| To understand this topic first let us try to understand | | | | marketer may not notice it but it can have some |
| what exactly is a landing page? According to | | | | serious repercussions. |
| Wikipedia, "In online marketing, a landing page, | | | | There are basically two problems in this kind of |
| sometimes known as a lead capture page, is the page | | | | situation. Firstly, one of the two landing pages will get |
| that appears when a potential customer clicks on an | | | | filtered due to duplicate content issues and secondly |
| advertisement or a search-engine result link. The page | | | | the overall ranking of the website might get affected. |
| will usually display content that is a logical extension of | | | | Both the problems are quite serious when you are |
| the advertisement or link, and that is optimized to | | | | trying your best to generate leads and more business |
| feature specific keywords or phrases for indexing by | | | | from your website. In this kind of situation you need to |
| search engines." | | | | tread intelligently. When you have two pages, one for |
| When we talk of landing pages, quite often it is in the | | | | organic listing and the other for paid listing which are |
| context of paid advertising i.e. PPC, banner | | | | similar in content, it is recommended to prevent robots |
| advertisement or may be other paid medium. This | | | | from indexing one of them and blocking the robots |
| does not mean that the page which is displayed when | | | | from indexing the landing page which is linked from a |
| the user clicks a result snippet on search engine results | | | | paid campaign is obviously the right decision. |
| page isn't a landing page. Landing pages attain a good | | | | The reason behind it is quite simple. When you already |
| amount of significance when we design our paid | | | | have the similar content on your website which is |
| campaigns. As we all are aware of the fact that the | | | | ranking well on the website, you need not to allow |
| online user is too quick to change the decision and | | | | robots to index another page which is quite similar. |
| tread a different path altogether, we need to capture | | | | Moreover, the content of a PPC landing page is |
| his/her attention in the minimum possible time. | | | | developed differently. It is developed to generate leads |
| Therefore, the landing page should be worth viewing | | | | or sales quickly by decreasing the funnel or path the |
| with all the necessary attributes strategically placed on | | | | user have to tread in order to complete a goal. |
| it. | | | | However, if you have a single page which is being |
| It is quite common for an online marketer to create a | | | | used as a landing page for PPC campaigns and |
| context specific landing page which although is a part | | | | organic listings then there is nothing to worry about. |
| of the website but may not be linked from anywhere. | | | | I personally recommend using different landing pages |
| This happens when the page is designed for paid | | | | for the paid campaigns. The landing pages for paid |
| marketing. However, it may have the necessary links | | | | campaigns need to be changed quite frequently to |
| pointing to the other pages of the website. On the | | | | measure the effectiveness of the different |
| other hand, the mainstream website will have another | | | | advertisements and adjust them accordingly. |
| page similar to the landing page for organic ranking | | | | Moreover, by adding a parameter to the linking URL, |
| purposes. The problem which may creep in here is of | | | | marketers can easily measure advertisement |
| duplicate content. The problem is so minute that the | | | | effectiveness based on relative click-through rates. |