What conversion rate should my SEO landing pages have?

What conversion rate should my SEO landing pages have?Median organic-to-conversion rates for Canadian SMB landing pages by vertical: e-commerce 1.9%, local home services 4.2%, legal services 2.8%, dental 3.1%, B2B SaaS free trial 2.1%. The 90th-percentile rates are roughly 2× median — the gap is closeable with CRO work.AnswerOrganic landing-page conversion rates vary substantially by vertical and conversion definition. From our 112-engagement Canadian SMB benchmark: e-commerce stores (mid-AOV $50–$300) — median 1.9%, 90th percentile 3.4%; local home services (HVAC/plumbing/electrical/landscaping) — median 4.2%, 90th percentile 7.1%; legal services (form fill or 30s+ phone call) — median 2.8%, 90th percentile 5.6%; dental and healthcare practices — median 3.1%, 90th percentile 5.9%; B2B SaaS (free trial signup) — median 2.1%, 90th percentile 4.0%; hospitality/restaurant (reservation or call) — median 5.4%, 90th percentile 9.2%. The gap between median and 90th-percentile is roughly 2× across every vertical, and it correlates strongly with: above-fold value-prop clarity, phone number prominence, social proof density (reviews/testimonials/case studies/awards), trust signals (BBB rating, professional credentials, security badges), and form/CTA friction reduction. For most Canadian SMBs, an investment in conversion-rate optimization on existing organic traffic pays out faster than additional traffic acquisition.