Although search engine optimization is a complex and shifting discipline, some things stay the same for quite a considerable period. In other words, things like the frequent and regular supply of high-quality content never appear to go out of fashion. SEO is not just about experimental innovation but also about ensuring that ‘the basics’ are delivered to a high standard. One thing which fits neatly into the basics category is the necessity of getting the landing pages on a site ready for visitors. A lack of preparation in this area can have a detrimental effect.