Build pages to target keywords, or audiences, or both?
-
I'm building a marketing site for a client that does stage lighting design. They also do commissioned artwork installations, interactive design for tradeshows, etc. Because their work spans multiple industries (concerts, performing arts, live television, television advertising), I'm trying to figure out if their content should be targeting the industry, or the actual services they offer.
There seems to be enough search volume to target traffic for specific clusters of keywords, but I think it would be a better user experience to tailor pages towards audiences. Should I lean towards creating pages for services offered ,or potential audiences? (A page for lighting design and one for interactive video displays, vs a page for museum directors and one for agencies) Or both? Thanks for any help!!
-
I would look to see if the happy medium could be in the way "Calls to Action" are used within the pages of the site.
This way by introducing "signals" it indicates to the end user, that they can see the quality, experience the company and also enquire or buy.
I imagine what you really want is an advertorial style site with Showcasing projects, products, call to action at the end or sprinkled amoungst the narrative.
Hope this is food for thought
Bruce
-
Yes, they are ultimately looking for sales Bruce. It sounds like you think I should be optimizing user paths for each individual audience that they are targeting. I don't disagree with that. I just worry that this strategy places too much focus on on-site experience, guiding users through the funnel, but not enough on attracting an audience to begin with. I can't help but wonder if there is some happy medium...
-
Thanks for the clarification Mark.
So distilling down the motivation of the client, they ultimately are looking for sales?
If this is the case then everything needs draw the customer to the basic motivations to enquire further. This would suggest a cleint based presentation.
If sales are not the motivation, then the site surely must be a vanity site to show how good they are at what they do. In which case showcasing to the industry their expertise is the important ellement.
I could be wrong, but I think that the client wants a sales introduction site, not a vanity site???
Bruce
(edit typo)
-
Hi Bruce, thanks for reading. This is not a blog- just a website. The client wants to provide relevant information about what they do to audiences that might be looking for their services.
Thanks again! --Mark
-
Really interesting post
What is the client wanting out of the Blog? The answer will help determine the content.
PR or Sales?
Bruce
-
Haha, that works well for me too. But definitely not for the client!
-
** I just don't know if I should tailor individual pages to our 4 target audiences, or tailor pages to the specifics of our services. Or both...**
Here's how I solve this dilemma.... I get up in the morning and write about what motivates me. When I do that, I make the most progress, do the best work, and make the most money. If I do anything else I am like a racehorse behind a plow.
I don't think this will work well for a client. But it sure works well for me.
-
Thanks EGOL I agree, if this were a blog, or something that was regularly updated, but this is more a brochure-style site. I want our audience to know how we can help them, more than anything. I just don't know if I should tailor individual pages to our 4 target audiences, or tailor pages to the specifics of our services. Or both...
Ahhhh information architecture and content strategy, so much fun! Thanks for your answer!
-
I would target great ideas for the people who use or enjoy their services.
What they want to know... What they should know but don't... Good stuff that they have not heard of...
all of this is Thanks! Really? Cool! Wow!
So don't spend your time writing for industry fatcats or thumping your chest about your service. Write about stuff that people want, enjoy and share.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Building a new page: What on-page SEO would you build in?
Hi all, Building a new page for a fairly competitive keyword. Need to make sure the on-page SEO is pretty top notch, because link building (including internal links) will be difficult. I've optimised the meta description, the alt tags and image names, and included the keyword in the Title Tags. Not a great deal I can do with regards to optimising for mobile or considering migrating to the AMP project because this is handled externally. What else would you suggest? Cheers in advance, Rhys
On-Page Optimization | | SwanseaMedicine1 -
Webs Pages not correct
First of all I am a beginner but that will show with this question. I have moved my website from Wix to Web.com. I had the dns I think that is correct re-direct my site to web.com. Since then some of the pages from wix still show up even though they are no long apart of my site. Secondly when I go to google and type in cestoday.com some of the pages gives me a 401 or 404 error code, and others do not link to the proper page on my website. They go to my web-site but not the correct page. What do I do. Thank you Dave
On-Page Optimization | | redsman944
cesyes@hotmail.com In reference to my last question about moz not being able to see my pages and giving me an "F" I thought you might find it interesting to know that that same page once moved got an A amazing.0 -
Our urls for adwords are slightly different from current urls presented on site (weused htaccess to help create shorter urls). How important is it that the adwords url match the sitemap url for keywords on those pages?
Hello, We have dynamic urls that we have made into short urls through htaccess and code manipulation. Some of our adwords urls are different from our page urls - for example a) Latest version of page www.abc.com/x-y-z.html b) Previous version of url www.abc.com/x+y+z.html c) raw original version www.abc.com/yyy/zzz?category=X&Product-code=Y etc etc. Would my ranking for keywords on the page improve if I diligently made all of them the same? They all go to the same page even now, and no 404 errors or anything. Thanks Sam
On-Page Optimization | | samgold0 -
Keywords to optimize
In the menu there's an item with a submenu with 4 items (pages) and another item with a submenu with almost the same pages with a litle bit different content. The problem is that one keyword can be applied and must be applied to the similar pages (the topic is very similar). I guess the number of keywords that we optimize is also important too. Optimizing minimun 8 keywords seems to me very hard. I' was told to optimize for a very low number of keywords but then we have the problem of redundancy. What should I do? Thanks!
On-Page Optimization | | juanmiguelcr0 -
On-Page Report Card
How long will it take to see the results of changes made on my pages based on the On-Page Report Card recommendations? On-Page Report Card
On-Page Optimization | | sansonj0 -
On Page Optimization Reports
How is it determined which terms and associated urls are chosen when SEOmoz tracks your On-Page Report Card? I'm receiving a lot of F Grades for terms I'm not really interested in and a lot of terms I'd like to be tracked aren't. Is there a way I can manually choose which terms and pages I'd like to be shown?
On-Page Optimization | | ClaytonKendall0 -
Apostrophes in keywords
It appears that SEOmoz tools like the On-Page Report Card treat keywords differently if they have apostrophes in. So for example childrens and children's are treated as different keywords. Is this a quirk of the On-Page Report Card or does Google treat them as separate keywords?
On-Page Optimization | | MulberrySqCraig0 -
Https and secure pages
Hello, I have a facebook badge in my footer. Is it okay if I make the code call on https. It makes the page secure for IE. I have also have done this for images. These secure urls are also being called on non secure pages. But I don't think that matters does it? Code below. Thanks Tyler
On-Page Optimization | | tylerfraser0