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How to advertise a landing page in Yandex. Creating and promoting a landing page yourself: step by step instructions. Setting text relevance

Good day, dear readers. Today's article will focus on one of the most effective, but at the same time labor-intensive, way of promoting on the Internet. Let's talk about SEO promotion. In particular, I will describe SEO promotion of landing pages or one-page sites.

Many people argue that it is impossible to promote landing pages through SEO. I just want to tell such people to keep thinking this way, because then there will be no competition;)

One of the main reasons why people give up SEO is very labor intensive and the result is visible only after a long period of time, usually in 3-7 months. Therefore, those who are not in the long-term perspective or want immediate benefits use paid traffic sources, abandoning SEO. But you need to understand that if your site is included in the TOP-3 search results, then you will have clients on full autopilot and, most likely, in large numbers.

So, is it really possible to promote landing pages in search results? Yes, it is possible and even necessary. In the future, this will be a free traffic stream for you.

What is the difference between regular SEO and landing page SEO?

Basically, there is no difference. Landing pages are promoted on the same principle as all other sites. Search engines have the same ranking principles. The only difference is between desktop devices (computers) and mobile - for them, the principles of ranking differ in some aspects. Otherwise, for the same Yandex and Google, there is no difference between a landing page or a business card site. If the optimization is done according to the rules, then the landing page will also be in the first places.

By the way, there is also an article about independent and pro. Read them!

How to promote landing pages in search results?

There are several main points that affect SEO and search engine promotion. Let's consider each of them in more detail.

Your landing page should be mobile responsive. It is important!
The landing page should have a nice design, easy navigation and its content (content) should be unique and structured. Try to break information into blocks so that it is convenient to perceive it. First of all, you make a landing page for people, not for search engines!
To do this, read the articles:
;
.
Title, description, keywords - choose your keywords carefully. It is better to use mid and low frequency phrases here. It doesn't matter if there are 200 or 300 requests per month. This is your targeted, organic traffic. The title should match the key as much as possible. For example, if the phrase “setting up contextual advertising”, then the title should also say “setting up contextual advertising”. Also, the description of the page itself should contain key phrases. For headings and descriptions optimization, see.
External links and mentions - post links to your site wherever possible... You can, of course, buy tons of links, but I don't advise you to do this. Better to buy less, but with quality resources. For example, a review from a popular blogger, or post an expert article on a city website or forum. Don't go after quantity. You need quality. Yes, it takes much longer, but your sites will always have high-quality traffic that search engines love so much.
contextual advertising - this item could be attributed to the previous one, but decided to separate it into a separate one. This is due to the fact that if you advertise in and in, then Yandex and Google begin to additionally raise your site in organic search. Of course, using only one contextual advertising, you will not enter the TOP-3, but this is an additional factor in the promotion of the landing page. If you don't know how to set up contextual advertising yourself,.
Re-linking with your websites or landing pages Is also an important point in SEO and promotion. And not only landig, but sites in general. Relinking affects SEO and promotion the most. What is linking? These are internal links to website pages. For example, you have a stretch ceiling installation service, which is located on a separate page. In order for readers to go to this page, we place a link to the landing page for this service on the thematic pages of our sites (business cards, information cards, etc.). And the more such links, the better for optimization. In this case, as you understand, it is assumed that your landing page will be on the main domain of your site as a separate page yoursite.ru / yourlending.

How to use linking on landing pages?

There are several options here. It all depends on the structure of your site.

Thanks to such actions, you can promote landing pages in search results and perform SEO optimization. The process is not easy, but effective. And if someone tells you that this is impossible, then just show him this article.

If you have any questions on this topic, write them in the comments.

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 single 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 requests, correct text optimization is impossible.
Don't 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 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 differs little from ordinary ones. The same stages of work:

Collecting key queries
Text optimization
Optimization of commercial factors
Optimization of behavioral factors
Working with 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 requests, 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 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.
Accurate 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 in the TOP, or pages with similar content.

Why is that:the specificity of promotion at the moment is such that, when promoting online stores, you need to choose queries where in the TOP there are sites with lists of goods and the ability to buy them. If 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 to keep the user 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 groups 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 moved some requests from one group to another, some were combined together and eventually formed a single group of requests, according to which our landing page will be promoted. To carry out this work, we used logic, customer recommendations and search results analysis.

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 carried out 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 methods of communication for clients: callback, online consultant, various instant messengers.
Sharing buttons on social networks for users to share the page.
Buying 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 slightly break text analysis, 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 use lists, enumerations, pricing tables, callouts, images, infographics, and links.

results

It took about 2.5 months from the start of work until noticeable results were obtained - all requests were in the TOP 50, some - 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 development, 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. In this example, you need to "put the squeeze" on Google, for this from the solutions you can try to increase the link mass by 30% and increase the amount of content.

