• Alex Miller

    Couldn’t agree more. There’s no reason one page can’t serve both functions.

  • http://www.eBizROI.com Rick Noel, eBiz ROI, Inc.

    Excellent perspective on landing page optimization and agree with your points which are all solid. Well written post to say the least. It is great if/when you can do both and should be the goal for each landing page.

    That said, in certain circumstances, in my view, trying to do both well can be like trying to race an on/off road motorcycle against motor cross and/or road racing motorcycles in their native racing environments.

    The dual purpose motorcycle has broad applicability but falls short when compared to their specialized counterpart. For landing pages trying to rank for competitive keywords sometimes trying to do both can impact quality score or organic rank (IMHO).

    Thanks for sharing.

  • TwilightNewsSite

    From Google:

    “Keyword stuffing” refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results. Often these keywords appear in a list or group, or out of context (not as natural prose). Filling pages with keywords or numbers results in a negative user experience, and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.

    https://support.google.com/webmasters/answer/66358

  • David Caron

    This is a very interesting point of view. I guess as SEO and SEM goes we need to always focus on what is best for the user. We when thinking of SEO in terms of the landing page optimization, it really does make perfect sense. Thanks for making it so clear!

  • Arpita Arora

    Extremely thoughtful article! The concept of optimizing landing pages to solve dual purpose of PPC and SEO makes perfect sense. I feel we can definitely boost our conversions if we follow this for each landing page.
    Thanks for sharing

  • http://www.spinxdigital.com/ Stephen Moyers

    Thanks for providing clear insights about landing page optimization. Call to actions buttons are always plays vital role and need to use it very wisely to drive more visitors to desired goal. Also, A/B testing is useful for deciding which landing page can generate more clicks and revenue.

    Stephen.

  • Stoney deGeyter

    Rick, I agree there are always circumstances and situations where having a separate page is the best solution, and I don’t want to in any way take away from that fact. But for the most part, I think these two can be a singular page that serves both exceptionally well.

    Thanks everyone else for the thoughtful discussion. I hope you can use these concepts to better your SEO/SEM Campaigns. Twilight… Not sure what you’re getting at there.

  • Mike Ng

    Concise and to the point… The article got to and led the reader… Much like a landing page should do… Lead us.

  • Jayne Reddyhoff

    I must admit, I thought “pretty obvious concept; very well explained”. However some of the comments indicate that the concept is not as obvious as I mistakenly believed.

    I think that the tendency in some agencies to silo AdWords and SEO has a lot to answer for.

    Thanks for such a clear explanation. I shall definitely be quoting from it.

  • Mac McDougal

    Your definition of “scannable content” as “content [that] needs to be easily scannable” is a tautology, yes? You seem to say it must be brief, written in the AP style (with the whole story in the first paragraph), and written for non-readers. Do you want to try again?

  • Stoney deGeyter

    Brief, AP style isn’t necessarily the way to make content scannable. More to my point is that the reader needs to be able to digest main points and then know what the next action should be without having to read every word.

  • Hollywood Inc

    I agree with the concept, but IMO execution can be an issue. The best high converting LP is a scaled down orphan page, where’as an SEO page is content heavy, and thus lower converting.

    Add more content and your SEO traffic will improve, but conv rate will likely drop. Reverse this balance and you’ll have the opposite effect, higher conv rate, at lower traffic.

    And with the new “above the fold” content algorithm update, you’re not going to be able stuff optimized content below the nice LP call to actions/images, etc and get the best of both worlds.

    I do agree that SEO content pages should have the important LP elements (call to action, clear titles, etc), but to expect a high ranking (content heavy) SEO page to perform like a paired down orphan LP….we’ll i’d like to see the analytics on that one :)

  • Stephen Olson

    I agree that landing pages should be optimized and that site pages should be thought of as landing pages but I do not agree that a site page should do double duty as a campaign landing page. This would dilute the data for determining the effectiveness of the campaign.

  • Spook SEO

    Although there’s a lot to consider when optimizing a landing page, I think the most important thing to remember when increasing a landing page’s conversion rate is to have it focus on 1 goal only and removing anything that’s going to distract the visitors from that goal.

    That way, they won’t have to choose and ultimately just stick to what you optimized your page for.

  • http://www.damolade.com/ Danielle Iemola-Devereux

    On-Page is the one place we control all the elements, makes sense to have it perfect before we do any seo or ppc

  • Nina

    This is a great article, but I really think it depends on the content/website/product when it comes to using LP’s for both SEO and PPC. The last website I worked on, there was absolutely no way that the SEO and PPC LP’s could serve the same purpose – SEO content needed to be heavier and very informative, whereas the PPC pages need to be sale oriented (and we tested this – i.e. we used them as one in the same, and created separate pages, and the latter definitely won out in terms of conversion for both channels). The industry I am in now, however, the SEO and PPC LP’s can definitely be one in the same – in fact, it’s beneficial to the site (in what I’ve seen). So while this is great, I think it’s a case by case basis on whether or not it will work. Like everything in SEM, test, test and test again!

  • Stoney deGeyter

    I agree completely. So maybe saying “everytime” was more of an attention grabber. It really does come down to testing and what works for a particular site.

  • http://www.timbarlow.net/ Tim Barlow

    Echoing some of the previous comments it is not uncommon for a need for two different landing pages. Wherever a query could have research or buyer intent, Google is getting better and better at forcing the buyer to click on an advert whilst working to rank less commercial pages in the organic listings

  • Tintan Taylor

    Couldn’t agree more.

  • http://www.linkedin.com/in/chrissanfilippo Chris Sanfilippo

    Spook, you are everywhere…

  • http://www.branddigi.com/ Ravi Janardhan

    Awesome post Stoney!

    While idea of separate landing pages with a clear CTA makes a lot of sense, there are many brands for which their super optimized web pages just do the job.

    Marketers have to be discreet while considering what is best for them in the given context. Thanks.