✅ Campaign idea signed off

✅ Campaign assets created

✅ Outreach ready to go

❌ Landing page optimised

The main aim of Digital PR is to have impact on SEO performance. Usually, we limit the impact of Digital PR on SEO down to the links that we build. However, the reality is, the landing pages we produce for campaigns can also be a very powerful resource in contributing towards SEO wins.

To help ensure that you're not leaving any quick wins on the table, or falling prey to some common SEO mistakes that Digital PRs may not be aware of, I've spotlighted five common SEO mistakes that you may be making on your campaign's landing page.

Not including any internal links

Internal linking is one of your biggest weapons as a link builder and one of the few you're in complete control over.

Go through your top performing content pages and add in 2-4 internal links on each campaign page to key money pages.

Combine a strategic internal linking approach to the killer links your content has earned and you will see an impact on rankings for the keywords you're targeting.

Not optimising the campaign page for relevant keywords

Digital PR campaigns shouldn't just be about earning links, they should also be about creating content that can drive Organic Traffic.

Do some keyword research and apply some basic keyword optimisation to the campaign page, and over time as you earn links to the page, the content will start to rank for relevant keywords.

The beauty of this is that these rankings will help the page to earn links without you having to outreach for them, e.g Journo's searching for stats on a topic they're writing about.

Campaign pages not having GA tagging on it (or removing the noindex tag)

When developers build custom landing pages the source code can sometimes be a little different to the rest of the site.

If the campaign page doesn't have GA tagging on you won't be able to get valuable Google Analytics data such as traffic numbers and sources for that page.

And if they leave a noindex tag on the page then Google won't index or crawl the page, resulting in you losing the SEO value from the campaign page.

Campaign pages that are orphan pages 

Another common issue with bespoke landing pages for campaigns is that they don’t always sit in the standard blog folder, often resulting in the pages having no internal links pointing to them, aka orphan pages.

These are bad for your SEO as they make it very difficult for Google to find the page to index it, and impossible for actual people to find it without accessing the page url elsewhere.

Consider adding them to a Resources section where you can link to them, or add internal links in relevant blog posts to allow both users and Google a way to navigate to the campaign page.

Only including key data in images

Text on images such as infographics won't help your content to rank, so be wary of only including your key data in images.

Although Google does now have the technology to read text in images, there's nothing to suggest this is being used when indexing content.

If you want to secure featured snippets, instead have your key data in a table rather than an infographic as this makes it easier for Google to pull in the data to include in a featured snippet, which will help to improve your organic visibility.