One of the most effective tools in online marketing is the landing page (aka. lead capture page). A landing page is a stand-alone web page designed to pique the reader’s interest in a particular product or service, and take the desired action. Of course, the trick is to get people to actually visit the page. That’s where search engine marketing comes in.
Search Engine Marketing Defined
Search engine marketing involves promoting web pages by increasing their visibility in search engine results pages like Google, Bing, and Yahoo. This can be achieved through paid advertising, and/or organic search. Both require search engine optimization (SEO). There are two reasons why.
- If you choose to use paid advertising, search engines like Google won’t allow you to advertise pages that are purely promotional. Advertised pages must contain unique content.
- By definition, attracting visitors via organic search requires that web pages be search engine optimized.
Why Multiple Landing Pages?
Imagine for a moment that you operate a brick-and-mortar business. Imagine further how much more business you could do if you had multiple business locations. The more locations you have, the more accessible you are to potential customers. Well, the internet allows you to do just that because a landing page is a virtual business location.
By creating a different landing page for each keyword or keyword phrase your prospective customers might use in an internet search, you’re creating more and more virtual business locations, and making your business more accessible to potential customers.
An Important Caveat
For all this to work well, you must optimize the content on your landing pages for both the search engines and the human reader. Optimizing for the search engines only gets you part of the way to conversion. If the content on your landing page doesn’t provide value to visitors, they will click off your page and go look somewhere else. But if the content does provide value, they will be more likely to respond to your call-to-action.
Follow our blog to learn more about how internet marketing can help your business. Meanwhile, if you’d like help creating an internet marketing strategy that aligns with your specific business goals, contact us online or call 843-782-3836. You can also find us on Facebook, Twitter, Google+, and LinkedIn.