DRIVING PLATE LANDING PAGE

Header tags are crucial elements of your page structure and search engines rely on them to understand how your page is read, They are divided into levels as follows, H1, H2, H3 etc. where H1 is the primary heading for each page – each page should only have a single H1 heading, with H2 – H6 tags being used as subheadings to appropriately divide and organise the rest of the on page content. Headings should feature key, ranking signal phrases for SEO – such as “Driving Plates” and any primary descriptive elements such as “Miami”, “Dusk”, “Highway” that relate to that specific plate. In the example we have a single H1 heading at the top of the page, with subsequent sections starting with an H2, with subheadings below the H2s using H3 and H4 tags.

Each landing page needs to include a short paragraph of descriptive text, describing the scene in the driving plate with careful use of important keywords that describe elements in the scene that people may feasibly find important. This needs to feature high enough up the page for search engines to understand its importance, but also be short enough so that it does not get in the way of the most important elements on the page (the videos). In the example we have used descriptive terms that provide a general description of elements in each scene, e.g. “palm trees”,”high rise buildings”, as well as more specific terms, which might be appropriate where landmarks feature – consider that without this descriptive element, search engines won’t know important detail about each plate. The description also mentions the applications – “suitable for rear projection”, for example, so that search engines understand exactly what the page is about and what the video is intended for – search engines can then pair the application with what it knows about the searcher’s intent.

Whilst not strictly necessary in this application from a user perspective, proper use of SEO optimised images presents an opportunity to boost efforts, as well as visibility through image specific search methods, such as Google’s Image Search. Images must be properly prepared, being compressed to the smallest file-size available without too much loss in quality. Physically, images should be no larger than they need to be – in this example, 900px wide on the longest edge is more than enough for the regular on-page images, the exception being the main feature image at the top of the page, which is larger. Aim for images to weigh in at less than 100kb each, or up to 250kb for high-resolution images at a push. Google measures page loading speeds and uses this as a ranking factor, so pages must load fast on slower connections and mobiles devices when not on WIFI. Image filenames also matter – this is covered later under the Back-End SEO section. Click here to read that advice.

Videos should where possible load from an external video host, exactly like you have done with Vimeo. As with images, there are other things to consider with Video, and we have included this under Off-Site SEO. Click here to read.

The ideal scenario will see all plates categorised within a catalogue and accessed through a search function that will enable a user to search for plates based on a good number of categories/filters (research may be required in terms of finding out what tools Square provide that fit the bill). Relevant factors need to be considered and tags applied to each plate such as weather, vehicle speed, environment etc. Specific locations and landmarks can also be tagged for specific term searches. All of these tags will be picked up by search engine crawlers and will be used to fully understand your page.

Key calls to action should be placed throughout the page that provide users with clear, next-step, actions. In the example we have provided clear Purchase/Licence options, as well as Contact options.

Crucial technical information about the video specification, exactly as you have presented in your initial page draft, but with additional text that features keyphrases and contextual information that help search engines understand exactly what this key information relates to.

Internal links to other, relevant areas of your site will not only help users navigate around your site, but they also help Google’s Search bots crawl and index your site more efficiently. These internal links need to be natural and not forced – in this example we have used a link back to your main Driving Plate search page for users that want to search for alternate plates. In the event of a suitable search/cataloging tool being available through Square – offering similar Driving Plates based on matching tags would also be a great option to build effective internal links.

This section is intended to be a templated item that features on all landing pages as additional, general information. It is designed to feature overall keywords to further reinforce SEO efforts in a short body of text that helps search engines understand exactly what services you offer and to whom on a more general level. This section also builds trust with actual site visitors by emphasising your experience, locations in the UK and US, and grade of equipment you use. This section also allows us to use further instances of optimised headings and optimised images that also show off your expertise.

Within the templated area at the base of each page, we also recommend users are provided with methods of contact, in this example, in addition to the existing contact information you provide on your site, we also suggest use of a Contact Form which allows users to make contact with you there and then, capturing their intentions at the point of interest. Contact Forms like this convert messages input on the site into emails to you.

This important step is often overlooked or consciously avoided because it can be quite time consuming, however, it therefore presents an opportunity to get ahead of any competitors in the same space. Avoid using default image filenames like “DSC_0871.jpg” or “IMG044.png” and instead rename files with descriptive text based filenames that describe the image and make use of your keyphrases, using a hyphen to separate words. In this example we have renamed this image “miami-florida-highway-dusk-driving-plate-for-rear-projection-or-led-walls-01-1920px.jpg”

Primarily designed with accessibility in mind, for use with screen readers where users can’t see or browsers can’t display images, Alt Text, or Alternative Text, is also used by search engine bots when they crawl and index your site, to understand the visual content of an image – it is therefore important to set accurate, descriptive Alt text values for each image, using keywords where appropriate. In this example we have used “Driving Plate footage available for use with LED Walls or Rear Projection showing scenes driving along an urban highway at dusk in Miami, Florida.” which uses main keyphrases like “Driving Plates” alongside more specific, key information such as the location or environment. Without this, and without filenames set properly, search engines just see an image, and don’t know what the image actually shows, and therefore won’t factor it into any ranking efforts.

Each individual webpage will have a Page Title and Description element. Although optional, it’s crucial that these are accurately populated for SEO.  These elements will be used on Search Engine Results Pages to both rank and display your page to users – so it should accurately reflect what your page is about, who it’s for, and should feature keywords. The are length limits to both Title and Description values that need to be shared to, and these limits are measured in pixels rather than characters, so we would recommend a universal format that can be easily deployed across multiple pages. There are many free tools don’t he internet that can check chosen titles and description for length limits, such as this one. (click). If not set, search engines like Google will create their own Title and Description values for each page, based on what they think they know about each page – which can be inaccurate, or not optimised for what you actually want to say about the page yourself.

As above – much longer than the page title, text should be freer flowing and more descriptive, with calls to action where possible. In the example, we have used the meta description “Rear projection driving plate filmed in Miami at dusk in clear conditions. Ideal for LED Wall, VFX, virtual production, and green screen vehicle scenes.”