Consolidating numerous landing pages using similar search terms

[Lee4dcm]

Hi,

The site I am working on currently uses numerous pages for search terms with similar keywords.

vehicle wrapping / vehicle wraps / car wrapping / car wraps / van wrapping / van wraps etc

Now obviously i want to bring these into one to help create one high authority page covering all terms. At present the "car wraps" page is ranking for quite a few of these terms. Am i best to stick with this or chose the highest search term being car wrapping, and pass the dribbles of juice from the rest and "car wraps" onto this?

This is aimed at a local demographic so the local terms will be thrown in too unless you think the places pages will work in favour?

Many thanks,

[MiriamEllis]

Hi Lee,

My own guidelines for content development are pretty much ruled by a the question, "Does it make sense?". Typically, for service-oriented businesses, it's a good idea to have one page per service. It makes sense to do this, because, for example, someone looking for a contractor will search for 'fence building' if they want a fence built and 'deck building' if they want a deck built. So, having a unique page for each topic on the site makes sense as a way to welcome each customer to a really well-matched landing page that features information about the unique service they are looking for.

Some grey area arises, though, with a service like 'car wrapping' vs. 'van wrapping'. I'm not familiar enough with your industry to know whether this really qualifies as two separate services or not. You would know better. If wrapping a car represents a separate user need than wrapping a van, I would create two separate pages, provided I had totally unique things to write about the two services. Some businesses might even be building pages for different models of cars, if they discovered that people were searching that way (Toyota Wrapping, BMW Wrapping, etc.), but they should really only do so if it make sense for the user.

So, I guess the answer to your question lies in whether these different terms are just synonyms for an identical service or whether these really are different services people are searching for that require their own page to fully describe the offering. Hope this helps!

[Lee4dcm]

Hi,

Yes we are planning to use the blog more and focus it around the keywords.

In your opinion, is it best to have one page for all terms or should they be kept separate? I don't want to create duplicate content hence my thinking of consolidating into one.

This also works with our local terms, i guess we should be very careful producing multiple pages focused around different areas as they would be very similar in content.

Thanks,

[MiriamEllis]

Hi Lee4dcm,

It's great to have you here in the Q&A forum. If you plan to create one large page covering all terms, it does seem like good sense to build it on a URL that is already ranking highly. Can you incorporate 'car wrapping' into the page's optimization along with the other keywords as you create the new content? If the page is for a local service, you should definitely also optimize it for the name of the city in which the company is located. The website plays a major role in your local rankings, so it must be optimized for local and service terms, both. Hopefully, you have plans for an on-going content development strategy, too, such a blogging, in order to continue to publish new content surrounding core keyword phrases.

Does this answer your question?