There are constantly new things to pay attention to in the world of SEO. As a qualified moving business, it’s your job to stay on top of the developments and take advantage of them! To that end, here is a guide on how to optimize your landing page for semantic SEO.
What is semantic SEO?
From when Google was just starting up to very recently, the only way to offer up relevant search results was to focus solely on results that matched up perfectly with your query. However, due to the limitations of such an approach, Google has constantly been improving its algorithm. And trying to broaden the scope of what you are offered. This led to more results being offered to users that are less directly relevant to their search keywords. They’re more broadly connected to them.
Finally, Google took a step further and introduced semantic search results, which focus on the context of what you want less than the rigid keywords. Thereby making it easier to actually get at relevant results. This, naturally, has led to some changes to moving company SEO that cannot be ignored. Not if you want to continue doing well and allow your landing page to draw maximum attention.
Use keyword clusters, not rigid keywords
There are many ways to do SEO, but keywords are always an intrinsic part of the experience. So, it should come as no surprise that your landing page needs to be well-equipped with relevant keywords. What makes semantic SEO a bit more complex is the insistence on keyword clusters, rather than one set of keywords. Keyword clusters, in simple terms, are groups of similar keywords that share semantic relevance.
For example: in the past, preferred keywords might be ‘local movers’. And you’d repeat them and only them all throughout a text. Now, instead, you would use ‘moving companies in your area’, local Manhattan movers’, ‘local movers in your area’, ‘best movers in your area’, etc. This, of course, all collated to draw more organic traffic to your landing page. Even someone looking up just tangentially related keywords might be drawn to it if your site has a high rating.
The balance between content length and page crowding
Landing pages are somewhat tricky to design properly because they need to both be appealing and to the point. This is because too much content can draw the attention away from your main message. Meaning the promotion of your services and moving products. This touches upon moving company web design too, since the page needs to be well organized to allow for proper portioning of content and promotional material.
Semantic SEO relies a lot on offering a more in-depth view of any topic, thereby allowing you to use more varied and interesting keyword clusters and maximize your outreach. Naturally, this demands more content since this can’t be done in just a few words. The best advice to be given here is to try and do this. But to still keep in mind that you’re making a landing page. It’s not a blog post. Too much content is still bad!
Smart use of structured data
Now, after all the talk about smart and organic content and keywords, it’s a bit off to recommend the usage of structured data. For those unfamiliar with the term, structured data is well-organized data in a formatted repository, such as a table or a database. This makes it very easy to process and analyze for crawlers and easily and quickly signals exactly what your landing page is about. A good example of this is product or service pages. They have everything you need to quickly understand the offer.
The reason why structured data is important when trying to optimize your landing page for semantic SEO is that this type of SEO leads to more obtuse information. Semantic-rich content is not the easiest for crawlers to digest. So, slipping some structured data in for the service or moving the product you want the landing page to cover helps the crawlers properly document it.
Links to topic clusters
Of course, keywords, data, responsive web design and SEO are all necessary to optimize your landing page for semantic SEO. However, you should always remember that this is just one of the pages on your website. You shouldn’t design it as a stand-alone and it needs to, instead, be well-integrated into your site. Your site can’t possibly feature just the one landing page that is relevant to the service or product it shows off. So, this’s the point where you should make use of ‘topic clusters’ and provide links to those pages.
As the name implies, topic clusters are similar to keyword clusters. This refers to anything that’s relevant to your landing page’s content and which can enrich the user experience if they are provided a link to the relevant page. Using them, you encourage people to explore your site. They might find other things they want from your business.
Stay on topic
When trying to optimize your landing page for semantic SEO, there is still one thing you need to remember: Landing pages need to have a singular focus! It is fine to add content, and it’s fine to try and make the page as appealing as possible. But, ultimately, your goal is to convert the leads your digital marketing for moving companies has generated and complete a sale. Everything else can be treated as somewhat less important. If your SEO optimization actually detracts from the effectiveness of your sales funnel, then it is undoubtedly harmful to you. It doesn’t matter if your landing page gets more organic traffic if the number of your sales is actually going down!
Now that you know how to optimize your landing page for semantic SEO, you are ready to put the knowledge into practice! However, if you are still unsure of how best to do this, remember that you should first take the time to learn more and clarify your doubts. Hasty implementation of any SEO-related knowledge can cause more harm than good!