One rabbit hole website managers often go down is the end-all/be-all of getting their root domain to rank for multiple keywords. But the fact is that’s difficult to do, when Google wants to rank you for your best keyword.
Many businesses understand that there are multiple keywords that their online readers target that would be great to rank for. How, then, do you get your site to rank accross a number of keywords? Landing pages, of course.
Landing pages are webpages that are published on your site but may not be navigable from the home page. These pages focus on a specific subset within your industry’s keywords. The focus a great deal of content on that sub-topic and they lead visitors to your site where they are free to explore everything you have to offer online.
Take, for instance, a medical office in San Diego. If a medical office specializes in podiatry, their main keyword might be “San Diego + Podiatrist.” But, that only captures a segment of the traffic that is out there on Google for the office to target. What about those that search for information on bone spurs? What about falling arches? There are no rules for those who search for topics on Google, so creating SEO content for the searches that pertain to your industry is kind of like a reverse engineering process.
Keyword Research: First, you have to do your keyword research. Keyword research can start with your core industry keywords. But it never ends there. You should also consider using tools like Google’s powerful keyword planner, which can offer suggestions based on current keyword search volumes in your industry.
Once you have your keywords set, identify the highest volume searches that you want to target and develop content made to deliver directly to them. That is the content that will live on your landing page. The landing page is meant to rank for those searches (keywords).
Keyword-Friendly URL: What goes into a great SEO-friendly landing page? Well, it starts with the URL. Ensure that that keyword you’re looking to target is front and center in your landing page URL. A great landing page for that podiatrist in San Diego looking to target local searches for falling arches might be “www.rootdomain.com/falling-arches-san-diego.”
Because you have a localle identifier in the URL, don’t run afoul of Google. Ensure you include the services your office offers for falling arches (in San Diego).
On Page Content: On the page, you should include all the content you might need to fully cover the topic for those who might be interested in “falling arches.”
Diverse Media: Include a diverse slate of media in your landing page also. That could include photos, graphics, infographics and even video. Google likes diversity among your site pages’ media and rewards you accordingly for it.
If you would like to learn more about how search engine optimization strategies can power visibility and growth for your website, call Proctor Digital at 773.664.5819. We’d love to help!