Should Website Pages be Added for SEO?

Written by Danielle Bachini

The on site optimization phase of an SEO campaign begins with keyword research. Research should be conducted for every page of the site, minus any pages that will target branded keywords (Contact page, Employee Bio page, Directions page, etc.) Page by page it’s necessary to brainstorm a list of potential keywords, review the keywords that are currently delivering traffic via Analytics, and plug the keywords into a keyword tool to find additional keywords along with search volume and level of competition. During the process it’s possible that you might find some keywords that aren’t quite the best fit for your current pages, but are still good keywords to target. Should you create a new page of content for that keyword?

We would say yes, but only if it can be justified, meaning that the keyword really doesn’t fit on an existing page and it is in line with what your website aims to offer. You don’t want to attempt to change your business model just because you found a great keyword that is “somewhat” related. That never works. However, if the keyword is a good match it can be worthwhile to create a new page of content that focuses on that keyword or keyword phrase.

The next step is to decide what type of page of content makes the most sense to create. In some cases, it might be worthwhile to create a new product or service page that is based on the keyword. However, that should only be done if it’s significantly different from an existing product or service page. If it’s too similar, it’s not needed. You might only confuse visitors to your site.

Another option is to focus on the keyword when writing blog posts. Hopefully you have a blog set up on the site. (If you don’t, we suggest that you create one!) Over time a well written, well-optimized blog post can gain traction in the search engines. In a niche industry, multiple blog posts on a topic can result in more visibility on the search engine results page for a specific keyword. If nobody else is writing about it, why not take over that search space?

The most important thing to remember is that quality trumps quantity every time when it comes to SEO. It’s only recommended to take this approach if you can create quality pages of content that focus on the new keyword. If the content is too thin or too similar to other pages of content on the site (resulting in duplicate content issues) it’s not worth it. Keywords are important but the search engines take more into account when ranking a page of content. It must actually be beneficial to your target audience members. You can gauge the types of content that resonates with your target audience by monitoring engagement levels when you share the content in social media and whether the page of content is generating traffic to the site.

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