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will not be able to navigate the site and find the content. Regular html links are not a problem for search engines. That's where a static landing page can really help. If all your relevant content is summarized on the landing page, with text links to the related areas of your site, the search engines will have no trouble indexing this information, and the text links will actually improve your rankings if you've used meaningful key words.

So how can you reap the rewards of a static landing page for your marketing website without sacrificing the benefits of dynamically generated content? One answer is to use a tool like "Landing Pages Builder", which in effect gives you the best of both worlds. Utilities like this one function by scanning your site, triggering the dynamic generation of the content, and automatically creating a static landing page. This page will contain a tightly focused overview of the services or products you wish to emphasize, relevant to the ads that drive the traffic to your site. When new pages are added to your site, or there are significant changes to the content, the site is re-scanned and the static landing page is re-created. With this arrangement, the majority of your site is still dynamically generated, so you retain the timeliness of the information (it's as current as the data from which it's drawn), but you get the consistency, performance, and search engine readiness of a static page for your visitors' first impressions.

"Landing Pages Builder" offers a few other features as well, designed to help improve the Click Through Rate of your ads and the effectiveness of the landing page. The ability to use short, descriptive URLs for your landing page makes it easier to post and email links to the page. Additionally, there is some research that indicates that people are more likely to click on shorter URLs when they appear in search results. Also, the designers of these tools are experts at Search Engine Optimization, so the pages generated do a pretty good job with keyword density and placement, which should drive additional traffic to your landing page.

If you are a web designer with the time to invest in creating customized landing pages optimized for traffic from specific advertisements, or if you retain the services of such a designer, then this should give you some food for thought. Otherwise, it may be to your advantage to investigate an automation service for this.

Learn more about this author, Joe Poniatowski.
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