I work for a nonprofit retreat center for which our main offerings are (you guessed it) retreat programs. Until recently, whenever we sent out email flyers about our programs, we had the link go directly to the program's unique page on our website. Our marketing director has been trying to make a case for sending the clicker to the landing page that would then direct the clicker to a list of programs, including the one on which he or she clicked.

His reasoning is that they will see more of what we are offering. I've argued against this — when I click on something, I want to go right to it. I don't want to have to find it amongst a bunch of other things. I am wondering what you have to say about this in terms of user preferences data.


P.S. To somewhat address the marketing director's concern, I was wondering if we might have a link on each program page that allows a viewer to go to the landing page to see more programs of that sort, e.g., yoga programs. Does adding that extra linking intra-site help us in any way with search rankings?

Jill's Response

Hi Deborah,

I can speak only from my own opinion on this, but I agree with you. If you put out a flyer about a specific program, to me it makes the most sense to send people to the specific program page. That seems to be the standard way of doing things with pay-per-click (PPC) ads, for instance. As I understand it, you'll see the most conversions when the clicker is directed to the exact info they were hoping to see.

As to your P.S., yes, I would recommend linking to the other programs from the landing pages, for sure. But as long as the landing pages contain your main navigation, the visitors can still learn all about your other programs as well, which I believe should suffice.

In terms of the search engines, linking to pages within your site is a way of giving them importance. The more pages on your site that link to any given page, the more important that page is deemed to be in the eyes of the search engines.


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February 5, 2007

CEO and founder of High Rankings®, Jill Whalen has been performing search engine optimization since 1995 and is the host of the free High Rankings Advisor search engine marketing newsletter, author of "The Nitty-gritty of Writing for the Search Engines" and founder/administrator of the popular High Rankings Search Engine Optimization Forum. In 2006, Jill co-founded SEMNE, a local search engine marketing networking organization for people and companies in New England.

High Rankings is an internationally recognized search engine optimization firm located in Framingham, MA specializing in search engine optimization, SEO consultations, in-house training, site audit reports, search marketing seminars and workshops. High Rankings has a 100% success rate for substantially improving client rankings and targeted traffic.

Jill speaks at national and international conferences and has been writing about SEO and search marketing since 2000. She's been quoted in such publications as The Wall Street Journal, U.S. News & World Report and The Washington Post. Her articles have appeared in numerous print magazines and online websites including CIO Magazine, CMS Focus, The Internet Marketing Report, ClickZ, WorkZ, Inc.com, Entrepreneur, Lycos Small Business, WebProNews, SiteProNews and others. Jill has also appeared on many online and offline radio programs such as Entrepreneur Magazine's E-Biz Radio Show, SearchEngineRadio and the eMarketing Talkshow.

Search Engine Guide > Jill Whalen > Landing-page Dilemma