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What is search engine optimization?

All of the results on this page that don’t have a little yellow box next to them that says “ad” are pages that have been optimized to rank for the search query “inbound marketing report.”

Google’s number one priority is showing me, the searcher, what it thinks are the results that most closely match what I’m looking for when I type a query into the search bar. So, based on signals it gets from all the pages on the Internet that might be pertinent to the term “inbound marketing report,” it decided to show me the ones in that photo in descending order of relevance.

It’s important to note that there’s no secret to ending up on page one of Google’s (or any search engine’s) results page. However, there are some best practices you can follow to make it more likely that your landing page will pop up there.

Google’s ever-evolving algorithm

SEO landing pages are those optimized for search engines — with features that make it particularly appealing to the algorithms that decide whether or not a page is valuable to searchers.

Because most marketing campaigns are relatively short, people assume it’s not necessary to optimize landing pages. And they’re partially right. Most promotions are finite — they have a short lifespan and (inevitably) almost always end. However, there’s one big thing wrong with that assumption.

A lot of people end their campaigns prematurely, mistakenly believing them to be short-term when they’re really long-term.

If you’re running a one-time promotion for a few days or weeks, the number of visits you’ll generate by optimizing your page for search are minimal. But, if you’re running a promotion for a few days or weeks every year, you could be missing out on some serious search traffic (more on that later).

And what determines whether or not you get it is how valuable your page is to searchers. Simply put: how appealing is your page to Google’s algorithm?

Like a chef protecting his recipe for a famous “secret sauce,” the world’s biggest search engine has been known to keep the details of its proprietary algorithm close to the vest.

Over the years, Google has learned more about what makes pages valuable to searchers. They’ve made countless algorithm updates — the big ones named after animals, like “Hummingbird,” “Panda,” and “Penguin.”

As fuzzy, friendly, and adorable as these updates sound, they’re anything but. Google’s updates have gained a reputation for giving search engine optimizers major headaches, and wiping out entire networks of websites from SERPs.

It used to be a lot easier to rank highly in Google. People used “black hat” tactics like keyword-stuffing, link farming, and sneaky redirects to shoot to the top of search results.

Today, many of the sites that benefited from techniques like that never recovered, and anyone who tries them now risks being blacklisted by Google — a stark reminder that cheaters never prosper.

That’s why it’s best to focus on earning search engine traffic the right way — by creating a valuable landing page for people looking for what you have to offer.

How to create an SEO-friendly landing page

Oftentimes when you create a page using a content management system, you’ll have the option to publish to a subdomain of the service provider. For example, when you build a page in Instapage, you have the option to publish it to your custom domain (www.yoursite.com/yourlandingpage), or keep the “.pagedemo.com” on the end of your URL and let us host it for you temporarily (yourbrand.pagedemo.com).

At first, the simplicity of letting us handle your hosting might be tempting. But it’s not a good idea for SEO purposes because search engines want to see your domain in the URL, not a generic “pagedemo.”

Not only do you risk confusing your prospects by muddling your brand consistency, but you miss out on any valuable search engine authority your website has built up since it’s been online.

By publishing your landing page to your own domain, you get the added advantage of a small rankings boost when people search for your page’s keywords.

This is super important.

It’s the part where you pick the words that you want search engines to rank your page.
Keyword research can be a very long and drawn out process. But as with anything, the more research you do, the better prepared you’ll be.

The abridged version looks something like this:

Make a list of the terms that are relevant to your page, and try to figure out what combinations of those terms (called long-tail keywords) someone might type into Google with the intent of finding what you have to offer.

For example, let’s say I’m a lawyer based in New York City who’s creating a landing page targeted to clients who are car accident victims. Instead of trying to rank for broad terms like “lawyer” or “car accident lawyer,” I’m going to try for “car accident lawyer in New York City.” Or something, even more, precise than that, like “car accident lawyer in Brooklyn.”

Long-tail keywords are easier to rank for than their shorter counterparts, and often produce a higher ROI.

Frequently Asked Questions