| Landing Page |
Article Index for Landing |
Website Links For Landing |
Information AboutLanding Page |
| CATEGORIES ABOUT LANDING PAGE | |
| internet advertising and promotion | |
| marketing | |
| search engine optimization | |
| internet terminology | |
|
A landing page will often be customized in PPC campaigns, as a way to both monitor the effectiveness of paid ads as well as a way to supply copy, images, or other content that is specifically targeted to the advertisement. By adding parameters to the linking URL, marketers can compare ad effectiveness based on relative Click-through Rate s. There are two types of landing pages: reference and transactional. A Reference landing page seeks to communicate information that is relevant to the visitor. These pages can include reference texts as well as dynamic compilations of relevant links or other online elements. A Transactional landing page seeks to persuade a visitor to complete a transactional activity. These activities include sale of a product, service, or content, submission of information through a form or other interface, interaction with advertisements on the landing page, or any other form of measurable action desirable to the advertiser. Reference landing pages are considered effective to the degree that they fulfill the objectives of the publisher, which may include content engagement in the case of associations, organizations or public service entities. For many reference landing pages, their effectiveness can be measured by the revenue value of advertising that is displayed on them. The desired action in a Transactional landing page is often referred to as a "conversion". The efficiency or quality of the landing page can be measured by the Conversion Rate (CR) of visitors into actions. Since the economics of many online marketing programs are completely determined by the CR, it is critical to continually test alternatives and improvements to landing pages. Some of the testing methods used are referred to as A-B testing and Multivariate testing. LANDING PAGES AND SEARCH ENGINE OPTIMIZATION (SEO) Every page of a site that is indexed by search engines, ranks for any term and drives organic traffic to the site from search engine result pages is in essence a landing page. In active SEO this process is not left to chance. The content on the page and/or links to the page are geared and optimized for very specific keyword phrases that were researched prior the optimization campaign. Keywords that are of most interest for organic search engine optimization campaigns are relevant to the products or services offered by the site, are used by targeted audience in search engines to find products and services like the ones offered by the optimized site and yield a high ROI. A different approach to Landing Pages optimized for organic search traffic are pages that are not intended and optimized to convert a visitor directly. The page is optimized for more generic and less targeted keyword phrases that have naturally a lower conversion than more specific search terms that express the intent of the searcher in more detail. Those pages are intended to serve as a Hub or "mini portal" within a site. This makes especially sense for larger websites that cover a number of different topics. A single Homepage can not be optimized for every topic and become relevant to all of them. The above mentioned type of landing pages can be used to solve this dilemma. The site virtually establishes a number of home pages, each for a broader topic covered by the site. This concept is based on the article "Landing Pages for SEO", written by Brian Turner.Brian Turner (November 03 2006), Landing Pages for SEO , ''SEOMoz.org'', retrieved May 17 2007 SEE ALSO REFERENCES EXTERNAL LINKS
|
|
|