Content Managed Landing Pages
for SEO and Pay-Per-Click (PPC)
What are 'Landing Pages' in relation to SEO and Pay-per-Click?
A PPC landing page is a page that is written specifically to receive traffic from a particular pay-per-click advert, or to generate targetted traffic by virtue of high rankings on search engines for very specific terms.
Why write a specific page for each advert
instead of directing all visitors to your home page?
Let's imagine you have an online sweet shop. Someone types 'liquorice allsorts' into Google. You've done a good job with your keywords and advert text, so your advert "Liquorice Allsorts, best quality liquorice allsorts, buy online, free delivery" gets shown on Google when someone types in 'liquorice allsorts'.
They like your advert because it talks about what they are looking for: liquorice allsorts! So they click on your advert.
If they then go to your home page and it talks about sweets in general they are going to lose interest. Do they really want to spend the time getting to grips with your website and hunting around for 'liquorice allsorts'? Probably not.
Instead of taking them to your home page, take them directly to a page that talks specifically about liquorice allsorts, and how to buy them. Nothing else. This will improve your conversion rates on PPC campaigns in itself. But there's more.
Google 'Quality Score' and landing pages
The position of your advert on Google will depend on how much you are willing to pay per click. It will also depend on the click through rate of your advert (higher click through rate = higher ad ranking).
Recently Google also incorporated an algorithm to rank adverts based on the 'Quality Score' of the page that the advert links to (the landing page). If the landing page has little content that is related to the ad text or your selected keywords it's Quality Score will be low. If your landing page is stuffed to the gunnels with text that is very relevant to your advert and keywords, your Quality Score will be higher and your advert will show in a higher position.
In our example, if your visitor types in liquorice allsorts and your advert says liquorice allsorts and then your landing page waxes lyrical about liquorice allsorts and very little else then the relevance is carried all the way through.
The 123Live CMS is the easiest, quickest
and most cost effective way to generate and
maintain landing pages within your website.
Why have a domain for each landing page?
You can take things a step further by allocating separate domains to each landing page. Effectively you have a set of very specific one page websites.
In our example you might have a landing page under the domain www.liquorice-allsorts.co.uk, and another under www.mint-humbugs.co.uk and so on.
The domain name will be visible in your Google advert and the keywords will be highlighted, which will attract click throughs. Keywords in the domain name will also indicate a high Quality Score to Google.
How can I easily manage multiple one page 'landing page' websites?
123Live can provide a customised content managed website which allows you to edit multiple one page websites with a single login. Edit your pages as normal using the powerful 123Live CMS and when you click 'publish', all of your one page websites will be updated at once.
The design of your landing page websites will typically be a lot less complex than your regular web pages, with little or no navigation or other distractions.
Call us on 0845 685 0031 to find out more
According columnist Anthony Mitchell in an article for TechNewsWorld, "Direct search is responsible for less than 20 percent of the online connections between potential customers and businesses (yet) is correlated with stronger customer purchasing behavior than traditional search engine referrals by at least a factor of two."
Among Mitchell's ingredients for successful direct search campaigns are:
- Emphasize relevance - Pick domains that represent the types of services your firm provides now or is considering in the future. Try commonly- understood words that potential clients are likely to enter into their browsers. Experiment with misspellings of your own service's offerings and brands.
- Prioritize UK domains (.co.uk) - If you are selling into the UK, choose domains with UK extensions. People are far more likely to click on these are they will know for certain that you service the UK market.
- Combine locations and service offerings - Like country-based affinity, those looking for local companies might type in their county or city and the service they seek like hampshire-bike-shop.co.uk or london-nanny-agency.co.uk.
Read the full article by Anthony Mitchell.
