When we talk of landing pages, quite often it is in the context of paid advertising i.e. PPC, banner advertisement or may be other paid medium. This does not mean that the page which is displayed when the user clicks a result snippet on search engine results page isn't a landing page. Landing pages attain a good amount of significance when we design our paid campaigns. As we all are aware of the fact that the online user is too quick to change the decision and tread a different path altogether, we need to capture his/her attention in the minimum possible time. Therefore, the landing page should be worth viewing with all the necessary attributes strategically placed on it.
It is quite common for an online marketer to create a context specific landing page which although is a part of the website but may not be linked from anywhere. This happens when the page is designed for paid marketing. However, it may have the necessary links pointing to the other pages of the website. On the other hand, the mainstream website will have another page similar to the landing page for organic ranking purposes. The problem which may creep in here is of duplicate content. The problem is so minute that the marketer may not notice it but it can have some serious repercussions.
There are basically two problems in this kind of situation. Firstly, one of the two landing pages will get filtered due to duplicate content issues and secondly the overall ranking of the website might get affected. Both the problems are quite serious when you are trying your best to generate leads and more business from your website. In this kind of situation you need to tread intelligently. When you have two pages, one for organic listing and the other for paid listing which are similar in content, it is recommended to prevent robots from indexing one of them and blocking the robots from indexing the landing page which is linked from a paid campaign is obviously the right decision.
The reason behind it is quite simple. When you already have the similar content on your website which is ranking well on the website, you need not to allow robots to index another page which is quite similar. Moreover, the content of a PPC landing page is developed differently. It is developed to generate leads or sales quickly by decreasing the funnel or path the user have to tread in order to complete a goal. However, if you have a single page which is being used as a landing page for PPC campaigns and organic listings then there is nothing to worry about.
I personally recommend using different landing pages for the paid campaigns. The landing pages for paid campaigns need to be changed quite frequently to measure the effectiveness of the different advertisements and adjust them accordingly. Moreover, by adding a parameter to the linking URL, marketers can easily measure advertisement effectiveness based on relative click-through rates.
Shailendra_Sial
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