Link Building with Landing Pages: a basic guide

[I, Brian]

Landing Pages: basic introduction

When seeking links to their sites, some webmasters make the mistake of thinking that everything has to point to their index page, or else that they need to spread a lot of links around a lot of different product pages. In such instances, these webmasters are overlooking the clear efficiencies of Landing Pages for their link building programs.


What are “Landing Pages”?

Landing Pages are nothing more complicated than information rich pages. Each page can be as niche specific - or general - as required. And although it is common for Landing Pages to be set up as internal pages, sometimes it is simply more efficient to turn a site index page into a single landing page.

Do not think of landing pages as merely a short piece of text to rank with - Landing Pages are essentially the marriage of links and content into a truly fruitful working relationship. Ultimately, Landing PAges are built to benefit both humans and spiders.


How to set up Landing Pages

It is often a good idea to optimise for multiple keyphrases or topic areas – do so by providing a keyword-rich heading, accompanied by a few sentences of text relating to that keyword/keyphrase, and then accompany this with a keyworded link to your deeper content.

Do this for multiple variations of your most important keywords, and take into account issues such as keyword order (first keyword in a keyphrase/searchterm is determinative in Google, for example), and also plural and singular forms (for example, “insurances” is far less competitive than the singular form “insurance”.

Of course, also bear in mind geo-targeting and spelling errors, where you feel you can cleanly get away with them. However, remember that Landing Pages are essentially for humans as well as spiders, so the pages must look useful to both.

Feel free to link to Landing Pages from important areas of your website - they should be regarded as a natural - and extremely useful - part of it. A more explanatory and keyword focused form of a sitemap, if you will.


The Secret of Landing Pages

Really, the principle of the Landing Page for link building purposes, is no different for general on-page SEO. The key point is examining what information you are providing, and providing it on a very selective basis. There is a very subtle different in applying Landing Pages than general content SEO work, because of the extremely selective and targeted manner in which Landing Pages are built.

And here is the secret of Landing Pages – when you set up your keyword anchor text to your Landing Pages, not only will you rank for the keywords in your anchor text – but your anchor text will also combine with your keyworded headings and keyworded on-page links, to produce a wide range of secondary search terms you can rank much more easily for – yet still remain targeted and focussed on your chosen subject area.

The biggest secret is learning to apply a number of different areas of text and links, with keyworded headings. And as information is the key to success, the more highlighted information (headings, anchor text, etc) that you provide, the greater the potential use for ranking in those keyworded areas.

This is why Landing Pages have become a generally useful as part of Link Building SEO – because of the extremely controlled way that information can be delivered and targeted.


Are Landing Pages "blackhat"?

As before, Landing Pages are nothing more than information-rich pages. They suit search engines by providing rich content, and they help human users, by providing clearly focussed pages to find information they need, and help direct them to specialist internal pages for further information as required. And it suits the webmaster, because it allows the traffic to be targeted in a much more precise manner.


Can I see an example of a Landing Page?

I won’t provide any commercial examples of a Landing Page, as that would be a little unfair in this environment.

However, Roy Troxel as the Webserver Times recently complained that his most popular page for traffic was his privacy policy page. If you take a look at it, he has inadvertently produced a landing page, based on the keywords in the headings covered in that privicay policy.


Can I get legitimate links to Landing Pages?

Absolutely – because Landing Pages provide rich information for humans, as well as search engine spiders, then you can submit to have them listed at Directories that allow multiple pages to be listed from the same site, such as DMOZ, Sevenseek, and WowDirectory.

Also, directories such as MSN bcentral, Jayde, and Webatlas, also allow for multiple links to internal pages to accompany your entry.


Hope that helps.

Best regards,

Brian

(Disclaimer: this article constitutes entirely personal opinion only, and not intended as anything else.)

[seobook]

I think that was a pretty good article Brian.

another good thing about some of the inner pages is that since they will be focused on more niche topics than the home page you will likely not have as much competition for many of the phrases and a small amount of linkwork (relative to the links needed to compete for the broader home page topic) will go a long way to help promote and rank your landing pages.

[Receptional]

seobook's tag line is: One of millions of fake terists scaring your little mind...

What's a terist?

To me, a good links landing page is one with a HOOK. I keep hammering this out at SES meets and I think it is valid. When it comes to white hat (and I appreciate it's not always so black and white), the hook is the important bit - a "reason" for people to link into a page. A continually updating weather check is often quoted as a good example of a hook - especially if the site linking to you gets the chance to co-brand.

