What SEO is and Why it Matters

SEO stands for search engine optimization. It is the process through which you attempt to make your website more viewable on search engines, get it to rank higher on those search engines, and generally increase the ability of search engines to catalog your site. There are, of course, some industry standards for this practice. With that being said, it would pay to spend some time reading up on individual search engines (Google, Yahoo, Bing, etc). What works best on one may not work on the others.

Best Practices

Here are some SEO best practices for landing pages:

  • Use your keyword in relevant places. If your primary keyword is “yellow hats”, you want that in the ads leading to the landing page, interspersed throughout the copy, and in your headline. It should not be stuffed, but it should alert people that searched for it exactly what you are offering.
  • Stick to one topic. Don’t be all over the place. Your landing page should stick to the purpose it was designed for and nothing else. One product or one service. Not your entire product offering.
  • Inbound links. Aim for a lot of inbound links. That will get you noticed and get more people coming to your site. Avoid outbound links, however, because, for one thing, they don’t belong on a landing page. Additionally, they will only make your traffic go somewhere else and potentially lower your ranking.
  • Only use original work. Don’t copy. Don’t copy and use different keywords. Don’t spin content. Offer good, original content.

What to Avoid

You will want to avoid doing any of the following things. Search engines, often, are fickle mistresses. If you make the wrong moves and start to look spammy to them, you run the risk of getting blackballed, which can dramatically lower the amount of traffic you are getting.

  • Overuse of keywords. Use them when they fit and use them when they are necessary, but the current search engine algorithms do not pay much heed to your keyword density like they did in the past. Of course, inexperienced individuals will still spend a ton of time calculating this stuff out. Don’t worry about it. Make your keywords come out naturally.
  • Multiple topics in one article. Have you ever read an article that had a clear thesis statement at the beginning and then suddenly veered off course and went down a whole other road? Yeah, don’t do that.
  • Adding in fluff. A lot of sites do this to try and stuff in more content. Make useful, organic, and original content. That is the best thing to do.
  • Copying other sites word for word. Come on, this is obvious. It is not legal, for one thing, but it will also get you taken off of many search engines which can kill your site.

Published by Alex Maness

Alex Maness is an expert in copywriting, conversion optimization, and content management. Often, this comes in the form of writing copy for headlines, marketing materials, and landing pages or in the creation of full content systems (including blogs and social media) for clients. With an M.S. in Biotechnology, he is also familiar with niche topics and has extensive research experience, all of which is put to use in relevant projects.

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