Should I Have an SEO-Focused Landing Page or Conversion-Focused Landing Page?
Many actions that advance marketing are driven by numbers: we look at different metrics and analyses to try and see what’s working. Curata’s comprehensive metrics and analytics guide for content marketing shows how important a role metrics play. Landing page metrics can be an easy one to overlook though, given that it’s hard to figure out which metrics to focus on: leads, page views, or some combination thereof?
Rand Fishkin has some thoughts on this in a blog post titled “Should My Landing Page Be SEO-Focused, Conversion-Focused, or Both?” Rand argues you should step back and really think about what you want to get out of your landing page:
The differences between these two and the way to identify whether you need one or the other or need a mix of them is to ask a few questions. First off: Are you trying to rank for generic keywords or conversion-focused keywords? Are you trying to rank for both? Are you not worried about keyword rankings at all and you’re only concerned with conversion? If you’re only concerned with conversion, then you want this one. But if you are worried about both ranking for keywords and trying to convert some visitors, you probably want a more content-focused page like this one, a more SEO-focused landing page.
He then explains the differences between what an SEO-focused landing page and a Conversion-focused landing page would see in terms of metrics and audience actions. Click the link below for the full article to nail down which direction you should head with your landing page. If you’re curious about an overall strategy for your landing page and any piece of content, Curata’s Content Marketing Pyramid eBook is a great read.
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