It is necessary to create landing pages and optimize the same. There are two options that govern this strategy like optimizing the existing page or developing a new one. In case of selecting the existing page, it is necessary to check at the initial stage which of the web pages rank high for the first few major keywords. In this context, the site owner should be aware of the search engines where the pages would require a ranking. The first results page displays a list of 10 pages that are similar to the owner’s website and ranks high for a particular keyword. The site owner should opt for one of these pages since high ranking pages not only display best content but on SEO terms they are believed to be trustworthy sites. When the site owner selects the first page, optimization of this page does not involve much effort. But for best results it is advisable to select all the ten best ranking pages.
The simple strategy behind the selection procedure is that site owners do not wish to change most of their web pages. Hence, it is suggested to review all the ten best ranking pages and select any one of them for optimization. The second option involves developing a new page where the site owner does not select any of the ten high ranking pages. Rather a new web page is created where the owner selects a typical page including navigational links, headers and footers. The page should be kept aside and ascribed a good search engine friendly name with at least one keyword on it. If the main keyword is “bus” then further keywords should be related to it like “bus route” and “bus destination”, etc. The site owner should always target keywords that web users relate to. The new landing page can be displayed on the website and uploaded via FTP. In this manner, the site owner can start optimizing the landing page either through selecting and altering the existing page or by creating a new landing page.
A web user searching for information in the Internet takes the help of a crawler based search engine. This system instantly sorts through millions of pages and presents those that match the topic. The matching terms are ranked so as to enable websites to be displayed which contains the most relevant matter. Crawler based search engines determine relevancy of web pages by sorting them through a set of rules known as “algorithms”. In general all search engines follow certain guidelines for ranking the relevancy of web pages.
One of the primary rules in a ranking algorithm is based on the location and frequency of keywords on a web page. Pages with the search terms appearing in the HTML title tag often assume greater relevance than others. Search engines also check to see whether the search keywords appear on top of a web page like in headline or within the description of a text. They presume that any page relevant to the topic would specify those words right at the beginning. Frequency is the other major factor used by search engines to determine the relevancy of web pages. A search engine analyzes how frequently the keywords appear in relation to other words in a web page. Those displaying a higher frequency are often deemed more relevant in comparison to the other web pages.