Landing pages for paid search get plenty of discussion, but SEO landing pages often get left out in the cold, “which is odd considering they’re twice as hard to master.” While PPC landing pages are asked only to convert, SEO landing pages are asked to do two things: convert, and rank well and drive organic traffic. SEO landing pages also emphasize longer-form content, which has been drawn into the spotlight post-Panda. To start crafting an effective SEO landing page, start by figuring out user intent, which will help you nail the type of content to create, where the content will live on the site, where users are in the purchase cycle and what type of offer to push. Then there are solutions-oriented SEO landing pages, which “help bridge the gap between useful, informational content you might publish on your blog, and a transactional landing page that would live in a product or services section on your site.” (Search Engine Watch)
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