Was at a prospect’s office yesterday and they understood the importance of creating a targeted landing page for their PPC campaigns. They also understood the importance of creating an optimized “entry page” for an organic ranking.
The ultimate goal of both of these efforts is increased conversion and sales. However, the prospect was very set on designing 1 page that accomplished both: Compelling the PPC visitor to convert, and compelling Google to rank the page well.
Just like using nails and screws can be for a common goal – building a house – you don’t want to start using your screwdriver as a hammer.
Now I’m not advocating using black hat, or even gray hat SEO techniques, however, based on my testing, there are various distinct difference between pages that get a human to convert and pages that satisfy a ranking algorithm. Trying to split the difference with 1 page will result in a page that does neither well.
Interesting how the prospect was sold on the idea of 1 page to achieve both purposes.
