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Beginner’s Guide to SEO: Landing Pages and Website Infrastructure (Pt. 2)

Posted on September 10, 2015 by Matt Storms

Beginner's Guide to SEO: Landing Pages and Website Infrastructure (Pt. 2)

Now that you’ve spent some time learning the basic steps of SEO, let’s dive a little deeper and discuss the importance of landing pages and infrastructure on your website.

Landing pages

When it comes to landing pages, ask yourself: does the page make sense?

Look at everything before you create the page.
Look at everything while the page is being created.
Look at everything after the page is created. Does it make sense?

If the page does not make sense then it has no purpose. All pages should have a point to them. Is the user buying something? Filling out a form? Calling a phone number? Downloading content and digital assets?

Create pages to have a purpose. Pages without purpose are like Pluto (the ex-planet) and should be cast off from your site using either a 410 or a 301 redirect.

Website Infrastructure

First thing’s first – make sure you have a fast server and one that’s large enough for the size of your website. Mange your IP and keep the follow up to date: your content management system (CMS), the server itself, data and security.

The main areas that constitute good website infrastructure are the website structure, content, tracking and goal setting, and testing.

Website Structure

1. Which CMS are you using? Is it custom? Out of the box? And why?
2. Clean code (no code bloat).
3. Simple design – clean colors, easy to read font, and understandable call to action.

Content

1. As we discussed at the beginning of this post, every page is a landing page, and it needs to make sense .
2. Single term per page. Not one word but a phrase.
3. Image – file path and alt attribute that are in context to the page.
4. URL Structure – simple, clean and easy for humans to read.
5. Consistency between title, url, content.
1. Does everything on the page make sense or is there something out of whack?

Tracking & Goal settings
1. Analytics – goals, annotations, customize tracking, strategy is built off of this data
2. Google Search Console – understand this data to set strategy, this is technical
3. Bing Search Console – understand this data to set strategy, this is technical

Testing

1. A/B split testing – you should be running 30-50 tests per month minimum to understand user behavior and to dial the site in.
2. Site Speed – under 150 milliseconds per page for every page.
3. PPC to Test SEO and SEO to test PPC.

1. Get your page score up to a base score of 6 out of 10. Don’t be afraid to spend a few
hundred dollars to understand what Google thinks of your page – its important! As your
score goes up, you pay less. The higher the score the lower you pay and the higher you
rank that page. You can use PPC to test your quality and increase your rankings.

Image: Courtesy of Obsidian Learning

Matt Storms

Matt Storms is a Technical SEO Expert at Crimson Marketing. He is one of five people in the world regularly invited into Google to speak with Google about search best practices. He is also an SEM, organic growth hacker, and an SEO/SEM expert witness. Follow me on TwitterLinkedInGoogle+.


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