Landing Page SEO Best Practices & Tips For Success

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Hi… I’m Mordy
Mordy Oberstein
Semrush, Head of Communications
@mordyoberstein

It’s A New
Ballgame…

People
Have
Changed

Far More
Tech Savvy

6
Search Volume for Online Privacy Keywords
+402%
Keyword
Data Privacy
+1200%
Keyword
Online Privacy
& Security
+767%
Keyw...

Even Grandma
Has Changed

8
Search Volume for Online
Privacy Keywords
Keyword
This Site Is Not Secure
Internet Explorer
+189%

9
Data Privacy Related Keywords
Since 2017
+83%
US
+104%
Worldwide

You can create
a slide with
an image only,
or provide the
image with the
emotional
statement
And ‘the Goog’
Has Changed

Breaking News:
Landing Pages Are a Part of the Larger Site!
11
The Core Updates
And the Era
of Site Quality

12
I’m Not Making This Up!
There’s some signals that we
can’t reliably collect on a per
page basis where we do need
to hav...

The Patents Confirm
13

Breaking News:
Landing Pages Are a Part of the Larger Site!
14

Breaking News:
Landing Pages Are a Part of the Larger Site!
15

Breaking News:
Landing Pages Are a Part of the Larger Site!
16

It’s NO Joke
17

18
It’s NO Joke!

19
A Bit Better

20
One More For the Road

21
Just For Effect

You can create
a slide with
an image only,
or provide the
image with the
emotional
statement
Same story…
...every core
upd...

The Point:
● Landing Pages exist within
the context of your site
● Landing Pages need to have
real information

A Landing Page
Data Journey

“You know, a lotta ins,
a lotta outs, a lotta
what-have-yous…”

Landing Page Average Rank
2017 2021
26
30
35
10K URLs 10K URLs

# of Ranking Keywords Per URL
2017 2021
27
33
42

28
Deeper Look
1
1,150 Landing
Pages URLs
2
Comparing Rank
Performance
in 2017 to Current
3
Top 100 Positions

Keywords Ranking 100 or Better
2017 2021
29
35
39
Average Rank (Landing Pages)

Hooray!
Landing Pages
Now Rank
Better!

Not So Fast!

Keywords Ranking 50 or Better
2017 2021
32
32
30
Average Rank (Landing Pages)

Keywords Ranking 20 or Better
2017 2021
33
23
10
Average Rank (Landing Pages)

Landing Page URLs
Rank 2017 2021 +/-
Top 100 39 35 +5
Top 50 30 32 -2
Top 20 10 23 -13
34
Average Rank (Landing Pages)

You can create
a slide with
an image only,
or provide the
image with the
emotional
statement
The Core Updates
And th Era
o...

Home Page URLs
Rank 2017 2021 +/-
Top 100 46 52 -6
Top 50 44 51 -7
Top 20 43 49 -6
36
Average Rank (Home Page)

Home Page Average Rank
2017 2021
Landing Page Average Rank
2017 2021
38
47
33 44
10
Improved Landing Page URLs
(Top 20 or ...

Home Page URLs
Rank 2017 2021 +/-
Top 100 46 52 -6
Top 50 44 51 -7
Top 20 43 49 -6
Improved LP URLs 44 47 -3
39
Average Ra...

Lesson #1:
Landing
Pages Don’t
Exist In A Vacuum

41
One More Stat on Improved URLs
# of Ranking Keywords Per URL
2017 2021
12
51

Top Ranking Keyword (Landing Page) *
Site 2017 2021
The Pond Outlet Pond tools Garden pond tools
My School my school manag...

Lesson #2:
Better Rankings
for More Specific Keywords
● More specific user intent
● Google is better at content relevance

The Right Landing
Page Mindset

Brands, SEO, &
Conversions:
Worlds
Colliding

You can create
a slide with
an image only,
or provide the
image with the
emotional
statement
The Core Updates
And th Era
o...

48
It’s NOT Nuts

49
What Would You Do?

52
Would you
trust this article?
Would you buy
these products?

53
We Already Know What Google Thinks

54
Are You Landing Pages
Really Concerned
About Users?
● Start with empathy
● Start with understanding how
your site & con...

57
The Future of
Optimization
Is “Experience
& Usability”

58
Seriously, It’s Not Nuts

59
Seriously, It’s Not Nuts
And I think that evolution will continue and there will be more and more
tools available and y...

60
The Differentiating
Factor:
The Presentation of the Page
& It’s Content from A-Z.

61
Practically Speaking...
● Connect your landing pages to your site as
much as possible
● Don’t forget about the rest of ...

62
For Full Effect…

End.

Landing Page SEO Best Practices & Tips For Success

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