Landing Pages — Approach to SEO

Search engines, despite algorithms, analytics and other intricacies, lack intelligence. You need to know how they basically work, and make it easy for them to understand what your site has to offer.

If you are starting with content that is physical in nature, for instance a brochure or a book, anything on conventional media, you will need to re-configure it for the net.

In general a web platform should be split into multiple landing pages with specific (concentrated) content, as opposed to fewer pages with diversity of content. This MarketingMind site is an apt example. It splits the Marketing Analytics eGuide, into a platform that is better designed for search.

Once the pages are in place they need to be interlinked so that the content remains intact and integrated. This not only improves navigation, it enhances ranking by search engines. The process is akin to converting a passive, linear brochure/book into a well-connected network of pages, fully exploiting the web’s true potential.

Advantages:

• A wider array of pages that focus on specific topics more effectively target prospects through a wider range of keywords. Each keyword leading to a specific landing page that is better aligned with what the user is searching for.
• It optimizes the platform for search engines.
• SEO will generates more inbound traffic.
• Resulting in more leads to more conversion opportunities.

Bear in mind that search landing pages should preferably be static, because search robots like Googlebot have difficulty with indexing pages that are dynamically rendered. This implies that you:

• Distinguish between landing pages and pages users navigate to after landing. Those pages that users navigate to after landing may be dynamically rendered.
• Similarly distinguish between landing pages for search and landing pages for advertising.
• If you need to have dynamically rendered landing pages for search, then ensure that the pages are listed in a sitemap and submitted to Google via Google’s Search Console. While this does not guarantee that the pages will be indexed, it does increase the odds.

Dynamic web page: A layman’s example of a dynamic page is a web page where the content is determined by a set of parameters. For example, the page www.prop-log.com/view.php?n=2589&typ=Rent on the proplog property platform, configures the web page for property ID = 2589. Dynamic rendering is of great convenience particularly for developers of eCommerce sites. It allows them to use a single page to render thousands of product offerings.