How To Rank Landing Pages In The SERPs
-
Hi, am hoping someone can give me a little advice..
We have created an Ebook for a client, which we will ‘hide’ behind a landing page for the purpose of collecting email addresses in return for a link to the Ebook.
We are thinking of using Unbounce landing pages, integrated with Mailchimp. The problem however is that I’m assuming it will not be possible for Unbounce landing pages to rank well in the SERPs.. which is essential.
The obvious solution would be to write a blog post detailing the contents of the Ebook, and then to ‘SEO’ this post.. this however will not provide a positive user experience as below;
- Visitor lands on blog post
- Visitor then has to click through to Ubounce landing page (very similar content)
- Visitor completes form to download Ebook
My question is; What’s the best way to rank a direct landing page in the SERP’s, whilst providing the best possible user experience (less steps)?
Many thanks in advance, your time is appreciated
Lee.
-
If you're saying that each ebook landing page lives on your root domain then that's definitely better. I thought as you were using Unbounce for the landing pages that they would be on a subdomain.
-
Wow, what a great response Oli, many thanks!
There are certainly some things we can do from this list, but others require additional budget which the client doesn't have.
Just one last question if you don't mind?
2. Have all of the ebooks for this client live on a subdomain such as get.clientsite.com/ebook1/ get.clientsite.com/ebook2/ - We currently use www.domain.com/ebooks, is there a particular reason you suggest using a sub-domain?
Thanks again, have a great weekend.
Lee.
-
Hi Lee,
I'd approach it like this (it's also how we do it at Unbounce).
To get it ranking in the SERPs (and be successful in general), I'd do:
- Write a blog post as you described. This would be the launch of the ebook. It should essentially be a preview of the ebook, either a chapter or some ket highlights turned into an original blog post.
- Have all of the ebooks for this client live on a subdomain such as get.clientsite.com/ebook1/ get.clientsite.com/ebook2/
- Make sure you have an XML sitemap listing all of the pages on that subdomain
- Create a resources page on the client's website to provide another link into the ebook page
- Allow two methods of digital currency in exchange for the ebook (pay with an email or pay with a tweet) - see this ebook landing page as an example - http://get.unbounce.com/conversion-centered-design-guide/. The tweet version allows the page to have a viral loop to maintain the momentum of the page.
- Have the client email their list to drive more people to it. The more people see it the more will link into the page.
- Have social share buttons on the confirmation page to get more exposure to the ebook landing page.
- Do some outreach to friends, colleagues, blogs etc. that might be able to add a link to the ebook.
- Do a guest post with another portion of the ebook expanded into an original piece.
- Do a Slideshare presentation of the ebook. This will get you listed in the SERPs immediately. Make sure you have a CTA at the end of the presentation linking to the ebook landing page.
That's a few things off the top of my head
Hope it helps, cheers.
Oli Gardner
-
Many thanks Ocelot, it's not possible to 'frame' or embed Unbounce landing pages within an external webpage.. looked into this yesterday! It would be the ideal solution too.
-
Depending on the actual value of the lead generated from the email have you also considered PPC?
But coming back to your point, if you create a blog post it needs to be of compelling content (not sure what your ebook is about) but your post must be interesting/useful enough for visitors to share and create a buzz online. In my experience this helps it get picked up quicker in the search results. The other option would be to frame the unbounce page within a page within your existing website?
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
What kind of home page need to be, to show good results of SEO?
Hello, i have couple questions about new home page building. I want to start build new home page to replace old one. At this moment my home page is obsolete and shows low conversion. My costumers often have negative thoughts about existing one. My knowledges in coding is weak, where should i pay more attention to design, to section placement, to pictures and video gallery? Can hosting positively or negatively affect to SEO results? How to make the new website load faster? Here's my website's example. http://www.skydas.lv http://www.m-lux.lv http://www.sosdienests.lv Thank you very much, waiting for replay.
Conversion Rate Optimization | | Felter0 -
Individual statistics (not aggregated) for 'local pack' and 'organic search results' when both on the same page
Hi, For a particular keyword combination we show up on the local pack but also on the organic search results on the 1st page. I have never been able to find out what the CTR, #clicks, conversions for this two different kinds of positions are individually. The aggregate figures I can find out in Google Search Console / Analytics, but I would like to know on an individual level as I am testing out different things. With the statistics on Google My Business I can't get along actually...no CTR as far as i know. Any hint? Cheers, Cesare
Conversion Rate Optimization | | Cesare.Marchetti1 -
How to make use of those traffics on non-conversion page?
I am working on a website which sells eBooks softwares, most of posts on the site are teaching people how to solve eBook-reading problems and will lead visitors to download and try the software. But some posts are not related to the software, we just write it for traffic, for example: link-bait post such as top xxx romantic eBooks, free eBooks tools review, etc. These posts have got a pretty considerable traffic, but visitors just come here, read, like/share/comment, then leave. Is there any way I can make use of these pages to convert? Thanks
Conversion Rate Optimization | | JonnyGreenwood0 -
Need Advice on Home page Conversion Rate Improvement - not much $$s
Anyone out there have some suggestions for how I can improve my home page and increase my lousy conversion rate? I've spent years on the content and SEO optimization of my site and very little time on making a home page that sells stuff. Caveat - I don't have the money to go to one of those fancy companies who do a complete makeover and charge in the tens of thousands. Any suggestions would be greatly appreciated! Jean http://www.northwest-wine.com
Conversion Rate Optimization | | JeanYates0 -
Landing Page for High Ticket Items
Hi Everyone 🙂 We are an auto dealership and our website is designed to capture leads. I'm looking into designing some landing pages and I understand that we should test anything we try, but I don't really know where to start. Basically, we want to capture name, email, and phone # on our page. What sort of incentive should I offer people to provide us with their information? Typically, auto dealers offer up a "Free Quote" incentive. I'm wondering if anyone else has an idea for something else to try. Thanks!
Conversion Rate Optimization | | kylesuss0 -
Duplicating Product Titles in the Page-Content
I have been debating this with a few others within my office and we would like an outside opinion on this issue. This screenshot is of a new product grid I have been designing. I have decided to try something new for SEO that I have seen elsewhere. (see attached image) The page-content below the last products on the page, now have a small paragraph that contains all the products "titles" that are visible on the page. The intention is to capitalize on multiple search terms by using modifiers to replace special character sets within the title. For example: 46" 3 Seat Perforated Square Picnic Table = 46 Inch 3 Seat Perforated Square Picnic Table Not only does this give a secondary search term that could convert but increases the number if instances of "Table" within the page. Suggestions or Thoughts? Thanks! GviGn.jpg
Conversion Rate Optimization | | Highland0 -
Can Changing Meta Descriptions Negatively Impact SERP's?
I have just had a page start ranking well in key SERP's and I would like to change the meta description and add a price as we are extremely competative in that line. Could changing the meta description now a page is ranking negatively impact the SERP placing? Does anyone have any experience with this?
Conversion Rate Optimization | | robertrRSwalters0