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
-
Changing posts that target same keyword to target SIMILAR keywords
Hello, I'm new to SEO and until the last year I was not aware that creating content that target same keywords would make Google choose only one to rank better. Can I leave the best page (highest ranked one) as it is and change the rest that target the same keyword to target similar keywords ? Just a simple example: I have two pages targeting "best supplements to muscle gain" Leave the best one targeting that keyword and now I change the content of the other to target "best supplements for muscle size" This is the smartest move or I'm missing something here and will make things worse ? Ex: maybe some of tthose pages with same keyword arent ranking for the keyword I want but are ranking for another one that I dont know. I'm really insecure about making changes and end up getting worse results.. Thank you (sorry for my bad english)
On-Page Optimization | | Glinski1 -
Keyword Stuffing unintentionally
I have a situation and would love some options. We have a site where we sell a product and lets cal it dog collars. The home page will not rank for its main term. Renetly the site was redesigned and the Url structure was re-optimized so that it was not so complex. However, we have 500 products and a dozen categories which all include dog collars as keyword. The products are all dog collar singular or collars plural in the url. So lets say ".com/red-dog-collar" and ".com/blue-dog-collar" then ".com/large-dog-collar" and the categoreies like "classic-dog-collars" and etc. So its very hard to not put the word dog collar into every single product because thats what it is. Whats hapening is that the menu is linking to each of these categories and the home page is linking to a dozen or more products which all include the word dog collar or dog collars in the URL. The actual text/content is a good ration. But the source code as stated above shows the main term 150 times. Not exact, but phrase match for those adwords gurus out there. Thus the page does not rank for its terms and instead google is choosing another internal pages which is relevant. Atleast i think thats why the page does not rank for its term, which it once ranked very high against some major competitors. How on earth do i fix this without removing products and tags and all these links from the home page? Or should i not worry about this and find another reason why this page is not ranking for the term it should be ranking for. The backlink profile is not over optmized by the way. Either is internal anchor text links. Thank you
On-Page Optimization | | waqid0 -
Page grader says we are keyword stuffing but we arn't. Page source shows different story.
Hi community! We have just run a page grader for the keyword 'LED Bulbs' on whichledlight.com and it comes up that we are keyword stuffing! However, a brief look at the source for the homepage and there's only 6 times that LED Bulbs pops up. We do have the non plural version of the word 'LED Bulb' on the page 27 times.. do we think that would contribute to the keyword stuffing? Thanks!!
On-Page Optimization | | TrueluxGroup0 -
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 -
Avoid Keyword Dilution
Hi
On-Page Optimization | | ulefos
I am struggling with keyword dilution, and I don't understand what I need to do to change.I have read it but don't get it. This is the explanation - You want to target each keyword with a single page on your site, so modify the anchor text of this link so it is not an exact match. The only thing that I see is the title and the anchor text the same and the image alt also the same is that what the problem is here is the page I am trying to sort out for the keyword kiln dried logs.
Thank you0 -
How much SEO value does a fashion site get from bolting text onto the bottom of home page? Does the value compensate for cluttering up a page focused on an iconic image?
Getting ready to launch a completely redesigned site for a fashion designer. Since it is a fashion site, visitors do not need text to describe what the site is about., We are weighing three options: 1) clean design with no text (just images and navigational links), 2) bolting on a couple of sentences of text at the bottom of the page to signal keyword terms to the search engines, 3) following the lead of the top ranking site in the category and adding lots of text to the bottom of the page. Do the SEO benefits justify cluttering up the design by bolting text onto the bottom of the home page, and if so, how many characters of text seem to be the minimum to be effective?
On-Page Optimization | | RandyP0 -
Dupelicate content home page and custom page question
I am working on a website that got hit by the penguin update. Didn't get hit terribly bad, but dropped from number one to number 9. As I'm going through the pages, the theme and content is a mess. To give an example, say the site is about custom colored marbles. The main page content covers custom colored marbles, custom promotional marbles, custom glass marbles, etc. Custom colored marbles is mentioned and covered on all pages, which I am going back and trying to make each page theme specific. There is also a custom page, so I am at a cross roads on how best to employ the focus of the custom page and the home page. I am thinking the home page should emphasize colored marbles, and the custom page should emphasize custom colored marbles. My fear is that making such a drastic change will bounce the site completely off front page and that it will take time for the custom page to come up in rankings. AS it stands now I am confused as to how it even ranks on first page as there's two pages with custom colored marbles emphasis. Id like to clean this up as much as possible so there are no big hits with future google updates, but I don't want the site to drop off either as that would be hard to explain to the owner. Yeah, we are cleaning up your site and making it google compliant and in so doing you no longer rank on first page. That won't put food on the table. Thanks for any advise on this.
On-Page Optimization | | anthonytjm0 -
Lots of links on homepage to internal pages with keyword rich anchor text - problem?
Hi, All! We have a new potential client, that when looking at his site with a tool, we noticed that the previous SEO company they worked with filled the homepage copy with lots of keyword-rich anchor text links pointing to different pages on the site - many links going to the same page, just with different keywords. These links are not indistinguishable in format from the other text, which is why we only noticed it with a tool. I certainly wouldn't recommend doing that to start with, but once all these links are there, would you recommend taking them down? Is there any conceivable chance it could help the site? Is there a significant reason to think it will harm the site? Or will it just be pretty neutral? In all that's been written (much by SEOMoz) about only the first link's anchor text counting, do subsequent links work like a no-follow in the sense that they are a waste of the link-juice of the page, or is it as if they aren't there at all? (And is "only the first link counts" still the most widely held theory, or have there been new developments since?) Thanks, All!
On-Page Optimization | | debi_zyx0