Solving the Riddle Behind SEO & Landing Page Conflict on one Domain

Organic SEO Optimization & PPC Paid Advertisement

Ambitious enterprises make separate pages for SEO and PPC advertisement. This is a logical step for online marketing using a mix of organic and paid  ads for traffic generation. A website's SEO page is configured and optimized for search, and it responds to targeted queries. While a landing page is configured to respond to a keyword placement that is not organic, but its presence is due to keyword bidding on the Ad platform.  

Smaller enterprises of professionals lacking vast resources or teamwork do not create separate web pages for optimization and ad strategies they adopt. For small businesses, a web page is optimized for search engines and the same is used in PPC Ads. But this approach though essential for small businesses with limited resources often leads to an incongruency that can mar the impact of optimization and dilute the impact of PPC Ads on the page linked. The problem becomes a greater challenge whence SEO and PPC are used together  to enhance response from the respective platforms and achieve the marketing goals. 

Most social media experts advise companies to use their resources on both organic and paid marketing strategies for one goal.   This practice is now followed by in-house teams and digital marketing agencies and the results have been fabulous. 

PPC Pages are designed to be be minimal such that they solve the purpose of the specific advertisement goal. Moreover, they may contain elements that are not present on the SEO pages like contact details and internal links to name a few. Unfortunately, there always exists a conflict between the SEO Page and the Landing page as they reside on the same domain or the website. Often there is a tug of war between SEO Specialists and PPC experts over these pages.     

As the page for PPC is not optimized for search, it can impact the SEO Campaign if not properly integrated into the link architecture. Due to thin content landing pages cannot attract organic traffic, and hence companies using a one-page approach need to be careful. As a matter of fact, in a one-page approach, it is difficult to integrate landing page factors, and hence it is better to optimize the page for search and use it for ad tweaking in minor changes. For advertisement purposes, besides CTA, extra graphics will have to be added and the title should be creative and align with the ad objectives. Remember in Google Ads a number of creative titles and meta descriptions may be used and they may not align with on-page content designed for search engine optimization.  

PPC Page & SEO Page Conflict & How to Avoid? 

It is very difficult to align elements for both objectives, and hence creating separate landing pages is the way out. In digital marketing, campaign teams do not want one page countering the other but the chances of this happening are much less as the page meant for Google Ads is not optimized. Moreover, the ad page may contain copied materials although this is not advisable since quality and relevance are key factors in Ads showing up at the top on the SERP. Secondly, the ad pages are not meant for search engines so most likely the conflict is automatically avoided. 

Any way to avoid a possible conflict the following suggestions should be implemented.

• Use the canonical tags to favor the page meant to attract organic traffic.
• No index the Ad Page
• Place Ad Pages on Sub Domains 

For the SEO Agencies everywhere, these are real-time issues and should be tackled with alacrity.  Both SEO and PPC Ads are becoming approach specific and even if they are executed in conjunction on page factors should be tackled separately.