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Act-On Software

Tips for Landing Page SEO

 

The SEO Audit tool helps you optimize your Act-On landing pages so they can more easily be found by people using search engines such as Google or Bing.

You can add metadata including a page title and description. This information helps influence the search engine rankings and click-through rates of your pages.

Keywords 

Your goal should be to create a powerful keyword (or phrase) that searchers will use to find your page. It should clearly identify what your page is about. Before looking at the process of Search Engine Optimization (SEO), here's quick review of keyword best practices.

  • Your page content should focus on one main topic. Things to keep in mind:
    • The keyword should represent your content well
    • Choose a keyword that the majority of searchers are likely to use when they want information about your topic
    • Your keyword can contain more than one word
    • If your keyword contains several words, the order in which you use the words matters. For example, 'symptoms of diabetes' is not the same as 'diabetes symptoms, and returns different rankings.
    • Do the research to discover likely keywords. Ask people, drill down in social media, do a survey, see what’s already being used, and/or use a keyword research tool such as the Google Keyword Tool.
    • Understand who your ideal reader is, and use the same natural language and terms as they do
    • Don’t use more than one keyword (or phrase)
  • For more information about keywords, visit this Google page
  • Best practices for using a keyword in content:
    • Write for your audience, not for search engines
    • Include the keyword in your copy, in natural language
    • Don’t include it so many times that your copy is stilted or unnatural
    • Use the exact term
    • Longer copy gives you more opportunity to use your keyword. Best practice is at least 300 words long.

Choosing a Landing Page to Optimize

  • Click Landing Pages in the Quick Start menu, or click Content > Landing Pages. Hover over the desired landing page and select Edit. You can also select New Landing Page and build a new page using this process.
  • Once in the Landing Page Editor, notice that the SEO checkbox at the top is checked by default. Unchecking the box hides the SEO options and flags the page as 'no index, no follow'.
  • These flags ask search engines and other robots to ignore the page, not include it in their index, and not follow any links they discover on the page. Most major search engines will respect this request, but it is not guaranteed.
  • Don't forget to click Save when you're done. 
  • Click the gray box titled SEO

Meta Tag Elements

  • By default, the SEO tool opens in the Meta Tag Elements page
  • This page displays the Page TitleURL Page Name, and Page Description. It also displays how these elements will look on the Internet when your page is returned as a search result. Have your keyword in mind as you fill these out.
  • Each of these elements plays a role in helping search engines find your page, or helping a searcher decide whether to view your page.

The page title tells search engines what the page is about, and is the first line in the search result. A well-written title will help a page rank better and increase click-through rates. Ideally it will:

  • Be fewer than 65 characters and spaces
  • Include the keyword, starting within the first 10 characters
  • Use all of the words in the keyword in exactly the same order as used in the keyword

It is important to use your keyword in the URL. Searchers are far more likely to click on your listing if they see the keyword in the URL. Best practices include:

  • Between 30 and 115 characters and spaces
  • Use the keyword once
  • Use the words in the same order as in the keyword

The page description is what searchers see in the search results when your page is shown in the listings. It doesn’t impact the ranking itself, but a well-written description is extremely important in convincing searchers to choose your listing over others. The page description should:

  • Consist of up to 150 characters and spaces
  • Use the keyword just once
  • Use the keywords in the body text in the same order as the appear in the keyword

Click SEO Report to see how these elements and page content score in the SEO audit. This is what the icons mean:

  • Green check mark – The content complies with SEO best practices 
  • Yellow warning symbol – The content is not as effective as it could be
  • Red 'X' – The content does not comply with SEO best practices

The SEO Audit report looks at the content of your landing page as it falls into SEO categories (such as Page Title), and reports on how the page complies with best practices within each category.

  • Each factor gets a rating of red (error), yellow (warning), or green (OK). If you have errors, the tool will show you how to fix them.
  • An example error rating: The title is longer than 60 characters.
  • Hover over a SEO category (e.g. Page Title) to display its Help menu
  • The Help dialog offers background information about the category and best practices. Title tag and URL samples are shown here.
  • For factors with a red 'error' or yellow 'warning' icon, hover over and click Details
  • The factor will expand with a discussion of the applicable best practice including a detailed explanation of what the SEO Audit tool checks for

Here are the categories the SEO Audit tool analyzes, and where you can edit their content:

  • Page Title – Enter or change this in Meta Tag Elements
  • URL Page Name – Enter or change this in Meta Tag Elements. Double-click the Lock icon to allow editing.
  • Page Description – Enter or change this in Meta Tag Elements
  • H1 Heading – Enter or change text in the landing page in Edit mode
    • The H1 heading is the header tag (<h1> tag in HTML). It is in the page copy, and will usually be the title of a post, or other emphasized text on the page. It will usually be the largest text that stands out.
    • The SEO Audit tool does a full analysis for the first H1 heading, and a shorter report for any additional H1 headings on the page
  • Body Content – Enter or change text in the landing page in Edit mode
  • Alt Image Tags – Enter or change text in the landing page in Edit mode
    • The image alt tag specifies text to serve as content when the element cannot be rendered normally. This helps search engines understand what the images are about, helps your page rank better for your keywords, and supports accessibility for the visually impaired.
  • Open the Keywords tab. Review the list of available keywords, and check the box of the keyword you have optimized the page for.

  • If your chosen keyword is not in the list, add it in the Add Keyword field, and then check it. This is not case-sensitive. Act-On automatically analyzes your content to evaluate how the keyword has been used, and the results are instantly displayed on the Audit tab.

    • If you make keyword or other changes, click Re-Audit to refresh the audit to reflect the changes

  • Close the SEO Audit report by clicking the 'X' to return to the Meta Tag Elements page

  • To return to your landing page, close the Meta Tag Elements page by clicking on >> SEO in the upper left corner

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