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When it comes to getting your website ranked in search engine results, most people are surprised to learn that Google doesn’t rank websites—it ranks Web pages. That’s why one of our initial SEO strategies at Blue Corona is creating unique landing pages for each of our client’s products and services. The more relevant these pages are to the search query, the more likely they are to rank.
But let’s get back to basics a minute and answer the FAQ, “what do you mean by landing page?”
Marketers have different ways of defining what exactly a landing page is. Well, guess what, this is my blog post so you are getting a definition from the Lexie Bond dictionary.
A landing page is the Web page on your website that someone “lands” on after clicking through from one of your campaigns (SEO, PPC, email, etc.).
For example, say a contractor has a Web page on his website completely dedicated to “siding repair.” Someone does a search for “siding repair in Maryland,” and the contractor’s siding repair Web page is displayed as the first organic (unpaid) listing in Google search results. The searcher clicks on that listing and is taken from Google search results page to that Web page. That Web page just became a landing page.
If you have Google Analytics installed on every Web page of your website, you can find a report of all the landing pages on your site under the “Behavior” section:
Once you’re in the landing page report, you can also add “Source” as a secondary dimension to see which campaigns drove visitors to that landing page.
Why Landing Pages Are Important
More Specific Landing Page Are More Likely to Rank
When it comes to SEO, the more relevant your landing page is to someone’s search query, the more likely it is to rank. If we take the contractor example from above, say that contractor simply had one page on his website listing all of his services—which include everything from siding repair to roofing to masonry work to gutter cleaning and more. That Web page only has one mention of “siding repair” on it.
Compare that to a contractor who has an entire Web page on his site dedicated to everything his potential customers could want to know about siding repair—from how much it costs to how long the typical job takes.
The second Web page is more likely to rank for someone searching for “siding repair” in the contractor’s service areas.
More Specific Landing Pages Lead to a Better Quality Score
When it comes to PPC, Google AdWords rates your keywords using Quality Scores. Those scores determine where you fall on search results pages and how much you have to pay for your position. Your score is measured by your expected click-through-rate, your ad relevance, and your landing page relevance.
If you’re bidding on the word “siding repair,” with an ad about siding repair, and then sending those clicks to a homepage about all of your products and services, your quality score might look something like this:
This could mean a lower ad position and higher cost-per-click. The key here is relevance—the more relevant your landing page is to your keywords and ads, the better chances you have of increasing your quality score.
More Specific Landing Pages Convert Better
For most companies looking to get leads and sales from the Web, the goal of getting someone to one of your landing pages would then be to get them to convert—either by collecting their information through an online contact form or by getting them to pick up the phone and call you.
When you’re running marketing campaigns, whether they are social media, SEO, PPC, email, or another type of marketing campaign, directing all of that traffic to your homepage can be a mistake. There are simply too many distractions.
Landing pages make it far easier for you to persuade visitors to take action. This is because you’re giving them limited, but extremely relevant and sought out, options to choose from. The concept of “less is more” keeps visitors from feeling overwhelmed with options, and gives them a simple answer to their question or solution to their problem.
Optimizing a Landing Page for Conversions
There are many ways to create and optimize a landing page in order to squeeze more conversions out of it. For example, you can tweak the content, the design, the calls to action, etc. A/B split testing is a great way to look for ways to improve the performance of your current landing pages.
Of course if you’re too busy running your company, we can run those tests for you. Fill out the form below or give us a call.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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