Search Engine Marketing: Savvy Search Marketing Strategies

2. “Multivariant landing page testing is the next big thing in paid search,” noted Rinaldo. This testing involves dividing each landing page into its constituent pieces and figuring out which parts are the most compelling, she said.

Scott Delea, senior vice president and general manager of e-marketing services for search marketer DigitalGrit, agrees. “Take a landing page, divide it into its most important elements, then build a router that dynamically generates different combinations of those pages,” he explained. The router should send searchers to different iterations of the page and measure the clickthrough rate for each configuration, said Delea.