SEO Research: Why opportunity is knocking for marketers doing SEO
A few years ago the idea of dedicating a landing page for a certain segment of traffic to a website was a novel idea. Then, with the rise of Google, PPC started becoming more popular.
When that happened, marketers realized that if they made keyword-specific landing pages, they achieved better results from the traffic they were paying for.
Marketers started to realize that they could make custom landing pages for other channels as well, like display ads and email campaigns.
There are other channels that most marketers haven’t capitalized on yet with a targeted landing page. One of those is organic search.
Take a look at the data on SEO landing pages in the following chart from the MarketingSherpa 2012 Search Marketing Benchmark Report – SEO Edition. For advanced marketers, SEO landing pages is an extremely effective tactic, but for the rest, it’s left untouched.
What does this tell us about the state of SEO landing pages? If it were up to me to interpret the meaning behind these statistics, I’d say we were on the verge of a gold rush.
Essentially, the most advanced marketers among us are finding huge amounts of success in capitalizing on organic traffic by creating dedicated landing pages for SEO search terms. But the rest haven’t caught on yet.
This means there’s a huge opportunity for businesses to get ahead now with revenue from organic traffic before the rest catch up.
Of course, this leaves us with another problem:
How are those companies finding success with SEO landing pages? What’s their strategy?
Our last Web clinic covered this very important question in depth. In fact, through testing, one of our Research Partners achieved a 548% lift in conversion on an SEO landing page. Watch the Web clinic replay to find out how they did it.