A landing page is the first page that someone lands on when they come to your website. Depending on what efforts brought them to your website (organic SEO or Pay-Per-Click) they will either find a page with a good bit of information on it or a hyper focused page with a small amount of information that only covers one specific topic or keyword.
Organic SEO uses a different technique in trying to get potential customers to visit your website. Organic SEO utilizes landing pages that are generally part of your main site. These pages have more information 300-1000 words and may cover different topics of the same overarching page topic. For example, a landing page on fishing poles would contain several different types of fishing poles (fly rods, crappie rods, deep sea poles, etc.). These pages contain a good deal of information and should be designed to answer any possible question you think a potential customer might have about the pages content.
Pay-Per-Click (PPC) landing pages are generally stand-alone pages. This means they are not part of the sites navigation menu. A PPC landing page has to be hyper focused on just one topic and as such generally have much less content. Using the example above a PPC landing page for fishing poles would just one for fly rods, one for crappie rods and one for deep sea poles. The purpose of the PPC landing page is to generate the highest rate of conversions (purchases, form fills, downloads whatever the goal is) while also maintaining a very high-quality score. The quality score rates how well your landing page contains the information that a searcher is looking for depending on one keyword. For example, for the keyword “fly rod” our fly rod PPC landing page would be hyper focused to create a quality score of 8 or higher (out of a possible 10). If you rated the quality score of our fly rod page for the keyword “crappie rod” it would be much lower like a 2 or a 3 (out of 10).
The quality score of the PPC landing page determines how much you have to pay for a click in PPC advertising. So, the higher your landing page quality score the lower the cost for the click. Here is an example:
Keyword: “Fly Rod”
PPC Landing Page Title: www.yourpage.com/FlyRods.html
H1-H3 Tags: Fly Rods Something
100-150 words content topic: fly rods
Image Caption: Fly Rods
Call to action: Order Fly Rod Now
Page Quality Score: 10
PPC Landing Page Title: www.yourpage.com/fishingpoles.html
H1-H3 Tags: Fishing poles Something
100-150 words content topic: fishing poles
Image Caption: fishing poles
Call to action: Order fishing poles Now
Page Quality Score: 5
PPC Auction for Keyword “fly rod”
Advertiser 1 Bid = $55
Advertiser 2 Bid = $100
Ad Placement Points = Bid Amount X Quality Score
Advertiser 1 Total Points: $55 x 10 = 550
Advertiser 2 Total Points: $100 x 5 = 500
Advertiser 1 takes the top PPC ad spot and gets the click for almost half the bid ($55 vs. $100) of Advertiser 2. This is why PPC landing pages are so critical and so much different than general SEO landing pages.
In order for your digital marketing to be successful you have to utilize both types of landing pages very effectively. You have to start with keyword research to determine what SEO pages and what PPC pages need to be created. You then have to architect your website so that SEO pages meet visitor logic and usability to create a highly effective navigation menu. You need to create your PPC landing pages targeting the most effective keywords based on your research.
Then as visitors interact with your SEO and PPC landing pages you have to track the data very closely. You have to determine what is working and what is not. And you have to KNOW not just guess. You have to use A/B variate testing for page design, calls to actions navigation etc. etc. etc. Your landing page process should be a never-ending process where you create, implement, test, adjust, test, adjust, test, adjust, over and over again. This is why most of your digital marketing budget should be directed at the campaign management rather than the initial creation. Many digital marketing agencies get this backward and want to place a majority of the projects budget in initial campaign creation (this is the most profit for them). When in fact you would be much more effective with about 20-30% of the budget in initial creatives and the remaining in testing and adjusting.
To schedule your free initial consultation or to discuss your landing page needs contact us now.