Microsoft: Ensure landing pages are relevant
Monday, 18, Aug 2008 10:06
Landing page relevancy can often be improved by altering the destination URL to point to a more specific landing page, web marketers have been urged.
A post in Microsoft's adCenter Blog notes that in many cases, a specific keyword placed with a generic advert and landing page can be deemed irrelevant as the searched term is not prominent.
The article uses the example of a user being an estate agent specialising in corporate relocations.
"If I search for 'realtor corporate relocations', I expect that clicking on any ad that appears as a result of this search will bring me to a page about that particular realtor's experience with corporate relocations," it notes, adding that it would not be a good experience for a searcher to be redirected to a listings page.
As such, the article recommends that every keyword and advert combination should correspond with a landing page which is specifically relevant to the terms being searched.
Manwhile, sector commentator Michelle Megna recently wrote on online resource ecommerce-guide.com that search engine optimisation plays a "key role" in keeping any online store up and running successfully.