1. Home page
  2. About us page
  3. Contact page
  4. Product category & sub-category pages
  5. Product detail pages
  6. FAQ pages
  7. Blog Category & Tag Pages
  8. Blog posts
  9. PDFs
  10. Conclusion

Before we get into the meat of this chapter, let me make one thing clear: when it comes to SEO, every page is a landing page. And when I say "any page" I mean every single page that search engines can crawl and index.

So, if you don't want search engines to index a page, be sure to block it. Everything else – and I mean everything – needs to be treated as a landing page.

Each page is a landing page

What then makes a good landing page? There are many answers to this question related to design, usability, conversions, etc.

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Let me give you a few quick hits that cover everything without getting out of my scope here.

A good landing page:

  • Catches the attention of visitors.
  • Addresses your needs, wishes and requirements.
  • Answers important / relevant questions.
  • Attracts them to want the solution you provide.
  • Instructs them to take a specific action.
  • Make them do it.

With this in mind, we find that every page on a website requires the attention of an SEO professional. No website is outside the scope and reach of SEO.

Bottom line: If the page is relevant to the visitor, then it is relevant to search engine optimization.

However, not all pages are created equal. Each page of a website will:

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It is the job of the SEO professional to determine which pages offer the greatest value – the greatest opportunities for profit – at any given point in the digital marketing campaign.

With that in mind, let's take a look at the websites every SEO professional needs to look out for and why. These are usually the most important pages of an optimization campaign.

1. Homepage

The home page is usually one of the most visited pages on a website and is also often the first page a visitor sees.

Regardless of whether a visitor lands on your homepage first or navigates there from an internal page, they have certain expectations of what they find.

The homepage must provide a global overview of what the website is offering. It is designed to give visitors an overview of the products and services you offer and why they should do business with you.

Your homepage serves as a doorway for visitors to enter and begin their website. There you will find more information about your offer.

Example of a website homepage

Many SEO professionals make the mistake of optimizing homepages for the company's main product or service. This strategy can be fine if you are a unique product or service company. However, once you offer something outside the scope of a product / category, optimization of the homepage is irrelevant.

The better and more sustainable strategy for optimizing a homepage is to focus on the company's brand name.

With that in mind, optimizing the home page is easy because when you enter the company name, that company's home page should be more relevant than any page on a competitor's website.

Rankings aren't the only reason to optimize this page, however.

In fact, I'd argue that optimizing your homepage for click-throughs and engagement is far more important than anything else.

Getting rankings is just an opportunity to get the clicks.

  • What do searchers see in the search results?
  • Does it force searchers to click the website?
  • When the visitors click, is the message they see spot on and give them a reason to keep looking at the site?

Part of your job is to check the performance of a page on the website. If the home page doesn't keep visitors there, then more work is required.

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2. About us page

Studies have shown that visitors who saw a website's "About Us" page are more likely to convert than visitors who didn't. This statistic can prove either a symptom or a result.

  • Symptom: Visitors who are about to convert will read the About Us information on a website before committing.
  • Result: Visitors who visit an About Us page are heavily influenced by the content and are more likely to convert if the page meets the desired requirements.

Which is it? My theory is that it is both.

Either way, the page is an important part of the conversion process. This means that the About Us page is an important page that traffic can be directed to.

Like any good landing page, your About Us page has to fulfill its role in the conversion process.

The "About Us" page seems weird to try to tweak. In reality, however, there are many keywords that are tailored for these pages.

All industry or product related keywords that qualify for company, company, agency, company, office, office, or similar types of keywords are pre-made and fit on the About Us page. And let's face it, it's hard to put these keywords elsewhere.

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There's almost one reason a visitor might intentionally navigate to a contact page: they want your contact information.

What they actually do with this information is everyone's guess. They might email you, call, or just want to know where you are. And it is this last option that provides us with first-class optimization feed.

Regardless of whether you are a national or local company, some people prefer to do business with someone nearby. A quick search for keywords will likely prove this for your industry.

While local business may not be your bread and butter, there is no reason to ignore it either.

Focus your optimization efforts on your location:

  • Find out which keywords searchers use that are most relevant to your region.
  • Integrate cards into your contact page.
  • Use the scheme for your address and phone number.

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Most importantly, make it easy for visitors to get in touch with you.

This is a primary engagement page. If too many people visit your contact us page and are not getting involved, it could be a sign that you are making it difficult, asking for too much information, or simply not providing the right contact options.

Southwest contact pageProvide numerous options so that visitors can contact you in whatever way they feel most comfortable with.

4. Product Category & Sub Category Pages

Optimizing product categories and sub-categories offers fantastic SEO opportunities.

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Most often in the buying cycle, these pages serve those who are in the buying phase. That means these visitors have a good idea of ​​what they want but want to learn more about the options available to them.

The goal of the page is to give the visitor access to the options that are usually the actual product detail pages.

For the most part, the product category pages are nothing more than passage pages. Visitors can revisit the page often, but only so you can pass them on to the products.

