If you’re tired of dumping hours into landing pages that just don’t convert, you’re not alone. Maybe you’ve run A/B tests, fiddled with button colors, or pored over heatmaps—only to see your bounce rates stand stubbornly still. Here’s the thing: even if your design is solid, weak content will tank your results. This guide is for people who want to fix that, using the MarketMuse Optimize tool to actually move the needle.
We’ll get into how to use MarketMuse without buying into hype, what it’s good at, where it falls short, and how to use its suggestions without turning your page into generic SEO soup. No fluff—just what works, what doesn’t, and what to ignore.
Why Content Optimization Matters (and Where Tools Can Help)
Before diving in, let’s set expectations. No tool, not even MarketMuse, is going to magically fix a landing page that’s missing product/market fit or a clear value proposition. But if your page is basically sound and just needs better messaging, structure, or topical authority, these tools can help.
Content optimization tools work by analyzing your page and comparing it to what’s ranking for your target keyword. They’ll suggest topics, terms, and structure to help you compete. MarketMuse is one of the more sophisticated options—it tries to go beyond keyword stuffing by recommending concepts and coverage.
That said, these tools are only as good as your judgment. If you blindly follow every suggestion, you’ll end up with a Frankenstein’s monster of SEO clichés. So let’s talk about using MarketMuse wisely.
Step 1: Define What “Performance” Means for Your Landing Page
Before firing up any tool, get clear on what success looks like:
- Are you trying to rank for a specific keyword? Don’t just “optimize”—pick a goal.
- Is your main goal conversions, leads, or something else? SEO and CRO (conversion rate optimization) sometimes tug in different directions.
- Do you have analytics set up to measure results? If not, fix that first.
Pro tip: If your landing page is for paid traffic, obsessing over organic SEO might be a waste of time. Always optimize for your main channel.
Step 2: Run Your Page Through MarketMuse Optimize
Assuming you’ve got MarketMuse access, here’s what to do:
- Open the Optimize tool.
- Enter your landing page URL and the target keyword or topic you want to rank for.
- Let it crawl your content and generate a Content Score, plus a list of recommended topics and terms.
What you’ll get:
- A numeric Content Score (how your content stacks up vs. the competition)
- A list of “Related Topics” (things you may want to include)
- Competitive analysis (who’s ranking and what they’re covering)
- A view of which suggested topics you already cover—and which you’ve missed
Honest take: The Content Score is a decent directional indicator, but don’t chase a perfect 100—natural, clear writing matters more than hitting every single topic. If your page is converting well, don’t break it chasing an arbitrary score.
Step 3: Actually Read the Recommendations—Don’t Just Copy-Paste
MarketMuse will spit out a bunch of “topics” and “keywords.” Some are useful, some are head-scratchers. Here’s how to evaluate them:
- Look for obvious gaps: Did you completely miss a core topic? (E.g., for a page selling accounting software, did you forget to mention “tax reports”?)
- Ignore irrelevant suggestions: Not every topic is a fit for your page. If you see unrelated terms, skip them.
- Check what competitors cover: Click through to a few of the top-ranked pages. What stories, objections, or details do they hit that you don’t?
- Avoid keyword stuffing: If a suggestion doesn’t fit naturally, leave it out. Google’s smart enough to spot awkward, forced content.
Pro tip: If you notice your copy reads like it was written by a robot after “optimizing,” you’ve gone too far. Rewind a bit.
Step 4: Rewrite and Restructure Your Content (Don’t Just Add Keywords)
Too many people treat optimization tools like a game of “find and replace.” That approach leads to content nobody wants to read.
Here’s how to use MarketMuse recommendations without ruining your page:
- Group related suggestions: If MarketMuse lists “cloud security” and “data privacy,” can you add a concise section on both, rather than sprinkling those words everywhere?
- Address missing questions: If competitors hit a pain point you skipped, add a short FAQ or a new paragraph.
- Make your value clear: Use insights from the tool to sharpen your unique angle—not to become a copy of everyone else.
- Keep the copy tight: If “optimization” makes your page 20% longer and 50% less clear, rethink.
What to ignore: Don’t force in awkward terms just for the score. And don’t chase every single competitor’s feature—differentiate, don’t imitate.
Step 5: Use Structure and Internal Links Wisely
MarketMuse and similar tools may suggest adding subheadings, bullets, or internal links. Here’s when that’s actually useful:
- Subheadings: Break up long blocks of text with clear, helpful headings. This helps SEO and makes your page skimmable.
- Bulleted lists: Good for benefits, features, or FAQs. Don’t overdo it—you’re not writing a grocery list.
- Internal links: If it makes sense, link to a strong supporting page. But don’t force it—irrelevant links annoy users and Google alike.
Pro tip: If your page is already short and focused, don’t pad it out just to “hit” more topics. Depth is good, but fluff kills conversions.
Step 6: Re-Check for Clarity and Voice
Once you’ve made changes, read the page out loud. Does it still sound like you? Or did you turn into an SEO-bot?
- If it feels awkward, trim jargon and rewrite sentences until it’s clear and natural.
- Double-check that your main call-to-action is still prominent and compelling.
- Ask someone (preferably not an SEO nerd) to read the page and give honest feedback. If they’re bored or confused, fix it.
Step 7: Publish, Measure, and Iterate
Don’t expect instant results—optimization is rarely a one-shot fix. Here’s what to do after you hit “publish”:
- Monitor your rankings and traffic: Give it at least a couple of weeks.
- Track conversions: Did your changes help or hurt? Sometimes “SEO improvements” tank conversion rates—watch for this.
- Be ready to roll back: If things get worse, revert to your original copy. Tools aren’t always right.
- Iterate: Tweak sections, test new headlines, or drop suggestions that didn’t work. Small changes > giant rewrites.
What Works, What Doesn’t, and What to Ignore
- Works: Using MarketMuse to spot real topic gaps, structure your page, and sharpen your message.
- Doesn’t: Blindly chasing the highest Content Score or stuffing in every suggested term.
- Ignore: Generic “optimization” advice that makes your page less readable or less persuasive.
MarketMuse is a solid tool when used as a guide—not a rulebook. It’s best for surfacing blind spots and making sure you’re not missing critical topics. But your own judgment beats any algorithm.
Keep It Simple—and Keep Iterating
Landing page optimization isn’t about chasing a mythical “perfect” score. Use tools like MarketMuse to fill real gaps, stay focused on your customer, and keep your message clear. Make changes, measure what happens, and tweak as you go. The best-performing pages are never “done”—they’re just better than yesterday.