By Lee Wilson
In terms of getting the best search rankings, you can broadly break your SEO efforts into two areas: site-wide optimisation and optimising individual pages. Today we’re going to focus on the second of these two subjects, looking at how to maximise the search ranking of every page you publish.
By following the steps in this guide, the individual pages on your site will earn more exposure, generate a higher volume of leads and contribute to better rankings across the rest of your site.
The challenge of creating ‘quality’ content
The phrase “quality content” is used so much these days that it’s lost all meaning. So, to be clear, for your content to be considered quality by search engines and people it must be two things: valuable and discoverable.
Valuable content provides information people actually need and discoverable content is easily accessible when people need it most. Hitting this sweet spot of providing the right information at the crucial moment is a real challenge but one we need to overcome in the age of micro-moment marketing.
Source: Think with Google
The key is to understand the consumer journey of your target audiences and the role each of your pages plays along the way. This tells you the kind of information users need from each page and the kind of conversion goal you should be targeting.
10 steps to follow
Your next big challenge is creating unique content on every page you publish, which can be particularly difficult for services pages. When you have five, ten or any number of services to promote, how do you make every page unique and valuable?
Follow these SEO best practices steps to get you started:
- Introduce the service
- Differentiate from similar services (eg: SEO vs PPC)
- Make the unique benefits and selling points of each service clear
- Identify questions users will have and provide answers
- Explain which kind of clients use this service and what you’ve done for them
- Consider testimonials, case studies and social proof specific to this service
- Use visual content to reinforce your message
- Have a prominent, compelling call-to-action
- Provide access to further information for users who aren’t ready to commit yet
- Direct users to another service page if this isn’t the one that meets their needs
Try to be as specific as possible with each of your service pages, otherwise you’ll find they all end up being very similar. You need to make it perfectly clear why this is the service your visitors need and, if it isn’t, make it obvious where they should go next.
Multimedia ranking factors
It’s widely accepted that Google and other search engines take multimedia content into consideration when ranking pages. Humans are visually stimulated creatures and search engines know images, video and other visuals are the perfect way to spice up a page full of text.
Strong visual content is also more engaging than text, which can reduce indirect ranking factors like bounce rate, time on page, number of pages visited, etc.