Seo for landing page. Landing Page Promotion: Difficult, But Not Deadly. URL entry

It is difficult and not always possible to promote classic one-page landing pages in terms of SEO.

TOP Base will definitely help. For both one-page and multi-page.

For me, for example, sales always rise when I go with any messages on the forums. It can be some kind of article, and it contains a link to the desired site, and just an announcement (advertisement), just made competently and in a suitable place for this. I collect live sites in the database, i.e. there are thousands of live thematic forums and other types of sites.

Also, if you wish, you can sit and collect all this yourself. I recently wrote instructions for finding the right sites and forums to post.

2. Multipage

The second type of landing is a multi-page with sections.

This is, in fact, a regular site, where the main page is a landing page. Its navigation menu is divided into sections of the site.

And you can promote it in the same way as an ordinary commercial site.

Expand its structure, plant requests for the required types of pages, pump different pages with links, with internal linking the desired page from other relevant pages, and so on.

Here you can do normal semantic core(key queries), make 2nd and 3rd level pages, articles or news and promote both commercial and informational pages and queries. And make a link from all pages in a suitable place in the text to home page which is the selling page. Plus, when pumping different pages of the site, the main page is also pumped, and it is easier to go out for those requests for which it is sharpened.

If you still want to try to promote a one-page page in search engines (and this is possible for a number of queries, if the TOP is not very competitive and similar is observed), then here are the basic tips:

- Thoroughly optimize such elements as Title, Meta Description, H headings. Often Yandex pulls out some H2 snippet heading from the middle of the text. Therefore, it is good if you have some keys there as well.

- Make sure that the text contains all the necessary occurrences of words - the name of the city, and the words "buy", "price", "delivery" in text and so on. Each niche has its own commercial markers - somewhere important are the words "online store", "online", somewhere "order, order", somewhere - "buy", "with delivery in Moscow", "price" , "at low price".

- Optimize your site speed as much as possible, compress pictures.

- Be sure to make SSL - put the site on https, so that this is also a plus for you, because you need to use as many ranking factors as possible.

- To improve behavioral factors, people usually make different online consultants, calculators, videos, interactive elements... It is useful to integrate the online consultant directly into Yandex search. Because if a visitor cannot navigate through the pages, he should spend more time on at least one page. Everything should be clear and interesting to him from the very beginning. The header (in the first screen) usually contains either a USP, or some overvalued review (so that you immediately differ from a competitor), then there are many different social proofs and elements that increase trust and reflect the dynamics in your company (project) - news, promotions, reviews, social networks, interactive, methods of instant communication, etc.

- Make the most of commercial factors - full contacts, e-mail on the domain, price, promotions, directions, certificates, reviews and much more (look full list).

- Make sure that in mobile version everything was fine.

- Be sure to build link marketing - crowd marketing (there was a lot of information above), free, paid methods, add the site to directories (company directories), actively use press release sites, message boards.

- Pay more attention to brand promotion across different platforms (you can do it somewhere without an active link, just mention the name).

- Run contextual advertising for the search engine you need, or better than both.

Despite the difficulties, SEO should be done even on landing pages (if this is not a negative conversion rate and if it makes sense in terms of TOP and frequency of requests).

SEO is also cheap constant targeted traffic, and many people have "advertising blindness" - they may not click on paid ads, they go directly to the search results, where there is "more honest results".

In September 2015, Sergey Koksharov (Devaki) had a webinar. There is a lot of useful information there. Although now it is still much tougher about how the site matches what is in the TOP.

Topic - "How to optimize and promote one-pages." That is SEO for landing pages. But precisely for those that have a one-page structure.

Watch the recorded webinar right now:

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To begin with, I propose to understand the terms. Landing page is the landing page that is seen by the user who clicked on the advertising link. It can be paid google link AdWords, banner ad, newsletter, etc.

They are used to increase the return on advertising and increase the audience. Also, the Landing page helps the user to focus, guarantees a higher conversion rate from advertising messages, and also motivates users to take the actions you need.

the main task- to turn an ordinary Internet user, who is interested in an advertising offer, into a real client of the company.

Having decided to start promoting in search engines, you should understand that you will face a number of restrictions:

Firstly, the results can be achieved only for one semantic group of key phrases.
Secondly, the chances of getting to the top for highly competitive queries are slim.

Do you need to make a landing page at all? Think twice.

For example, if we are talking about the sale by a company of a product of any manufacturer, then there is a possibility that the buyer will go to the site of this brand and order the product there, and not from you.

The second caveat, which can be called a disadvantage, is the limited information presented on the landing page that is offered to be obtained after filling out the form.

