These terms are used by SEO specialist
and designed to explain stand-alone landing pages added to a website only to
appeal to Google's algorithms rather than to website visitors. Their purpose is
to lure people to the landing page. Why? For whatever purpose suits the site
owner, but they are not designed to meet the needs of the visitor. For example,
they may attempt to covertly put some type of tracker or spyware on the
visitor's computer that was imbedded in the landing page.
The defining characteristic of these
landing pages are that relevant content is either completely lacking, or the
content is not relevant to the person's search intent.
What is a landing page?
Think of a landing page is a
micro-website or site page that was built for a specific marketing purpose.
It's where someone lands after clicking on a search engine results page; a
linked site; email or advertisements of your website. The landing page is
unlike web sites in that sites are usually designed to meet several objectives
and encourage information exchanges. A landing page has one objective - it is
not the same as a blog post.
BrilliantDoc uses landing pages to
hyper-localize searches for a service. That way our clients are competing for
search engine ranking among a very few competitors instead of competitors in a
broad area. The results are higher search engine rankings for those landing
pages. Most competitors do not use this strategy because their agency doesn't
know it; or more likely, they don't want to do it because it is labor intensive.
Landing pages are the best option to
raise the conversion rate of your marketing campaigns and reduce the cost of
acquiring leads or sales. Custom images are best, but in a pinch stock images
will do. Most importantly, a well designed landing page is designed to meet the
content needs of the searcher! Long Form or Short Form Landing Pages?
Should long landing page be shorter?
Should a short landing page be longer? The definitive answer is: it depends.
A nice picture and a short description
can work for a wrist watch... not so much for a $2,000 software product. On the
other hand a gym chain landing page performs better if it's quite short. People
know what they want and merely need to know the gym offers what they want, its
location, and cost.
This imbalance is explained in large part
by the product but there is actually another thing at work: every audience
consists of people who desire more information or less. Making the right choice
has a major impact on conversion rates.
Long Form Landing Pages
For medically oriented landing pages,
prospective patients tend to want more information. After all, you're talking
about a health or wellness issue. For example:
> A headline that communicates your
help with the specific problem or concern about which the person is searching.
Keyword research is needed for the landing page headline and content.
> The benefits... how important is it
that I address this problem? An engaging reassurance about your expertise in
this area of concern. This is not just a list of credentials.
> Value proposition. This is a
combination of the benefit and how you deliver that benefit. For example,
Uber's "the smartest way to get around."
Call to Action.
You have to tell landing page visitors
what they need to do next.
> Reviews are critical. What has been
the experience of other people who have come to you with this problem?
> When appropriate, can you show
before/after pictures to reinforce your level of expertise?
> What are the costs associated with
treatment? Insurance issues?
> What can I expect my experience to
be at your practice?
Short Form Landing Pages
A short form landing page is a single web
page created for an online campaign that includes the main message and calls to
action. A key feature of this landing page is brevity. These landing pages are
designed to quickly inform visitors about the offering, while encouraging them
to take some kind of action, such as submitting contact information or buying a
product.
These landing pages can also be used in
online marketing campaigns to drive traffic to a specific destination, such as
a website or product sale. They are also commonly used as lead capture pages to
gather contact information from potential customers. By including a clear call
to action and a limited amount of text, short-form landing pages can be an
effective way to generate leads.
The topics that should be included in a
short-form landing page vary depending on the specific campaign or offer, but
some common elements can help you determine what to include.
Typical components of short-form landing
pages:
> A headline that clearly explains the
offer being made on the landing page.
> The value proposition... like Apple
iPhones, "the experience is the product."
> A brief, engaging description of why
readers should take action now.
> Images and/or videos that support
the message of the landing page.
>Social media icons that allow
visitors to easily share your content with others.
>An email opt-in form to capture
contact information.
>A call to action that encourages
visitors to take the next step.
Mobile-Friendly Landing Pages
Over 60% of searches for local goods or
services are done on a mobile device. Therefore landing pages need to be made
for mobile users. The smaller screen needs to be kept in mind when selecting
images for these landing pages. Another key factor is load time for the landing
page. Search engines heavily penalize webpages that take too long to load.
So when a landing page is developed, it's
important that it be responsive to the device being used by the searcher.
Mobile traffic is a key element of any landing page campaign.
Our use of hyper-localized landing pages
has not only achieved high rankings for our client's chosen keyword but they
have also been found to boost the entire website's traffic. A single landing
page designed for a specific neighborhood ranks very high versus competitors
who have marketing campaigns targeting a general area.
For medical websites, a long-form landing
page that has been optimized for a specific town, neighborhood or city is the
way to go. In fact, most clients find no need for pay per click ads because
this approach gets them exactly what they were trying to achieve with ads. The
only difference is that ads disappear when they stop spending money, while our
landing page strategy continues to be a revenue generating asset long-term.
Both dental practices and other types of
businesses have found our landing page strategy to work extremely well, while
being very cost-effective.
By definition, they are not in any way
"shallow pages" or "thin content" pages designed just for
Google's algorithm - they deliver on searcher's intent!
Specializing in healthcare
websites and local SEO
Source:
https://www.amazines.com/article_detail.cfm/6263289?articleid=6263289
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