Attacking New Keywords

How To Decide If You Should Refocus Your Homepage Or Make A New Page To Attack Keywords

In this weeks episode, we dive into a question that was submitted by Patrick, who listens to the Local SEO Tactics podcast. Patrick was wondering if he should modify his homepage to attack a new keyword target, or if he should create a new page to go after that keyword instead. We’ll break down the options and talk about the various situations in which you may choose path over the other.

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  • Which page carries the most weight on your website
  • How Google serves up web pages, not websites, in search results
  • Deciding if you should change your home page or create a new page when going after a new keyword target for your website
  • When you should avoid refocusing your keyword targets on your homepage
  • When it’s okay to refocus your keyword targeting on your homepage
  • When you should create a new page to attack a new keyword focus
  • When you should refocus your keyword targeting on an existing page versus creating a new page
  • The danger of deleting pages off your website with out properly informing search engines

Thanks for Listening!

Here is a preview of the transcription from Episode 14 Attacking New Keywords – Updating Your Homepage Versus Creating A New Page;

Jesse: Should I start playing with my homepage and optimizing it for my first keyword target? Or, should I be creating a new landing page?

Jesse: This is Local SEO Tactics and this week we have a new type of episode for you. We’re gonna take a question from one of our listeners. Patrick emailed in with a technical question about how to apply some of the tactic’s we’ve been talking about. That kinda gave us and idea. We’ve handled questions from a few of you that have emailed into us and have kinda communicated privately via email. Patrick’s gonna be the first one that we kinda put on the air and we wanted to take that a step further. We want to do a regular Facebook live event where you can join us. If you have a website or particular web page that you’re having problems with or you have some questions on. We want to handle that on Facebook live, so if you’re interested, if you want to be a part of that. If you want us to take a look at your website for whatever the reason is just drop us a line. We’re gonna ask you to go to and just let us know if you’re interested right there and we’ll get in touch.

So, without further ad eau we’ll get into this week’s episode here talking about Patrick’s problem and we hope you all can kinda pull some nuggets out of this. It think it’s gonna apply to a lot of you out there on some of the decision making you’re gonna make for what pages to attack and how to apply some stuff here, so here we go.

Hey everyone, welcome back to Local SEO Tactics, Jesse Dolan here with Bob Brennan.

Bob: Howdy.

Jesse: As always. Are we ever gonna have a third person or …

Bob: We’ll get a guest on here one of these days.

Jesse: One of these days we’ll have a guest. If anybody wants to be a guest let us know.

Bob: Yeah.

Jesse: Happy to have you. Just gotta make it up here to the frozen tundra.

Bob: That’s right.

Jesse: What is the date here, coordinates, April 10th?

Bob: Yeah.

Jesse: Is it?

Bob: Yeah.

Jesse: I forget what the date is. Still snowing …

Bob: The bold north.

Jesse: The bold north. This is highly unusual. We don’t want to scare anybody away but …

Bob: Sure.

Jesse: … and they’re forecasting through this weekend so we’re gonna be what, past tax day somewhere, April 15th-ish this weekend of more snow.

Bob: Sure.

Jesse: Especially northern Minnesota. They’re talking over the next week like two more feet so that’s enough weather talk. If you guys are from the upper Midwest you know we always talk about weather anyways so …

Bob: Yeah.

Jesse: … sorry to bore the rest of you with the details but it’s darn cold up here. We’re sick of it.

So, back to the show though. So, we’re gonna be talking here today. We got a question from a listener that emailed in. I think it’s a really good question.

Bob: Yup.

Jesse: We’ve gone through, you know, a dozen or so episodes here talking about a lot of good strategies, a lot of good things that you should do, you know check lists, tips, guides, how do you do this, that and the other thing. This guy has a question like where do I do this at? Where should I start? I got all these different options. So, I’m gonna read his question. There’s not one straightforward answer, kinda depends on the context. We’re gonna get into that a little bit here, but we’ll start with this question, so this is from Patrick. We’ve already communicated with Patrick offline here so he’s not just getting his first communication here. He emailed us in a couple weeks ago. By the time this airs, but Patrick says, I’ve been listening to your Local SEO podcasts and very much enjoying them. Thank you Patrick. Thank you very much for all of the helpful information and the resources. I am an entrepreneur, so on and so forth.

Basically he’s got a website. It’s already been out there for awhile, but now he’s really getting it re-energized after listening to this show. Realizing he kinda needs to dig into it and improve some things, so his question’s pertaining to his homepage. He says, ” I have a simple question, should I start playing with my homepage and optimizing it for my first keyword target. Or, should I be creating a new landing page? I assume the answer is new landing page and I have started that way, but I don’t know if I have ever heard you expressly mention that on your show. If I missed, sorry about that. Let me know what you think.”

Didn’t miss it. We really haven’t got into [crosstalk 00:03:57] those kind of minutia yet and it’s actually a great question, which is why we saved it and want to put it on the show. There’s not a straightforward answer. It kinda really depends on what’s already happening. So, the example Patrick, I already emailed this to you but for everybody else I’m gonna use as if you’re a plumber because this is a real life situation we helped one of our customers with already so it’s kinda fresh and easy to speak about.

