Before we get into the meat of this chapter, I want to make one thing perfectly clear: When it comes to SEO, every page is a landing page. And when I say “every page,” I mean every single page that is crawlable and indexable by the search engines.
So if you don’t want search engines indexing a page, be sure to block them from it. Everything else – and I mean everything – needs to be treated as a landing page.
So what then makes a good landing page? There are a lot of answers to that question that has to do with design, usability, conversions, etc.
Let me give you some quick hits that cover it all without getting outside of my scope here.
A good landing page:
- Captures the visitors’ attention.
- Addresses their needs, wants, and requirements.
- Answers important/relevant questions.
- Entices them to want the solution you provide.
- Directs them to take a particular action.
- Compels them to do so.
Now with all that in mind, we realize that every page on a website requires an SEO professional’s attention. No webpage is outside the scope and purview of SEO.
Bottom line: If the page is relevant to the visitor, it’s relevant to SEO.
But not all pages are created equal. Every page on a website will:
- Have a unique purpose.
- Attract different audiences,
- Direct visitors to different goals.
It’s the SEO professional’s job to determine which pages present the most value – the biggest opportunities for gain – at any given time in the digital marketing campaign.
With that in mind, let’s discuss what are typically the most important pages to an optimization campaign and why.