A landing page is the page that your website visitor arrives on when they click on a link to your website.
This link could come from a paid advertisement, organic search results or the social media.
It goes without saying, that the landing page is the first page that your potential client will see, and it will have a major influence on whether they become a customer or not.
Of course, you could be in the position that, for the same keyword, your website is showing in Google Ads and Organic results in the SERPS.
A page should be designed to convert whether it’s a landing page or a normal webpage on the same subject.
This article discusses the pro and cons of using the same or different landing pages for your SEO and PPC campaigns.
Different Intent on Landing Pages
Generally speaking, PPC ads tend to aim for conversion – so the landing page is designed with a conversion in mind.
In PPC there must be a common intent between:
- The keywords used to guide the search
- The words used in the ads
- The content of the Landing Page
On the other hand, Google picks organic pages based on how well they think such pages could respond to a user query: this is an important difference we have to understand.
Different Landing Page Design for SEO and PPC
The traditional thought has been to create separate landing pages for SEO driven traffic and paid advertising website traffic. One of the main reasons for this is that you can track conversions from the paid Google Ads better.
Conventional landing page wisdom is to:
- Limit the choices to leave the page by removing options like standard navigation before the visitors complete the desired action.
- Make the pages more visual with less text to improve the chances of converting
- Focus on a particular offer as you know the exact ads triggering a visit
However, this runs the risk of having a low Google Ads Quality Score for some of the keywords as there is so little text on the page.
Same Landing Pages for SEO and PPC
What are the different types of queries that you may be targeting with either SEO or PPC:
- Informational – At this point searchers are at an early stage in the buying the cycle, and are looking for information
- Transactional – The searcher is looking to complete an action, but they do not know exactly what they are looking for
- Navigational – The searcher knows exactly what he is looking for and intend to buy right now
If you are considering designing a common landing page it must have: Lots of information, discuss options, presents a solution, specific product in the headline, be visual and show the features and benefits.
Using this approach should you to keep your Quality Score on pay per click as well as indexing for organic search.
As you improve your content your performance on PPC and SEO will get better and better.