Why an Article is a Landing Page & Why You Should Care

Identify your landing page templates and discover why articles are your #1 best sellers

Landing page templates aren’t just for taking names and selling products. Those are steps #2 & #3. Some landing pages, like an article landing page, is the introductory first step that convinces them to move on.

There are lots of landing page templates out there. After all, when someone puts in a keyword, you’re hoping they’ll “land” on your site one way or another. If you’re doing it right, every page on your website also either captures an email address or sells a product.

Articles are the most highly indexed pages in Google. This is because Google focuses on regularly updated content, which blogs provide on a minute to hourly to daily to weekly basis. The fresher the content, the more it’s being linked to and the more authority search engines will give it.

Therefore, it’s important to pay very special attention to these little landing pages. There may be lots of them, but I’m guessing if you look at your Google Analytics, this is where your traffic comes from.

It’s important that your article landing pages not only have email conversion architecture set up, but that you create compelling content that keeps them on your site long enough to convince them to want more.

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Warren Davies from GenerallyThinking.com did a guest post on Problogger back in January that had some good points for analyzing your article landing pages:

  • Click on the name of each post in Google Analytics, and look at the Time on Page. Is it significantly lower than the time it takes to read the article? If so, it’s likely that the reader is not finding the answer to the question they had when they clicked through.
  • Ask them. Set up a Poll on the page, entitled “Help me improve this article: What information were you asking for?” Give a few options, and don’t forget to add ‘something else’ as an option. Alternatively, a simple “Did you find the information you were looking for?” can be useful. Experiment with putting it at the top and bottom of the post, to see if people are reading the whole article before bouncing.
  • Check the entrance sources for the post on Google Analytics. Are people mostly finding the article through Google images? This might account for the high bounce rate.

The article landing page is required to do two things. First, it must attract targeted website traffic. It does this by including the keywords as mentioned above. Secondly, it must be able to convert visitors into email subscribers, registered users or preferably, buyers.

In addition to search engine optimization, article landing pages are a great source of potential referrals. If you create a news story, a how-to article, editorial content or an interesting link review, other content publishers may read your article and decide to link to the content. This will happen if you are showing others that your websites are great sources of informative content.

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