In Short: The Myth of the Landing Page
I want to share a quick story with you about the Myth of the Landing Page. I want to dispel the myth that you only need to SEO your homepage and landing pages. Each month I receive a number of emails from small business owners saying that they have optimised their landing pages but they still are not converting customers, what do they do. (When I say they above I mean either that company or an SEO they may have hired)
My response is usually something along the lines of the following
Although optimising a homepage and set of landing pages will draw extra traffic, this does not mean it will convert. Even if your calls to action are amazing they still may not convert.
The reason for this is that the other parts of your site (say product pages) are not what the customer is expecting or more likely put the customer off with a naff design.
Therefore it is no good to simply optimise these pages. You should be optimising all of your pages (if possible) not just one or two pages to get a few visitors.
This is a scarily popular myth amongst small business owners in particular who are looking to quickly enhance rankings and visitor numbers themselves (doing DIY SEO).
DIY SEO is fantastic, cheaper than getting a professional (in most cases) and can achieve spectacular results ... it can also be disastrous. Concentrating on too few pages can seriously damage rankings across the site and won't help conversion rates. The site must be optimised overall not just in part.
You may also be interested in reading 15 myths of seo that just won't die.