Organic Search/PPC Mini site/Template

Many dynamic landing pages are structured to GET URL parameters based on the keyword specific destination URL. For example, if I’m driving traffic to a landing page to generate leads for some company I’m an affiliate for and my keywords have a {geography} and a {service} than my URL might look something like this:

http://www.ppc-management-firm.com/google.php?geo=NY&service=PPC 

The copy on the page might read something like:

Stop! You’ve just found the best way to research the right PPC management firm in NY for your company. In 3 simple steps we’ll help you find the right PPC management firm for you based on your online advertising budget and product or service type.

[the fields in bold would be grabbed from the URL] – In the source of the page, there would be a line of php that looks like this

“…..right <?php $_GET[‘kw’] ?>  management firm….”

But if nothing is set in the URL for kw, than your page won’t read properly and will have diminished value in the organic search game. You should at least let it get indexed regardless of whether or not it will ever rank. To do this and have a default value in the paramater’s place if it’s not set, the code would change slightly.

<?php

if (isset($_GET[‘kw’])){
//keyword DOES exist, show whatever.

} else { echo “PPC”;
//DOES NOT exist, show default

}

?>

In summary – why not make a mini site with a few different dynamic pages? Google should appreciate the relevant text on the page and it will still have something natural to chew on now, and down the line.

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paid search expert, sitecatalyst/omniture consultant, professional search engine optimization

Posted in landing pages, ppc tools, ppc tutorial, quality score optimization
7 comments on “Organic Search/PPC Mini site/Template
  1. Jordan Levy says:

    Good idea –

    Two of my clients wanted to do something similar.

    One client had me build something where the site’s “Contacts us” phone numbers changed depending on what the referring web site is or what is in the query string. That allows them to track results for PPC based on what 800 # is being used.

    The other was interested not only in PPC but also in creating landing pages that the URL’s are easy to use in print ads.

    I built an application for that client, which lets them create virtual directories dynamically using a Content Management System. The pseudo directories don’t exist on the site, but when a visitor types in the URL (or they are directed from a PPC) the correct content is displayed.

    Check out http://info.thera-bandacademy.com/csm2008 or http://info.thera-bandacademy.com/wallstation neither directory really exists – but you can see the content the client created in the CMS.

    The CMS backend lets them put date limits on how long these virtual directories exist. (CSM2008 is set to “expire” on March 25, 2008) The application offers some limited visitor tracking stats, but will allow them to place urchin tracking code in their content for more robust analysis.

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  2. Jeff James says:

    Jordan,

    Thanks for the note. That’s very interesting. Does the 800 # persist if they click away from the main page, or is that not possible for the visitor?

    Did you manage to get a decent quality score with their account (if it was brand new)?

    Jeff

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  3. Jeff, I’m working with a developer to make a plugin so that minisites like this will be more credible. Care to hear about it when it’s out?

    As to why not index this? I’d say that first, adsbot and googlebot are different entities. Second, you might screw up your tracking (what’s the cpa is you get organic and paid traffic). Third the dynamic stuff might screw up Google and get you marked as a spammer.

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  4. (I mean, even though it’s not spam, and just clever scripting. Best to extend the script to grab the output and create pages with the script’s output. My 2 cents.

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  5. Jeff James says:

    Gabriel,

    Fair points – I would like to hear about your robust mini site template as I am looking to create one for an affiliate program I manage. It would primarily be for paid search affiliates to host a form which would post into a lead gen funnel on a separate domain.

    This would free up AdWords/YSM impressions for myself and the affiliates while significantly increasing CTR offer-wide.

    Feel free to email me any details –

    jeffjames.vib at gmail.com

    Like

  6. Jordan says:

    >>Does the 800 # persist if they click away from the main page, or is that not possible for the visitor?

    Yes – I use cookies to track where they came from.

    >>Did you manage to get a decent quality score with their account (if it was brand new)?

    Not sure what you mean? Google Page Rank – For the info.thera-bandAcademy.com site – The client uses it in print adds only or on handouts at conferences. They are not looking to use it for SEO so the page does not get linked to and might not even be spidered.

    I might suggest that we build a dynamic Google site map XML file to list their dynamic pages – so they can get spidered.

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  7. WOW just what I was searching for. Came here by searching
    for wisata unik

    Like

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