SEO landing page creation for Google

A landing page is a page on a site that is built and written with the goal of a conversion (visitor becomes customer). A visitor arrives at a landing page when they type a search query into Google. But also, for example, when he/she clicks on an online ad, clicks on a link from a newsletter or types in the URL directly.

A landing page is important for two points: answering the searcher’s question and a call-to-action. We see a call-to-action on a landing page mostly in the form of an order button or newsletter subscription.

A landing page is thus:

  • A page on which a visitor “lands.
  • directly answers the (searcher’s) query;
  • contains a call-to-action;
  • Is action-oriented on conversions.

What does a (quality) SEO landing page contain?

An SEO-optimized landing page contains several key elements that contribute to search engine visibility. Here is a table of some of the key elements, arranged by priority with a brief description of each:

1<title> TagIt is the title of the page that appears in browser tabs and search results. It should contain the main keywords and be short and descriptive.
2URL structureThe landing page URL should be simple and understandable, with the most important keyword included for SEO purposes(1).
3<meta name="description"> TagThis is the summary of the page displayed in search results. It should contain the keywords and be attractive to users(2).
4<h1> TagThis is the main headline of the page and should contain the main keyword. Understanding page content is important for both SEO and users.
5Quality of contentPage content should be relevant, unique and valuable to users. It should contain the keywords, but should also be natural and readable(3).
6Internal and external linksThe page should be well integrated into the rest of the website with internal links. External links to relevant, reliable sites can also help(4).
7Images and other mediaImages, videos, etc. can enhance the user experience. They should have relevant alt-texts for SEO(5).
8Call to action (CTA).A clear and eye-catching CTA is important to guide users to the desired action (e.g., sign up, buy, download, etc.).
9Page speedPage load speed is an important factor for both SEO and user experience.
10Mobile optimizationThe page must function well and look good on mobile devices, since a large portion of Internet traffic today is mobile(6).
What does an SEO landing page meet?

It is important to note that while these elements can contribute to SEO, search engine algorithms are complex and consider hundreds of factors when ranking pages. Therefore, good SEO practices should always be part of a broader digital marketing strategy.

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The difference between a “page” and an “article” for SEO

In the context of SEO and website management, the terms “page” and “article” can have different meanings depending on the type and structure of the website.

  1. Page: In a general sense, any URL on a Web site is a “page. This can be a homepage, product page, contact page, blog post (or “article”), etc. In CMS systems such as WordPress, “page” is often used to indicate a static type of content, such as an “About Us” page or “Contact Us” page. These pages typically have no publication date and are updated less frequently than “articles.
  2. Article: An article is usually an individual piece of content within a blog or news section of a website. In CMS systems, these are often called “posts. Articles usually have a publication date and are often arranged in chronological order, with the most recent first. They may also be tagged or categorized for easy navigation.

For SEO, both pages and articles can be optimized to increase visibility in search engines. The main difference lies in how you would optimize them:

  • Pages: Because pages tend to be more static and timeless, focus on evergreen keywords – that is, keywords that are always relevant to that page. You should also try to build a high degree of authority for these pages, as they often act as key navigation points within your website.
  • Articles: On the other hand, because articles tend to be more time-specific and specific, you can target more niche, long-tail keywords. You can also take advantage of trending topics or news to generate traffic. Because articles are often published regularly, they can also help keep your website fresh and updated in the eyes of search engines.

How do you create a content strategy for an SEO landing page?

An effective content strategy for an SEO landing page requires a detailed and methodical approach. Here are the steps to follow:

  1. Setting goals: determine what you want to achieve with your landing page. Want to increase traffic to your website, increase user engagement, generate leads, boost sales or something else?
  2. Target audience analysis: understand who your target audience is. What are their interests, concerns and needs? What kind of content appeals most to them?
  3. Keyword research: do a thorough keyword research to determine what search terms your target audience is using to search for your products or services. Use these keywords in a natural and relevant way in your content.
  4. Competitive analysis: look at what your competitors are doing. What works well for them? What are they not so strong in? This information can help you form your own strategy.
  5. Content planning: determine what type of content (text, images, videos, etc.) you will use and how you will structure it on your landing page. Make sure the content is relevant to your keywords and appealing to your target audience.
  6. SEO optimization: optimize your content for SEO. This includes using your keywords in key areas such as the title, meta description, headers, and in the body content. You should also ensure a good internal and external link structure, and optimize all images with alt tags.
  7. Establish CTAs: establish clear and compelling calls to action (CTAs) to guide your target audience to the action you want them to take.
  8. Performance tracking: set up systems for tracking the performance of your landing page. This may include the use of tools such as Google Analytics or other web analytics tools. Look at metrics such as bounce rate, time spent on the page, conversion rates, etc.
  9. Continuous improvement: based on the insights gained from your performance tracking, make adjustments and improvements to your landing page and content strategy. This should be an ongoing process to continually improve your results.
  10. Content promotion: ensure the distribution of your content through various channels, such as social media, email marketing, content syndication, and more. This will help generate more visibility and traffic for your landing page.

Every landing page is unique, so it’s important to tailor your strategy to the specific needs and goals of your page. By following the steps above, you can create an effective content strategy that will help achieve your SEO goals.


I deploy the SEO landing page for my clients to achieve the maximum in Google with a given page. What is important to remember here is to always make it user-friendly. In these times, you cannot think this away when creating a strategy for such an SEO landing page.

Frequently Asked Questions

What is a landing page?

A landing page is a “special” page in the sense that it is optimized for a specific purpose. For search engine optimization, landing pages often feature more text than regular pages and is written for the purpose of organic findability for a particular keyword. With SEA, a landing page is often completely set up for its conversion (since SEA does not require organic optimization, it can focus entirely on conversion).

What is the impact of Landing Page on SEO?

Because the landing page is completely tailored to the user’s search query, it will generate many relevant visitors. Make sure you honor several. The conversion rate will definitely go up as a result.

Can I hire an expert to improve my landing pages?

It is possible to hire an expert to improve your landing pages. There are several ways to find an expert, such as searching for professionals on freelance platforms, hiring a marketing agency or working with an individual consultant.

Hiring an expert can offer benefits such as improving the conversion rate of your landing pages, optimizing your ad campaigns and getting new insights and ideas to improve your online marketing strategy.

Before you hire an expert, it’s important to make sure they have experience improving landing pages and can demonstrate that they have had successful results in the past. Also clearly discuss your goals and budget and make sure you have a clear plan for how the collaboration will go.

Can I improve my landing page myself?

It is possible to improve your landing pages yourself. Here are some steps you can take to optimize your landing pages:

  1. Define your objectives: determine what you want to achieve with your landing page and make objectives measurable. For example, do you want to generate more leads or make more sales?
  2. Analyze your current landing page: take a critical look at your current landing page and identify elements that may be negatively affecting conversion rates. This could include a long loading time or an unclear call-to-action.
  3. Optimize content: make sure your landing page contains relevant and engaging content. Use attractive titles, clear headlines, images and videos to convey your message.
  4. Make your landing page user-friendly: make sure your landing page is easy to navigate and that visitors quickly find the information they are looking for. This can be done, for example, through the placement of key elements such as call-to-action and contact forms.
  5. Test and measure: test different versions of your landing page to see which version produces the best conversion rate. This can be done, for example, through A/B testing. Also, regularly measure the performance of your landing page to see if your efforts are paying off.

By following these steps, you can improve your landing pages and increase your conversion rate.

Does a landing page affect a page’s conversion rate?

The landing page can have a significant impact on a website’s conversion rate. A landing page is specifically designed to lead visitors to a desired action, such as buying a product, signing up for a service or filling out a form.

If the landing page is not effective, it can negatively affect the conversion rate. For example, if the landing page is not relevant to the ad the visitor clicked on, the visitor may be discouraged and leave the page without taking an action.

It is therefore important to ensure that your landing pages are optimized for conversion and are relevant to the ad or keyword the visitor used to get there. This includes factors such as a clear call-to-action, attractive design, compelling content and easy navigation.

By working to optimize your landing pages, you can improve your website’s conversion rate and achieve greater success with your online marketing efforts.

Does a landing page affect the usability of my website?

A landing page generally does not directly affect the usability of the rest of your website, as it is usually designed as a separate page to provide specific information and direct visitors to a desired action.