Because buyers for the most part are distinguished by a suspicious attitude and some distrust of advertising pages, they can quickly leave it. But this can be avoided by posting positive reviews, recommendations, awards and company certifications on the page.

How to correctly determine the semantic group of key phrases to promote the landing page

I will give an example using a group of key phrases:

landing page promotion

promotion of a one-page site

landing page seo

It can be seen with the naked eye that the semantic basis of a group of phrases is (promotion of the landing page). Also (landing page) and (landing page) are synonymous.

And, if you didn't know, then (promotion), (promotion) and (seo) are also synonyms.

In the future, the meaning and essence of the page will not spoil various additional words to the current key phrase:

landing page promotion reviews

landing page promotion methods

promotion landing page order

landing page promotion cost

landing page promotion price

landing page promotion in Yandex

landing page promotion in google

You can collect an impressive number of phrases with the word "landing", but it is not worth promoting one page on them. Here is an example of phrases that do not fit in any way with an already selected group:

creation and promotion of landing page

creating a landing page

order a landing page

sale of landing pages

landing page free download

create a landing page for free

ready-made landing pages

Ways to promote one-page sites

Or what we can influence when promoting a landing page

entry into the URL;
title;
description;
keywords;
occurrence in links;
text on the site;
external factors.

We will consider each of the points separately: how and in what way this or that position in the list can affect the promotion. I will also talk about how to use new knowledge in practice and not make mistakes.

URL entry

Of course, at the present time this factor does not affect the promotion so much, but still you should not ignore it.

And you don't need to worry about the fact that the domain will not be very beautiful - this is just a landing page, not a company website. The task of the landing page, as I said, is to sell, not to carry positioning.

Advice: Use English version or transliteration from Russian. If you are not strong in transliteration, use the program punto switcher: select the desired text and hold down the Alt and Scroll Lock keys at the same time.

You can also see in the search results how search engines recognize the words you want. In search results, robots usually highlight words in bold in transliteration, which they understand as keywords.

Title

This is a very significant ranking factor, so it is worth paying a lot of attention to it.

Use the main key phrase at the beginning of the sentence.
Add words calling for action.
If you can't manage to exclude the key phrase from repeating, then divide the repeating keys into two sentences.

Common mistakes:

Spam title - when keywords are repeated several times in one sentence.
Incoherence - listing keywords without thought / logic.

Description

Description is not a search engine ranking factor, but it is very important in order to improve the attractiveness of a site in search results.

But if you insert key phrases in the description, then they will participate in the ranking text. It is worth using this if there is not enough text on the page to embed keywords.

Keywords

In general, it does not affect anything (and this has been repeatedly stated by the search engines themselves). However, like description, keywords are directly involved in text ranking. The lowest-frequency phrases or “complex” keys, which are difficult to enter correctly without prejudice to the text, can be specified in keywords separated by commas.

Important: specify no more than 3-5 key phrases.

Entry in links

Anchor keywords have a pretty impressive impact on rankings.

An "anchor" in html is a bookmark with an individual name at a certain place on a site page in order to navigate to it via a link. For example, you have a large informative web page and your task is to make navigation more convenient. To do this, at the very beginning you indicated the content, by clicking on the points of which, you are immediately transferred to the corresponding section of the page.

This is what we see in the code:

And this is the place where we need to be transported.

To work with subheadings and text, it is necessary to divide the semantic core into groups - future text blocks

An example of text blocks on a landing page:

* main keyword

the main keyword is what is it

main keyword definition

synonym - main keyword

* main keyword example

main keyword review

* how the main keyword works

H1

According to the optimization rules, H1 must be used on a page no more than 1 time (one page cannot have two names, right?).

What should be the H1? Short, no more than 5 words. The main keyword is required.

H2 and H3

Subheadings are very important in one-page pages, as search engines can use them as title in search results. For each text block, you need to write a subheading in H2 or H3 (according to the logic of the landing page).

In the subheading, you should use a key phrase that matches the content of the block. Keep in mind that content is created for users first, so keep an eye on how attractive and spam-appropriate your subheadings look.

Text on the site

A text block is written for each group of key phrases on the landing page. When optimizing text, it is important not to spam with keywords, do not be afraid to combine them

Given: key phrases

* main function keyword

main keyword operating principles

After merging:

* main keyword functions and operating principles

By the way, our other articles are full of tips on content, where the topic of keys and chips is fully disclosed :) We thought about a thematic mailing, but we don't have time yet, so it's most convenient

Landing Page - a one-page site - is a very effective sales tool. But many do not know how it can be promoted, 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 purpose 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 made. There is a second option, when the Landing Page is included in the site structure as a regular page, in this case its promotion is easier. We will analyze the first option, when the Landing Page is a one-page page.

