All web pages are crucial in search engine optimization. Search engines can crawl and index all pages, and if you don’t want a search engine to crawl, you need to block it from doing so. Many things go into making a good page. Generally speaking, you want it to capture a visitor’s attention, answer their questions, entice them to a solution, and direct them to action. Here are some of the most important pages for SEO and how you can optimize each.
Often, the home page is the first one a visitor sees. This page must provide an overview, a big picture of the products and services you offer. The home page is a doorway for visitors into other pages on your site.
Since it acts as a jump-off point for other pages, you shouldn’t optimize it for your primary service or product. It is OK to do this if you only sell one item or perform one kind of service. However, if you start offering other products or services, your home page becomes less relevant.
When optimizing your home page, focus on your brand name since your home page should be the first to come up when a user searches your company’s name. Beyond getting the best rankings, you need to optimize the home page to present an engaging experience to visitors. When evaluating how your home page appears on SERPs, you can ask:
You have to ensure that your home page makes people want to keep knowing more about your brand. If the page does not keep visitors on your website, you need to work on the graphic design, UX, or messaging.
People who see an About page are more likely to convert than ones who only see your home and product pages. People find it comforting to know who is behind the product or service they are buying. Your About page is great for SEO—you can put any industry-related keywords relevant to your company on this page. You can also fit in words related to your product or service.
Visitors usually navigate to a Contact Us page because they want to call, send you an email, or learn where to find your physical offices. You have plenty of opportunities for optimizing this page. Focus on location-based SEO. Do this by finding the keywords relevant to your area, integrating Google Maps on your contact page, and use schema mark-up on your address and contact numbers.
The Contact Us page should receive a significant amount of engagement. If many people visit it and do not take action, there could be something in the user experience preventing them from doing so.
Product category pages are great for SEO. The keywords on these pages are typically broad enough to capture a significant amount of search volume without losing value. Visitors who reach this type of page are further along in the sales funnel—they are considering a purchase.
You can add content to these pages without crowding the products. Though the items on sale should still be the star of your product category pages, you can add a paragraph or two at the sides, top, or bottom that incorporates keywords.
If a visitor moves closer to the buy phase, they want to see more details about what they are buying. So, the individual pages of your products should provide them with that. At this stage, optimizing pages becomes less about incorporating keywords and more about ensuring a top-notch user experience. Like other pages, you need to optimize the title, description, headings, alt text, and similar parts. However, you can create a format or boilerplate for the content, especially for products with similar features.
You also want to research the type of information people look for—for example, if people are looking for product colors or sizes, include that information on your page. Including these details make your pages more accessible to readers.
Another thing to note is that product detail pages often get plenty of external links. Product reviews, guest posts, sponsored posts, affiliate links, and local directories often link to product detail pages. You need to weigh the benefits of gaining link authority for your highest converting pages with draining authority from other pages. The decision depends on your priorities for your business.
You can explore topics in-depth on blog posts, something you cannot do on content pages. If you want to improve your website’s authoritativeness, one way to do it is to produce long-form content that adds value to your readers. You can target a blog post to a specific need and drive relevant traffic to your site. For example, if you know that more people are researching a particular topic, you can create a series of posts that delve deep into it.
Besides driving traffic to your site, your blog posts should also contain a call to action. Though you shouldn’t pepper your articles with links to your products, one or two links per article could nudge readers to check them out. You can also have other types of CTAs—you can link readers to your sign-up page, encourage them to sign up for your newsletter, or give access to a free download, among others.
All pages need search engine optimization. From your home page to the ones containing individual products, your website must convince visitors that you are a reliable and authoritative voice in your industry. You need to meet people’s expectations and address search intent. No matter what page a visitor starts with, it should provide visitors with a strong sense of your brand and give them the information they can use.
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