Using only CRO-focused landing pages can make it challenging to generate organic traffic.
This piece states both CRO and SEO-focused landing pages can be effective, but for different audiences depending on their stage of the sales funnel. Marketers should strategically use both forms of pages to drive organic traffic and then push visitors down the funnel.
SEO-focused pages can help bring in visitors in the first stage, while CRO-focused pages can encourage conversions in the next stage. However, the goals and means of both SEO and CRO-focused pages always overlap to an extent, and they can not be analysed in isolation.
Marketers should segment the incoming traffic and direct every user to the right place. Customisation and segmentation are essential in the world of personalisation. Further, marketers should tailor their landing pages based on the specific needs of their customers as well as their companies.
[5 minute read]