How to Optimize a Landing Page for SEO: 10 Things You Need to Know
Pablo Díaz · 29 Jan, 2026 · Landing pages · 6 min
The landing pages are extremely important in any marketing strategy. Most of the time, these pages are focused on AdWords or advertising campaigns but they are also pillars in email marketing campaigns.
In any case, for a landing page to be effective, you have no choice but to optimize it for the keywords you want to target.
And this is what I want to talk to you about in this article. It doesn’t matter if you have no idea about organic positioning because it’s not technical at all but it will make the difference between doing it well and getting results or not doing it.
Which team are you on?
Let’s look at the best practices for creating an SEO-friendly landing page and what tools you can use to achieve it.
10 Tips to Optimize the SEO of Your Landing Pages
Select the Right Keywords
We’ll start with the “Holy Grail” of organic positioning: keywords.
All the landing pages you create within your website must target a specific search term or keyword.
Remember that they are very specific pages and therefore must be focused on fulfilling an objective: selling, getting leads, subscriptions…
But, be careful! Don’t fall into the trap of saturating all the content by repeating the same keyword over and over.
Once you know which keyword you want to rank for, you need to consider secondary and semantic keywords to create richer content for the visitor (and also for Google).
Let me explain with an example:
Main keyword: tennis shoes
Secondary keywords: tennis shoes for clay, tennis shoes for grass, best tennis shoes, where to buy tennis shoes, how to choose tennis shoes…
Semantic keywords: tips to avoid injuries while playing tennis, tennis sports equipment, accessories for playing tennis…
Expanding the context of the keyword will give search engines clues to understand what your landing page is about.
Free Tools to Find Keywords
Consider the Search Intent
It’s not just about choosing a keyword and that’s it. That keyword must solve the search intent of your potential customers.
You will agree with me that someone looking for tennis shoes has a different need than someone who is convinced about the shoes they want.
In both scenarios, the search intent is completely different:
- Case 1: they are in a research phase because they are not sure which shoe they need (informational intent)
- Case 2: they are in a purchase phase because they know the shoe they want (transactional intent)
Generally, a landing page is more focused on more transactional search intents since informational content is usually worked on in blog posts.
It’s interesting to know which stage of the conversion funnel the person is in to position one type of keyword or another. This article can help you identify it.
Since we’ve seen the keyword research part for a landing page, now it’s time to see where to place those keywords.
Choose an SEO-friendly Title
The SEO title of a web page is different from the title of the page itself that the user sees.
It can be said that the SEO title is the information that search engines read and it is the title that appears in search results (on Google).
The page title is the visible title in the content for the user.
Let me give you a visual example to understand it better.
SEO Title:
Page Title:
If you look at the example, it’s not exactly the same text. Keep this in mind:
- The SEO title is focused on ranking in search engines
- The page title, on making clear what the article or page is about
Don’t Forget to Write a Page Description
Another important aspect when optimizing a landing page for SEO is the page description or meta description.
As its name suggests, it is a short text (160 characters maximum) that summarizes what the page is about. It is advisable to include a secondary keyword there.
The meta description is only visible in search engines. Even so, many people don’t take it into account and don’t complete it. Take advantage of it!
How to Edit the SEO Title and Meta Description?
It will depend on which tool you use to create your website. If you use WordPress and have a SEO plugin like RankMath or Yoast SEO installed, you can edit that information on each page.
Generally, each landing page builder tool is prepared to allow you to write the SEO title and description.
At Acumbamail, we make it easy for you to build landing pages and you can also optimize them for SEO.
Write a Friendly URL
The URL, that is, the name of the page that is written in the web browser must also be SEO-friendly.
Include the keyword in the URL because it is another element for the SEO optimization of the landing page.
✅ yoursite.com/best-tennis-shoes
❌ yoursite.com/page?215342
Structure the Content Properly
Robots scan information through code, so it’s interesting to hierarchize the information on the landing page properly.
How to do it? Using headings.
These are the typical H1, H2, H3… that you’ve probably heard of.
At this point, keep in mind two important things:
- Include in each heading and subheading the keywords or secondary words you want to rank for
- They must follow a logical hierarchy. That is, you cannot place an h3 before an h2. And the page title will be the h1.
Write for Humans, Not for Robots
Google and other search engines are already smart enough that you don’t need to stuff all the content with keywords. Forget about this and write for humans, specifically for your buyer persona.
This is the best way to optimize the text so that they keep reading it and you guide them through the words to the goal you have set for that landing page.
Additionally, when robots scan the content, they reward having semantic and related keywords that enrich the text and therefore solve the visitor’s problem.
Use Optimized Images
Images are another very important piece on landing pages, especially in online stores.
Don’t forget to take care of them and optimize them. Not only in terms of file weight, but also in terms of size and other meta information.
The ALT tag of images should always describe what the image is about. Think that it is the only way for Google’s robots to know what it is.
How to set the ALT tag?
If you use WordPress, when you upload an image, a box like the following will appear. You should complete it in the “alternative text” field.
Tools to Optimize Images for SEO
Here are a couple of free tools that can be very useful.
Optimize Loading Speed
If we get a bit technical, the loading time of the landing page can also be a determining factor for ranking as it affects user experience.
That’s why it’s interesting to examine your website and see what score you have on PageSpeed Insights.
Don’t obsess over having everything in green. Being under 2 seconds of loading is already a good value to prevent the user from getting frustrated and leaving your page before it loads.
Create Links to That Landing Page
Finally, and no less important, is the fact of gaining authority for the landing page. And to build that authority, there are links.
It involves getting links pointing to the landing. These links should be both internal (from your own website) and external (from other thematic websites).
Since it’s a slightly more advanced off-page SEO technique, here’s this article to delve into linkbuilding. However, I recommend hiring a professional to do it because it can be delicate.
Conclusion: Invest Time in Optimizing Your Landing Page to Rank
As you have seen, optimizing a landing page for SEO is not an immediate task. It requires time and effort to ensure that all these SEO aspects discussed are taken into account to improve the page’s performance.
Once you have completed the optimization, make sure to track the results to better understand the impact of the changes made. If the results do not meet your expectations, tweak some terms to continue optimizing it.
It’s a task that never ends and from which you can always detect growth opportunities.
I hope you have learned something new and let’s get to work!
