
We add a video about your service or product to the landing page.
Having worked in these directions, you will greatly increase the level of trust of visitors in you, which will be noticed by the PS.
Also mandatory:
We adapt the site for mobile devices. Still, search engines take this factor into account and rank it higher for the presence of a mobile version of the site, especially Google; Landing Page is a one-page website – a very effective sales tool. But many do not know how to promote it, because, in fact, in all SEO parameters it is inferior to full-fledged sites with more information and pages. How can you “show” a landing page in search results and bypass competitors in search results for some queries?
Difficulties in promoting a landing page Landing Page is a landing page. Its goal is to sell goods and services. On one page, all the benefits and advantages of the product are immediately indicated, the user’s objections are closed, and the purchase is completed. There is a second option, when the Landing Page is included in the site structure as a regular page, in which case its promotion is easier. We will analyze the first option, when the Landing Page is a one-page website.
The main problems that website owners face when promoting Landing Page:
Small semantic core (SN). It is simply impossible to promote a large number of requests, because there is only one page. Low audience coverage, the reason is indicated in the paragraph above. As the number of queries increases, proper text optimization is impossible. Do not make internal linking. External links. Now even with a full-fledged website you need to act carefully, but here all the links will be concentrated on one URL, so you need to be very careful with SEO links. Natural links are required. Behavioral factors (PF) are worse than those of a full-fledged website.
But landing pages have a plus - the conversion rate of a one-page website is higher than that of a regular website.
To properly promote your Landing Page, you need your own strategy.
Landing Page Promotion Strategy The promotion strategy for one-page sites differs little from regular ones. Same work steps:
Collecting key queries Text optimization Optimization of commercial factors Optimization of behavioral factors Working with external links Competitor analysis Technical audit
The most important thing is the selection of requests. You can read about this. As a rule, there are few requests, from 5 to 50. The main difficulty is to select the most accurate ones.
The next stage is text optimization.
Pay attention to PF. You need to find anchors that will hook the user and make him stay on the page for as long as possible.
Further steps are the expansion of the SY. Objective: cover as many related queries as possible and increase the number of pages. To do this, you will have to create the basic structure of the site from the landing page - add new pages to cover all queries in the topic and reach a full-fledged site structure.
If the landing goes well, then it smoothly turns into a good website with a good structure.
Important factors to consider when promoting a landing page Technical audit of Landing Page. There’s a lot you can’t check on a one-page website, but it needs to be done. There should be no sloppy layout, errors, cropped pictures, texts, etc. Check 10 times how the order buttons and feedback form work. Precise text optimization. There is simply no room for error - you have one page and it must be well optimized. Semantics. If there are no landing pages in the TOP for your request, then the task becomes more complicated. Try to select keywords and promote according to those queries for which there are either landing pages or pages with similar content in the TOP.
Why is that: The specifics of promotion at the moment are such that when promoting online stores, you need to select queries where the TOP contains sites with lists of products and the opportunity to buy them. When you try to advance on a request where information sites or articles are in the TOP, nothing will work (99%). Therefore, when planning to promote a landing site, it is advisable to make sure whether such sites are in the TOP. Of course, there is 1% success, and there are examples of this too. BUT still the probability is small.
5. Interaction with the user (internal PF). You need to involve the client to the maximum on a single page. Use videos, photographs, calculators, promotions, offer discounts - everything that is possible to make the user stay on the page and become interested in the offer.
6. Commercial factors. They will have to be concentrated on one page or new ones created in order to more fully contribute to the ranking.
7. Moral preparation for expanding the structure. If the landing page addresses only a part of the necessary requests, and your goal is promotion through a large pool of CS, then prepare yourself in advance for the fact that you will have to expand.
We’ll show you how to promote a Landing Page using the example of a company that sells dietary supplements.
Case Initial data: A company that sells dietary supplements. No website, no traffic, no links.
Task – promote Landing Page to the TOP of search engines.
A semantic core with one high-frequency key, 5 mid-frequency keywords and the remaining 44 are low-frequency queries.
Landing promotion deadline - 4 months.
