For the Love of Landing Pages: Why the Worlds of SEO and PPC Can't Get By Without Them

Your website is draining your marketing budget. That’s right. Studies show that 92% of first-time visitors to a brand’s website aren’t ready to buy. So if you’re one of the many companies still funnelling SEO and PPC leads to your website, you’re likely spending wasted marketing dollars that aren’t achieving your goals.

Enter, the landing page.

Landing pages are targeted web pages optimised to convert incoming traffic. Only 22% of companies report satisfaction with their conversion rates. But when PPC ads and SEO tactics are paired with an inbound strategy and a deep understanding of your customer personas, landing pages can provide a way for businesses to connect and engage in ROI-driving ways. But not all landing pages are created equal.

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While every landing page aims to convert, your goals should dictate which type to deploy. Here’s a quick guide to how SEO and PPC landing pages can help you achieve your brand’s bottom line.

SEO landing pages are designed to drive traffic and keep visitors on your site. By honing in on broad keywords and quality content, they increase search engine rankings and discoverability. To optimise your landing pages for SEO, make sure that they contain at least 400 words, and include the most relevant and helpful key points on your target search terms. Calls-to-action and clickable content increase interest and start to build an organic relationship with visitors. SEO landing pages often direct click-throughs to a key pages of the main website for additional content and calls-to-action.

PPC landing pages focus on conversions. Because each click digs into a brand’s marketing budget, it’s crucial to orient a PPC-driven landing page to convert on first visit. That means cohesiveness is key. Your messaging and branding must instantly resonate with visitors, and clearly connect to the ad that drew them there in the first place. The headline on your landing page should be identical to the wording in the PPC ad to avoid a message disconnect and subsequent high bounce rates. That said, a compelling headline and a well-defined, well-placed call-to-action can help propel your success.

Why campaigns are better with landing pages

  • Increase conversions SEO and PPC landing pages increase conversion rates—and the more you have, the better. Whether going for an immediate decision, or nurturing customers toward the close, landing pages provide a home base for customers who want your solution—even if they don’t know it yet.

  • Funnel leads Landing pages provide a unique opportunity to segment audiences based on specific personas. SEO-focused pages typically drive traffic through general keywords, while PPC pages target very segmented audiences based on defined parameters.

  • Launch A/B tests Landing pages provide opportunities to A/B test and fine-tune your approach based on the elements that most attract your audience. But only 52% of companies that use landing pages actually test them. By launching and measuring multiple landing pages, you can gain a better sense of what resonates with your audience.

  • Provide a home for content Your website's blog is crucial for increasing search visibility. However, if your goal is to draw audiences to specific pieces of content, rather than losing them in the website experience, landing pages steal the show. By optimising your page for SEO or PPC, you can drive visitors further into your content and toward your website, or straight through to action.

Landing pages are crucial to your SEO and PPC campaigns because they provide the platform for your customers to land and convert. Whatever your conversion goals, pages optimised for specific keywords or segments are crucial to the success of your short-term and evergreen campaigns.

If you'd like to learn more about the power of landing pages to drive traffic and conversions to your website why not get in touch with Digital Fuel and we can run you through our expertise in SEO and PPC management.

Image Credits: Doug Tanner

Author: Kristian

Kristian heads up the content and SEO team at Digital Fuel having worked in digital marketing for ten years. He's as passionate about creative content as he is about Brighton & Hove Albion FC and when he's not following football he's writing about Brighton's bustling pub scene