What information do you present to newly arriving visitors to your web site? Exactly what they came for, and nothing less.

A high degree of relevance between your page content and the search criteria entered by the user is a given, since that's a major factor in getting your page ranked highly to begin with. But, there are many ways to be "relevant" to search terms.

When optimizing for keywords and keyword phrases, it is vital to consider what those terms mean to the people actively searching with those terms. Insightful delivery of information can meet the expectations of the visitors, establishing a valuable sense of understanding and trust between you and your visitor.

The following pair of keywords seem almost identical: "san jose real estate" and "real estate san jose". In practice, users who enter the city name first are interested in properties, but not necessarily a realtor. In the second case, with "real estate" first, pages with information about realtors prominently displayed performed much better.

The point is, assuming you know what's in the mind of people entering search criteria can be a huge mistake. Because the success or failure of your entire search engine marketing campaign rests on the performance of your landing pages, assumption and guesswork simply can not be allowed to determine your marketing message.

For as long as there have been professional marketers, they've been testing the performance of their marketing message. Your landing pages are your first line of marketing material online, and, like all marketing messages, they should be tested.

To measure the effectiveness of a landing page, some sort of user action must be established as the proof of a successful visit. A purchase might be such a proof, but visitors to most of your pages will be elsewhere in the buying cycle, so that proving the value of the landing page requires a different trigger.

Testing, in marketing terms, means more than collecting success rates for these pages. By setting up variations of the landing pages and by comparing the success rates they generate, you can learn what brings out the best visitors' response and fine tune your message.

One of the ways to separate professional search marketing companies from 2 guys with a thesaurus is to ask about their testing methods, tracking scripts and reports. Solid, search marketing professionals should have no trouble discussing processes vital to their success.

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