Online Marketing Today

“Duncan, When setting up a squeeze page, where do you put the keyword list (for search engine optimization)? Take care! ~ Eddie

Hi Eddie,

Getting a single highly focused page (i.e. a squeeze page or landing page) ranking well in the search engines is certainly more difficult than a standard web page.

As you’ve discovered you’re limited to the amount of content you can include (or manipulate) as it stands to reason the ad copy is highly structured to generate the lead or desired action.

Therefore injecting keyword terms to simply increase density is often hard without reducing the impact of the ad copy itself and ultimately lowering conversion rates.

However it’s not impossible.

The first thing you want to do is to limit your focus to only a few specific keyword terms.

Ideally you should focus on 1 core keyword term, and then 2, or at most 3, additional terms – and more ideally still – longer tailed variations of that core keyword term.

For example your core term might be “dog training”. Your other terms might be “dog training newsletter”, “dog training advice” and perhaps “dog training book”.

The less written content you have on the squeeze page, the fewer keyword terms you want to focus on so you’re not diluting the overall impact too much.

The first thing you’ll want to do is tweak all search engine optimization elements on the page, other than the actual ad copy, as much as possible. That means…

Including the core keyword term in the title of the page, and if possible, also including one of your other keyword terms as well.

However you shouldn’t do this (add additional terms above and beyond the core keyword term) if it’s going to make the title look unattractive as it’s what will show in the search engine results and needs to pull attention.

Including that core keyword term (and other terms) in the Meta description of the page. This is easier because most search engines don’t actually include the defined Meta description in their results when displaying a listing, so it’s a nice place to add additional keyword terms.

Don’t just keyword stuff however, make a nice attractive description.

If possible, and if you’re using a text based headline for the adcopy, try and include at least the core keyword term in there. This may or may not be possible depending on the headline itself.

If you have any other headlines do the same where possible.

Make sure all your headlines are actually defined using headline tags <H1> etc and not just large and bold fonts.

Ensure you optimize all of the images on the page.

Images might include the headline, logo, testimonials, a book cover, and basically any and all other images. Give them all meaningful names related to the keyword terms themselves – not meaningful to their purpose.

For example don’t name your logo, logo.gif – name it dog-training.gif.

If your logo is actually 3 separate images then name the other two based on your other terms dog-training-advice.gif, and dog-training-newsletter.gif. Name all other images with at least some variation on the core terms – even if that’s dog-training-1.gif etc.

If possible link a few of these key images back to the squeeze page itself (often easiest and most logical to do with the logo).

Include “Alt Text” for all images and match that up with the keyword term used to name the respective image. For example for the dog-training.gif image use the tag: alt=”Dog Training”

Include the “Long Description” tag for all images as well.

This is similar to the “Alt Text” but allows you to include a longer description whereby you can include additional instances of the keyword terms. It looks like this… LONGDESC=”Your long description here”.

Ensure you include at least the core keyword term in the footer of your page and make it a hyperlink back to the page itself. This will help add theme relevancy to the page for the term. You might even be able to slip in another keyword term here as well.

So rather than just having “Copyright – Company Name” do something like “Copyright – Company Name – Providing DOG TRAINING advice since XXXX” whereby the “Dog Training” part becomes the hyperlink.

Finally we come back to the ad copy itself.

Where ever possible try to increase the density and frequency of the keyword terms within the actual body content.

This is a little bit beyond an easy written explanation and it’s something you have to fiddle around with to ensure you’re not reducing the quality of the adcopy at the same time.

Here’s one way to think of it however.

Assume you have been given a testimonial and it says “I really enjoyed your book, it was a…”.

You can ask the person who provided the testimonial if it’s ok if you modify that to “I really enjoyed your book on dog training, it was a…”. You can see what I’ve done there. Subtle little tweaks like that can often be done without reducing how well the written content reads and performs.

Obviously this just doesn’t apply to written testimonials – but anywhere you can make modifications like that within the entire copy.

Once you’ve got a reasonable density of keyword terms within the actual page then the probability of high search engine rankings can be increased by using the same keyword terms in your incoming link building campaigns to really prop things up.

And remember, even if the squeeze page itself is thin on keyword terms, you can still get the desired search engine rankings by focusing on your incoming links. You might just need to obtain more than a competing page that has better freedom in tweaking keyword density.

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