Typically landing pages are typically created to accommodate traffic from a paid ad with the intent of eliciting a specific response from the visitor.
But landing pages can also attract visits from organic searches. Using landing pages to attract organic search traffic can be a great way to rise above competitors for specific terms. By narrowing the SEO focus of a page you tell search engines exactly what that page is about. Resulting in a higher page rank vs. other pages that may spread their focus a little thinner. I like to use blog posts to serve this purpose, but not all sites have a blog. So when a site doesn't have a blog we use landing pages (I like to call them search landing pages.)
For example, let's say you are a grocery store. You may have pages on your website dedicated to bakery, produce, and meats. Now let's say that there are a lot of searches in your local area for Prime Rib around Christmas. You may want to create a landing page that is focused on making Prime Rib for Christmas. It could talk about traditions, recipes, specifics about the cut of meat. That page does not have to be included in the primary navigation, but it will do better in searches for Prime Rib than your meats page will.
If you combine search engine optimized content with calls to action you create a landing page that gets your store a bigger cut (see what I did there!?) of the Prime Rib sales.
But landing pages can also attract visits from organic searches. Using landing pages to attract organic search traffic can be a great way to rise above competitors for specific terms. By narrowing the SEO focus of a page you tell search engines exactly what that page is about. Resulting in a higher page rank vs. other pages that may spread their focus a little thinner. I like to use blog posts to serve this purpose, but not all sites have a blog. So when a site doesn't have a blog we use landing pages (I like to call them search landing pages.)
For example, let's say you are a grocery store. You may have pages on your website dedicated to bakery, produce, and meats. Now let's say that there are a lot of searches in your local area for Prime Rib around Christmas. You may want to create a landing page that is focused on making Prime Rib for Christmas. It could talk about traditions, recipes, specifics about the cut of meat. That page does not have to be included in the primary navigation, but it will do better in searches for Prime Rib than your meats page will.
If you combine search engine optimized content with calls to action you create a landing page that gets your store a bigger cut (see what I did there!?) of the Prime Rib sales.
End the Year Looking like a Rock Star
Between October and December of each year a phenomenon occurs in marketing departments all over the US. It's the magical end of the year use-it-or-lose-it marketing spend.