Today’s Ask an SEO question comes from Emanuel in London, who asks:
How do I drive traffic to my main landing pages when it’s distributed to other informational pages?
I’m trying to implement more keywords effectively on my homepage to drive traffic there, rather than where the traffic primarily leads.
Do I remove the content from that page and paste it into the home page, or should I shape those pages to suit my needs? “
Emmanuel, the scenario you described is not uncommon and it seems as if the keywords used on those pages and their associated search intent are the reason you are seeing those results.
There are a few things you can do to help drive more traffic to your landing pages.
First, I want to address your comment about implementing more keywords on your homepage.
While your homepage tends to be the top referring page, I prefer to focus on other landing pages in addition to the homepage. Me too Not We recommend removing content from ranking pages and pasting it on the homepage.
In other words, rather than trying to optimize the homepage for all of my important keywords, I’d rather optimize landing pages around specific topics, keywords, and intent.
With that in mind, let’s go over some of the things you can do to address your traffic situation.
1. Review the rankings and queries at the page level
You need to specify what each page is rated for and which queries Google has associated it with.
If you aren’t already, make sure you track your rankings in an SEO tool like Semrush, SpyFu, SE Ranking, Rank Ranger, Moz, etc. (there are a lot of great tools out there).
Don’t just look at the rating overview, but instead go over what each page is rated for.
In addition, use the Google Search Console to define queries for each page.
When you are in Google Search Console, go to performance And choose your time frame. I recommend viewing the last three months of data and filtering for each page you want to analyze, as shown below.
This analysis will give you a better understanding of how Google displays the content on your page.
For the main landing pages you’re trying to get more traffic to, see if there are queries that match well but aren’t ranking well. Next, look for opportunities to optimize the page even better.
For example, you might consider updating your page title and H1 to include these queries and/or ensure they are used in page content.
However, you also need to do a little more research first to determine the intent of these search queries, which leads to the next tip.
2. Determine the researcher’s intention
I recently identified searcher intent as one of the key areas to consider with the future of SEO (you can read more here: How can we prepare for what future SEO might look like?).
It’s not a new concept, but it seems to continue to become more important.
So, how do you know the seeker’s intent? Actually it’s not that difficult.
Once you’ve found the queries/keywords you want to best target for the page, do additional research to see what Google sees as the goal behind each of those keywords.
This is where SEO tools come back.
Most tools will show you which pages rank higher in the search results for each keyword. Scroll to the top ten to locate the target of those pages.
Is it informational?
Are they shopping pages, like product pages?
Ensure that the page you are trying to optimize matches this intent. For example, if you’re targeting a keyword and all of the top-ranking pages are informational, yours should be too (and vice versa with shopping pages).
Now, what do you do if you have a product category page that you want to rank in place of your info page?
You might consider adding an FAQ section on the page that includes frequently asked questions about this category with informative answers.
This is also your chance to weave in more keywords.
3. Update internal links
One last thing you should think about is how you relate internally.
Are you using keyword-rich text to link to your internal pages?
This approach will help you build a clear structure within your site and also build authority for the topics you target with your landing pages.
Here’s a great article that delves into this concept: Site Structure and Internal Linking in SEO: Why It Matters.
Once you’ve followed these steps, continue to monitor each page’s rankings, as well as clicks and queries within Google Search Console.
You may need to make more adjustments to get that targeted traffic to your main landing pages.
- 101 easy (and cheap) ways to drive traffic to your website
- How to Increase Organic Traffic Using 5 Basic SEO Techniques
- A complete guide to on-page SEO
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