SEO & PPC Tip of the month: Landing pages

By Simon Varney on 10 Mar 2009

Landing pages are an incredibly effective SEO & PPC tool when creating websites. Especially if you have a specific aspect of your company which you would like to promote.
Two things that you might want to promote:

  • A product/service range
  • A specific service/product

Two reasons to create landing pages:

  • It will increase your search ranking if done properly
  • You will sell/promote more product, for free or less than its currently costing

Put very simply it is:
“Creating pages for individual products and tailoring the content for both the product and how your visitor has reached your page”

Landing pages for SEO

Let us take an example simple website: http://www.greatpeople4events.co.uk

This site has four pages: Welcome, about us, event staff & contact us.

Across these there is probably a limited scope for optimising against lots of different keywords. However by adding lots of sub-pages this company could appear on lots of searches.

Consider the following, the company may operate in one geographic areas, say London, and from the list of staff types at the bottom they have seventeen different types of staff. It might be sensible therefore to have the following:

A landing page for each type of staff in each geographic area:

  • /london-registration-staff/
  • /london-ushers-and-stewards
  • /london…

These could be linked from the bottom of the first page on each of the job types. This would mean that anyone googling to the site would land an a page describing exactly the type of service that they want. This is proven to lead to higher conversion rates.

Landing pages for Pay-per-click advertising (PPC)

If you are paying Google/Yahoo/MSN.. for search you should definately have landing pages for each of your keywords. Consider the following examples assuming that you have paid for an exact phrase match on “London Registration Staff” and that you have a custom ad for it rather than a generic company one.

Example 1 – No landing page
Sponsored Google Ad:
London Registration Staff
We offer professional ad-hoc registration staff anwhere in London at short notice, click above to find out more. www.staffingcompany.com/event-staff/

Your visitor will be taken straight to your home page or maybe even your ‘Event Staff’ page.
Problems:

  • They will not get a message which is customised to what they have clicked on
  • Google will find your ad less relevant and may charge you more, lower position, higher cost

Example 2 – Landing pages for each service
Sponsored Google Ad:
London Registration Staff
We offer professional ad-hoc registration staff anwhere in London at short notice, click above to find out more. www.staffingcompany.com/london-registration-staff/

Your visitor will be taken to a page which details the service that they are looking for, hopefully with lots of relevant information which will make them want to buy from you.
Advantages:

  • They will get a message which is customised to what they have clicked on
  • Google will find your ad relevant and may charge you less, higher position, lower cost

Final considerations

Finally you may want to consider creating separate pages for the SEO & PPC landing pages. The reason for this is that your SEO’d pages are likely to be much more permanent than the PPC pages. PPC campaigns can change from month/week/day to month/week/day whereas SEO can take weeks/months to achieve your goal.
This theory can apply to any type of site from an e-commerce site to a site promoting a brand.

I hope you have found this useful!

Legal Disclaimer: I/We take no responsibility/liability for the results of implementing any of the actions suggested above. It is possible to reduce your google rankings as well as increase them and if you are in any doubt I would suggest talking to an SEO expert.