How to Build Discoverable and High-Converting Landing Pages

Author: Sonia Elavia, Senior Product Marketing Manager
Product: Pages
Blog Date: January 2021

Search is a massively important marketing channel. Fifty-three percent of website traffic comes from organic search, so it's critical that businesses optimize for these experiences. But how do you actually build out a strong presence in organic search? Having search-optimized landing pages is critical.

Structure your landing pages for search.

To be eligible to show up in organic search results, a landing page must have structured data, (or Schema.org markup), a fast page load speed, and it must be mobile responsive.

Structured data is a critical element of any good landing page because that's what allows the search engines to read and understand the content on a page — which is how they determine what content to show someone who is performing a search.

Having a fast page load speed matters too, because search engines prefer to show their users pages that load quickly (a slow loading time makes for a poor customer experience). Pages that are mobile responsive will load faster on mobile devices, so making your landing page mobile responsive will again improve the customer experience on your site, which in turn will improve the likelihood that you will rank in search.

To drive conversion, make sure your landing pages are user friendly.

Too often, landing pages are not built to drive conversion. You want your visitors who find you through organic search to be able to transact easily once they arrive on your page.

So in addition to being structured for search, your landing pages should have user-friendly designs — with clear calls to action, and the most important content prominently displayed. They should be well organized, use space effectively, and have a functional layout. The page design, organization, and use of space — as well as the choice of font, font size, and background — make the main content prominent.

Use data to continuously improve on landing page performance.

For any landing page, you should be able to see how and when customers interact with your content, and how those interactions drive business. This data should include industry-standard analytics like search terms, page views, traffic sources, and more. Plus, you should always have access to a complete view of your brand's performance across search engines, devices, and geographies.

The impact of Yext pages

Yext Pages delivers an effective landing page solution for businesses across all verticals. Every one of our pages comes with search optimizations automatically built in — so they are always eligible to show up in search. Our pages also are optimized for an excellent customer experience, with dozens of design options so that you have a variety of ways to display your most important content effectively, and in a way that inspires conversion.

Yext Pages also makes it easy to check in on how your landing pages are performing. Simply log in to Yext to see the most up-to-date performance metrics, either on an individual or mass view. Then take these analytics and turn them into insights, so that you can keep optimizing your pages according to what makes the most sense for your customers. We work with customers around the world, and many leading brands like Taco Bell, Kiehl's, and GUESS are using Yext Pages to improve their search experience.

To learn more about how good landing pages can positively impact your overall search experience, check out the Hitchhikers Why Landing Pages are Important module.
If you want to learn Pages tips and tricks from the Yext Product team, check out the Hitchhikers exclusive, on-demand webinar, Pages - Tips & Tricks.

All Blog Posts

Determine Location Intent in a Search Engine

Max Shaw, VP Product

One of the most common use cases for a search engine is finding something by a "location". Here are some basic examples: Cardiologist near Green Bay, Notary near me, Restaurants open now. These are all pretty simple queries, but getting these to work in a search engine is much more complex than you might imagine.

4 Methods for Increasing Site Search Clicks

Rick Swette, UX Research

We know good search drives business impact. It increases conversions and transactions, reduces search bounce rate, and boosts overall customer satisfaction. So, how do we get more people to trust and use site search? We embarked on a study to find this out.

How to Measure the Success of Your Site Search

Basil Polsonetti, Data Insights

Most brands know that site search is a feature their website should have, but unless the site is dominated by e-commerce, it’s often relegated as a check-the-box task when building a new website.

The Danger in Document-Level Sentiment Analysis

Calvin Casalino, Senior Product Manager

In order for your feedback to become an actionable item to help businesses provide a better experience, they need a way to analyze the granular content of all of their reviews, at scale.

Deep Dive into Duplicate Suppression

Dee Luo, Product Manager

Brands know the importance of having accurate information across all the apps, maps, and directories where consumers are searching for information. In a perfect world, powering that brand data and managing each of these listings would be enough to ensure that consumers consistently get the answers they're searching for.

Yext Answers Algorithm Update: Milky Way

Max Shaw, VP Product

Yext Answers is constantly improving it’s search algorithm to provide more relevant results over time. Milky Way is the first official upgrade to the Answers Algorithm and includes a series of important upgrades to provide better search precision and recall.

