The goal of search engine optimization (SEO) is to
leave few landings to chance. The content of the page and/or links to the page
are optimized for very specific, carefully researched keywords and phrases.
Those keywords and phrases that are of most value for "organic" or
"natural" search engine optimization are those most likely to be used
by prospective customers in their search engines. Good choices will cause the
site to rank higher in search engine results.
For large websites covering many products or many
topics, a single home page cannot be optimized for every topic and still be
relevant to all. A different approach is needed, a landing page that will not
convert a visitor directly. A "hub" page is optimized for more
generic, less targeted keyword phrases that have naturally a lower conversion
rate than more-specific search terms. Hub landing pages serve as a "mini
portal" within a site – the site establishes a number of virtual home
pages, each for a broader topic.
There are two types of landing page, reference
and transactional.
A reference landing page presents
information that is relevant to the visitor. These can display text, images,
dynamic compilations of relevant links, or other elements. Reference landing
pages are effective if they meet the objectives of their publishers, which may
be associations, organizations or public service entities. For many reference
landing pages, effectiveness can be measured by the revenue value of the
advertising that is displayed on them.
A special type of 'reference landing page' is the
'webvert', the marketing goal focuses on lead generation and interaction with
the visitor. A webvert is not 'transactional' in nature. A webvert is a
reference based, ethical landing page. The webverts consists of an advert,
deigned on the AIDA
principle. The traffic is driven from
Google Adwords and is designed
for two specific marketing tactics;
1) To attain high Google Adwords landing page
quality scores, the benefit being any Adwords campaign costs are minimized.
2) The webvert has a clear call to action, usually a reply form.
The visitor traffic is immediate as the webvert
relies on Google advertising to drive visitors to the webvert.
A transactional landing page seeks to persuade a visitor to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page, with the goal being the immediate or eventual sale of a product or service. If information is to be captured, the page will usually withhold information until some minimal amount of visitor information is provided, typically an email address and perhaps a name and telephone number as well – enough to "capture the lead" and add the prospect to a mailing list.
A visitor taking the desired action on a
transactional landing page is referred to as a conversion. The efficiency
or quality of the landing page can be measured by its conversion
rate, the percentage of visitors who complete the desired action. Since the
economics of many online marketing programs are determined by the conversion
rate, marketers constantly test alternatives and improvements to their landing
pages. Some of the testing methods used are A/B testing
and multivariate testing.
In online marketing a landing page,
sometimes known as a lead capture page, is the page that appears when a
potential customer clicks on an advertisement or a search-engine result link.
The page will usually display content that is a logical extension of the
advertisement or link, and that is optimized to feature specific keywords or
phrases for indexing by search engines.
In pay per
click (PPC) campaigns, the landing page will also be customized to measure
the effectiveness of different advertisements. By adding a parameter to the
linking URL, marketers can measure advertisement effectiveness based on
relative click-through rates.
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