It is commonly accepted that pay-per-click (PPC) does not affect search engine optimization (SEO). Google reiterated that there is no link between the two, although the latest report suggests otherwise. Apart from the claims, it is no secret that PPC and SEO together are fatal.
Setting up a custom landing page for PPC daily but is not always practical. In many cases, you have to use the same landing pages for PPC and SEO.
If SEO and PPC landing pages are the same, then it is inevitable that SEO efforts on your site will affect PPC. If these affect the landing page experience, these SEO changes can make a difference.
What is the landing page experience?
Google ad takes into account the landing page experience when deciding to pay for paid search results. In this case, experience determines whether the landing page meets users’ expectations when they click on an advertisement.
If your site provides a poor user experience, you can restrict ad serving or prevent it from running. Therefore, landing pages must provide an excellent experience for users.
The landing page experience is only part of your ad ranking (a calculation used by Google to determine ad placement), so you should not look at it separately. Nevertheless, improving your landing page experience can have a big impact on your SEO and PPC performance.
How to improve your landing page experience
Landing page experience is influenced by many things, including:
- Landing page content
- Landing page speed
- Landing Page Mobile Experience
- Rely on hint
- Linking and Site Structure
All these factors are important to improve SEO performance, but they also significantly impact the landing page experience. Therefore, to improve the performance of your PPC, make sure that you cover these funds incorrectly.
Let’s take a closer look at the elements that make up the landing page experience and what we need to do to improve it.
Landing page content
The landing page content is essential for both SEO and PPC. SEO landing pages are often more detailed, providing detailed information to users. PPC landing pages, on the other hand, often focus on marketing and more specific.
Despite the subtle differences, SEO and PPC landing pages show two main similarities; They need to be useful and unique.
It is best practice if the landing page content is specific if the user is looking for something specific. However, it should be normal for the user to see something like PPC management.
For example, if someone is looking for a Zytal PPC specialist, they expect their landing page to focus on Digital Marketing rather than other types of PPCs.
Finally, the content of the landing page should be clear and concise.
Landing page speed
Loading pages has an impact on your SEO and PPC performance quickly. In July 2018, Google announced that speed is now a landing factor for Google ads. Similarly, the 2021 Google Page Experience update makes Page Speed an even more critical factor for SEO. Google usually places your card very close to your chest, but here they cannot say more clearly.
There are many things that affect page speed. As a digital marketing consultant, I often see large image file sizes, excessive code swelling, and cache shortages.
Resizing and compressing images, reducing unnecessary code, and setting cache can actually improve page speed. This means that every site is different. To increase speed, you should check the page speed insights for what you should pay attention to.
Landing Page Mobile Experience
Providing a great mobile experience is to achieve high rankings in organic and paid searches.
A few years after Google’s algorithm included page speed, Google announced that it was moving to mobile web indexing first. This update has been in force for a few years now but confirms the importance of mobile-first design for SEO and PPC landing pages.
Most sites are compiled on desktop devices. It is effortless for desktop devices to fall into the trap of optimization, especially since most sites are being put together. However, not to be feared, many tools can help make landing pages mobile-friendly.
Google offers a mobile-friendly test that can help provide the best possible experience for mobile users. If you want to go a step further, you can implement Accelerated Mobile Pages (AMP) to ensure optimal mobile performance.
If your pages pass a mobile-friendly test, that’s great, but it won’t give you the full picture. Make sure you consider how content is structured on a mobile device, especially how easy it is for users to reach their goals.
Rely on sign
Make sure your landing pages are open, honest, and reliable from the start. Confidence building is a central part of SEO, with backlinks, commitment metrics, and reputation all playing a role in Google’s ranking algorithm.
Trust also plays a central role in PPC. Google wants to showcase businesses that it used to meet expectations, making it an essential part of the landing page experience.
Ensure your landing pages openly share business, product, and service information, while contact information is easy to find and forms are easy to use.
Privacy is also an occasional issue in 2021. Keeping this in mind, make sure that you cover all the grounds in terms of privacy. Cookie banners, privacy notices (on forms), and links to privacy policies can all inspire trust.
By combining all these factors, you can ensure that Google and your users trust your landing pages.
Linking and Site Structure
Internal links are a great way to navigate your site between users and Googlebot while being contextually relevant. Internal links are not used in the same way by PPC landing pages, but they can still improve the landing page experience.
Many PPC landing pages provide a simplified approach with a clear call-to-action (CTA) that provides a very linear user path. On the other hand, SEO landing pages are often more complex and provide more information on a particular topic.
When using the same landing pages for SEO and PPC, balancing these two approaches is essential. Too much information and landing page may appear to be spam. Too few and landing pages may not perform as well in organic search results.
See Landing Page Experience
See your landing page experience with Google ads. Follow these steps to verify your landing page experience:
- Sign in to google ads
- Click on the keyword in the sidebar menu in the Google Ads Dashboard.
- Click Search Keyword
- Click the Columns button on the right
- Click modify column
- Click Quality Score
- Check the landing page.
- Click the blue apply button.
You should now see a column in the Google Advertising Keyword Report with a landing page experience for each keyword.
Creating a landing page can be difficult for SEO and PPC, so make sure you know how to create a landing page effectively. Finally, give your users a great experience on your site, and in return, you will get great results.
Do this when creating a landing page.
1. Create a professional-looking landing page
We are visual beings, and you have attracted online opportunities to click on your ad; This ad is a combination of color (for banner ads), layout, and messaging. Now that you have caught their attention, you have to move your visual experience to a professional-looking and well-designed landing page. A professional web designer will help you achieve this. But beware of too many visual distractions. Keep it clean and simple.
2. To show consistency
A well-designed landing page is not enough. You need to show continuity between the visual design and the message with the advertisement where it was previously clicked. This means that you need to use the same color theme or template for your design. The landing page needs to send the same message or offer to your ad. Provides a consistent visual experience and consistent messaging for site visitors from advertising to the landing page and conversion page.
Ad clicks are usually potential new customers. Therefore, he urges them to give a lengthy background about the company, products, and services. Stay with the original message or goal that your ad is trying to promote. But be less. Find out what you offer to your visitors and what you want from them – buy, fill out the form, download an e-book, book a room, and more. This is also true for returning customers. You should avoid anything that easily distracts them and loses interest. So remove the clutter and stay focused.
4. Discuss the language of the target audience.
The landing page should send a message that is relevant to the target audience. If the landing page tries to sell to everyone, it will fail. Like when you started your PPC campaign, you have a niche market. The process of creating advertisements revolves around this. Landing pages are no exception. The service should continue, especially in this market. Therefore, you need to know who your target audience is and what drives them. A well-designed landing page is critical to the success of your business. You must display content that meets your own requirements. This will take visitors to your site and hopefully convert. This will definitely reduce the bounce rate and increase the conversion rate.
5. Turn them off and turn them into action-driven.
If you know your target audience, you can quickly determine your company’s needs if you have a product or service that is starting to speak. So we need to enter the market, and your PPC campaign is a channel. Clicking on an advertisement is already a “buy” sign for potential online shoppers. But we call it the “conversion” sign. When we arrive at the landing page, we do not want to leave them immediately or “bounce back.”
Consider the landing page as the last option to complete the operation. Compared to personal sales with customers, your interaction is minimal. You only have one landing page that interprets your message or suggestion and reassures your visitors. Therefore, you should try to offer them not only a well-designed, eye-catching landing page but also a website that can fulfill the brand’s promise and meet their expectations.
After this, always ask your visitors to take action (depending on your purpose) to either buy their products or services, fill out a form, or subscribe to a newspaper. Never miss a chance to convert them into your customer.