Further actions to achieve better results are to revise the SN, create an expanded structure and promote 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 each 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 analyze user behavior again.

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

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

TOP Base will help, definitely. 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 multipage 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 make a normal semantic core (key queries), make pages of the 2nd and 3rd levels, 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 the main page, which is a 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 tailored.

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.

- Make sure that the text contains all the necessary occurrences of words - and the name of the city, and the words "buy", "price", "delivery" in the 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 various 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 for a complete list).

- Make sure everything is fine on the mobile version.

- 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 on different sites (you can 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 the TOP and the frequency of requests).

SEO is both cheap and constant targeted traffic, and many people have "advertising blindness" - they may not click on paid ads, they go straight to the search results, where there are "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 just for those that have a one-page structure.

Watch the recorded webinar right now:

All my projects except this SEO blog:

TOP Base - a high-quality base for semi-automatic registration with Allsubmitter or for completely manual placement - for independent free promotion of any site, attracting targeted visitors to the site, raising sales, and naturally diluting the link profile. I have been collecting and updating the database for 10 years. There are all kinds of sites, all subjects and regions.

SEO-Topshop - SEO software with DISCOUNTS, on favorable terms, news of SEO services, databases, manuals. Including Xrumer on the best terms and with free training, Zennoposter, Zebroid and many others.

My Free Comprehensive SEO Courses - 20 detailed lessons in PDF format.
- catalogs of sites, articles, press-release sites, message boards, catalogs of companies, forums, social networks, blogging systems, etc.

"Approaching .." - my blog on the topic of self-development, psychology, relationships, personal effectiveness

In this article, we will dwell in more detail on an integrated approach to promotion. We will analyze the methods of getting traffic from different channels: free search, contextual advertising, social networks and thematic sites.

All methods can be applied independently, without having professional skills. Following the instructions, everyone will be able to start promoting the landing page, and after going through all the stages, increase the flow of targeted requests and the number of orders.

Often a one-page is created for contextual advertising with predominantly warm traffic. SEO-promotion of such a page is rarely used, thereby missing out on a significant part of users. Of course, it will be difficult to get into the TOP-10 for high-frequency queries, but there is an excellent way to advance on key queries with low competition. To do this, you need to create several landing pages, optimized for each group of low-frequency queries. Usually, a low-frequency request is quite specific, which will allow you to get targeted traffic, as well as reach those user groups that have gone unnoticed by competitors.

15 stages of landing page promotion

Let's consider step by step all the promotion methods. For full-fledged promotion, you need a semantic core, a spectacular design with thoughtful usability, technical optimization, knowledge of the needs of your target audience and launching advertising on different sites.

Find the right queries with low competition

Landing page promotion begins with the selection of key queries. You can collect suitable phrases using the Keys.so and Serpstat.ru services, and Bukvarix is \u200b\u200bsuitable for expanding semantics. Alternatively, you can immediately use automated programs: paid Key Collector or free Slovoeb. For more information on how to assemble the semantic core, read this article.

Perform a rough grouping of requests using the service Kulakov Clusterizer .
Choose a group with suitable requests and check its competition for Mutagen. If it is below 12, you can take them to work.
You copy low-competition keywords and run them through the Rush Analytics clusterizer.
Delete irrelevant and informational queries.

The result will be a group of keywords for further work.

Choose a domain name using the master key

Determine the main query for which you plan to optimize the landing page - it will be the domain name. If such a name is taken, write the words together or with a hyphen. You can also combine the name with different domain zones, just keep in mind that they must correspond to the region under which the landing page will be promoted.

Add a one-page page to the Yandex and Google webmasters panel

To add a landing page to Yandex.Webmaster and Google Search Console, upload the corresponding HTML file to the website root directory to verify the rights. After that, you will have access to the webmasters panel in Yandex and Google, where you will see information about your site, error messages and indexing status.

Use 1 region for promotion

Usually, a single page is promoted only in one region, which must be indicated to search engines. This will help them understand the users of which country and city you are interested in. Unfortunately, this cannot be done in Google Search Console: it is determined automatically from the information on the site. But the region can be specified in Yandex.Webmaster, for this:

Go to the control panel.
In the left menu, find the "Site Information" section.
Select "Regionality".

After that, a page will open where you can specify the region you need to promote the landing page.

Make adaptation for mobile phones

Landing Page should be responsive for all mobile devices. Firstly, Google switched to mobile-first indexing, which means that it first evaluates the site by its mobile version and lowers all sites that do not have it in the search results. For Yandex, this parameter is also important, and you will see a warning about the lack of adaptability in the Webmaster.

