XOVI Experts

Convert relevant SEO Traffic using Holistic Landing Pages

Kevin Jackowski | June 21, 2018


The online marketing topic search engine optimization should always be understood as a demand-oriented marketing tool with which webmasters and online shop operators can generate target group relevant and conversion-strong traffic via the organic search engine. In order for webmasters to really benefit from the search engines, it is particularly important that they adapt their individual SEO strategy according to technical developments and possibilities. For example, while webmasters had to create different documents for similar keywords and user intentions a few years ago, holistic documents can now be used to cover similar search queries and user needs.

Due to technical progress (such as “RankBrain”), Google is now in a better position to understand the thematic intentions of users, so that more extensive documents (and not several individual “keyword documents”) are more frequently in the focus of SEO strategies. When creating very extensive documents that cover several thematically similar search queries and at the same time generate conversions, there is often talk of holistic landing pages.

Conversion Success with Landing Pages

Online marketing as a whole, as well as the individual disciplines can only be understood and used as success-oriented marketing tools if the needs of the respective target groups are always in focus. In order for webmasters and online shop operators to really benefit from target group-relevant traffic (in the form of generated conversions), however, the traffic must also be able to convert as easily as possible. Landing pages are often created and used for this process, on which the focus of potential customers is directed exclusively to a predefined conversion target. Distracting elements, as well as other conversion hurdles are usually removed on landing pages, so that the user’s attention lies on the needs-oriented (product) text and on the elements with high conversion power.

Successful Landing Pages usually have the Following Properties:

  • The focus is on the needs of potential customers
  • The advantages (of a product) are highlighted
  • The content is limited to just one topic
  • Conversion hurdles were reduced (e.g. PageSpeed)
  • Conversion elements are highlighted (e.g. buy button)
  • Landing pages are A/B tested
  • Call 2 actions are used
  • Authority-building measures with trust elements (e.g. awards)
  • Easily consumable content (e.g. lists)

This form of landing pages is mostly used in connection with paid traffic such as Google AdWords, or in newsletter marketing. While these online marketing disciplines and their successes rather belong to the “short-term” marketing channels to let users convert, landing page solutions for long-term online marketing disciplines such as search engine optimization must also be found. One option that is becoming increasingly popular is Holistic Landinpages.

Holistic Landing Pages for Target Group relevant SEO Traffic

Search engine optimization is one of the online marketing disciplines that can only develop their full marketing potential if they are considered and used strategically. Many webmasters and online shop operators are often faced with the challenge of having the target group-relevant traffic, which they generate via the organic search engine search, converted. Just because a detailed blog article in an online shop generates SEO traffic, for example, does not automatically mean that users also convert.

Holistic landing pages are able to use the technical progress of search engines and the resulting advantages and combine them with conversion potentials, so that the organic search engine traffic can convert more easily and faster.

Create Holistic Landing Pages strategically

Before webmasters and online shop operators deal more intensively with the topic of holistic landing pages in order to integrate them into their own online marketing strategy in the future, it is particularly important that they understand what is meant by “holistic” in relation to landing pages and SEO. When “holistic” or “holistic content” is mentioned, this usually means particularly detailed, helpful and comprehensive content that answers all user questions and optimally satisfies existing needs. From today’s view of the search engine, a “holistic document” is therefore a very important and valuable document, since it covers and answers all similar search queries of the user and also provides very positive user signals. Users are also happy to recommend holistic documents, as these (compared to “older” (sub)pages of other websites) deal with a topic so comprehensively that these documents differ considerably in added value compared to other documents.

Holistic content is therefore of considerable importance from three perspectives:

  • Item 1
    Google recognizes that a holistic document covers all matching keywords, user queries, synonyms and thematic context, so that the similar needs of users are fully satisfied.
  • Item 2
    Google recognizes that holistic documents generate positive user signals (and usually also more thematically suitable and high-quality backlinks) based on the strengths mentioned in point 1, which in turn can have a positive effect on the ranking.
  • Item 3
    Users benefit considerably from comprehensive content and the associated added value, so that their needs are optimally satisfied. Webmasters and online shop operators can profit from this satisfaction of user needs with the help of holistic content (e.g. increase conversion rates).

This is how successful Holistic Landing Pages are created:

Before creating holistic landing pages, it is particularly important that webmasters determine the needs of their own target groups. After all, a landing page can only perform optimally if it is tailored precisely to the wishes and intentions of the target groups. It is also very important that webmasters and online shop operators check before creating a holistic landing page whether the user intention and the associated expectations are at all suitable for holistic content. As a rule, very detailed and comprehensive content should only be created if it offers added value to your own target groups. Users who only want quick and brief information will tend to scare away very extensive content, which in turn will result in negative user signals with regard to the document.

If user intention and expectations enable holistic content (such as information content and guidebook articles), it is particularly important that a comprehensive needs analysis is carried out before the content is created. The result of the analysis (consisting of synonyms, content context, relevant SEO information (such as title, description, headlines, URL), keywords, WDF*IDF, semantics and queries of the users) must then be prepared in such a way that the own target groups can benefit from this content in the best possible way. By the way, since not every user wants to read the complete text, it is recommended to offer a table of contents with shortcuts at the beginning of the document, so that the target groups can quickly and easily find the content they need.

Tips for researching the content:

For a holistic landing page to perform optimally, it is important that the content of this one topic covers completely and comprehensively. There are several tools and possibilities that webmasters can support in content research.

These tools and possibilities include:

  • Google Suggests
  • Google Search Console
  • Web analysis tools such as Google Analytics
  • Surveys
  • Brainstorming (e.g. in a team)
  • Competitor analyses
  • The WDF*IDF Tool from XOVI

Holistic landing pages offer a lot of potential and advantages, both for the users, the webmasters, and for the search engines. In order for these special landing pages to have a really positive effect on SEO traffic, the user experience and the conversion rates, however, it is essential that a comprehensive check is made before the content is created as to whether the user intentions and the expectations of the target groups enable holistic content at all.