The main problems that site owners face when promoting a Landing Page:

Small semantic core (SJ). 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.
With an increase in the number of queries, correct text optimization is not possible.
Do not make internal linking.
External links. Now you need to be careful with a full-fledged website, but here all 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 site.

But landing pages have a plus - one-page conversion is higher than that of a regular website.

For proper promotion of Landing Page you need your own strategy.

Landing Page Promotion Strategy

The strategy for promoting one-page sites is not much different from ordinary ones. The same stages of work:

Collecting key queries
Text optimization
Optimization of commercial factors
Optimization of behavioral factors
Work with the 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 queries, from 5 to 50. The main difficulty is to find the most accurate ones.

The next step is text optimization.

Pay attention to the 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 SA. Objective: to 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 page is successfully promoted, then it smoothly turns into a good site with a good structure.

Important factors to consider when promoting a landing page

Landing Page technical audit. There are many things you can't check on a one-page site, but you have to do it. There should be no misplaced layout, errors, cropped pictures, texts, etc. Check 10 times how the order buttons and the feedback form work.
Precise text optimization. There is simply no room for error - you have one page and it should 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 a YA and advance on those queries for which there are either landing pages or pages with similar content in the TOP.

Why is that: the specificity of promotion at the moment is such that when promoting online stores, you need to select queries where in the TOP there are sites with lists of goods and the ability to buy them. When you try to advance on a request where information sites or articles are in the TOP, nothing will work (by 99%). Therefore, when planning to promote a landing site, it is advisable to make sure if there are such sites in the TOP. Of course, there is 1% success, and there are examples of this too. BUT the probability is still small.

5. Interaction with the user (internal PF). You need to engage the client to the maximum on a single page. Use videos, photos, calculators, promotions, offer discounts - whatever is possible for the user to stay on the page and become interested in the offer.

6. Commercial factors. They will have to focus on one page or create new ones in order to more fully get a contribution to the ranking.

7. Moral preparation for the expansion of the structure. If the landing page affects only a part of the necessary requests, and your goal is to advance through a large pool of KS, then set yourself up in advance that you will have to expand.

Let's show 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.

The semantic core with one HF key, 5 MFs and the remaining 44 are LF queries.

Landing promotion term- 4 months.

How to collect requests was described above. Keep in mind that for a landing page you do not need to collect a large CY, the main thing here is to choose the right queries and form a group from the resulting list - to cluster.

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 in their work, but nothing more.

So, we assembled the CL and did the clustering.

After automatic clustering, we manually transferred some queries from one group to another, some were combined together and eventually formed a single group of queries, 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, the rest need to create new pages.

Technical audit

Give it enough attention, even though it seems like there isn't much to do. For our landing page, we conducted a full audit, eliminated minor errors.

Commercial factors

Commercial Rank increases the relevance of not only the page, but the site as a whole.

When conducting a commercial audit, there are a number of problems associated with the fact that you 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 business factors are important for different topics.

In the example, following an audit of business 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, question-answer.
Various ways connections for clients: callback, online consultant, various instant messengers.
Sharing buttons on social networks so that users can share the page.
Purchase of a dedicated ip-address. When checked by 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 incentivize to order. It must contain all the requests that we managed to collect.

To carry out text optimization, we use a text analyzer (the same). We mark our region and indicate the promoted page.

Possible problems for landing pages: the occurrences and volume of texts will have to be distributed among the fragments of text blocks. This will break textual analysis a little, but within acceptable limits.

When writing text blocks, it is important to use thematic words (LSI), they describe the topic and 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 include lists, enumerations, pricing tables, callouts, images, infographics, and links.

results

About 2.5 months have passed since the start of work until noticeable results were obtained - all requests were in the TOP 50, some of them were in the TOP 10-20.

As a result: after 4 months in the Yandex PS, all requests were in the TOP 10, in Google - about 50%.

But it is far from always possible to achieve such a working out, a lot of factors affect the final result: correctly selected queries, grouping, text optimization and other work. And the main thing is not to get sanctions. V this example you need to "put the squeeze" on Google, for this you can try to increase the link mass by 30% and increase the amount of content from the solutions.

Further actions to achieve better results are a revision of the SN, the creation of an expanded structure and the promotion of an already full-fledged website, but this is a completely different story.

conclusions

This case is an example of how Landing Page promotion is possible. You just need to correctly build a strategy and work on it systematically.

