When you want to rank organically for a long-tail keyword phrase, what you’re doing is creating an SEO landing page. At Marketing 360® we call these Monster Pages, and they’re very effective at helping your organic rankings. Here’s how it’s done.
The key to understanding what an SEO landing page is compared to a paid search landing page is the informational value the page offers.
With a PPC landing page, you’re designing a page with a strong call to action and value proposition. In most cases, you don’t present any more content than absolutely necessary to motivate the desired action.
Because you’re using paid ads to drive traffic to this page, the auction platform is the basis for how you are ranked. Beyond message match and Quality score, the content is strictly what you need to motivate a conversion.
But for SEO, it’s a totally different story. Organic rankings are dominated by content that matches information seeking and research intent. For these pages, Google tends to rank pages with comprehensive content. High word counts work in your favor for SEO. You want different types of media like infographics, videos, charts, and images. You’ll probably have outbound links that cite your resources.
With organic pages, you want to rank for informational queries, so avoid being too promotional. Don’t overuse calls to action or sales banners. Google can recognize this content and may not rank you if it determines the intent of the search is informational rather than transactional.
SEO Landing Page Examples
At Marketing 360®, we use informational SEO pages to get traffic from potential clients researching their marketing options.
For example, we create blog articles for various verticals we support. All of the pages below rank on page 1 for the keyword phrase, and also rank when you add “tips” or “ideas”:
We have several dozen verticals and other long-tail keyword phrases that rank with similarly structured pages. These are all published on our blog.
All of these pages use the same optimization tactics:
- Target keywords used in meta title and description tags
- Target keywords used in article title and header tags
- Article word count of 1500-2000 words
- Article includes video, infographic, and imagery using keywords in alt tags
- Keyword hyperlinks to cite outside sources
The key factor with these pages is that they are informationally rich. They offer legitimate tips and suggestions to help people who run a particular business get a foot-hold with their digital marketing.
And although there are calls to action in the sidebar so visitors can navigate to more promotional pages and convert, these are not conversion-focused pages. Their goal is to offer upfront value to visitors. We don’t ask for anything in return (this is not gated content).
Pro Tip: Keep Your Content Fresh
Another tactic that will keep your pages ranking is to update them periodically. For example, we do annual updates on the vertical landing pages that offer ideas on the latest marketing tactics. Google likes to see these updates and tends to rank pages with fresher content.
Another trick is to use a blog feed on your page. This adds fresh content in the form of the title and a snippet at the bottom of the page everytime you blog on the topic. For example, we rank #1 for the term “remarketing software” and have for several years. One way we keep that ranking is by updating the blog content and feed at the bottom of the page:
This is a feature we can set up for you on a Marketing 360® monster page.
The Goal of SEO Landing Pages
So if we’re not focusing on conversions with these pages, what’s the business goal?
First, we are tapping into our target audience as they go through the research phase of the buying cycle. The primary goal is top of funnel lead-generation.
Now, two important things will happen.
The first is that you start to earn trust. You’ve helped out the lead, given them something of value for free. People like this, particularly when they feel the content is genuinely helpful. The reciprocity effect starts to happen; you gave them something useful so now they’re inclined towards buying from you.
But far more tactically important is that you add them to your retargeting list. Now your banners will start showing up as they surf the net, increasing your brand awareness.
It’s now more likely they’ll sign up for an email newsletter or like your social media pages.
You’ve made the initial engagement. Now you can automate touch points to move them to the next step in the funnel so they become a lead.
Case Study: Marketing 360® Monster Pages
At Marketing 360®, we call these SEO landing pages Monster Pages. Our Natural Listing Ads® SEO specialists create these pages to increase the organic ranking of our clients.
We recently published a monster page for client that sells screens online, with nice results.
This window screen monster page jumped from an average ranking of 9.95 to an average ranking of 5.81, comparing 90 day periods before and after the page was published:
A jump of 4 spots on page one for a competitive keyword.
We created a monster page for hardwood floor company in Tampa. With a fairly new site, they were way back, averaging position 68. After the monster page, they jumped 22 spots to average at position 47:
For less competitive keywords, a monster page can gain ranking quite quickly, especially if it gains a few inbound links. We’ve seen a number of our vertical landing pages get to page one in just a couple months, which is light speed for SEO ranking.
Here’s JB with a review of how we set up monster pages: