Search engine optimization may not always be enough. Just because a web page ranks well in organic search results, for a particular keyword, does not guarantee optimal business results.
Landing pages are essential to B2B internet marketing programs. Effective landing pages drive form submissions and generate business opportunities. Unfortunately, it is not uncommon for landing page optimization to focus more exclusively within advertising campaigns, ignoring popular channels of "free” traffic, like organic search and social media.
The chart from Marketing Sherpa supports this theory. Read more, view chart >>