Second, if your site is not displayed correctly on the device, the user will most likely close the site immediately. Every user is important for a one-page page, and you need to take care in advance that the site is convenient to use regardless of the screen resolution.

You can check the site for optimization for mobile phones in the Google service.

Speed \u200b\u200bup downloads on all devices

Pay special attention to the landing page loading speed. According to statistics, the majority of users close the site if it takes longer than 3 seconds to load.
You can check your download speed using PageSpeed \u200b\u200bInsight. It will show you the average score for desktop and mobile, along with basic guidelines to help speed up your downloads. Try to correct as many mistakes as possible in order to achieve a score of 90 points or more. Optimize your images first, reduce the use of external resources, and minify your code.

Perform technical optimization

Technical optimization consists of several stages: checking internal links, compiling correct robots.txt, filling in tags for images, and preparing micro-markup.

Make sure there are no broken links. Look for 404 error pages in the Webmaster and Search Console panels, or scrape your site using Screaming Frog or XENU.
Make a correct robots.txt that looks like this:

Robots.txt example

User-agent: *
Allow: / images /
Disallow: / js /
Disallow: / css /
User-agent: Googlebot
Allow: /
User-agent: Yandex
Allow: / images /
Disallow: / js /
Disallow: / css /

Add alt for images. Firstly, this is one of the requirements of search engines to better rank your site. Secondly, it is a source of additional traffic from Google and Yandex Images.
Set up micro-markup - displaying extended data in search results: rating, price, number of reviews, etc. This will make the snippet informative and increase its click-through rate.

Optimize your meta tags for Title, H1 and Description

Remember, your landing page should only have one H1 heading. If it occurs 2-3 times or does not occur at all, this needs to be corrected. The H1 heading should be written with a focus on the client's basic need or pain, and should also use the main query. This will increase the chances that the user will be interested in the product and get acquainted with the offer in more detail.

Other headings (H2, H3, etc.) should follow the hierarchy, represent section titles and preferably include keywords in a diluted form.

Title is composed according to a similar principle, but worded in different words. It is displayed in search results, so keep in mind three points: it must include the main keyword, its length must be 60-70 characters, and it must be in harmony with the Description. You can find out more about all the intricacies of compiling Title in the article.

Prepare terms of reference for a copywriter

The TK Monster service will help to prepare the TK for the copywriter. Add the collected group of keys to it, and it will generate a detailed specification. Then look at the TOP of search results and select 5 relevant sites. Copy each text into the Advego service: https://advego.com/text/seo/, add the volume of each text and divide the resulting number by 5. This will give you the optimal volume for your text.

Check and place the text on the landing page

Do not forget to check the text for all parameters: for compliance with the recommendations of the TK Monster service, for uniqueness and the absence of spelling and punctuation errors using Advego Plagiatus or Text.ru.

Also, format your text using lists, tables, insert pictures and infographics.

Use spoilers

When a landing page uses large chunks of text, it looks too long and users may not be able to flip through the page. To make it compact, hide the text in special blocks that expand on click.

Add contact information and characteristics that increase the credibility of the company

On the landing page, it is imperative to indicate the most detailed information about the company. This greatly increases the confidence of the visitors. Add full contact information: exact address, phone numbers, mail, instant messengers, opening hours, directions. Specify the details of the return of goods, terms of payment and delivery, post customer reviews.

All of these parameters are called commercial factors. We talked about them in detail in the material.

Build your affiliate program to get free and quality links

Having your own affiliate program is a great way to build quality links. Everyone who becomes your partner will link to the landing page. This will increase your site's rankings as it dilutes your link profile, even if the links are closed from indexing. Besides, getting such links is free, and their quality will be high.

Run contextual advertising to get targeted customers and improve behavioral factors

You can connect contextual advertising both in Yandex.Direct and in Google Adwords. To run it, use the semantics collected for the structure that will bring you target customers. If configured correctly, you will achieve two goals at once: get customers with high conversions and improve behavioral factors that are important for search engine promotion.

Track the results of the advertising campaign and make the necessary edits

Monitor analytics carefully after launching your campaign. If there are a lot of inappropriate clicks, add garbage queries to the list of negative keywords. If there is a high percentage of bounces, analyze the statistics for irrelevant requests, check page load and evaluate whether your prices are competitive.

The Yandex.Webmaster panel and Google Search Console will help to find technical errors. And for analytics of behavioral factors - Webvisor in Yandex.Metrica. Webvisor allows you to see which links the user clicks on and whether they scroll to the bottom of the page. With its help, you can understand which elements are ineffective and replace them with others.

Alternative Landing Page Promotion Methods

In addition to search engine promotion and contextual advertising, you can promote your landing page in other ways that may not be used by your competitors, and therefore give you an additional advantage.

