5 Ways to Optimize Landing Pages for B2B Content Assets

5 Ways to Optimize Landing Pages for B2B Content Assets
Savvy Guest - Wed Jul 07, 2010 @ 03:31AM
Comments: 18

We're pleased to feature a guest post by Derek Edmond of KoMarketing Associates. Derek shares smart ideas for helping prospects and customers find your content, so read on! checkbox

It is critical that B2B marketers squeeze as much opportunity as possible with the content available. Search engine marketers hold an adage that every web page is an opportunity to be found in search results. The same can be said with respect to content: white papers, case studies, video, etc. Every content asset can become an opportunity for search engine visibility as well.

Landing pages provide a distinct opportunity for B2B marketers to leverage content for their search engine marketing strategies. Here are five tips for getting the most out of the experience.

HTML in Addition to PDF

PDF is a common format for white papers, case studies, and marketing collateral. Even though search engines like Google are able to crawl the content, it's challenging to optimize as fluidly as a web page. Plus, PDF is slower to open and may discourage users from clicking PDF-specific search results.

Consider creating HTML summaries of PDF documents for search engine visibility. You don’t need to recreate the entire document. Instead, create a quick summary, key takeaways for the reader, download action (see below) and incorporate a specific SEO keyword strategy per page.

Optimize Titles, Descriptions, and Key Statements

Keyword strategy should be a part of every landing page. Make sure to choose keywords which are competitive and relevant to the content and create unique HTML titles, meta descriptions, and landing page copy with that keyword strategy in mind. Here is a resource for choosing relevant keywords for SEO.

Clear Call-to-Action

Try to create clear conversion goals for the web page, which can be designed to track leads and visitor information. This may mean a simple registration form or easy-to-find navigational buttons for downloading content.

Landing pages can be used for PPC and other advertising campaigns as well. Test the elements of the page to improve conversion rates. Examples may include modifying form field requirements or shifting the location of a button or icon on the page.

Look for Secondary Conversion Opportunities

Even if the visitor does not fulfill the primary conversion goal, create opportunities for secondary goals as well. Examples might be links to general contact information, an offer to subscribe to a newsletter, or visibility/networking requests for social media profiles to places like Twitter or Facebook. Don’t forget to offer the same or similar secondary conversion opportunities on confirmation pages as well.

Final Thoughts

We’ve seen tremendous success in search engine marketing by simply unlocking a company’s content and making it more accessible to search engines. Not only can we provide value for an SEO strategy, but effective landing pages also may drive conversions and lead opportunities.

About The Author: Derek Edmond is Managing Partner of KoMarketing Associates, a B2B internet marketing company specializing in SEO, PPC, and social media consulting services.

Comments: 18


1. Sean McVey  |  my website   |   Tue Sep 14, 2010 @ 05:44AM

Hey Derek thanks for the advice. I am about to create a landing page for our new white paper and I will surely use your tips.

Question: When creating a secondary conversion action, how prominently do you recommend making the call to action? For example, it seems that linking to social media or calling for a newsletter subscribe would be competing with your main goal. Is it best to have it in the background or bring attention to this secondary cta?

2. Derek Edmond  |  my website   |   Fri Sep 17, 2010 @ 01:42PM

Hi Sean - opinions may vary but I definitely think it should be more subtle than a primary conversion option - possibly below the form, included in the form, or towards the bottom of the page. Don't forget to add to the confirmation message (and maybe your email as well). Best of luck in your endeavors and thank you for the comment

3. John Kurien  |  my website   |   Wed Nov 10, 2010 @ 04:02AM

Hey Derek,

Thanks for the tips. Definitely keep them in mind. I was wondering if in fact there were softwares designed to help easily optimize landing pages in search that you were aware of.

Let me know.



4. Derek Edmond   |   Wed Nov 10, 2010 @ 06:48AM

Hi John - thank you for commenting. Google Optimizer is a great free tool to implement landing page testing. Another tool we've had experience with is Hi-conversion, which provides an opportunity to test variables and reports on the best combinations of variables on the landing page.

5. Jon  |  my website   |   Tue Dec 28, 2010 @ 09:37AM

Thanks for the tips! I am attempting to create my first landing pages... ever! I figured I would do some research first, and I stumbled upon your article. Very informative and to the point. Thanks for the great read, I will be back to read more in the future for sure!

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8. Takis  |  my website   |   Sun Sep 15, 2013 @ 04:54AM

I really liked the 4th tip, keep up the good work!

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