Using Keywords to Optimise Landing Pages

At Lillian Purge, we specialise in Local SEO Services and demonstrate how Using keywords to optimise landing pages for conversions transforms search traffic into real leads and sales for your business.

Keywords are the link between what your audience is searching for and what your landing page offers. They tell search engines what your page is about and reassure visitors that they’ve found the right place.

A well-optimised landing page uses keywords strategically to attract high-quality traffic people genuinely interested in your product or service and guides them toward taking action, such as submitting a form, calling your business, or making a purchase.

The goal is not just to rank for a keyword but to ensure that the visitors who arrive from search engines are the right ones and are encouraged to convert once they land on your page.

Understanding Search Intent

Before adding keywords to your landing page, you must understand the search intent behind them. Search intent refers to the reason someone types a query into Google.

There are three main types:

• Informational intent: Users want to learn something (e.g., “how to choose a mortgage advisor”).

• Navigational intent: Users are looking for a specific brand or site (e.g., “Lillian Purge SEO services”).

• Transactional intent: Users are ready to act or buy (e.g., “book SEO consultation UK”).

For landing pages focused on conversions, transactional and commercial intent keywords work best. These attract visitors who are already considering taking action.

Researching the Right Keywords

Use SEO tools like Google Keyword Planner, Ahrefs, or Semrush to find keywords that reflect your product, service, and target audience. Focus on terms with high intent, moderate competition, and relevance to your landing page offer.

You can also analyse competitor landing pages to identify the keywords they target successfully. Look for:

• Primary keywords: The main term that defines your page’s focus (e.g., “local SEO services”).

• Secondary keywords: Related phrases that support the main term (e.g., “SEO for small businesses”, “improve local visibility”).

• Long-tail keywords: Specific phrases that indicate purchase intent (e.g., “affordable SEO packages for local businesses”).

Once you’ve selected your keywords, integrate them naturally throughout your landing page content.

Structuring Your Landing Page Around Keywords

An effective landing page balances keyword relevance with persuasive copy and design. Here’s how to structure it for both SEO and conversions.

1. Title Tag and Meta Description

Start by including your primary keyword in the title tag and meta description. This helps search engines understand the page’s purpose and improves your click-through rate.

Example:
Title: Local SEO Services for UK Businesses | Lillian Purge
Description: Improve visibility and attract local customers with expert SEO services tailored to your business goals.

2. Headings (H1, H2, H3)

Your H1 should include the primary keyword and clearly reflect what the page is about. Subheadings (H2s and H3s) can incorporate related terms or address supporting points.

Example:

• H1: Local SEO Services to Help You Rank Higher and Grow Faster

• H2: Why Local SEO Matters for Small Businesses

• H3: How Our SEO Strategy Improves Local Visibility

3. Introduction Paragraph

Use the opening paragraph to include your primary keyword naturally while engaging visitors. Let users know what problem you solve and what they’ll gain from staying on the page.

4. Body Content

Your content should answer the visitor’s question or need directly. Use secondary and long-tail keywords in a natural way throughout the text. Avoid keyword stuffing it harms readability and can lower rankings.

5. Call to Action (CTA)

Every landing page must have a clear CTA. Use action-focused keywords that reflect user intent, such as “Get a Quote”, “Book Your Consultation”, or “Start Your Free Trial”. Place CTAs strategically throughout the page, including near the top, middle, and bottom.

Using Keywords to Strengthen User Experience

Good keyword use enhances the user experience rather than disrupting it. Visitors should feel that your page answers their query directly. When a user searches “SEO agency near me” and your landing page headline says “Local SEO Services for UK Businesses”, it creates an instant match between their intent and your offer.

Keep paragraphs short, use clear headings, and ensure that the most relevant information appears early. Combine keyword-driven text with visuals, testimonials, or trust signals to make the page more engaging.

Internal Linking and Supporting Pages

Linking your landing page to other relevant pages on your website helps Google understand its context and authority. Use anchor text that includes keywords where appropriate, but make sure links feel natural.

For example, a landing page about “local SEO services” might link to a blog post on “how to optimise your Google Business Profile” or a service page on “national SEO campaigns”. These connections support both SEO and user navigation.

Measuring Keyword Performance and Conversions

Tracking your results is essential to know whether your keyword optimisation is working. In Google Analytics and Google Search Console, review metrics such as:

• Organic traffic: How many users arrive via search engines.

• Top landing pages: Which pages attract the most visits.

• Conversions: How many leads or sales result from organic traffic.

• Keyword rankings: Where your landing page appears for target keywords.

A steady increase in traffic and conversions indicates that your landing page aligns well with search intent and provides value to users.

Common Mistakes to Avoid

• Overloading content with keywords instead of focusing on clarity and persuasion.

• Ignoring search intent and targeting broad, irrelevant terms.

• Using duplicate titles or meta descriptions across multiple pages.

• Writing content for algorithms rather than people.

• Forgetting to include a clear, keyword-driven call to action.

Advanced Keyword Techniques for Conversion Optimisation

Use emotional triggers: Combine keywords with persuasive language that appeals to needs like trust, speed, or exclusivity. For example, “trusted local SEO experts” or “results-driven marketing agency”.

Leverage semantic keywords: Google’s algorithm understands context, so use related terms and synonyms to create a well-rounded page.

Test variations: Create A/B tests with different keyword placements or CTA phrases to see which versions drive more conversions.

Aligning Keywords with Paid and Organic Campaigns

If you run PPC campaigns alongside SEO, align your landing page keywords with your ad copy. Consistent messaging between search ads and landing pages improves quality scores and conversion rates.

This approach ensures that visitors who click through from paid ads or organic listings see content that immediately matches their expectations.

Final Thoughts

Using keywords to optimise landing pages isn’t just about ranking higher in search engines it’s about aligning your content with user intent and encouraging meaningful action. The best-optimised pages combine precise keyword use with strong messaging, clear design, and persuasive CTAs.

When done correctly, keyword optimisation drives not only visibility but conversions, turning searchers into customers and giving your business a measurable return on investment.

We have also written in depth articles on How to build a content strategy around target keywords and Why keyword stuffing hurts SEO and what to do instead as well as our Keywords Hub to give you further guidance.