GMB API Update - Dedicated Food Menus

Dee Luo, Product Manager

On August 24, 2020, Google launched version 4.7 of its Google My Business (GMB) API. This update includes enhancements to how your restaurant locations can sync and display food menus on Google.

Structuring Your Knowledge Graph

Jessie Yorke, Yext Administrator

In this post we are going to discuss strategy and give you some tools to effectively think about structuring your own brand's Knowledge Graph!

Welcome to the Hitchhikers Program

Liz Frailey, VP Developer & Admin Experience

Welcome to Hitchhikers! We are so excited to have you join our mission of creating amazing search experiences for brands of all sizes.

Introducing: Yext Answers Plugin for WordPress

Alex Barbet, Product

Businesses of all sizes use both WordPress and Yext to build amazing client experiences, and as more and more brands around the world add the Yext Answers bar to their WordPress powered sites, we wanted to provide a way to drive their time-to-value even faster.

Yext’s Fall ‘20 Release is Now Live!

Nick Oropall, Senior Product Marketing Manager

For those of you who are new to Hitchhikers — Welcome to Yext's new training platform & community! Hitchhikers will be the home for all of Yext's product and release updates moving forward so we encourage you to create a free user and check out the platform!

Meet the Hitchhikers Team: Alyssa Hubbard

Alyssa Hubbard

Alyssa Hubbard began at Yext in the Upward Rotational Program. Now she is full-time on the Hitchhikers team, working to build a platform to empower our community of Yext power users.

Yext Answers Algorithm Update: Andromeda

Allie Allegra, Senior Product Marketing Manager

We are constantly making improvements to the underlying Answers algorithm. Our latest algorithm release, Andromeda, includes cutting edge improvements that optimize the overall search experience. With this release, our algorithm now has the ability to search semi-structured data. You can now opt-in to access these improvements depending on your configuration.

WCAG and Search: Developing an Accessible Search Experience

Rose Grant, Associate Product Manager

What’s WCAG? WCAG stands for the Web Content Accessibility Guidelines (WCAG). WCAG is not always black and white; its rules often have a variety of interpretations.

Meet the Hitchhikers Team: Amani Farooque

Amani Farooque, Program Development Manager

Wonder what's behind the avatar for some of those people you see constantly on the Hitchhikers Community? My name is Amani Farooque and I work as a Program Development Manager at Yext, managing the Hitchhiker Platform and focusing on enhancing developer and administrator experience. Read more to learn more about me and get a behind-the-scenes glimpse of what maintaining the program entails!

Now Available: Shopify Product Catalog Sync for Yext

Lilly Fast, Senior Business Development Manager

Shoppers have questions about your products, and your ability to answer will determine if they buy or if they bounce. But with rapid changes to your business, it can be hard to keep your product information consistently up-to-date.

Now Available: Yext Product Catalog Sync for Magento Commerce, an Adobe Company

Lilly Fast, Senior Business Development Manager

Shoppers have questions about your products, and your ability to answer will determine if they buy or if they bounce. But with rapid changes to your business, it can be hard to keep your product information consistently up-to-date.

A New Way to Search FAQS

Max Davish, Associate Product Manager

Semantic search is a new way of searching for FAQs. Instead of looking at keywords, it measures the similarity in meaning between two questions. Answers does this using BERT - the same revolutionary natural language processing technology that powers other Answers features like location detection and entity recognition.

How to Build Discoverable and High-Converting Landing Pages

Sonia Elavia, Senior Product Marketing Manager

Search is a massively important marketing channel. Fifty-three percent of website traffic comes from organic search, so it’s critical that businesses optimize for these experiences. But how do you actually build out a strong presence in organic search? Having search-optimized landing pages is critical.

Exporters: From Yext to Your Listings

Calvin Casalino, Senior Product Manager

Our Listings delivery pipeline ensures your data stored in the Knowledge Graph appears on Listings everywhere consumers are asking questions. How do we make sure your data is updated on all publishers as quickly as possible while still ensuring data is formatted properly for each endpoint? Yext’s Listings exporters.

2020: Hitchhikers Year in Review

Liz Frailey, VP Developer & Admin Experience

2020 has been a rollercoaster of a year for everyone for a multitude of reasons. On the Hitchhikers Team, we were able to overcome some of the year's obstacles to really transform the program.