Soft Landing, Big Return
Over the last few weeks, we explored in some detail the domain of PPC or pay-per-click campaigning. We reviewed keyword selection, correct budgeting, monitoring conversions, and general PPC dos and don'ts. But there's one more important facet to this whole PPC thing that cannot and should not be neglected -- and that is landing pages.
Most people set up their PPC programs to lead directly back to their homepages. Now, this isn't necessarily a bad decision. Our only caveat is, if you are going to set up your PPC campaign this way, you must make sure that your homepage displays a clear "call to action" -- a phone number, a company name, and other relevant contact/identifying information. Even better, though, is setting up a specific, keyword-oriented landing page for each of your search terms. For instance, if you're an IT consulting company like Helix Systems, Inc., and one of your PPC search terms is "microsoft exchange server", you would do well to create a targeted landing page that leads visitors directly to the information they're most interested in, which in this case, is information pertaining to the "microsoft exchange server" and the company's experience with it. If you can drill down even deeper, let's say by creating a page about "microsoft exchange server in New York", great -- visitors who arrived at this landing page through this search term will be that much more pleased with your website. Creating specific landing pages is not only user-friendly and business savvy, it's great for SEO. The more keyword-oriented pages you got, the more content your site has a whole, and as is well known, adding content to your site is still the most reliable way of moving your website up the search engine rankings.
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Lastly, Raphi Salem speaks on Rocket Science of Search Engine Optimization, click here for the PDF file.