SOP: Creating and Optimizing Landing Pages with Search Atlas OTTO

This guide walks you through creating an SEO-optimized landing page, importing competitor insights, structuring content, and deploying a functional page.

What you need

• Search Atlas
• OTTO (AI-powered SEO and Landing Page builder)
• Google Docs (for optional content review)
• WordPress (if publishing via CMS)

Watch the session replay here!

How do I research and select a target website?

• Identify a niche and location for your landing page. Example: Roofing services in Las Vegas.
• Use Google Search to find a struggling website (preferably ranking on Page 2 or lower).
• Open the competitor's website and analyze its content gaps.

How do I set up a folder in Search Atlas?

• Create a new project folder for the client or business in Search Atlas.
• Enter the following details:
  • Website URL
  • Business Purpose (e.g., Attract homeowners in Las Vegas for roofing services)
  • Niche (Roofing)
  • Target Audience (Homeowners in Las Vegas)
  • Search Intent (Commercial, Navigational, Transactional)
  • Business Intent (Service-based)
  • Company Background (Extract details from the homepage, About Us, and Google Business Profile)
  • Preferred AI Model (Claude recommended for less AI artifacts)
  • Writing Parameters:
    • Tone: Professional, Third-person
    • Act as: A roofing contractor
    • Reading Level: 8th grade
    • Content Length: Short (Landing page focused)
    • Writing Style: Helpful, Informative, Persuasive
    • FAQs: Short
    • Tables & Lists: Enabled
    • Short Paragraphs: Enabled
  • Internal & External Linking Strategy:
    • Required Links: Homepage, Service Page, Contact Page
    • Optional Links: Additional service pages if relevant

How do I research competitors and keywords?

• Use Search Atlas Site Explorer to analyze a top-ranking competitor’s page.
• Find top-ranking keywords for a similar service page.
• Export competitor keyword data (high volume, high CPC, non-branded).
• Select the primary keywords for the landing page (e.g., "roof repair Las Vegas").
• Import the page you are working on into Content Genius:
  • Input the client’s URL.
  • Skip this step if starting a new page from scratch!
  • Set the Location (Las Vegas, NV).
  • Add Primary and Related Keywords.
  • Create an Article Draft for optimization.
• Analyze Content Score:
  • Review current content against competitors.
  • Compare word count, entity usage, and structure.
  • Use entity extraction to improve content quality.

How do I create an AI-optimized landing page?

Structure the landing page content

• Select "Landing Page" mode in Search Atlas Content Genius.
• Generate an outline (review headings, sections, and ordering).
• Modify or add headings to match the desired page layout.
• Ensure proper CTAs (Call-to-Actions) are placed strategically.
• Include testimonials, social proof, awards, and FAQs for conversion optimization.
• Embed internal links where relevant.

Optimize for entities and SEO

• Remove irrelevant entities (e.g., locations not related to the target area).
• Include People Also Ask questions for additional FAQ content.
• Generate AI images relevant to the business (e.g., "Roofer working on a Las Vegas home").

Generate content using AI

• Use "Write with AI" (customized outline).
• Ensure contextual references (company details, awards, etc.).
• Proofread and refine the content for accuracy.

How do I deploy and publish the landing page?

Preview and edit the AI landing page in OTTO

• Use the Landing Page Generator in OTTO.
• Define Page Name, City, and Services Offered.
• Select Color Palette (or let AI suggest one).
• Set up Hero Section with an image and CTA.
• Define Page Layout (Zigzag headers, Testimonials, FAQs, Google Maps embed, Contact Form).
• Sample Prompt: “Hero section with a high quality image of a roofer. Include a click to call button in the hero section. Create 4 zig zag headers with CTAs under each. Include a customer testimonial section. Include a FAQ section. Include a Google Map Embed. Include a contact form at the bottom of the page.”
• Generate the landing page layout.
• Modify sections as needed (Edit HTML for fine-tuning).

Export and implement the landing page

• If using WordPress:
  • Use WordPress Sync to publish the page.
  • Select Publish as a new post or Sync to an existing page.
• If using a custom CMS:
  • Export as HTML.
  • Open in a code editor or visualization tool.
• If using a static site builder:
  • Copy and paste the AI-generated content into the site template.

Final review and approval

• Assign a team member to review and approve the content.
• Ensure compliance with brand voice and SEO best practices.
• Publish the page and monitor organic rankings and traffic.

How do I monitor and iterate on the landing page?

• Track performance metrics:
  • Content Score Improvements
  • Keyword Rankings
  • Click-Through Rate (CTR)
  • Conversion Rate
• Update content periodically based on competitor movements and Google updates.
• Use A/B Testing for variations in CTAs, headlines, and images.

Additional notes

• If the client lacks budget for custom design:
  • Use OTTO’s AI Landing Page Builder for a cost-effective solution.
  • Modify generated pages to align with brand guidelines.
• For high-touch clients:
  • Develop custom templates in WordPress/Figma for better aesthetics.
• For PPC landing pages:
  • Keep content concise and conversion-focused.
  • Apply No-Index tags to prevent organic ranking conflicts.