Every tree has roots, they are numerous, growing deep and wide, providing the tree with a constant secure supply of nutrients and water as well as anchorage and support.
Think of your website as a tree, you need roots (keywords) growing deep and wide to supply your site with nutrients (visitors) and water (sales) as well as anchorage (SERP/SEO) and support(traffic).
Landing pages can be the roots to your website. As each root contributes to the tree a good landing page will be keyword targeted to a particular flow of traffic, think of each keyword targeted landing page as a root, can a tree have too many roots?
Trees get a percentage of its nutrients and water from above the ground, from rain and sunshine. However nature has taught the tree not to reply on one single source or root to feed it, too many websites still reply on their homepage (the tree) to get visitors and sales via search, email blasts and advertising. As every tree has multiple roots every website probably has multiple keywords/products/services which can feed your site to grow sales.
This is why landing pages can be the root to marketing success!!
Targeted landing pages can spread out deep and wide, as people are searching by keyword,these landing pages can tap into this traffic, diverting visitors and sales into your main business, helping it grow. Also marketers need to to realize that landing pages are root extensions for chosen keywords to be found in web searches rather than another page on a website. Also connecting the keyword and the content in the landing page will result in higher leads and sales. A keyword and content optimized landing page should connect the ad message or video and the landing page to make it easy for visitors to engage (and feed your tree).
If its this good how come everyone ain’t doing it?
Popular excuses are that the “marketing department is “overworked” or “Web department doesn’t have time to create landing pages for us and we can’t do it without them”. Or could it just be that when it comes in inbound marketing we just don’t understand the root effect landing pages can have.
One Website- many roots
Companies can be successful with only one website, however you can only reach your full potential and grow if you have many roots – keyword optimized landing pages. Any selected keyword, ad group, traffic source, special offer or geography can have its own landing pages/micro-site. Even more segmentation can open up opportunities to publish further landing pages. As these keyword driven landing pages grow deep and wide on the web, they will provide your business with a constant secure supply of visitors and sales as well as boosting search engine results and traffic for your inbound marketing.