A landing page is a highly focused search engine optimized web page designed specifically to greet a person who has clicked on a link expecting to arrive at:
1) Information relevant to a search made using a search engine like Google or Bing
2) Further information relating to an offer or announcement promoted in an email or other form of online marketing or advertising that includes instructions regarding the next steps to be taken by the respondent to acquire the item, make a donation, buy a ticket, register for an event, and so forth.
A landing page can be approached externally by clicking on a banner or email advertisement, for example, or internally by clicking on a text or graphical call-out designed to persuade a site visitor to learn more about a particular product, service, event, or newsworthy item.
The objective of the landing page is twofold: fulfill an expectation and promote conversion by guiding the respondent through the process of completing the desired action. The success of a landing page is determined by its effectiveness to fulfill both of these objectives.
Strategically developed landing pages implement keywords and links to inform and guide end-users. Although not all landing pages are intended to be scanned and indexed by the search engines, particularly those associated with special email promotions sent only to a select group of targeted recipients, it is still important that they are search engine optimized. The process of optimization is designed not just to satisfy the needs of the search engines but also the needs of the searching public. Both rely on language (keywords): the search engine to index and people to express their wants and needs.