Mikkel no longer offers it, but he used to allow co-branding of his Link popularity tool. I was very impressed and it gave him significant links and - moreover - significant traffic . Real traffic. So much so that he now has to do checks to ensure it isn't robots stealing his results. I was very impressed at the time, even if it wasn't his prime objective. The result? Well, 10,700 links to that page as recorded by Yahoo. Real links, real users and probably no "reciprocal linking". That was a good hook. Now the cobranding has quietly gone away, years later, but the links remain.

Similarly, at the bottom left of this page is an RSS feed. A great link building tool. It may or may not affect search rankings, but it certainly DOES create visitors. Again - it is the hook that has the ability to far surpass asking for links in whatever form that takes.

Hooks. Basic marketing principals.

Dixon.

[debraM]

I'm not sure I understand this and wanted to be clear...

Your definition of a landing page is a topic focused page created as a beacon for a specific set of keywords? Would the landing page link to other pages within the site or just one page?

because Landing Pages provide rich information for humans, as well as search engine spiders, then you can easily have them listed at Directories that allow multiple pages to be listed from the same site, such as DMOZ,

I didn't know this, I thought you could only submit one main URL to one category within DMOZ unless the submission was going in geographically as well as topically.

[rustybrick]

Originally Posted by debraM

I didn't know this, I thought you could only submit one main URL to one category within DMOZ unless the submission was going in geographically as well as topically.

You can have more then one page from a domain listed in DMOZ. It requires some luck and good, unique content/tools to make it happen.

[I, Brian]

Originally Posted by debraM

Would the landing page link to other pages within the site...?

Absolutely - aside from navigation links, I'd argue that topic specific links to deeper content on your pages would be just as necessary to the format.

Originally Posted by debraM

easily

I should edit that word out - I simply meant to imply that good Landing Pages can be submitted to directories for listing.

Originally Posted by debraM

I thought you could only submit one main URL to one category within DMOZ unless the submission was going in geographically as well as topically.

Usually you would submit to different categories, more focussed on the relevant keyword. DMOZ loves information, so if you wanted to specifically target DMOZ listings, you may be better writing up a good article in a Landing Page format.

Btw - Blog index pages could also be argued to be a form of "Landing Page" in their format - information rich summaries, spread across various keyphrases, and linking to deeper content for further information.

Originally Posted by rustybrick

You can have more then one page from a domain listed in DMOZ. It requires some luck and good, unique content/tools to make it happen.

Yep - SEW here has over forty listings:
http://search.dmoz.org/cgi-bin/searc...nginewatch.com

DMOZ loves information. It's more an "information directory" than a "website directory", if that makes sense.

[seobook]

DMOZ appears a bit random with listing some pages. I have multiple deep page listings. neither site which has the deep listings also has the home page listed though.

I think the trick is to be the authoritative resource for your field or to offer substantial unique content or whatever...

like I think they would probably list the newsletter here
the forums
the home page
some of the submission tips
meta tag tips
some of the articles about search engines and legal issues
etc.

[debraM]

I went over to DMOZ and took a look at a link that was provided to me by a Senior Editor after I asked the question about adding additional pages.

http://dmoz.org/guidelines/site-specific.html#deeplinks

The bottom line is -- not really unless the page is something outstanding/highly relevant from a viable authority source.

Definitions of landing pages differ from person to person which is why I asked for a clarification. In my mind, a landing page is a targeted piece of advertising, usually with a limited time offer, set up to explain the hyperlink ad just clicked on. They gateway into more information if the person wants it but typically are not part of the overall site sincce they are time sensitive.

If I'm on the right track with my thinking, then why invest time and resources to promote a landing page URL inorder to benefit from it's link popularity?

[I, Brian]

Originally Posted by debraM

I went over to DMOZ and took a look at a link that was provided to me by a Senior Editor after I asked the question about adding additional pages.

http://dmoz.org/guidelines/site-specific.html#deeplinks

The bottom line is -- not really unless the page is something outstanding/highly relevant from a viable authority source.

Indeed, DMOZ likes information pages - but a part of my point is that Landing Pages are not some mere keyword stuffed page, but a very concentrated source of targeted information, especially constructed using headers and links that focus on such information.

DMOZ will list information-rich pages - but it's always going to depend on the individual editors in the individual categories as to what will be listed, and this will vary remarkably.

Bottom line is: there are directories for which Landing Pages can be submitted to for inclusion, and DMOZ is one of these directories worth submitting to. Ultimately, it is up to the relevant editor as to what is included. If DMOZ will not list it, there are others that will list additional internal pages from a site.

Originally Posted by debraM

Definitions of landing pages differ from person to person which is why I asked for a clarification.

Absolutely - which is why I tried to indicate that it was merely my personal opinion.

Originally Posted by debraM

In my mind, a landing page is a targeted piece of advertising, usually with a limited time offer, set up to explain the hyperlink ad just clicked on.

