Landing Pages — Approach to SEO

Despite algorithms, analytics and other intricacies, search engines lack natural or human intelligence. You need to know how they 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.

For search engine optimization, it is preferable for content to be spread over multiple landing pages, each focused on a specific topic. The MarketingMind site is an apt example. It splits the Marketing Analytics Practitioner’s Guide, into a platform comprising about 700 landing pages, each targeting a different set of keywords.

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

The output is a wide array of pages that focus on specific topics more effectively targeting prospects through a wider range of keywords with 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, resulting in more traffic, more leads, and more conversions.

Bear in mind that it is best to avoid dynamically rendered search landing pages, as search crawlers like Googlebot may struggle to properly index them. Web developers must therefore distinguish between landing pages and pages users navigate to after landing, which may be dynamically rendered.

Similarly, one should distinguish between landing pages for search and landing pages for advertising. Landing pages for search advertising should be tightly linked to the advertising campaign, and may include elements such as a call-to-action or a promotional offer.

If there is the need to have dynamically rendered landing pages for search, then the web developer should 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.

What is a dynamically rendered webpage?

A dynamically rendered webpage is a webpage where the content is determined by a set of parameters. For example, the page:

This page on the Prop-Log property platform, configures the webpage for property ID = 2589, and formats it for rentals.

Dynamic rendering is of great convenience to developers of eCommerce sites. It allows them to use a single page to render thousands of product offerings.

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