As their name implies, SEO Target Pages focus on improving the Search Engine Optimisation of your website, to attract more website traffic, visitors, leads, prospects, customers etc.
This, however, does not mean that they consist of bland, generic, poorly-written content that is stuffed with keywords in an attempt to game or trick search engine algorithms.
Instead, they should be well-written, useful, and engaging, with relevant keywords naturally woven throughout the text.
For example, a good structure for an SEO Target Page would be:
- First, identify a problem that customers experience or a challenge they face that is solved by one or more of the products/services that your business supplies. Initially, discuss the problem, especially how it has the potential to impact the business in terms of profitability, productivity, safety, risk, etc.
- Secondly, discuss possible solutions to the problem, mentioning a type of equipment or specialised service that could be a solution – preferably without mentioning your company name yet or specific products.
- Finally, show how the product or service you provide is a definite solution and explain why it is a better choice than other, competing, products (assuming it is not unique and there are competitive products available).
- At the bottom of the article, link out to the relevant product page(s), for example, using a tagline like “Click Here to find out more about the Widget XYZ1000 and why it is the best choice for <restate the problem that the product/service solves>
NB: Target keywords/key phrases should be based on the problem or solution (or both), with geotargeting if applicable, not on your business name. So, for example:
Choosing Target Keywords and Key Phrases
XZY1000 lawn mower is not a great target key phrase, even though it contains a good keyword, i.e. “lawn mower”. Having a model name too prominent will probably result in Google (or other search engines) classifying the text as promotional/sales material, rather than useful content.
Instead of the product name/model number, rather use a benefit. So, some better choices of key phrase would be:
- Affordable lawn mower
- Efficient lawn mower
- Easy to operate lawn mower
- Easy to use the lawn mower
or even terms that rephrase a common problem or concern for potential buyers and users, e.g. breakdowns due to poor design or sub-standard materials, or downtime and high maintenance costs. Examples of this type of target keyword/phrase could be:
- Rugged lawn mower
- Durable lawn mower
- Low-maintenance lawnmower
If the business targets a specific area, or the product is only distributed in certain areas, geotargeting can be introduced by adding a town name, suburb, or region as a secondary keyword, e.g.
- Efficient lawn mower Durban
- Easy to use lawn mower LaLucia
- Durable lawn mower KwaZulu-Natal
- Low-maintenance lawn mower South Africa
Of course, main keywords can also be paired with multiple secondary keywords, e.g.
- Low-maintenance lawn mower Johannesburg
- Low-maintenance lawn mower Durban
- Low-maintenance lawn mower Cape Town
How to use Keywords/Phrases
With some thought, it should be possible to come up with at least 2-10 keyword ideas for each product or service. Once you have done this, either:
- Write a dedicated SEO Target Page for each keyword and link back to the relevant product/service page
- Write an SEO page that combines several similar keywords into a single piece of content, e.g. one listing all the benefits rather than each in a separate article, or a single article that simultaneously geotargets multiple locations
Neither of these choices is automatically right or wrong. The strategy chosen will depend on the circumstances, keywords, budget, client requirements etc.
By following this technique, you are surrounding each product or service page, that is by nature promotional, with a “net” of primarily non-promotional content focused on gathering search traffic, engaging website visitors, and then sending them over to a sales page – after they have already been interested or “primed”.
Topics and Intent
Before settling on the actual keywords/phrases you will use, do some research into keywords, e.g. search volumes, competition etc. (the Google AdWords tool is good for this), and also think about the intent of users, i.e. how potential customers think and search. Instead of simply targeting a bunch of random, obscure keywords, group them logically into topics or themes that reflect the needs and interests of potential clients.
SEO Target Pages are generally kept off-menu:
- To avoid cluttering up your site’s navigation bars/tabs
- Because their primary function is to find people that aren’t already familiar with your business, product, or service, and attract them to your website, rather than to distract people already on the site and interested in purchasing from the product and service pages that are, hopefully, constructed and written in a way that encourages conversion
Please note that these are simply some general ideas, SEO Target Pages can be used in many ways, and writing them properly can be quite intricate. If done well, they play a big role in adding more quality content to your website.
If you need help with creating SEO Target Pages, Product and Service pages, or any other aspect of expanding your business’s online presence and content marketing program, contact me to discuss your content needs.
I am a full-time, freelance copywriter and website content writer. I am based in Durban (South Africa), but supply high-quality content to clients all over the country, and internationally as required.