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SEO/SEM and the Landing Page

by | Dec 31, 2007 | Blog, Medical/ Healthcare Search Engine Optimization

SEO (Search Engine Optimization) is today an essential process that cannot be overlooked by any online business website. Having a well designed website which is not optimized for the search engines is not desirable. The webpage / site must be able to attract the required traffic that fulfils the business objectives. If you have an online marketing campaign going on, it is very essential that required potential traffic keeps flowing into the website.

Actually in SEO every page of a site that gets indexed by search engines becomes a potential landing page. Here there may not be a single landing page that demands immediate /instant conversion. The content of the web page and/or links to the page are optimized for very specific, carefully researched keywords.

However in SEM (Search Engine Marketing) and PPC (pay per click) Campaigns, a landing page, also known by the term lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, which is optimized to feature specific keywords or phrases for indexing by search engines. This landing page is also used for counting and tracking all the arrivals and determines the level of effectiveness of a marketing campaign.

Landing pages may be either,

  • Referential
  • Transactional

While the referential landing page contains the relevant information as required by the visitor, a transactional landing page seeks to persuade a visitor to complete some transaction. This could be filling up some form/ registration/ or addition to a mailing list etc. Only once the transaction is over, can the vistor be said to be a conversion. But this is a challenging process. How do we motivate a visitor to register? He needs to be comforted, motivated and directed to take action and get converted. A more efficient landing page will mean a better conversion rate.

Needless to say, a lot of effort has to go in designing the right landing page that can enhance a website’s conversion rate. One might have to try out different designs and see which one works best.

For all your requirements in SEO, SEM, PPC advertising and content development do contact the US based BPO company Outsources Strategies International (OSI) for professional yet affordable services.

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