Excerpts from my latest article at Practical eCommerce: “SEO: Using Automated Landing Pages.”
Marketing automation tools make creating landing pages a snap. They focus on making it more efficient to deliver relevant content to relevant individuals at relevant times via email and paid search campaigns. Why not use them to create landing pages for SEO campaigns as well, right? Unless they’re set up to create searchable landing pages, your marketing automation platform may be completely unable to drive organic search traffic and sales.
Email marketing platforms were the genesis of today’s more sophisticated marketing automation platforms. Today, these platforms can track the behavior of customers interested in your products to understand intent and deliver more targeted messaging. The goal is to move potential customers farther through that marketing funnel to eventually convert them to paying customers.
Email campaigns and paid search ads are common drivers to the customized messages contained on these targeted landing pages. Because they’re so targeted, marketers feel confident in placing specific promotions on them such as a discount or a special download. Naturally, marketers don’t want these types of targeted promotions to get indexed for anyone to find in Google and the other engines. The result would be skewed metrics and campaigns with potentially high-value promotions being distributed far too widely as more customers find the content via organic search.
That natural desire to keep targeted email and paid search landing pages out of organic search results can be the foundation of the problem with using marketing automation platforms for SEO. Unless they’re set up to make specific landing pages searchable and others hidden from search engine spiders depending on campaign needs, creating optimized landing pages for organic search with your marketing automation platform could get you a bit of nowhere.
The article goes on to explain:
- How to Tell if Landing Pages Are Indexable
- How to Fix Indexation Problems
- More Links and Sound SEO
Read the article in full at Practical eCommerce >>