Searchers are like parachuters. They enter a search query in Google or some other search engine and parachute into the middle of your website, potentially landing on an internal page without any context or familiarity with your brand.
Search engine optimization (SEO) actually encourages this behavior. We intentionally optimize internal pages to improve their keyword relevance so that search engines will send more searchers past the homepage into the deeper pages of the site. Those deeper pages are better suited to match the searcher’s intent and desire for more keywords than the homepage can target, which tends to produce higher conversion rates for longer tail keywords.
Use these three tips to encourage Google to send parachuters deeper into your site and to help them accomplish their goals once they get there.
- Give Every Page a Unique Keyword Theme
Every page on the site needs to have a unique keyword theme — its own special story to tell. If every internal page is simply a slight variation on the homepage’s keyword theme, search engines have no reason to rank them.
As you’re doing your keyword research, create and maintain a keyword map to ensure that every page on your site remains unique in the keywords it’s targeting.
- Engage Searchers Where They Land
Every page needs to clearly and instantly communicate interest and value so that searchers stay once they land.
When searchers pogo stick back out of a page after clicking on a search result, Google takes that behavior...
Read Full Story: https://www.jumpfly.com/blog/3-seo-tips-to-encourage-parachuting-searchers/
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