Part of my search engine optimization mantra has always been that:
- search engines care more about web pages than they do about web sites, and
- that every web page (or blog post) is another opportunity to rank well for another specific search.
Because I believe that, I feel it’s important to create multiple pages around different topics on your site or blog. Recently, I’ve been getting a lot more requests to speak on different topics, (although social media tends to be the current fave, with SEO and blogging also popular.)
I really enjoy speaking to groups, so I decided to flesh out the web marketing seminar and webinar section of our Web site. Here’s what I did:
- Created unique pages for each of my “featured presentations”
- Created a table of contents on my main page that linked to each featured presentation
- Each featured presentation included:
- Keyword rich title that included two iterations of what the page was about, i.e., “SEO Seminars & Webinars: Search Engine Optimization Presentations, Slides and Handouts.” When it comes to page titles, the colon is your friend. (It’s also good for removing toxins from the body, but I digress.)
- Descriptive meta-description tag that (hopefully) appears in the search results and tells the searcher what they’re going to find on the page, luring them in.
- Reiteration of the main theme in the headers and subheaders.
- Reusing the keywords throughout the content in many different ways, but always with an ear for “does it still sound like natural conversation?” If it sounds spammy or artificial, it doesn’t matter how many people find you at the search engines, you’re still not going to land any business.
- Calls to action at the bottom of each page. This doesn’t necessarily help with search engine optimization, but as Nicki Hicks said so well the other day, SEO won’t do squat unless you’ve got good calls-to-action.
- Created a keyword rich table of contents that link to all the other seminar and webinar descriptions. This helps both with usability for site visitors, as well as search engine visibility.
- Added keyword specific links to the featured presentations to the right column of the flyte blog, which should help them get indexed quickly at the search engines. After all, with over 1K pages on the flyte blog, that’s a lot of incoming links!
- Added keyword specific links to the featured presentations to this blog post. See?
- Ah, the power of having a blog of your very own.
Whatever your products and services are, create specific pages for each one, with as much keyword-rich copy as you can fit in without making it read poorly. (Read it aloud if you need to, and if your ears start bleeding that means you’ve overdone it.) Make sure the pages link to each other, and if you have a blog, link to the new pages on your site.
Another benefit of having specific pages is that as you’re blogging you can create keyword-rich links, which help the search engines understand what your content is all about, and helps increase the visibility of the page in question. For example, “too many businesses ignore the power of email marketing because of the fears of spam.”
Do you have any tips or tricks on how you can rank higher for your own products and services?
That Webinar Guy