The length of a landing page is a bit like the recipe for a good chilli: everyone has their own ideas about what should go in, and some passionate reasons why their version is superior to all others.
As our clients and blog readers will know, Kayak’s team members are big proponents of applying buyer personas to marketing goals in order to understand the various audiences on the receiving end of lead generation efforts.
How often do you think about the reading level of the men and women who read your web pages, blog posts, and downloadable offers?
Summer’s here and people are taking to the water, whether it’s rafting down a slow creek or getting out the waterskis. If you’re avoiding the sun by staying in the office, there’s a take-away we marketers can learn from the people splashing around at the lake: there are the skimmers, and there are divers.
Traditionally, the process of generating leads through search engine optimization looks something like this: figure out what keywords your potential customers are likely to search for, make pages that are easy for Google to find, and then make some kind of offer on the page that convinces them to take the next step.
What is the sound of one keyword clapping? Can Google itself create a site so large that it can’t even be indexed? Can any marketer ever step into the same algorithm twice?