SEO 'must be incorporated on landing page'
The page title and heading should include keywords that people are likely to search to find a product or service, explains marketing commentator Mikal E Belicove in an article for Entrepreneur.com.
These keywords – around five to seven of them – should then be used in the keyword meta tag for the page, and "authentically incorporate those same words in the initial copy found on the landing page itself", he added.
Homepages should not be packed with multiple messages, calls to action and navigation as this will distract visitors, Mr Belicove continues.
Instead, they should act like a store display, showcasing products and services and summoning visitors to buy, he states.
Online businesses are also advised to showcase a wide range of products on their website, with Sam Tilston of zoombits.co.uk stating that Google "loves large websites".