• Optimize & Prophesize , Thursday, December 13, 2007 5:15 PM

Jonathan Mendez offers five reasons why landing page optimization (LPO) will take center stage next year.

Competitive pressures will force both SEM firms and digital agencies to work LPO into their suite of standard offerings, as the number of advertisers searching for those services will increase -- and LPO will become a critical part of overall marketing spend.

LPO technology will continue to improve, with dollars flowing from VC investors as well as new M&A activity in the space. Mendez also says that landing pages have become the "30 second spot" for the digital age, and as such, LPO helps further bridge the gap between using the Web search for direct and brand marketing (a shift that has already begun taking place).

And he adds that with the rush to pour dollars into online video, optimizing the videos themselves and the pages they're on will become a critical task for SEM firms and agencies.

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