Web site owners often forget to add landing pages to their web sites. The main goal of a landing page is to direct a visitor to a page that contains exactly the information that was promised by an external link. A common shortcoming of search engine optimization efforts, specifically link building, is directing links to a web site’s index, or home page, which shouldn’t be the case in general. To ensure good user experience, links leading to a web site should go directly to a landing page.
The most prevalent character of any landing page is having rich, niche content. That means the content has to be specific to what a visitor is looking for, as opposed to the index page which summarizes all of a web sites contents into a map. A landing page must include a link leading back to the index page, to prevent search engines from penalizing it for being a dead end page. Also, it must not include information that is out of context—that is, information that will lead the visitor elsewhere apart from the web site’s index page.
As with all web pages, landing pages have to be optimized to make things easier for search engine spider to find them. Thus, the content that landing pages have must be checked for keyword placement and frequency, as well as have a specific network of links connecting to related information both within and outside the web site. Finally, a landing page has to have a link to the website’s index page.