So, to promote your Landing Page:

You almost always have to expand its structure.
It should be remembered that the approach to text optimization is no different from the standard one. Only more time consuming because every text block needs to be optimized.
Better to concentrate on the midrange and bass. HF requests are problematic to promote.
Musthave - competitor analysis. We study who is in the TOP, what content, what commercial factors, links, content, etc.
Analyze, analyze and re-analyze user behavior.

With careful analysis and consistent work, your landing page will be in the TOP and, most likely, will bypass competitors with full-fledged sites.

Very often we are asked about SEO promotion landing page. And the most interesting thing is that everyone is deeply convinced that this can be done, and most importantly, it is easy to implement, because “this is just one page,” and not a whole site.

We tested various solutions for a long time, followed the success of our colleagues, and now we are ready to express our verdict on whether it is possible to promote the landing page using seo.

And I warn you right away, everything will be rather ambiguous, although all words are based on facts.

Are we dreaming or can we?

Due to the high conversions compared to regular sites, entrepreneurs prefer landing pages.

In this article, we will not talk about, and we will not argue which is better. We will immediately decide that in our situation we need a one-page site.

Landing page is ideal for direct and hot traffic, by type.

But since the option is more profitable in the long term, then everyone (good desire) is trying to kill two birds with one stone - to get a conversion site and bring it to the TOP 10 search engines.

Search results

For a long time we dissuaded our clients and proved that it is almost impossible to promote a landing page by SEO, or rather, you do not need it.

But now we have given up. You have defeated us. And not because we have finally learned how to promote one-page pages in search engines.

We knew how to do this before. The point is in your deep conviction that you need it.

Impossible to do (difficult)

OK. Want a position in the search? You will receive them. But you need to clearly realize that they will be so-so.

Don't be so yourself? Do you want all the best and at once, promote your landing page to the top? Are you ready to pay any money?

Well, no, it's not about the money, although it will come in handy too. The whole difficulty lies in the technical component.

A small excursion into the world of "Website Promotion by SEO". The main key queries for which we want to bring our company to the TOP of Yandex and Google are searched for and highlighted.

Then all these queries are distributed across relevant (meaningful) pages and optimized for technical issues (we will not go into details, this is not important now).

The key idea is that each page is optimized for its key queries. What's on our landing page?

That's right, just one page. This means that we can promote this page only by one, the most relevant group of keywords.

For example, if you are a manufacturer of custom-made furniture, then you can take either “Custom-made kitchens” or “Custom-made wardrobes”. Why it is impossible to take the general - "Furniture to order", read below.

A priori, a site with more pages is stronger than a site with fewer pages.

Naturally, with the same quality, you just can't take the quantity. Therefore, it is almost impossible to take and promote a landing page for the most competitive requests (high-frequency or high-frequency).

Practically - because now there is fierce competition in almost all areas on the Internet, but there are exceptions and you may be lucky.

Lucky! Of course you're lucky!

And finally. In SEO, there is such a thing as the amount of text. The more competitive the request, the larger the text (if rough).

Sometimes you will see very large “sheets of text” that contain more than 10,000 characters (approximately 4 pages).

Of course, it is not necessary to measure the size of the text, but the fact that there should be a lot of it is for sure.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Three main secrets

But have you seen that sometimes one-page sites fall into the first places in the search?

As, for example, our site on the screenshot above. So it is possible. Here I do not argue that it can be done and it is not difficult to do it. The main thing is to understand the three main thoughts that follow from the section above:

You can promote a landing page by low-frequency (little competition) or medium-frequency (medium-competition) queries.
There should be no more than 5 requests per page (and preferably 1-2). Rarely when up to 30, but subject to the use of very low frequencies.
There should be a lot more text than is usually found on a classic Landing page, not created for SEO.

If you are aware of these thoughts, then you will succeed. You will not fly in the clouds and hope to reach the TOP for queries with a popularity of 10,000+ hits per month.

And you will also understand that your site will be partly overloaded with unnecessary and partly stupid information.

Life hack. If you are in the mood for SEO optimization, then I recommend the Rush Analytics service. The speed of his work is simply amazing, he works online, which is very convenient. And by this link you will be presented with 200 rubles for testing 😉

Case 1 - Airboats

Our client is a manufacturer of aero boats (by the way, the largest one). The task was complex, besides, according to the contract, we received a bonus for each new lead.

Therefore, we used everything we could, including search engine promotion. And the results were not long in coming.

Search results of "Aerolodka"

For this request, we took the largest traffic in this area. And here you may be surprised, because we took a high-frequency key.

To be honest, we were partially lucky, as there was almost no competition. So we did basic setting and added some speed.

As a result, on some days they received up to 600 visits from search traffic.