At the SEO level, these pages are a gold mine for optimization. The keywords that are covered on these pages are generally not so comprehensive that they lose all value, but not so specific that they lose all search volume. Think of them as the SEO sweet spot.

However, these pages present a problem.

Pages need content to be optimized, but visitors to these pages do not want to see any content, only the products. At least that's what many believe. On the other hand, I do not subscribe to this theory.

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I agree that you don't want your content to move products down the page. Visitors need to see the products without scrolling so they don't assume it is an information page.

However, content plays a valuable role in the conversion process.

There are many ways to add content to pages without hiding them or the products. How you do it and how much content each page needs is up to you. Just make sure you give all visitors what they need.

Product pages with contentRevo describes its security cameras well on the category page without affecting the products.

5. Product detail pages

When a visitor is in the shop stage of the sales cycle, they visit many product detail pages. When they move into the buying phase, it means that they have gathered enough information to know pretty much what they want. Now they just look at the fine details and decide which version of the product they want and who to buy it from.

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When it comes to optimizing product pages, keyword research no longer plays a role. This is because there are so many variables that it is impossible to traditionally focus the content of these pages on each potential variable.

But as strange as that sounds, it actually makes optimizing these pages a lot easier. And it has less to do with the keywords and more to do with the creation of the page content.

As with any page, you want to tweak the tags: title, description, alt, headings, etc. However, if most other pages require a custom approach, product pages can easily be tweaked in bulk using dynamic keyword insertion.

You can also write boilerplate content that can be used for all products in a particular category. Simply enter the product name in the appropriate place (although clear content is always preferred here).

Additionally, you want to make sure that the page contains the relevant types of information. And this is where keyword research becomes valuable. Not for the specific words, but for the types of information.

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  • When people are looking for color, make sure the information is on the page.
  • If you want sizes, get this one.
  • If you're looking for product numbers, add them too.

Do you see where I'm going with this?

It's not that you need to optimize for a specific product number that you see in your keyword research, but that you need to optimize for product numbers and time period.

One last piece of information:

How you make these pages accessible can have a huge impact on your SEO.

The more links you have to your product detail pages, the more link authority you withdraw from your other pages. However, this also means that you are giving more link permissions to those pages that get the highest converting times.

The compromise could mean lower rankings on category pages instead of higher rankings on product pages, or vice versa. It's up to you to see what serves you better overall.

6. FAQ pages

In the age of Google answer boxes, help and FAQ pages are more important than ever.

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While you always want to make sure you have questions answered on your website, FAQ pages provide a good overview of the information that is frequently requested.

FAQ pages are ready to show your content in the coveted answer box.

Not sure what your most frequently asked questions are? Your keyword research will tell you.

Find your keyword, then pull out all the sentences that start with who, what, when, where, why, and how.

Decide which questions are worth answering and you will have the top of an FAQ page of your own!

FAQs Make sure your FAQ pages answer questions that users are really asking, like Microsoft is doing here.

7. Blog Category & Tag Pages

Every blog needs to have categories that every post goes into.

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If you'd like, you can go a step further and tag your posts with keywords that they're relevant to. Readers navigating your blog can use these categories and tags to find more related content.

That's just good blogging!

But what now?

These category and tag pages can be great landing pages themselves.

If you include some tweaked text that stays at the top of these pages, the blog posts that fill in the rest of the content will take care of the rest. This is an additional way to rank for phrases that you might find on your main page have not aimed.

Just be careful not to duplicate the optimized text on the extra pages (pages 2, 3, etc.) for each category, or keep those pages out of the search index so that your optimized text doesn't get devalued.

8. Blog posts

Each site has a limit on the number of pages that can be added before it becomes cluttered and disrupts the conversion process. However, there is almost no limit to the number of relevant topics for which you can optimize pages. This is where blog posts come in.

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Any topic that you cannot investigate, or not so extensively, on your main website can be covered in detail in a blog post. Or a series of blog posts.

Each blog post can be tailored to the needs of a specific searcher and used to drive relevant traffic to your website.

It is not enough, however, to attract visitors to your website.

Make sure your blog posts include calls-to-action on your website.

This is not permission to tirelessly promote your products and services with every post. However, this does not mean that you cannot encourage direct readers to get more information.

Blog CTAHubspot adds a simple CTA right into the body of the blog post's close.

9. PDFs

OK, technically these aren't web pages, but PDFs are often part of providing valuable information to your visitors, albeit in a different format.

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PDFs should be used sparingly, but when used they should be optimized like any other webpage.

The process for optimizing them is different, but the concepts are the same.

PDF document properties

Conclusion

If your website has other pages that aren't mentioned here, don't assume that means they aren't important.

Remember that every page is a landing page. This means that every page can and should be optimized. And not just for search engine traffic, but also for ease of use and conversion.

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This is a list to get you started, but from here you'll need to create your own adventure.

Photo credit

Featured image: Paulo Bobita
In-Post Photo # 1: Created by Stoney deGeyter
In-post photos # 2-6: Screenshots by Stoney deGeyter. Recorded in August 2017.

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