Casey Winters former growth at Pinterest shares 3 options for creating landing pages that will rank

TL;DR

Building landing pages using supply-side automation, user-generated content, and well-written content can drive high rankings and significant organic traffic.

Transcript

let's say you're like okay there's search volume here it's not too competitive i think i can rank i need to actually create these landing pages so that i can start ranking most people's next instinct is to create these pages and then write a bunch of content or write a blog to rank for this stuff and it's actually not what i recommend so and I've a... Read More

Key Insights

• 📟 Supply-side automation can help create relevant landing pages by aggregating unique metadata from various sources.
• 👤 User-generated content, like customer reviews, adds more relevance and uniqueness to landing pages, improving their ranking.
• 👤 Writing your own content is crucial when customer data or user-generated content is not readily available.
• 🥺 Implementing these strategies can lead to high rankings and substantial organic traffic.
• 😋 GrubHub successfully used supply-side automation to rank number one for food delivery terms in many cities.
• 😴 Pinterest achieved significant traffic from search engines by aggregating highly repinned pins onto landing pages.
• 👨‍🔬 Pages created using these strategies tend to convert better because of their relevance to user search queries.

Questions & Answers

Q: What is an effective strategy for creating landing pages at scale?

One effective strategy is to use supply-side automation to aggregate unique metadata from multiple sources and automate the process for different combinations that have search volume. This helps create relevant and unique landing pages with minimal effort.

Q: How can user-generated content be utilized to enhance landing pages?

User-generated content, such as customer reviews, can be added to landing pages to provide more relevant and unique content. This helps improve the page's ranking and provides valuable information for potential customers.

Q: When is writing your own content necessary for landing pages?

Writing your own content becomes essential when there is a lack of customer data or user-generated content to utilize. This is often the case for B2B businesses, where external contributions may be limited.

Q: Can building landing pages using these strategies drive significant organic traffic?

Yes, implementing these strategies can result in high rankings and significant organic traffic. For example, GrubHub achieved the number one ranking for food delivery terms in various cities by creating landing pages using supply-side automation.

Summary & Key Takeaways

• Creating landing pages using supply-side automation involves aggregating unique metadata from multiple sources and automating the process for various combinations that have search volume.

• Utilizing user-generated content for landing pages adds more relevant and unique content, such as restaurant reviews, which can boost the page's ranking.

• Writing your own content is a reliable option, especially for B2B businesses, where customer data and user-generated content may not be readily available.