Whether I’m writing a blog post, developing an “attractive” news release, or working on website content, I start by thinking SEO and grabber keywords. Google, are you following me?!
In The New Rules of Marketing & PR, 2nd edition, David Meerman Scott offers an overview of SEO and discusses how to “Carve Out Your Own Search Engine Real Estate.” He reminds us that “if you want to be found on the Web, you need a unique identity for yourself, your product, and your company to stand out from the crowd.”
While most people do consider keywords and other ways to optimize prospect searches, Scott notes that too many “organizations are terrible at building a landing page – the place people go after they click on a search hit.”
Landing pages should generate interest and sales, whether on websites, blogs, special offer pages, or author book sites. In creating a landing page, Scott offers the following suggestions:
- “Make the landing page copy short and the graphics simple.
- Create the page with your company’s look, feel, and tone….because a landing page is an extension of your company’s branding.
- Write from the prospect’s point of view….you want visitors to feel that the page speaks to their problems and that you have a solution for them.
- A landing page is communications, not advertising. … Advertising gets people to click to your landing page, but once a prospect is there, the landing page should focus on communicating the value of your offering to the buyer.
- Provide a quote from a happy customer.
- Make the landing page a self-contained unit. … Sometimes it is better to make your landing page a unique place on the Web and not provide links to your main web site.
- Make the call to action clear and easy to respond to.
- Use multiple calls to action. You never know what offer will appeal to a specific person, so consider using more than one, whether a free trial, discount, or white paper.
- Ask only for necessary information. … Don’t use a sign-up form that requires your prospects to enter lots of data – people will abandon the form.
- Don’t forget to follow up!”
People have searched for you, attracted by your keywords and SEO strategy, hoping they have landed on the right site to meet their expectations. “That’s great! Don’t drop the ball now…follow up as quickly as possible” because it’s time for First Person Public Relations.