Hi Zenderx,

Yes it is definitely not feasible nor realistic to develop a landing page for each topic – particularly if you’re an ecommerce site with multiple products – however the aim here is to group your search phrases into buckets indicating readiness to buy and simplify the process.

Hi Kath,

What you say is definitely true assuming hat there is a separate landing page for each topic, which is a wishful thinking in case of almost every ecommerce website that sells multiple products/brands. Creating landing pages is also time consuming. Do you have experience in terms of ROI of such operations? Maybe it pays off to have a separate landing page for different topics/related sets of keywords to benefit later in the conversion funnel?

Thanks Charise!

Hi Zenderx – a couple of other people have also brought up this issue – however, it’s not an issue at all. What you’re actually doing is qualifying the landing page they end up on by the search terms- but you don’t need to actually be pulling the search terms from the search.

With a paid ad, the fact that they’ve ended up on Landing Page ‘Phrase A” means that they have been searching that phrase or a similar phrase (you will most likely want to group similar phrases together to streamline this process) and have had the relevant ad targeting them. If they end up on Landing Page”Phrase B” then they will have been searching that phrase or similar. Each of these phrases will be internally identifying where they’re at within the buying cycle.

With regards to organic search this is even simpler – each landing page will be optimised for certain keywords/phrases – again, using this knowledge you simply prepare the data capture form on this basis. So, you do not need to actually be capturing or be advised of the search terms. They’ll either arrive on the landing page via natural search rendering them the appropriate keyword rich page according or if an ad, they will be rendered the applicable ad, according to their search term/phrase which will then direct them to the relevant page.

Thanks for expanding Kath – be selective is the message rightly so.

Hi Dave, yes it’s been a few years now since I’ve been promising to share this with you – since Belgium I believe? 🙂

It’s more of a principle that can be tweaked and customised to suit each brand and yes site searches can be used – I’ve just used Google search as an obvious example.

With regards to sophistication – not really, unless you’re wanting to implement it to include ALL your search terms! An SME could leverage this approach without too much difficulty (no more than say implementing a content marketing lead generation and lead nurturing programme). The key is to select the search terms where you are going to gain your biggest wins and optimise this process with them, take some learnings away and then go on to implement & optimise other terms.

Of course, as with utilising touch points, just because you can, doesn’t mean you should leverage all of them! So be selective and focus on optimising the results and don’t expect to optimise all your search terms/content/category viewed.

Any examples of this, results Sounds too sophisticated for most but the largest?

Is it limited now by the Not Provided Keywords, so maybe best to do on content or category viewed or searches on site – that is more common approach for retailers?