Select Web Pages That Will Attract Visitors and Search Engines to Your Site
Your Web site needs to contain pages that will rank highly in search engine results and that visitors will ultimately land on; these are aptly named landing pages. A landing page can be any or all of three things: One, it can be the first page a user lands on when clicking the link to your site during their search query. Two, it’s the page a user lands on after clicking a paid ad. Or three, it’s the page at the top level of a silo.
When choosing a page on your site to be a landing page, keep in mind that it should be a big topic with lots of pages there to support it. If you have less than five pages of support for this page, it’s probably not a landing page. The above figure shows an example of a landing page with its supporting pages.
Figuring out your landing page depends on what keywords you chose for the page. You want it to be a gateway page to the rest of your site. It should contain the broad keywords you need to draw in the query, and then funnel the user to the other pages with the more specific information they need.
You should be thinking about these questions: Does the landing page content answer the search query? Does it contain enough information on that page or on its subpages that provide information for a search query? If a user doesn’t find what they’re looking for on your Web site, they’re not going to stick around and explore the rest of your site.
One thing to keep in mind is that every page on your Web site has the potential to be a landing page. One of your subpages could be drawing all of the traffic because it contains more relevant information than the actual landing page. This is not a bad thing; it just means one page ended up being a better landing page than the one you thought of. So it’s important to optimize every page just in case. Make sure it reads naturally and is not too forced or obvious.