Perhaps this is never a question you considered, especially if you work in a small company. You probably don't have much of a budget. Why not use the same landing page for the same keyword in both organic and paid search? It's the same exact keyword, after all. There's no need to pay for two different pages about the same thing.
But if you work for a large company, you might be familiar with this question already. It is very common for the teams that run SEO and PPC to be completely separate. And when your teams are completely separate, they tend to do things separately, because coordination costs time. So, it is in fact quite normal for large search campaigns to use different landing pages for paid and organic. The question is whether it is a good idea. How would it affect your numbers if your paid and organic landing pages were the same?
There is no free lunch, however. As tempting as it is to combine the landing pages, it does require more work to coordinate the teams. It also requires compromise-with both teams sharing a page, each must consider the effects on the other before making a change.
Sometimes your situation is even worse-your organic and paid searches go to landing pages on completely different sites, with paid campaigns going to microsites. It's easier, because the agency running the campaign can just build up a new site, but Nick Stamoulis explains how microsites can make hurt your organic search results.
Put the landing pages together and your organic pages convert better and your paid search pages have a higher quality score. I know it is harder, but will you shy away from hard work when it gets results?
Don't take my word for it. Take a look at your campaigns. Check out a few pages where the landing pages are different and a few where they are combined and see the difference.
If you have no combined pages, then combine some and see what happens. Take a few of the most important pages and try to put together combined landing pages. It's best to start with the SEO landing page as the base, because it is very easy (and risk-free) to change the URL of a PPC landing page in your ad, while getting the search engines used to a new SEO landing page can be fraught with short-term problems.
See if you can make some changes to the page to incorporate some of the nice conversion rate optimization you have done for PPC. Then check the results. See if you are converting higher for SEO. See of your quality score is improving for PPC. Then decide if it is worth the extra coordination and compromise to do this for more pages. You might be glad that you did.
Originally posted on Biznology
Mike is an expert in search marketing, search technology, social media, publishing, text analytics, and web metrics, who regularly makes speaking appearances.
Mike's previous appearances include Text Analytics World, Rutgers Business School, SEMRush webinar, ClickZ Live.
Mike also founded and writes for Biznology, is the co-author of Outside-In Marketing (with James Mathewson) and the best-selling Search Engine Marketing, Inc. (now in its 3rd edition, and sole author of Do It Wrong Quickly, named by the Miami Herald as one of the 11 best business books of 2007.
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