What is a landing page's function in SEO?

A landing page's primary function in the context of SEO is to serve as a targeted entry point designed to capture leads or drive conversions based on specific keywords or campaigns. This type of page is tailored to address the needs and interests of a specific audience segment, making it an effective tool for converting visitors into leads or customers.

By optimizing landing pages for particular keywords, businesses can enhance their visibility in search engines, improving their chances of attracting the right audience. Such focus enables marketers to create compelling content that aligns with user intent, ultimately leading to higher conversions. Landing pages often feature clear calls to action (CTAs) and are structured to minimize distractions, guiding visitors toward completing a desired action, whether it be signing up for a newsletter, filling out a contact form, or making a purchase.

In contrast, general information pages about a business do not focus on conversion and are typically broader in scope. Displaying all products available on a website can dilute the message and may confuse potential customers rather than guiding them towards a specific action. A secondary blog section may contain valuable content but often lacks the direct focus on driving specific conversions that landing pages possess.