The objective of the article landing page is to be picked up by search engines, capture the user’s interest and lead the user to a transaction.
Most website users are familiar with organic landing pages. Whether on an Internet hub, a retail site, or a membership website, organic landing pages contain content that is of interest to the user.
Generally, organic landing pages are wide open and full of content that the publisher has designed to be attractive to users and search engines. Essentially, an organic landing page is trying to get an Internet user to find it using the Google, Yahoo and MSN search engines.
The primary job of an organic landing page is to tell the user that the content they seek is on the page, or that they can access it by clicking a link on the page.
And while the user’s need is addressed by the information or content, usually conversion architecture exists on an organic landing page to address the publisher’s goal of selling a product, building a database, or both.
Organic landing pages attract and convert. Their goal is to pull in website traffic and convert visitors to customers or subscribers.
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There are three types of organic landing pages The most familiar is the article landing page, which contains narrative content. They can be news stories, how-to articles or editorial content of any kind.
The objective of the article landing page is to be picked up by search engines, capture the user’s interest and lead the user to a transaction.
This article landing page on the Johns Hopkins Health Alerts website is a great example of a search-engine-optimized article landing page. The keyword phrase “high blood pressure” appears no fewer than six times in a 293-word article. The keyword “hypertension” appears five times.
A properly optimized article landing page like this one chooses a keyword term and sticks with it. You’ll find this term is in the right navigation as a topic, and in the URL.
Note, too, that the page includes an OFIE immediately following the article that asks the user, “Would you like us to inform you when we post new Hypertension (High Blood Pressure) and Stroke Health Alerts?”
All the user needs to do is fill in his email address and click the “Notify Me” button. Sign up and you’ll be taken to still another page where you can opt in for another 15 or 16 Health Alerts. This is an extremely effective strategy to expand the publisher’s database across a wide range of niche topics.
Additionally, there is a large OFIE for Johns Hopkins Symptoms and Remedies, a 29.85 “contemporary health handbook for your home with the authority of America’s #1 medical center behind it.”
Clearly, Johns Hopkins Health Alerts understands how to use the article landing page, and is an example of a Mequoda “best practice.”
