Landing Pages and Search Engine Marketing

A 'landing page' is the page you are brought to as a result of clicking on some form of online advertising.

Some landing pages are part of the we web site, others are stand alone. Sometimes a stand alone page is a "part" of the web site's internal navigation, at other times, it is not.

For the purpose of search engine marketing, an end user

Imrpoving landing pages ::

• Have the target keywords in a prominent location on the page, such as the page "headline" or "header"
• If you are selling a product, include unique product photos
• Show offers, such as discounts or free shipping prominently
• Provide user testimonials when appropriate
• Include a strong call to action statement

Landing pages are most effective in leading customers to action. For e-commerce web sites, it should allow the customer direct ability to add to the cart, or purchase immediately.

For professional service businesses, a strong call to action should be emphasized to encourage end users to take the next step - call, e-mail, complete etc.