Post-click pages can be imaginative

Search engine optimisation (SEO) professionals are being advised to ensure that their landing pages do not undermine their search marketing efforts.

Online Media Daily reports the views of Scott Brinker, president and chief technical officer of ion interactive.

He explains that individual landing pages and larger microsites are two common elements of when the "main stage" of a company's primary website is used to host more focused SEO-specific collections of content.

While individual landing pages may be cheaper than graphically intensive interactive microsites, he warns that they may be less likely to achieve a conversion.

"They're fast and inexpensive to create - and, unfortunately, many of them look that way too," Mr Brinker tells the publication.

"But their power is that they're highly focused, matched to very specific ads or keywords," he adds.

In conclusion, ion interactive recommends that marketing managers look to the middle ground and aim for the "imaginative possibilities" that lay between landing pages and microsites in order to fully complement their SEO campaigns.

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