Landing Pages and Natural SEO

Landing pages have been a topic of discussion lately with clients, so I think it is an appropriate discussion point for today.  I have written about landing pages before, with an emphasis on matching your users expectations’ with their click through.  If a user performs a search, and clicks on your ad, be sure you are matching their expectations.  I elaborated on this specifically with my geographic blog reference, written in January. 

Besides the obvious geographic considerations that I pointed out in that post, there are some more detailed considerations for landing pages, the main one being using very subtle variations in your keywords, and the corresponding landing pages.  You may have 4 to 5 landing page variations constructed for your ad groups with your pay per click management campaign.  For example, in a campaign focused on shoes, you may have different ad groups set up for red shoes, green shoes, and blue shoes.  The most effective approach to converting visitors when they arrive to your site, is to be splitting your ads for each color of shoe and sending users to the corresponding page.

Now, within this you may have the same pricing, benefits, consulting footwear staff, and support service no matter what color shoe your visitors are interested in.  Thus, the content structure for red shoes, green shoes, and blue shoes may be exactly the same, only the header text, visuals, and content differences being the color of the shoe.

Setting your landing pages up in this fashion will increase conversions.  However, if you are not careful, this can be intepreted as duplicate content by a search engine.  As we know, this is not good from a natural search engine visibility standpoint.  Given this, it is important to write code with your meta data on these pages so that they are not followed by search engines.  This is known as no follow, and can be implemented by the code below underneath the title tag of your page:

<META NAME=”ROBOTS”  CONTENT=”NOINDEX,NOFOLLOW”>

Taking these steps will ensure a stronger conversion probability for your PPC campaign, and not endanger your site from a natural SEO standpoint.

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