The point of writing landing pages is to optimise them for keywords that people are searching for. In terms of efficiency it’s best to get a few different keywords targeted for each page, particularly when the words or phrases are very common, but you need to be careful not to overdo it. Falling into the black-hat tactic of keyword stuffing, even if done inadvertently, will only hamper your SEO efforts.
As far as keyword stuffing goes you will generally be ok if you use your target phrases in a natural way and keep your writing style fluent. If whoever proofreads it for you goes through the content without noticing a weird amount of repetition then you will almost certainly be fine. It can be hard to fit all of your targeting in while keeping your writing natural enough for potential customers to enjoy reading, but there are ways around that.
Google recognises synonyms
The Google algorithm isn’t stupid – it knows that different words can mean the same thing, and takes this into account when deciding if your page is relevant to a search term. If you want to advertise that your products are “cheap”, for example, “affordable” will work as a synonym to hit the keyword a few more times without being repetitive or spammy.
You can also use this technique in your Meta Tags to reinforce the subject of your landing page for Google. Making your landing pages more relevant to your target terms through using synonyms and different phrasings can help you to boost your SERP rankings and increase the effectiveness of your SEO tactics.
This method can help you to write a very tight, targeted landing page that avoids excessive repetition of your keywords while still being long enough to be optimised. A highly targeted, highly relevant page will be the most useful in terms of SEO and attracting more sales.
Tackle multiple keywords in one go
If you have a lot of similar key phrases then you can often tackle a lot of them in one sentence, rather than using each one a few times. If you are selling active wear, for example, you might have a list of keywords for a landing page that include “gym clothes”, “clothes for gym”, “exercise clothes” and “clothes for exercising”. If you use the phrase “clothes for exercising at the gym” you have covered all four target phrases in one go.
This technique is what allows you to not have to write separate landing pages for every single phrase you want to target. Apart from being very labour intensive, having to write massive numbers of pages will mean that many of them would simply be repetitive and quite bland. It’s better to write one 2000 word page that covers four or five keywords than give those target words a shorter page each.
You can cover more than four or five phrases or words on a long page, especially if they are quite similar or related. If you have 20 or 30 keywords that can all be properly targeted using synonyms and hitting several of them in one go then Google will pick them all up anyway if you only target 5 or 10 of them, and having a huge list to stress over will just be redundant.
Remember to write for people, not robots
All of the discussion so far has been about how to use the Google algorithm for your advantage and fit in as many keywords as you can without triggering an alert for stuffing. However, the most important thing to do is remember that the primary purpose of a landing page is to attract people to your website and convince them to buy from you.
Of course SEO comes into it, as you need to have the page be found, but simply getting people to see and click on your landing page is not enough. If the page isn’t well written, informative and engaging then you will simply end up with a very high bounce rate and no appreciable boost to your sales numbers.
So there you go; a few of the most useful tips for writing a good landing page. Writing for real people is the most important thing, but using synonyms to stay on track without keyword stuffing and tweaking some of your phrases to cover multiple targets will also be very useful for boosting your SEO efforts.
Kieran is the Social Media Manager and SEO Expert at SEO Shark. He is an expert in Social Media, link building, PPC and of course SEO. In his time off work Kieran enjoys reading and playing rugby, as well as following all kinds of sports! You can read some more of his articles here.