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In SEO: Search Engine Optimization Getting Started, author Jill Whalen explains the importance of site rankings and why search engine optimization is necessary for increasing web site traffic. The course covers choosing the best keywords, performing keyword research, augmenting keywords with search-friendly site architecture, creating social media networking strategies, and measuring the success of an SEO campaign.
There are different types of pages on every website. Each of the different types needs a different type of content and often a different keyword focus. When you surf the web, you'll notice many businesses seem to assume that anyone who lands on their website must already know who they are and what they do. So they don't bother explaining this anywhere. However, when people find web sites through search engines, this may not be true. You have to assume that all site visitors know nothing about you. Each and every page of your site must let visitors know at a glance that they're in the right place and that they found what they need.
By using keyword phrases in the content on all your pages, they'll notice them when they click through from the search engines and see right away that you have what they're looking for. Any given website might have any or all of these types of content pages. And each of these types of pages will use different types of keywords with differing competitiveness levels. Since the home page is given the most weight by the search engines, this is the one where you can use your most general and most competitive keyword phrases. You want to be sure to also use a nice succinct keyword-rich tagline if you can.
The home page is where you can also direct people to the important main categories of your web site, which gives you an opportunity to focus an additional keyword phrases. Your top-level category pages, those that are linked to from your main navigation, are also given a lot of weight by search engines. So, on these pages, you'll want to write broadly about the category in general while also introducing some of the subcategories or some important products or services. If you sell hundreds or thousands of products on your site, you may need to also create subcategory pages, which will have similar content to category pages, just somewhat more specific.
As you go deeper into your site, you'll need to provide content for your individual product or services pages. These are where you will get very specific and write as much copy as necessary. You can base your content around the keyword phrases that are less competitive such as the actual product or service's name. Peripheral pages of your web site are those that aren't necessarily trying to sell anything, but they provide additional information. News pages, articles, blog posts and the like would fit into this category.
These are usually longer than other pages of your site and need to be very informative. They're also a great way to show your company's expertise. Typically, these pages can be found in the search engines for keyword phrases that you just happen to naturally use within them. Although it doesn't hurt to do a little keyword research in advance before sitting down to write them. I love About Us pages for search engine optimization purposes because they are nearly always linked from the main navigation and can therefore be optimized for some general keyword phrases that describe what you do.
They're also great credibility enhancers. So be sure to promote all the awesome things your company has done on this page. Many sites also contain Help-type pages. While they don't always need to be optimized for keywords, some of them can be such as FAQ pages or glossaries. Those provide great keyword opportunities. Others such as contact forms or download pages may not need to be optimized for keywords as you may not want people to land on them straight from the search engines, since they might confuse people when they've viewed out of context that way.
After all, the idea is to ensure that when someone finds any page of your site from a search engine, they should immediately know that they're in the right place and be easily able to drill down further. As you sit down to write content for any page of your web site, remember to think about what type of page it is, what sorts of keyword phrases belong on it and what type of content would be most appropriate.
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