​Businesses that want to continuously drive new and returning traffic from search to their websites must allocate time for regular landing page maintenance.

​Search engine optimization has expanded into a practice that consumes many companies’ time and marketing budgets. For some organizations, it pays to focus on SEO practices to maximize search visibility and content ROI. Recently, MarketingSherpa released new data that showed which tactics marketers use most often to improve the reach of their content marketing campaigns.

According to the research, medium-to large-sized brands embrace landing page optimization above all other content creation efforts. Sixty-seven percent of surveyed businesses allocate the bulk of their SEO efforts to making sure their landing pages answer prospects’ questions, feature an appropriate percentage of keywords and have direct calls to action.

Surprisingly, small businesses have a different approach to adding SEO value to their websites. According to MarketingSherpa data, optimizing content for conversions and regularly running site audits to adjust SEO strategies take top priority among SMBs, followed by landing page optimization and creation.

However, companies of all sizes and across various verticals must create landing pages for their websites if they want to generate leads and increase website conversions. HubSpot put out a report in late 2012 that found brands with one to five landing pages had a new leads index of 100, compared to sites with between 11 and 15 pages that gained an index of 150 leads. In addition, when B2B companies build out more than 40 landing pages, they acquire a lead index of 550 prospects.

Brafton understands the value of landing pages, and in a recent blog post, writer Michael Baker outlines the keys to using these website components to launch marketing campaigns. Because landing pages are meant to leave a great impression on first-time and return visitors, marketers must dedicate more time to​ ​optimizing these content types and making regular adjustments.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.