Yes - they are apparently used in PPC quite a lot.

I'm applying this concept to Landing Pages as entirely within Link Building - hence why I posted on it in the Link Building section at SEW.

I do appreciate your concerns, however, and perhaps should have been more clear as to the wider application of the concept and strategy in other areas of SEM. I simply aimed to be brief and basic, and focused only on the basics from the perception of Link Building.

Originally Posted by debraM

If I'm on the right track with my thinking, then why invest time and resources to promote a landing page URL inorder to benefit from it's link popularity?

It's not simply a case of building a Landing Page, then leaving it - it's about building thousands of links with a narrow range of anchor text, to a narrow range of pages.

This results not only in targeted rankings for exact targeted anchor text - but you can also harvest rankings for a wider range of related keyword rankings, based on the various combinations of anchor text, heading use, and on-page link text.

Landing Pages can therefore be a very efficient way to target lots of search terms in organic listings, by building links to a smaller range of pages. It is their efficiency in targeting a wider range of keyphrases for the same amount of leg work, that is the key to their use.

[debraM]

Bottom line is: there are directories for which Landing Pages can be submitted to for inclusion, and DMOZ is one of these directories worth submitting to. Ultimately, it is up to the relevant editor as to what is included. If DMOZ will not list it, there are others that will list additional internal pages from a site.

Agree that there are other Directories that will allow you to add a landing or new page/URL, especially if you pay them. But with the ODP, it's more about the TYPE of site that makes the submission rather than the page itself. With their backlog and committment to quality, I can't believe they'd add a site's landing page because it's new and has "really good content" The site making the sugmission will need to already be an authority and the page will need to be something complimentary. And you're right, with anything human, comes error and opinion. Just like now!

I do appreciate your concerns, however, and perhaps should have been more clear as to the wider application of the concept and strategy in other areas of SEM. I simply aimed to be brief and basic, and focused only on the basics from the perception of Link Building.

Less a *concern* with me - really. I wanted to be sure I was clear in what I thought I understood - or not since the concept you outlined was something I hadn't seen/thought of before.

It's not simply a case of building a Landing Page, then leaving it - it's about building thousands of links with a narrow range of anchor text, to a narrow range of pages.

This results not only in targeted rankings for exact targeted anchor text - but you can also harvest rankings for a wider range of related keyword rankings, based on the various combinations of anchor text, heading use, and on-page link text.

Initially we were talking about securing a link from DMOZ and the other Directories you listed and now you're talking about securing thousands of links....where would you place those anchor text links pointing to the landing page?

I guess I'm bogged down in the landing page term. Why not build out
a permanent portion of your site, send out press releases to annouce the inclusion, add the new page/URL to as many of the Directories that will accept it, do an email campaign to customers/newsletter subscribers etc? In addition to the link pop strategies behind them, each of those tactics is viral as well so there is a double benefit from using them.

Debra.

[Marcia]

It is often a good idea to optimise for multiple keyphrases or topic areas – do so by providing a keyword-rich heading, accompanied by a few sentences of text relating to that keyword/keyphrase, and then accompany this with a keyworded link to your deeper content.

This is a great topic, and I think it goes right along with Google's suggestion about breaking down site maps or pages with loads of links into a few pages.

[I, Brian]

Originally Posted by debraM

I guess I'm bogged down in the landing page term. Why not build out
a permanent portion of your site, send out press releases to annouce the inclusion, add the new page/URL to as many of the Directories that will accept it, do an email campaign to customers/newsletter subscribers etc? In addition to the link pop strategies behind them, each of those tactics is viral as well so there is a double benefit from using them.

I think you're getting the picture now.

[debraM]

Oh I had the picture, just not your terminology.

[projectphp]

Oh I had the picture, just not your terminology.

LMAO.

Landing Pages are nothing more complicated than information rich pages.

So why call them landing pages? Why invent terminology when the concept is so incredibly basic and simple? English is a simple language. Heck, we didn't even bother thinking of a new word for a steering wheel... "Bob, we got this wheel what steers the car, what should we call it?" "I dunno Baz, howsa bouts we call it a steering wheel." "I like it, Bob, real logical like".

IMHO, the whole post suffers from a focus on explaining the terminology rather than any end goal usefulness. If that post was re-written from teh perspective of "How to Create Content That Works", and focussing on how writing unique, useful content can be a great way to build a brand and business, it would have been more useful. People have content, so how can they get more out of it? What types of content naturally attarct links etc.

