Landing page SEO —
intent by block, speed, JSON-LD, and leads without page bloat
One URL for a commercial query: intent map → H1 and sections, CWV and critical path, valid schema (Service, FAQ, Local when it fits), ties to the product site. Focus on clicks and signups, not keyword density.
Is your landing page invisible in search?
1
Headlines miss the intent
Generic “we build websites” instead of “Next.js SEO sites”. Searchers want specifics and bounce when they do not see them.
2
Slow loading
LCP above ~3s hurts rankings and conversions — users leave before the hero loads.
3
No structured data
Search engines do not fully understand the offer. You lose rich results and clicks.
4
Isolated from the main site
The landing page gets no internal authority and passes none back — link equity stays near zero.
What landing page SEO includes
One URL for a commercial query: intent map → H1 and sections, CWV and critical path, valid schema (Service, FAQ, Local when it fits), ties to the product site. Focus on clicks and signups, not keyword density.
Page audit
Intent, speed, index, markup, internal links — a prioritized backlog.
- GSC slice for the URL and device type
- SERP competitors for target queries
- Conversion risks from SEO edits
Semantics & block map
Queries and sub-queries → sections, headings, microcopy without stuffing.
- One primary commercial intent per URL
- Secondary phrasing lower on the page
- Alignment with paid landing pages when needed
Technical & CWV
Load, critical CSS, media, cache, third parties.
- LCP/INP/CLS prioritized for mobile
- Fewer render-blocking assets
- Post-release checks
Schema.org
Service, Organization, FAQPage, LocalBusiness — as the offer requires, validated.
- Rich Results Test
- No conflicting @graph types
- Markup matches visible copy
Internal linking
Ties to product, pricing, cases, blog — authority and context.
- Anchors and contextual links
- Avoid “homepage only” tunnels
- Canonicals for UTM/language dupes
Content & CTAs
Headlines, proof, forms — tuned for organic clicks.
- Match expectations from the snippet
- Social proof without overload
- Microcopy at the form
Analytics & measurement
Events, goals, campaign tagging — so landing impact is visible.
- CRM/lead form tagging
- Dashboards after changes
- A/B hypotheses as a separate cycle
Roadmap
Task queue by impact on organic and leads; what comes after sprint one.
- ICE or a simple score
- Dependencies on dev/design
- Metric retro at 4–8 weeks
Engineering for a single URL
No report for its own sake — code and content changes from GSC/crawler data, with speed and conversion guardrails.
Intent and block structure — H1, sections, and CTAs map to concrete commercial phrasing without fighting the page's primary query.
Speed and CWV — Critical path, fonts, images, JS — LCP/INP/CLS targets for mobile search traffic.
Schema and site ties — JSON-LD for the offer type, Rich Results; internal links and anchors so landing and main site reinforce each other.
How the work is structured
Diagnosis → semantics and structure → ship tech and schema → watch metrics.
Step 1
Analysis & audit
Metrics, rankings, speed, SERP competitors; bottlenecks and upside. Outcome: Report with a prioritized backlog.
Step 2
Semantics & structure
Queries per block, H1/meta, page flow and CTAs. Outcome: Relevance map and content change plan.
Step 3
Technical & markup
Speed, Schema, internal links; dev coordination. Outcome: Production rollout with validation and regression checklist.
Step 4
Monitoring
Rankings, GSC, conversions; tweaks from data. Outcome: Clear organic and lead trends; next-step queue.
Personal
The expert who runs the work
No hiding behind a sales team: priorities, reviews, and straight answers—from strategy through reporting.
SEO Strategist
Pavel Barushka
Head of SEO @ Texode · Minsk / hybrid
SEO strategist with an engineering mindset. I lead projects from zero launch to scaling high-load platforms: JS/SPA, subdomains, multilingual and multiregional websites. Technical audits, indexation strategy, semantics and structured data are in my scope.
Frequently asked questions
Ready to turn your landing page into a client channel?
Let's align scope: audit, a fix sprint, or ongoing support to GSC and CRM metrics.
Free initial consultation