Should I apply Canonical Links from my Landing Pages to Core Website Pages?

[Wavelength_International]

I am working on an SEO project for the website: https://wave.com.au/

There are some core website pages, which we want to target for organic traffic, like this one:

• https://wave.com.au/doctors/medical-specialties/anaesthetist-jobs/

Then we have basically have another version that is set up as a landing page and used for CPC campaigns.

• https://wave.com.au/anaesthetists/

Essentially, my question is should I apply canonical links from the landing page versions to the core website pages (especially if I know they are only utilising them for CPC campaigns) so as to push link equity/juice across?

Here is the GA data from January 1 - April 30, 2019 (Behavior > Site Content > All Pages

[Wavelength_International]

Thank you for the responses! Because the actual content on the page isn't seen as duplicate (or anything close using boolean string similarity tools) I think I am just going to differentiate the metadata and try to focus on improving the content on the organic pages.

Thanks for your help!

[effectdigital]

Yeah definitely don't do it the other way around. To be honest if the landing pages are orphaned, Google probably won't rank them anyway. If Google 'is' ranking them instead of the other ones, the real question is why does Google find them more useful, and what can you add from the landing pages to the organic pages - to make them better!

[BlueprintMarketing]

Point the canonicals to the pages you kn will have the high organic traffic.

I would rewrite t pages to be different if you want the best results.

All all the best,

Tom