As an example, my re-write of the first paragraph:

<misquote>When seeking links to their site/s, some webmasters make the mistake of thinking that everything has to point to their index page, or else that they need to spread a lot of links around a lot of different product pages. In such instances, webmasters are overlooking the clear benefits that great content can offer, not only in getting links in, but in the types of links that can be acquired.

Many big, quality directories....</misquote>

Rather than a focus on a buzzword, with it repeated ad nauseam in every heading, the article could take on a generic usefulness.

The Secret of Landing Pages becomes The Secret of Quality Content;
How to set up Landing Pages becomes Maximising the SEO Potential Of Your Content etc etc etc.

IMHO, this post is the classic example of complicating an issue with Jargon for Jargon's sake. KISS is the best principal when writing articles, and this post probably lost the very people it was intended for in the first paragraph or two.

Taking a wider, industry view, making SEM and SEO an industry based upon "tricks" hidden behind jargon does the industry a dis-service. Marketing isn't based upon mystical tricks, it is based upon sound reasoning. Tricks are something that can be learnt by anyone and, subsequently, there is no longer any need to hire a professional SEOs.

IMHO, SEM should focus on the value the industry offerrs to clients: repeatable, dependable strategies and an ability to do work more cost effectively than clients can do it themselves. Not jargon and tricks, but goold old fashioned business benefit.

But the real killer is trust. SEM/O shouldn't be about tricks, jargon and secret knowledge because, quite frankly, that reeks of smoke and mirrors and breeds distrust and inuendo. That isn't an industry I would personally have much faith looking at from the outside, and it isn't really one I would like to be a part of.

My $0.02.

[I, Brian]

Heh, okay - so the principle of the Landing Page for Link Building purposes is indeed about focussing on "quality content" issues.

But the terminology is simply helpful - it's calling something "a spade", rather than "a useful implement for digging holes in soft earth". It's a terminology based on application, rather than resorting to general statements such as "maximised SEO pontential content".

Ultimately, the point is that when it comes to large-scale link building, then narrowing the range of pages to which you are pointing these links to, while at the same time increasing the range of keyphrases that you can actually target, becomes a matter of efficiency.

Landing Pages are therefore a specific methodology for utilising content and on-page elements in a very focussed manner. It's not simply "great content" - it's a specific strategy applied in a very specific way.

[steve sardell]

So why call them landing pages? Why invent terminology when the concept is so incredibly basic and simple?

Oh I had the picture, just not your terminology.

Brian, i think we all agree with the method, but it is the terminolgy that is questionable.

True ,a landing page is any arrival page that a site visitors first hits, but the term landing page has been used more often in PPC pages. This landing page is often intentionally orphaned, and primarily used as a call to action page. It is orphaned to facilitate tracking. Now we are defining a landing page in other ways.

What you are proposing regarding linkage is good, but as PPHP has stated you are wanting to rename the arrival page. Your *landing page* is a typical content rich web page, and IMHO does not need to be renamed. Or, if renamed uses something that is not currently used.

The jargon can get confusing, especially when we begin to have multiple definitions of the same item. As an example Link Popularity, a simple term to describe, yet it has different meanings to different folks. Like the above posts, I am an advocate of keeping things simple. We do not need to call a piece of rope a line.

[I, Brian]

I used "Landing Page" because - as in PPC - it's for "landing" traffic on.

Difference is, in PPC, it's often a target offer - Seth Goldin's big bright banana.

However, in Link Building, it's to offer a lovely bunch of bananas of different flavours. Human users (ultimately being SEO'ed for) get their pick of banana, and the search engines note the page as particularly banana-rich. That's good.

Originally Posted by steve sardell

Your *landing page* is a typical content rich web page, and IMHO does not need to be renamed.

A key point of the thread was precisely that such pages are *not* typical, not least in their very specific construction and application.

I only mentioned some of the simpler things, too - I had hoped to develop an interesting discussion on the different ways such pages could be used for broad or vertical theming/marketing.

Perhaps we could call a truce on the terminology and simply call them "Banana Pages" instead?

I would like to higher my pr..and link popularity.

[glengara]

Sounds like the idea is to supply pages with topical content relevant to both incoming and out going links, in which case, I've been using Banana pages for a while ;-)

[I, Brian]

Sounds like the idea is to supply pages with topical content relevant to both incoming and out going links, in which case, I've been using Banana pages for a while ;-)

Sometimes I feel like trying to explain Landing Pages as different from content pages, is like trying to explain SEO to web accessibility people:

"SEO is about the very targeted way you set up the keywords..."

"Yes, we use keywords on our pages because it helps with accessibility..."

"No, that's not my point, is about the very targeted way you set up the keywords..."

"We're already using keywords for a site page for accessibility issues. So we must be doing SEO..."

"But...the focus of difference..."