The role of landing optimisation in SEO & PPC success

Imagine this scenario: You have spent weeks perfecting the SEO & PPC strategies for your website. You polished keywords, ad copies, visuals – everything down to the T. The most-awaited campaign has gone live. Clicks are rolling in, but instead of conversions, all you are seeing is the audience bouncing back.

This is because your landing page is not doing the job it is supposed to.

This is the moment most businesses realise: an optimised landing page is not an option. It is the deal-breaker between curious clicks and paying customers.

At IS Global Web, we have seen this sort of story play out in the last twenty years. Trust us when we say this: the right SEO & PPC strategies can only succeed when a landing page is strategically designed to convert.

Why does a landing page on a website matter?

To simplify this section, you can imagine SEO & PPC as the vehicle driving people to your business and the landing page is the destination. If the destination does not match the journey promised, people ought to turn back. It is as simple as that.

Google loves and, in fact, helps sensibly planned SEO strategies on a webpage. When your website’s landing page is carefully optimised with the right keywords, answers highly searched user intent and creates a smooth exploring journey, your website will rank higher. Higher rankings will lead to more organic and qualified traffic.

PPC is when you spend money to lure customers or visitors to your website. No matter the budget set for PPC, if your landing page is not delivering what the ad promises, you are basically going to be burning all that money.

This brings us to a simple conclusion: regardless of whether you are running paid or organic campaigns, your landing page is where you can make or lose money and customers.

The SEO advantage

SEO without an optimised landing page is like opening a store without a signboard. People may pass by your store, but they won’t walk in.

Here is how you can change that:

Practice smart keyword placement. No stuffing. But weave in keywords in search phrases organically and naturally so that Google and, in fact, even humans detect and find you easily based on what they search.

Ensure you draft results that matter. If someone searches for ‘best PPC management company, your page should tell them why and how you fit this description and not bore them with useless, fluff information.

Implement mobile-first design. In today’s fast-paced world, your customer is always scrolling on the go. If your landing page is not mobile-friendly, you have lost customers even before you started.

The PPC advantage

An example of a poorly optimised landing page: Suppose you hit on an ad that says ‘Free 30-day SEO audit.’ However, instead of the audit page, you land on an About Us page. Would you want to then stick around? Probably not.

To win the PPC game, you need to ensure that the message matches the matter. If your ad says one thing, your landing page should echo it loud and clear.

Practice drafting crystal clear CTAs. CTA is a call-to-action and they can be “Book a Demo,” “Get Your Audit,” or “Buy Now.’’ The action you’d like your customers to take should be stated loud and clear.

Speed is a priority! If your page loads slower than your competitor’s, you have already lost the race.

The magic of SEO & PPC together

When a strong optimised landing page meets strategic PPC & SEO strategies, companies will benefit from higher conversion rates, smart spending strategies, better rankings on search engines and increasing brand trust.

Why leading Indian businesses prefer IS Global Web

At IS Global Web, we have spent over two decades perfecting the art of turning simple landing pages into revenue-generating machines. We do not just design pretty designs and webpages. We carefully build optimised landing pages that make SEO and PPC strategies work harder for you.

Whether you are an agency looking to scale your business or an existing business tired of spending money on ads that are just not converting, we know how to step in and help.

We work around the mantra that clicks don’t pay the bills; it’s simple, conversions do!

Let’s help you with landing pages that work as hard as your ads.

Connect with IS Global Web today because your next customer can be just one optimised click away.

Nikhil Agrawal

Nikhil Agrawal is the Director of Digital Marketing and Strategy of IS Global Web, a leading digital marketing agency that provides world-class search marketing services and web & application development. He has extensive experience across digital marketing verticals for over 10 years. He is helping many businesses for their search traffic, conversion optimization, product launches and their online presence. You can find Nikhil on LinkedIn & Twitter.

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