An effectual landing page boosts your website’s search engine ranking. Creating a user-friendly environment, filled with pertinent content, allows search engines to recognize, understand, and effectively rank your website. Black Raven Media’s web design strategy places your business where it should be – on Page One. To help you there, we want to share one of our tricks of the trade: How to SEO landing pages. 

What is search engine optimization?

SEO stands for Search Engine Optimization. Search engine optimization refers to the process of increasing the quality and quantity of traffic your website receives through organic search engine results. This practice involves editing and coding a web page so that it appears in search results consisting of relevant words and phrases. 

For example, say you’re looking for a home builder in your area. You likely type “home builder near me” into a search engine like Google. The results listed reflect the pages that most closely correlate with your query. These results are based on Google’s algorithm. We’ll talk more about this later. 

What are landing pages?

Landing pages on your website offer information about your business and collect the contact information of visitors to the page. The main goal of collecting this information is to convert leads to sales. Landing pages target people that are already interested in your product or service, presumably, because they’re looking at your website. Common landing pages include email updates, newsletters, free trials, special offers, mobile app downloads, and industry events. 

Why does Google’s algorithm constantly change?

By definition, algorithms consist of a set of rules followed in specific calculations, especially by a computer. So, what does this really mean? Search engine experts develop a complex set of directions that scan websites for particular words and phrases. Those rules rank the sites and pages based on keywords used on the pages. 

Google particularly is known for its evolution of algorithms. They do this purposefully to protect the integrity of their process. Over the years, hackers and computer gurus succeeded in tricking search engines by stuffing landing pages with hidden keywords. This technique now gets pages blacklisted from search engine results. Google’s changing algorithms keep web designers and SEO experts honest, adding value to properly created landing pages. 

How to SEO Landing Pages

  1. When designing your company website, use a custom URL. For example, instead of leaving your page URL as the auto-selected, use a custom name like This subdomain adds authority to your page, one of the factors in ranking search results. 
  2. Research your keywords. Probably the most important step in landing page SEO, keywords determine the credibility of your landing page. When selecting keywords, consider words and phrases (long-tail keywords) most associated with your business. Long-tail keywords produce a higher ranking than their short counterpart. 
  3. Incorporate keywords strategically on your landing page. Keyword placement involves more than typing words into your content. Keywords need to be located in the Title Tag (the title of your page, see number 1), Meta description (the short page description listed under your title in search results), and Header tags (subheadings). Images and media inserted on your landing page always need descriptive file names using your keywords. 

Milwaukee SEO Agency

Black Raven Media’s SEO experts closely follow Google’s algorithm and the home building industry. The ever-evolving search engine optimization process requires constant updates, tactical research, and renewed content. Contact us today for your free SEO audit!