Statistics

Case 2 (joint) - Stationery wholesale

I will tell you about one of the joint cases of Landing page promotion in search engines.

Our job was the easiest of all, namely to do a small redesign, enter keywords and prepare the technical side. This is what the first screen looks like.

And already according to it it is clear what keywords should be used. Can you guess yourself?

Landing page

Key words from the first screen - "Stationery wholesale" Saratov "," Catalog "," Prices "," Pens "," Notebooks ", etc.

And I'll tell you right away, honestly, the site, in terms of and text, turned out to be 3-, and we are not at all proud of such projects. But we do not hide it either.

After all, our business was different. As a result, according to low-frequency queries, the page is in the TOP, but we don't know (traffic).

Search results "Stationery"

Why didn't it work out very well? Because the texts are written not for people, but for robots.

For a long time we tried to argue and convince that it is not necessary to do this (until the first drop of blood).

We convinced you to focus on people, and only then on robots. But if the customer insists to do the opposite, we are not masochists, we do as asked. Although it all starts like that short anecdote ...

Oh, how vital ...

Optimization instructions

SEO landing page optimization is no different from multi-page site optimization. The only difference is the amount of work done.

And as you may have guessed, on the landing page it is several times, or even dozens of times, less. But the result is also less. Therefore, this is both good and bad news at the same time.

In my article about the cost search engine optimization() we broke the whole component into stages and described what it costs.

Now I will give a general summary and add a few points that are important in promoting a landing page.

Good day to all! Today I have prepared a very interesting material. While working on this post, I wanted to collect comprehensive information on SEO Landing page in one place. I think I did it ...

Promotion of landing pages is indeed a very interesting and controversial topic. Particularly noteworthy is the fact that with such a high conversion, many use it exclusively as a landing page for contextual advertising. And why? Yes, it's just that all attempts to promote are stopped in the bud - by the studio that developed the landing page, by a friend who took part in this, as well as by most of the information posted on this topic in the Internet. How to promote a landing page? - no way, you need a website for promotion, and a landing page for Direct and teasers! This is exactly what 97% of the people with whom I happened to communicate on this topic thinks. And after all, they are in many ways, but what a sin to conceal - they are right in almost everything, if we overlook several interesting features, namely: few understand that the same Direct can be a powerful SEO tool and no one for some reason tries to focus on the indisputable advantages of a landing page... And the third thing is working with keys.Yes, I've already written about this a hundred times, but in relation to the landing page, working with keywords acquires a new meaning - we may and cannot pull out a landing page for competitive requests (although we can and at the end of this article you will find out how), but I assure you, dear friends - every niche has very sweet NK searches... And you don't have to spend money on Mutagen! Just read the article to the end.

Before proceeding with the main story, I would like to give one parting word - even if in the first paragraphs you find a diagram that is perfect for you - do not be lazy to read it to the end, as the approach to promoting the landing page becomes more complicated, I will tell more and more progressive ones. approaches that can be applied from the very beginning!

[VIDEO 2017] About SEO Landing Page Promotion

The first stage is to clearly set tasks

First of all, we need to clearly define the tasks and capabilities of our project. Let's formulate the problem like this - get cheap traffic from organic search- this will be the most successful formulation! Do you think the task is simple? Why, then, do most of the newly minted owners of landing pages and sites in general undertake leading queries in the topic?

We decided to sell teddy bears, which means we will promote the request - "buy teddy bears" ... Not, we will not promote this request, especially if our sales tool is a landing page! Do you catch the difference ?! There are no leading queries in the topic, you need to soberly assess your capabilities at the initial stage.

We will return to queries later, but now I would like to tell you this ... We have decided on the task! And here are the ways to solve our problem at the initial stage:

1. Work out in detail the conversion of the landing page. Get the best possible response from your visitors. Apply all the latest conversion techniques. It is the conversion that will become our main trump card when we decide to compete for requests with serious sites (not a typo - just sites). Conversion in this case is our everything - it is she who will help to stay afloat at the initial stages and propel organic matter in the future. Here we do not contradict the main doctrine of search engines - the site should be for people, interesting for people, convenient and fully respond to the query. I'll run a little ahead, but even when choosing the keys, we will choose only those phrases to which our site is able not only to respond well, but to answer, at least not worse than the best sites in the subject, so we immediately reject requests like "product reviews"!

2. Ideally, we need Yandex and Google contextual advertising systems. In principle, Direct alone will be more or less enough! And it is very important - the context must be set up very, very dignified - it is he who will help us get off the ground.

