Increasing Search ROI Through Effective Landing Pages

Cory from Carat Interactive asked the following:
Search has definitely reached the apex of its value from an ROI standpoint, but the strongest value that it adds is its ability to create a shorter connection between the user and the information.... Now that search is fulfilling the inevitable promise of decreasing ROI effectiveness against increased demand and increased prices, what are we to do with search?


My response:
I think your point that "the stongest value that it (Search) adds is its ability to create a shorter connection between the user and the information" implies the importance of the landing page. Your search marketing worked, they found your site - now what happens? Is the value proposition clear? Is it immediately obvious what the next step should be (ie. registering). Have you test marketed various landing pages and evaluated their effectiveness?

The importance of landing pages can be seen with new search engines that display the landing page with the link - such as IceRocket (coolest search engine that ever landed on the Net.) Each search result displays an image of the landing page for each link - and allows the searcher to open a Quick View of that page within the IceRocket page. If your landing page is effective, the searcher will be more enticed to go to your site. If your landing page is not clear - the searcher will simply move on to the next result. Make your landing page a destination that entices your customers and gives them clear directions on where to go and what to do.

Effective SEM will help customers find your site, effective landing pages will keep them on your site - increasing your search ROI.

www.icerocket.com