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Every Page Matters
A website has two goals – to attract the attention of search engines and convert Web visitors into contacts. That means you need to create every page (practice area page, article, blog post, frequently asked question, news update, etc.), with the mentality that this could be the only page viewed by your Web visitors.
Google appears to be paying close attention to internal pages. An internal page is something other than your home page. It could be an article you wrote or a frequently asked question. If you use Google Analytics, you were probably surprised to discover what pages seem to be attracting the most traffic.
Don’t Ignore Your Internal Pages
You need to take the time to optimize your internal pages. Basically, you need to do the following:
Create page titles with your keywords. Each page title should also be relevant to the content on the page. Keep in mind that you want to encourage someone to click on your website in search engine results, which means you need to make the page title interesting.
Use keywords in your content. You need to include your targeted keywords in your content, but make sure the keywords occur naturally. You don’t want to overstuff your content with keywords.
Develop meta descriptions. Your meta descriptions need to include your keywords and a summary of the information the reader will find on that page. It should also be a compelling description, so people will want to read your content.
Include links to other internal pages. Try to incorporate keywords into your content and link those words to another page within your website. Ideally, the page should be one focused on a particular practice area.
Mention a free offer. If you have written a book or report, offer it on each page of your website. While this doesn’t have a lot of impact on search engine optimization, it does help achieve the goal of converting visitors into contacts.
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