3. As appetites increase, we will need developed accounts in social networks. At least - a high-quality Vkontakte account. AND Attention! No bots - we need a live account that generates real traffic. In principle, bots can be caught up at the very beginning so that real people are more willing to join our group. I will not talk about creating groups in detail here - the purpose of this article is somewhat different.

4. The technical part of our landing page should not only be good, it should be perfect, but we'll talk about this in more detail.

5. The semantics of promoted queries should be large enough! Few people know, but each specific phrase has the likelihood of promotion on this site and it is not always possible to catch it by eye. You just need to understand that only a third of the total number of equally competitive queries can be promoted on an average site under average conditions. Everything is rough, but still makes it clear the picture of what is happening. Of course, it often happens that 100% of requests can be pulled into the TOP, but this is rather a special case, especially if we are talking about a young project! Why is that? Yandex itself does not know - its Matrixnet has become so complex.

If you have mastered the information a few centimeters above, we can safely proceed to the main story!

We will work on our advantages

When a small business enters the market, the only chance for it to survive is to focus on its merits (unless, of course, this business offers a product / service that is unique in this region). So in our case - the whole emphasis is on the merits. What are some of our advantages over large organic sites? Well, the first and most obvious - conversion, in other words - we can, must and will respond to the requests put to us better than the surrounding sites. Sites never monitor their traffic - if we look at the statistics of requests - 99% of all online stores there have just mountains of junk traffic that not only do not bring money to the site, but also drag it to the bottom! We shouldn't have such traffic. In practice, this means that in the same Yandex.Direct we will not run very cheap requests that give a bunch of rejections. We only need high-quality traffic that will settle on the landing page and turn into money, even if at the initial stages, clicks on such requests will cost a lot. In any case, working correctly with an ad, we can always get a good CTR, and with it a cheap click.

Our second advantage will be mobility in all understandings of the word. On the one hand, the site must be fully displayed correctly on mobile devices ah (to have an adaptive layout), but on the other hand, we can easily and naturally introduce the most advanced layout technologies on the landing page, which not every online store can afford due to the elemental nature of architectural transformations.

And our last plus (it should be taken into account even at the stage of LP development) is unrivaled speed. After all, we simply will not have a garbage-laden, ever-lagging database, which is an integral part of almost all modern sites. Personally, I recommend abandoning the use of CMS altogether - with the proper level of customization, we can easily get the smartest site in the niche, but this imposes certain limitations - no complicated graphics ... Fortunately, modern HTML and CSS tools allow you to work wonders even without using images.

So, the 3 whales on which the landing page SEO will hold are:

1.conversion

2.mobility

3.speed

And to these 3 great whales it is worth adding an elephant - correct elaboration of semantics, for now, a few words about technical optimization.

Brilliant technical optimization

The first thing to start with is for search engines. I think everyone understands that our landing page simply, by definition, does not have such problems as duplicate pages, broken links, and so on.

But despite this, our site must fully comply with the requirements of search engines:

1. a robot must be configured, in which the sitemap and the main host are indicated, the directives for Yandex are duplicated

2. There should be an XML sitemap, although it makes almost no sense

3. WWW mirrors must be glued together and a redirect set up

4.the 404 error page must be configured

5. All seo tags (title, description, keywords, h1, h2-5) must be present

6. Favicon must be present

7. The site must have at least Yandex Metric installed

With this, everything is extremely simple, but this is important, understand - we have a very small site, and Yandex does not treat such sites very well, and for it our project is another potential doorway. The reason for this attitude to landing pages is extremely simple - every day millions of such one-page pages are created in order to manipulate search results, and therefore Yandex keeps an eye out.

Modern technologies

But this is already a very important point! Our landing page must be equipped with the most modern web elements. These include:

1.responsive layout

It is she who will greatly reduce the bounce rate when switching from mobile devices and when viewing the site by users with a non-standard display resolution. Also, in itself, the presence of adaptability gives a good bonus in the results of Google, which the latter officially acknowledged. It is likely that in Yandex, the mere presence of adaptive gives a bonus in ranking.

2. Shema layout (micro-markup)

Microdata has been actively and for a long time used in Google search results and every day more and more actively in Yandex. A site snippet with micro-markup elements looks much more attractive, which noticeably increases its CTR in the search results, and with it the external PF of the site.

3. High speed of the site and content generation

Speed comes first

The next important stage in the preparation of our page is the display speed. Firstly, you must have a nimble hosting, and secondly, the site must fall into the green line for both stationary and mobile devices in the Google test. Test

We select high-quality NDT requests

Our website is almost ready. Now you need to find low-competitive words. I described this process in sufficient detail.

It is worth giving some explanations - in that article I proposed a rather tricky way to assess the competition, in fact, it is much easier to use the Mutagen service after the collection and initial screening.