However, the design and layout of your landing page can have an indirect effect on the overall usability of your website. A well-designed landing page that is easy to navigate and provides visitors with a clear call-to-action can have a positive impact on the overall user experience of your website.

Moreover, optimizing your landing pages for conversion can have a positive effect on the user experience, as you focus on providing relevant and engaging content and optimizing the user interface. This can help visitors find desired information and take actions more easily and quickly.

However, it is important to ensure that the navigation of your landing page is consistent with the rest of your website and that the visitor can easily return to other parts of your website if necessary. In this way, an effective landing page can contribute to a positive user experience on your website.

Can a good landing page increase my sales?

A good landing page can increase your sales by generating more conversions. A landing page is designed to lead visitors to a desired action, such as buying a product or filling out a form. By optimizing your landing pages, you can increase the likelihood that visitors will take this desired action.

An effective landing page has several key elements, such as:

  • A clear and compelling headline that grabs the visitor’s attention and encourages them to read on.
  • Relevant and engaging content that highlights the benefits of your products or services and convinces the visitor to take action.
  • A clear call-to-action that encourages the visitor to take the desired action, such as buying a product or filling out a form.
  • An easy-to-use and attractive user interface that helps the visitor quickly find the desired information and navigate to the call-to-action.

By optimizing these elements, you can increase the likelihood that visitors will take the desired action and increase your sales. However, it is important to keep testing and measuring to see which adjustments are most effective in increasing your conversion rate and revenue.

How many landing pages can my website have?

There is no specific limit to the number of landing pages a website can have. The number of landing pages you need depends on the size and complexity of your website, your marketing goals and the number of products or services you offer.

It is common to have multiple landing pages for different products, services or marketing campaigns. This allows you to easily redirect visitors to a specific page relevant to their needs and interests.

To determine how many landing pages your website needs, it is important to understand the specific goals you want to achieve with your website and how to support those goals with the right landing pages. For example, you can create landing pages for specific products, promotions or events, or for different audiences.

Most importantly, each landing page should have a clear purpose and call-to-action, and the content should be relevant and engaging to the visitor. If you’re not sure how many landing pages your website needs, you can start with a few and then expand them as you gain more insight into the needs of your visitors and the performance of your landing pages.

What are the components of a good landing page?

A good landing page has several key components that contribute to its success. Below are the key components of an effective landing page:

  • An attractive and clear headline that grabs the visitor’s attention and piques their interest.
  • Relevant and engaging content that highlights the benefits of your products or services and convinces the visitor to take action.
  • A clear and compelling call-to-action (CTA) that encourages the visitor to take the desired action, such as buying a product or filling out a form.
  • Attractive and visually appealing elements, such as images, videos or infographics, to enhance the content and hold the visitor’s attention.
  • Social proof, such as customer reviews, testimonials or case studies, that convinces the visitor of the value and quality of your products or services.
  • A simple and intuitive design that simplifies navigation and helps the visitor find the desired information quickly.
  • Forms that are easy to fill out and do not require too much information from the visitor to increase the likelihood of conversion.
  • A mobile-friendly and responsive layout that displays the landing page optimally on different devices.

By observing and optimizing these components, you can improve your landing pages and increase the likelihood that visitors will take the desired action. However, it is important to keep testing and measuring to see which adjustments are most effective in increasing your conversion rate.

Does improving a landing page give immediate results?

Improving a landing page can produce immediate results, but it is not guaranteed. The result depends on several factors, including the current state of the landing page, the nature of the improvements being made, and the goals of the landing page.

If the landing page is currently performing poorly and significant improvements are made, this can have an immediate positive effect on the conversion rate and overall performance of the landing page. For example, if the call-to-action button is not clear and this is changed, it can make an immediate difference in the number of conversions achieved.

However, it is important to remember that improving a landing page does not always produce immediate results. It may take time for the improvements to bear fruit and for you to see a significant difference in the number of conversions or revenue.

Therefore, it is important to keep testing and measuring to monitor and optimize the performance of your landing pages. By measuring performance regularly, you can see which improvements are working and which are not, and you can adjust your strategies to achieve better results.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 75 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 22 March 2024. The last update of this article was on 22 March 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.