A landing page is a web page that appears when a visitor clicks on a PPC ad or a search engine result link. The home page of a website is not the only landing page, every page on a website has a purpose and is a potential search engine landing page. A landing page should contain content that relates to the keyword search phrase. For example, searching on Google for Web Design should bring up web landing pages that contain content relating to the keyword phrase “Web Design”.
Website landing pages can be used for a couple different purposes, pay per click/marketing campaigns and search engine optimization.
Using landing pages for pay per click and marketing campaigns can help determine a campaign’s effectiveness. Search engine optimized websites often contain many landing pages. The more content a website has the higher its chances are to show up in the search engines. More landing pages also means more keyword phrase avenues a website can be found under. Landing pages are a great way to increase the number of site visitors and your search engine ranking.
Landing pages are designed to show up naturally in organic search engine listings. Landing pages nearly always provide better conversion rates than directing all traffic to the home page. This is because if brought to a website home page you are forcing visitors to search around the site for the information they want, whereas landing pages bring people directly to the content they seek.
Landing pages are used to give visitors exactly what they are looking for immediately upon entering your site and help the site owner to better track website statistics.
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