It is even easier to use the KEI formula to Key programs Collector, which gives almost the same result as Mutagen:

(KEI_YandexMainPagesCount * 6) + (KEI_YandexTitlesCount + KEI_GoogleTitlesCount) + (KEI_YandexDocCount / 73000)

Optimization for NDT

Next, we need to prepare a text for our NDT requests. Everything is extremely simple here - for queries to reach the TOP, you just need to mention each of them once in the text. The most important thing here is not to over-spam, although in our particular case it is not so scary, tk. even if we inadvertently create strong spam - higher frequency, shortened versions of our queries will be filtered... Remember the simple rule - we mention 1 request 1 time, no more.

About detailed optimization We will talk about the text at the stage of promoting SK requests.

Landing page is made for context, so let context help your SEO

So, we have everything ready, but I bet that our newly minted project will get into the index with a huge scratch. You can, of course, buy links, but still this is not the best option for a landing page, that would be a website - another matter.

Here we need Direct. We pour Direct on the site and more and fast indexing is provided to us. At this stage, it is not at all important for what requests there will be visits, the main thing is that there are not many refusals for them. How much is that much? If we average everything, then I can say - 20 or more percent is no longer the best indicator, especially since high-quality PF will become one of the main promotion tools in our case.

In addition to Direct, you can also use links, all the more so - Yandex has officially announced that links are working effectively again! (this is what I predicted when Santa Barbara started)

Analysis of the situation, adjustments, work on failures

Now it's worth taking a little break. During this time, we have to work out in detail the conversion for the site and Direct. It's best to use A / B testing here. Traffic from contextual advertising must hit the target. If people are happy, then they will buy much more willingly. Your goal at this stage is to start getting stable contextual traffic that will give a minimum of bounce rates, ideally less than 10%.

A little more than a month will pass before you yourself will not notice that many requests will already be in the visibility limit, and it is in Yandex. Things will get a little worse on Google, but that's only because we don't have links yet.

After a while, it's worth buying some quality links from the GGL with the correct anchors. 20-30 pieces will be more than enough. Sapa is also very useful, but it still takes experience to work with.

At this point, carefully check the bounces for organic traffic. Here the average indicator for commercial requests is 18%, we should be much better if we are going to compete with sites in the search results. Study the sources of failures carefully and work them out. Of course, you can just wind up behavioral, but what we need is for the site itself to give good PF, otherwise the whole further work just doesn't make sense.

Having done everything described above, you can be sure that the snowball is running- we have traffic from Direct and organic, which not only brings customers, but also makes our site more and more interesting from the point of view of search engines every day

Moving on to the UK - preparation

This is where the fun begins. To be honest, SC is the maximum to which we can jump, tk. promotion of VK on landing pages is already pure extreme and almost beyond fantasy, but we'll talk about this below.

With NK queries, everything was very simple ... We deliberately chose such queries to which no site on the Internet could answer better than us. And the search was quite expected - it gave us worthy positions for these queries.

But some NC big traffic don't get it! Why? - everything is simple ... If it were a website, we could work with NK until old age, expanding and expanding our website indefinitely, processing hundreds and hundreds of new requests. On a landing page, this is impossible, unless, of course, after a successful experience with NDT, you decided to convert the landing into a website.

The basis for the promotion of our project will be precisely the requests of average competition or those that have a value of competitiveness up to 25 according to the Mutagen version (or according to KEY).

And the first step on the way to new heights will be the painstaking setting of Direct for the selected SCs, but first things first, because the requests must still be selected

The basis here will be the correct selection of these very SK

In addition to the level of competitiveness of the request, here's what you should also pay attention to - the average number of pages of sites in the TOP. More precisely, not so - in the TOP there must be at least 1 site with less than 200 pages, and preferably less than 100.

If this condition is not met, promotion is still possible, but its probability becomes much lower.

Don't pick too many queries. Optimal - 10 or less

Setting up Direct for requests of an average level of competition

Now we have to squeeze the maximum out of the Yandex contextual advertising system. For each of the queries we select, we must have a perfectly customized ad with well-targeted targeting. We will change the ad text until we get the best CTR possible. After all, it is profitable for Yandex to show a site at the top that gets a lot of clicks, which means that the return to the pocket of a search engine from such a site is the highest.

Having received a good CTR and having worked out in detail on the site refusals for requests, we will get a completely natural, safe and very effective cheating of behavioral factors for our selected requests, and this is already a huge step on the way to our goal.

Subject coverage width

Now it's time to use one of the secrets of modern SEO - the breadth of the topic. This thing allows you to pull out quite competitive requests on weak sites, practically without using a link and PF markups.