Through social media

Collaborate with bloggers and order reviews and mentions from them. The blogger audience is characterized by increased loyalty, which will ensure high conversion.

Create your own communities, because the creation and content of the group does not require financial investments. If you have quality posts on popular topics, users will share them themselves, thereby expanding your reach and potential traffic to your landing page.

Using teasers

The main advantages of teaser advertising are low cost, high click-through rate and the ability to customize targeting. Typically, teasers are shown on entertainment, news, women's, or medical sites. The specificity of teasers lies in their provocation and understatement, forcing the user to click on the ad. Not all goods and services are suitable for this type of promotion, since teasers have a large coverage, which means that only advertising of goods that are interesting to a wide audience will pay off.

Banners and links on thematic portals

If the provocative format is not close to you or the products are not designed for a wide audience, you can order a banner on a specific site. In this case, you need to negotiate with the owners of thematic sites on the placement of advertising directly. Often, high traffic portals already have banner prices and offer ready-made formats. If the portal has a theme similar to your landing page, you will get a good click-through rate.

Another way are links to third-party resources. If you prepare suitable content for them and find quality donors, then this method will have two advantages at once. First, a good link is always a plus for the link profile, which will be a plus for SEO. Secondly, interested users who can become your customers will follow the link.

conclusions

You can promote your landing page and get traffic with high conversions yourself by following these instructions. If a site has a competent structure based on a semantic core, it is technically optimized, responsive, loads quickly and is tailored for one region - the landing page will easily go to the TOP of search results for key queries. And with the correct setting of contextual advertising, teasers, banners, links and social networks, you will significantly increase targeted traffic and the number of new customers.

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. It is especially noteworthy 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 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 for some reason no one 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 takes on a new meaning - we may and cannot pull out a landing page for competitive requests (although 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 starting the main narrative, I would like to give one parting word - even if in the first paragraphs you find a scheme that is ideal 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 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 take up the leading queries in the topic?

We decided to sell teddy bears, which means we will promote the request - "buy teddy bears" ... No , we will not promote this request, especially if our sales tool is a landing page! Can you catch the difference ?! No leading queries in the subject matter, 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 problem! 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 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 worthy - 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. 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 complicated.

If you have assimilated 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 the advantages we have over large organic sites? Well, the first and most obvious one is 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 Direct we will not be running 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 (have an adaptive layout), and 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 elephantine architectural transformations.

And our last plus (it must 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, 3 whales that will hold the SEO landing page 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 specified, the directives for Yandex are duplicated

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

3. WWW mirrors and redirects must be glued together

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 it is important, understand - we have a very small site, and Yandex does not treat such sites very well, and for them our project is another potential doorway. The reason for this attitude towards landing pages is extremely simple - every day millions of such one-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 refusals 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 Google's search results, 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 \u200b\u200bcomes 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 for the Key Collector program, which gives a result almost similar to 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 overspam, although in our particular case it is not so scary, because 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.

We will talk about detailed text optimization 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 absolutely not important for which 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 that 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, especially since 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 satisfied, 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 within 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 ones, but we need the site itself to give good PFs, otherwise all further work simply does not 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. VK promotion 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 that 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 NKs alone won't get a lot of traffic! Why? - everything is simple ... If it were a site, we could work with NK until old age, expanding and expanding our site endlessly, processing hundreds and hundreds of new requests. On a landing page, this is impossible, unless, of course, after a successful experience with NK, 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 competition up to 25 according to Mutagen (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 requests still have to 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 must squeeze the maximum out of the Yandex contextual advertising system. For each of the queries we choose, 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 on which there are 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

And now it's time to use one of the secrets of modern SEO - topic coverage. 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 relates to a particular topic. And note - sometimes this does not quite coincide with reality, but in the overwhelming majority of cases it 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 areas, for example, very often and in many topics we can meet requests like “... with our own hands” - we will simply have to use them.

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

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

Setting text relevance

So, we covered the topic completely, but I bet that on the way we got just 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 in this case, there is no place. Especially for these purposes, crowd marketing was invented, which, by the way, you can order through me.

The techniques 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 cruel Yandex filter. - it is understandable - Yandex is very unhappy with the fact that behavioral ones are being screwed up, because their influence on the 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. 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 be overwhelming for us without using cheats.

What else can you use

Often, groups in social networks are created for the landing page. And we can use these groups for SEO purposes. The 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, 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 group wall, as well as promotions that will encourage group users 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, at a minimum, you need to place the main social media buttons on your 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 NCs and even some ICs can be quite successfully brought to the TOP and receive traffic. And note - 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 this material you may get the opinion 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" at the very least, but they can be promoted. But a well-made and optimized site will grow even by itself, 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 set 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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