A landing page in SEO is a specially designed webpage that aims to attract organic (free) traffic from search engines. Unlike regular web pages, landing pages are built with both search engines and human visitors in mind.
How SEO landing pages work
When someone uses Google to search for information, products, or services, these pages are designed to appear in those search results.
These pages combine:
- Targeted keywords that match search queries
- Content that answers specific questions or needs
- Clear calls to action (CTAs) that guide visitors toward a goal
- Technical optimization that helps search engines understand the page
SEO landing pages vs. PPC landing pages
SEO and PPC (pay-per-click) landing pages serve different purposes:
SEO:
- Attract free organic traffic
- Target visitors at all stages of the buying journey
- Include multiple internal links and CTAs
- Takes time to build visibility and traffic
- Backlinks are required to rank these pages
PPC:
- Drive paid traffic from ads
- Target visitors ready to convert
- Often use a single CTA with minimal distractions
- Don’t require keyword optimization
- Generate immediate traffic when ads are active
When to use SEO landing pages
They work best for:
- Long-term marketing strategies
- Recurring seasonal campaigns
- Building brand awareness
- Educating potential customers
- Reducing ongoing advertising costs
They’re not ideal for short-term campaigns needing immediate results in competitive markets.
Key elements of effective SEO landing pages
To create high-performing landing pages:
- Research relevant keywords your audience is searching for (Use Ahrefs or Semrush)
- Use proper header tags (H1, H2, H3) to organize content
- Create custom URLs that include your main keyword
- Write valuable, helpful content that answers searchers’ questions
- Make your page mobile-friendly and responsive
- Optimize page speed for better user experience
- Craft compelling title tags and meta descriptions
- Include internal links to related content
- Add schema markup for enhanced search listings
- Use proper alt text for all images
The smart approach to landing pages
Instead of creating new landing pages for each campaign, consider building optimized pages that can be reused. Over time, these pages gain authority, collect valuable backlinks, and improve in rankings.
By investing in landing pages now, you’re building marketing assets that will generate returns for years to come. It’s going to bring in qualified leads while you sleep and create a sustainable foundation for your digital marketing efforts.
