Home Pages No Longer Exist
This is one of the basic rules of content development when you’re preparing an SEO campaign. Home pages no longer exist. The days of visitors coming in only through the front door of your website are long gone. With search engines indexing each and every page of your site, they could enter anywhere. That’s why it’s important to make sure you have keywords and keyword phrases on every page, not just the one where you think potential clients or customers are going to land.
This brings in another important element of search engine optimization: your site navigation. If you website is designed to send visitors from your home page to a specific “sign-up” or “purchase” page, that’s great, but what if they land on your “about us” or “service” page? Is there a clear path for them to follow from there? What about all the other pages on your website or even on your blog? If someone is reading something of interest to them, can they jump right over to a purchase page and buy your product?
The traditional website is no longer effective if you’re going to be successful in any internet based venture. When designing your site, you’ll want to take into account the possibility that any page in that site could outrank the page you actually want visitors to come in on. It’s not inconceivable to have the most remote section of your website be the most popular. Low competition, high search volume keywords can take your most obscure product and make it a best-seller, but only if you have a clearly defined path for customers to buy it.
Content, as always in SEO, is king. Do some research on your industry keywords. Find out what people are searching for and incorporate those keywords or keyword phrases into all of your web pages, not just the one where you think visitors will land. You can add specialty keywords for individual product pages, but make sure your overall site design includes some base keywords that will appear everywhere. If you don’t know how to do it yourself, hire a professional content writing service to do it for you.
Once your base content is in place, make a plan to add pages or blog posts regularly using those same keywords you chose in the beginning. Competition in all industries is fierce on the internet, so never get complacent after your first round of writing. In order to continually move up the search engine page rank ladder, you’ll have to keep building.