Yandex has a conventional understanding of every topic on the Internet. This includes the query base itself (tails from HF) and similar words and search suggestions and some other sources. That is, Yandex at its level conventionally imagines what belongs to a particular topic. And note - sometimes this does not quite coincide with reality, but in the overwhelming majority of cases it still does.

And it is from here that the phrase to bring something new to the subject comes from, but this is already a topic for a separate post.

We need to make a mind map for our topic. You will have to study Wordstat, organic search and search suggestions for various tails from the main query. It should be said right away that in this case we do not have the slightest moral right to neglect any directions, for example, very often and in many topics we can meet requests like “... with our own hands” - we will simply have to use them as well.

After we imagine a topic map, it is necessary to prepare a text based on this map that will briefly describe our topic, but describe it as extensively as possible, without missing a single branch.

Now this may seem like an unrealistic task to you, but take my word for it - copywriters have already prepared not a single dozen of such texts for me, so everything is more than real.

Setting text relevance

So, we covered the topic completely, but I bet that on the way we just got wild text spam as a bonus, and for SK requests this is already a significant problem, but do not despair - about half an hour of your time and text spam will be done once and for all

So we have rental links, perpetual links, and social signals, but that's not all. We need the most diverse link profile, and without links from forums and communities, there is nowhere in this case. Especially for these purposes, crowd marketing was invented, which, by the way, you can order through me.

The methods described above will be quite enough for some requests of average competition, but not for all. Constant monitoring of positions is very important. And if after 2-3 months from the moment you did all the manipulations described above, some positions did not go beyond the TOP 50, they should be abandoned.

Cheat PF

I'll tell you right away - this tool very effective in Yandex and much less on Google. But it is necessary to wind up both Yandex and Google at the same time so that there are no problems with Yandex. Now read and understand the following axioms carefully:

filter for wrapping PF is not a myth. And this filter is the most violent Yandex filter. - this is understandable - Yandex is very unhappy with the fact that behavioral ones are being screwed up, because their influence on the search results is enormous
The filtering probability can be easily reduced to 5-10% and you do not need to have expert knowledge in the field of SEO for this. It's enough just not to "get burned"
in our case (when the natural PF of the site is very high) the risk of falling under Yandex sanctions becomes even less

For PF cheating, I personally use the Userator exchange. It's up to you to cheat behavioral or not, but you should definitely take into account the fact that when promoting a landing page, some words will turn out to be unbearable for us without using markups.

What else can you use

It is not uncommon for a landing page to create groups in social networks... And we can use these groups for SEO purposes. VK and FB groups are best suited. There is only 1 requirement for groups - their community must be real, capable of generating real human traffic.

Also, the groups should have a name similar to the promoted search queries.

Next, we just need to force traffic from the group to flow to our landing page and not give refusals. Ideally, traffic should come to your site on a daily basis. To do this, you will need to regularly post interesting messages and news on the wall of the group, as well as promotions that will encourage users of the group to go to your site.

In addition to traffic from groups, social factors such as user posts on their pages with a link to the site, tweets, likes and other types of mentions are also important. To manipulate them, you at least need to place the main buttons social networks on my landing page.

Conclusion

In conclusion, I would like to say that it is quite possible to promote a landing page, the main thing is to set feasible tasks and fully use your advantages. The feasible tasks include the requests themselves, which we will promote. It's not worth taking on VK - the budget will simply be drained, but most of the correctly selected NKs and even some ICs can be quite successfully brought to the TOP and receive traffic. And note that the value of traffic for us will be several times higher, because the conversion of the landing page is on average 2-3 times higher than that of a high-quality website. That is, to achieve the same result (sales level), we need 2-3 times less traffic. And it is 10 times easier to follow the landing page, adjust it to the constantly changing search algorithms than the website. On my own I want to say 1 simple thing — for the promotion to be successful, the page itself must fully respond to user requests, be of high quality and modern.

But you shouldn't flatter yourself here either, otherwise after reading of this material you might think that moving a landing page is much more profitable than a website! No - not more profitable and not easier, but much more difficult! Many sites made "from the bulldozer" are at the very least, but they can be promoted. But a well-made and optimized website will grow even on its own, without any link buying and text optimization. And in a few years, it will completely independently reach a decent level of traffic. You will never be able to do this with a landing page - in order for it to start receiving traffic from organic search, it must not only be good-looking, but you will have to carry out an extensive range of optimization work on it. Plus - search engines are initially extremely suspicious of this kind of sites, so any careless action and you can easily get a filter, which would not have happened with a regular site!

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