Post by Caterina Merenda, Copywriter
Quite often we notice that webpages contain duplicate information as other internal pages or don’t have much information at all. Creating a balance of content for search engine optimization (SEO) value is extremely important in order for websites to achieve optimal ranking on the search engine results page (SERP).
The main factors I look to fix when reviewing and optimizing pages are:
- Redundancy: Is there more than one page within the website that speaks to the same content, utilizes the same keywords, and/or has duplicate content?
- Keywords & Body Copy: How relevant are these keywords? How great is their search volume? How high is the competition? Is there any body copy? What can we do to expand the current body copy and make it more relevant to the page?
- Organization: Is the same product or service being showcased on more than one page? Is more than one product offered within different categories on the page?
There are many other factors we consider when optimizing webpages, but these are the main three I personally focus on. Here’s why:
After analyzing webpages from several different brands, I’ve noticed that redundancy is a common theme. Although it’s not intentional, it highly affects how a webpage ranks in the SERP.
Having similar META data can affect the SEO value of a page. Even if different keywords are utilized, having the exact same phrasing and wording within the body copy or META data can cause confusion for the search engine- mistaking the pages as duplicate, which can lower the possibility of ranking within the first page of the SERP.
There might be certain pages that speak to similar content and have the same underlying theme, but that doesn’t make it okay to use the same keyword on different pages. Sometimes, websites are rolled out so quickly that SEO concerns are left out and programmatic copy ends up live on the site. It’s understandable how this happens, but copy should be a priority to make sure a site is ranking well and offering value to visitors. The good news is there’s always a way to work around this problem so you’re not using the same keywords or copy for multiple pages.
Keywords & Body Copy
Using a keyword just because it has high search volume won’t help. If you’re using a keyword because it has a high search volume AND it’s relevant to your page, then you’ve hit the jackpot. If you’re just choosing keywords because they are searched frequently, it’s likely that users won’t go near your page no matter where it ranks – you don’t have what they’re looking for.
Ideally, looking for a keyword phrase that has high search volume and low competition is the best bet. But, that’s not always the case- find keywords that match your content to attract consumers based on your products and services.
You need body copy. But, you need the right kind of body copy. Write content that resonates well with users and that relates back to the product or service you’re selling. If you don’t currently have body copy, start writing and building out content.
Keep your pages organized and to the point. If you have a product or service offering that lives on several different pages because it relates to different parts of your site, you’re inadvertently making pages compete against one another. This will lower SEO value and will keep you from ranking high in the SERP. If your pages are not organized on your site, find a way to make them organized, whether that means combining pages or getting rid of pages that aren’t necessary.
These three optimization insights will help you begin to organize your website. With so many different links, it can be hard to keep up with what’s necessary and what’s not. Take a look at your page and analyze whether it needs to be optimized while using my top three pointers to help give your page better SEO value.
For more info regarding your website’s SEO strategy, please contact your performance account team today.