Why Your Website Pages Must be Focused

Written by Danielle Bachini

One of the first steps in our SEO process is to conduct page-by-page keyword research for the website. This involves visiting each page and brainstorming potential keywords that could be targeted so that they can be plugged into a keyword tool to find additional suggestions and search volume data. Sometimes during this process we’ll get to a page and have a difficult time deciding which keywords would be the best fit. This happens when the page isn’t focused, discusses too many things at once, or is filled with industry jargon that isn’t easily understood to an outsider. When we find this kind of page we will suggest that the page be re-worked and possibly broken down into multiple pages.

Each page of a business website needs to serve a specific purpose. For example, the core of our business is full service B2B SEO. However, we also offer custom SEO training where a business can pay a one-time fee for personalized time with an SEO Specialist and SEO workshops where attendees learn the SEO basics with a small group. While all of these services/offerings are related to SEO, they are very different and are geared towards different audiences. A small business owner might not be in the market for full service SEO and a monthly fee, but understands the importance of SEO and wants to do some work on their own and would therefore be a great candidate for custom training or to attend an SEO workshop. Therefore, each of these services that we offer has a different page on our website.

From an SEO perspective, a page needs to be focused for keyword targeting purposes. If we had one page that discussed our full service offering, custom training offering, and workshops- what keywords are we doing to target? It’s best practice to only target 2-5 keywords per page and with three very distinct offerings all listed on one page- how are you going to choose the best ones? It’s better to have one strong page for each of the offerings that tell the search engine spiders exactly what that page is about instead of causing confusion. If each page is focused it has a better chance of appearing in search than if it is mixed together on one page with multiple offerings.

Website pages also need to be focused in order to provide a good user experience. We often find that pages that aren’t focused are also very long. It’s important to keep the behavior of your target audience in mind. People spend a lot of time browsing the web instead of reading every word for word. If they land on your page and they have to keep scrolling down to find what they are looking for, it causes a poor user experience. When each page is focused on one specific thing, they will know that they found what they are looking for right when they land on the page.

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