We described above how to collect requests. Keep in mind that for landing you don’t need to collect a large CN, the main thing here is to select the right queries and form groups from the resulting list - clustering.
For clustering, we used the engine.seointellect.ru service, there are other services, you can use them. But remember that no service replaces specialists. He helps them with their work, but nothing more.
So, we collected the syntheses and did clustering.
After automatic clustering, we manually moved some requests from one group to another, some were combined together and ultimately formed a single group of requests, according to which our landing page will be promoted. To carry out this work, we used logic, customer recommendations and analysis of search results.
There were 6 groups in total. The largest group is intended for the promoted landing page; the rest need new pages.
Technical audit Give him enough attention, even though it seems like there’s nothing special to do. We conducted a full audit of our landing page and eliminated minor errors.
Commercial factors Commercial Rank increases the relevance of not only the page, but also the site as a whole.
When conducting a commercial audit, a number of problems arise due to the need to fit everything on one page. We conducted extensive research on this topic for the specialized conference Baltic Digital Days in 2016. Main conclusions:
Different commercial factors are important for different topics.
In the example, after conducting an audit of commercial factors, the following changes were prepared:
Creation of pages: “Contacts”, “About the company”, “Promotions”. New section “News” with a publication plan at least 2 times a month. Additional pages to cover topics: about the benefits of the product, how to use, instructions, questions and answers. Various communication methods for clients: call back, online consultant, various messengers. Sharing buttons on social networks so that users can share the page. Purchasing a dedicated IP address. When checking with the 2ip.ru service, it turned out that the site has more than 200 “neighbors,” most of them of very dubious quality. There are many myths about this, there are studies and reports. We decided to buy a dedicated line to avoid possible problems.
Content On the Landing Page, content is arranged in blocks. An important point: the content should not only explain the benefits and stimulate the order. It must contain all the requests that we managed to collect.
To carry out text optimization, we use a text analyzer (the same). Mark your region and indicate the page to be promoted.
Possible problems for landing pages: entries and volume of texts will have to be distributed across fragments of text blocks. This will slightly disrupt text analysis, but within acceptable limits.
When writing text blocks, it is important to use topic words (LSI), they describe the topic and will make the content more optimized, and taking into account the Palekh algorithm, they will help to collect more traffic in the future.
Texts must be formatted! Be sure to use lists, enumeration, pricing tables, callouts, images, infographics, and links.
Links The first links from the “gentleman’s set” are everything that can be obtained quickly and for free: review sites, vacancies, yellow pages. Apply gradually, without fanaticism. On average, we manage to get 50–100 pieces. Next, the exchanges: for a more natural profile, we distributed incoming links between all pages, with an emphasis on the main page. In total about 150 links in 3 months. An anchor list with a large number of “non-anchor” links and a small number of direct ones. They tried to avoid spammy designs so as not to fall under Google sanctions.
results About 2.5 months passed from the start of work until noticeable results were obtained - all requests were in the TOP 50, some were in the TOP 10-20.
As a result: after 4 months in Yandex all queries were in the TOP 10, in Google - about 50%.
But it is not always possible to achieve such development; many factors influence the final result: correctly selected queries, grouping, text optimization and other work. And the main thing is not to get sanctions. In this example, you need to “pressure” Google; for this, you can try to increase your link mass by 30% and increase the volume of content.
Further actions to achieve better results are revising the SY, creating an expanded structure and promoting an already full-fledged website, but that’s a completely different story.
conclusions This case is an example that Landing Page promotion is possible. You just need to build the right strategy and systematically work on it.
So, to promote your Landing Page:
Almost always you have to expand its structure. It must be remembered that the approach to text optimization is no different from the standard one. It’s just more time-consuming because you need to optimize each text block. It's better to concentrate on the mids and lows. It is problematic to promote HF requests. Musthave – competitor analysis. We study who is in the TOP, what content, what commercial factors, links, content, etc. Analyze, analyze and analyze user behavior again.
With careful analysis and consistent work, your landing page will be in the TOP and, quite likely, will surpass competitors with full-fledged websites.
