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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 in 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 in Google for website mockup should bring up web landing pages that contain content relating to the keyword phrase “website mockup”.
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. For marketing purposes you can append a URL (http://www.yourdomainname.com/ppc) making it easier to look at your site analytics and see how well your page is doing. If you are advertising in materials off of the internet by appending a URL you are directing visitors to a page that is created specifically for that advertisement which can allow you to easily measure its 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.
SEO 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. A great example of a landing page can be found on our website. When searching for website mockups and how to design them people are likely to land on our “How to make a website mockup” page (https://www.webduckdesigns.com/pages/website-resources/make-website-mockup.html), while this phrase most likely doesn’t make us money it does help to increase the avenues our website can be found under.
Landing pages regardless of their purpose 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. Contact our SEO experts if you have questions about landing pages or if you are looking for a search engine optimized website.