Question. Enjoying your videos working on the second time thru. Here is my question. should I be working on just one main keyword per page. Like one for my homepage and another for each of my landing pages. ( each landing page different keyword.) or can I have more then one for each page?
Answer. Of course the answer is “it depends.” In general, the MORE focused a page is, the BETTER it will perform on a Google search. This is why, IN GENERAL, “riches are in the niches” – micro keywords and/or long tail keywords are generally easier to dominate, and if chosen correctly, more likely to be “transactional” (high value) phrases vs. “educational” (low value) phrases. A good way to think about this is to think about PAGE TYPES on your website, and identify their best keyword focus. Let’s start from most micro / focused to least micro / focused
Blog Post. A good blog post targets a very specific keyword phrase from an SEO perspective. Let’s say you sell industrial fans. A “micro” use of these might be “industrial fans for chicken coops.” VERY specific. So a good blog post “target” is “5 Tips on Choosing the Best Industrial Fan for Chicken Coops.” This has a very good chance of ranking well on that very specific long / tail, micro keyword phrase ‘Fans for Chicken Coops.’ Lots of volume: no. Lots of value: yes, because someone who reads this blog post is likely to be your customer and convert.
Specific Product Page. MICRO. Again, you might have a general page on “agricultural fans” or “agricultural industrial fans,” and then break-out, very specific pages on “Fans for Poultry” or “Fans for Chicken Coops,” “Fans for Turkey Ranches,” etc. Again, focus these very specifically and you’ll do best. So rather than having ONE gigantic page, have ONE page for chicken fans, ONE page for turkey fans, etc. The MORE focused the BETTER they will rank.
Landing Page. Your general landing page might be focused on “Industrial Fans for Agriculture.” So this page is higher up, and targets a broader keyword phrase. It will be harder to rank, but more volume. Remember to link down FROM the landing page TO the specific pages, and UP from the specific pages TO the landing pages. Progressive.com does this in a nice way on their “motorcycle insurance” page at https://www.progressive.com/motorcycle/. Notice how a) it is focused on ONE primary search (“motorcycle insurance”) and b) links DOWN to specific landing pages such as https://www.progressive.com/motorcycle/motorcycle-coverages/, and c) receives a one click link FROM the home page and FROM site navigation.
Home Page. This page is the most important on your website. It can’t simply focus on just one keyword phrase: the home page is special, and must be used as a “one click” launching pad to the priority landing pages. Your home page has to priority signal to Google starting with the TITLE tag your MOST IMPORTANT keyword phrase(s), and then be one click DOWN to specific landing pages. So your structure is home page > landing pages > specific micro pages. The last two are laser-focused on specific search terms (less is more). The home page is more generally focused, and used to direct Google’s attention to your priority. Notice how Progressive.com’s home page is about CARS / AUTOs (not Motorcycles) in terms of the TITLE tag and it links down to the AUTO / CAR page specifically. It is sending a priority signal to Google.
So, in sum: less is more, the more focused a page, the better you’ll do. But think in terms of a hierarchy: insurance > motorcycle insurance > motorcycle insurance coverage, and fans > industrial fans > industrial fans for agriculture > industrial fans for poultry > industrial fans for chickens. Focus, focus, focus!
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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