A new article on Search Engine Journal
reports how you can drive more traffic to targeted landing pages when searches are directed to informational pages.
"How do I drive traffic to my key landing pages when it's being distributed to other informational pages? I am trying to effectively implement more keywords on my home page to drive more traffic there, as opposed to where the traffic is mainly leading to. Do I remove the content on that page and paste it onto the home page, or should I shape those pages to match my needs?"
There are some things you can do to help attract more traffic to your key landing pages:
- Review Rankings And Queries On A Page Level: You need to determine what each page is ranking for and the queries Google has associated with it. If you are not already, be sure to track your rankings in an SEO tool, such as Semrush, SpyFu, SE Ranking, Rank Ranger, Moz, etc. (there are a ton of great tools). Don't just look at the ranking overview, but instead drill down into what each page is ranking for. In addition, use Google Search Console to determine the queries for each page.
- Determine Searcher Intent: I recently identified searcher intent as one of the major areas to consider with the future of SEO (you can read more here: How Can We Prepare for What SEO May Look Like In Future?). It's not a new concept, but it just seems to continue to become more important. So, how do you figure out searcher intent? It's actually not that hard. Once you have found the queries/keywords you want to better target for the page, do additional research to see what Google views as the intent behind each of those keywords. This is where SEO tools come back in. Most tools will show you the top-ranked pages in search results for each keyword. Go through the top ten to determine the intent of those pages. Are they informational? Are they shopping pages, such as product pages?
- Update Internal Links: One final thing you should consider is how you are linking internally. Are you using keyword-rich anchor text to link to your internal pages? This approach will help you build a clear structure within your site and also build authority for the topics you are targeting with your landing pages. Once you have followed these steps, continue to monitor each page's rankings, as well as clicks and queries within Google Search Console.