So, let’s say if you already have your … in this case we should set it up too. You have a website. You have your homepage, right, which of course is the default page on your website. And then you already have some top menu or main menu pages, whatever you want to refer to them. These would be the products and services that you represent that are gonna be found in your navigation menu of your website, whether it’s under a services tab or if you list them individually. If you’re a plumber, you know, water heater, leaks, and things like that. If your homepage is already optimized for this number one keyword then you’re not gonna wanna mess with it, right?

So, if you’re a plumber and what would you have like 24/7 emergency plumbing is kind of a common thing. If that’s what you do and if that’s your main thing then definitely make sure your homepage is optimized for that …

Bob: Yeah.

Jesse: … regardless of what you’re, Patrick doesn’t say exactly what he’s getting into here but he says his first keyword. So, my first train of thought here would be well is this first keyword you’re gonna attack different than the overall primary thing that you’re gonna be focusing on? Or is this the first new thing, right? That you’re gonna be going after? If you’re a plumber and if your main business that you want to be known for is 24/7 emergency plumbing repair, plumbing service, make sure your homepage speaks to that to the nth degree. You want to let everybody know that’s what it is and keep that, that way.

Now, if you want to add, in Patrick’s case, if he wants to be hot water heater repair. If you want to change your business and have that be the number one thing you’re known for then I would definitely attack my homepage for that.

Bob: Right.

Jesse: With that in mind, if you were already getting some kind of ranking and some kind of exposure for the 24/7 and the other stuff for the plumbing in that case you might jeopardize that a little bit, you know?

Your homepage is the most powerful page on your website. I think we’ve covered it before, but just to make sure everybody’s aware when you’re going up to Google, or Bing or anything else and you do a search, they’re not giving you a website in the results. They’re giving you pages.

Bob: Pages, yup.

Jesse: Individual pages on that website and we’ve talked before about how to do proper title tags and naming conventions to make those pages standout, but that’s a very important thing to understand. Sometimes depending on what people are searching for, even if you have a page that’s about a certain topic, in this case 24/7 repair, you’re probably gonna have a couple pages on your website that’ll talk about the various emergency services you provide. Your homepage is gonna be the one, probably more often than not that Google’s gonna serve up if that’s really what your business is all about.

So, before you change that you really gotta understand what you’re doing because you may lose some traction you weren’t prepared for. You thought, well I just want to get more focus on water heater repairs, let’s throw all that on the homepage and cut out some of that other stuff. That other stuff may be what was getting you some leads and some rankings that you weren’t quite aware of. So, before you do that on your homepage a good thing is run it through our instant SEO audit or some other tool, just to kinda get a baseline of where things are at right now.

In this case, if you want to go ahead and change that for the water heater repair go for it. Use the tool, you know, get a similar grade or try and shoot for that 90% if you’re using our tool, click on the free SEO audit up on the top right corner, yellow button, and pick the keyword and the phrases that are gonna be all about, in this case, water heater repair. And then I would go, make sure you still have the page for 24/7 plumbing if that’s the case. You don’t want to completely abandon that idea…
Bob: Right.

Jesse: … if it was giving you some traction before.

Bob: Right.

Jesse: So, the other scenario is no, we are 24/7. That’s still what we want to be known for but I really want to go after hot water heaters. Then you are gonna create a new page, as Patrick was saying, “Maybe I should just create a landing page.” If this is something you’re adding on. If this is something you’re not getting exposure for that you want to, but it’s not something you’re gonna completely abandon the other stuff in your business and go after, then definitely add it as a new landing page.

With that, don’t be afraid of adding multiple landing pages, right? If it’s something that’s super straightforward, you can’t think of multiple variations of that keyword or maybe there’s a page two and page three with more information then forget it. One page is fine. It’s better than nothing, but absolutely if this is an area that as Patrick says, is number one keyword. I take that as very important.

Bob: Quick question, hopefully this pertains to it, but is there a right or wrong answer for the number of pages? Like we dealt with one client that had a lot of pages, like over 300 pages.

Jesse: Mm-hmm (affirmative).

Bob: And another client that had a lesser number …

Jesse: Yup.

Bob: … what are your thoughts on that? Is there two different strategies there or?

Jesse: Yeah, that’s a good question. We talked in that earlier episode on sort of an answer for that, as far as how many pages should I have? You should have a page for every prodding service that you offer, right? So that’s kind of the minimum, but as far as maybe the other end of that spectrum, having too many pages. There is a concern out there in the search engine optimization world for Google seeing that there’s too much crappy content on your website, for lack of a better way to phrase it here quick.
So, if you’ve got 300 pages out there. If you’re only getting traffic and exposure on maybe 30 of those, 10% of them then yeah, those other 270 pages in this example are just diluting everything else, right? So if you can imagine it more like a file cabinet, because Google has its Google Index is what it’s referred to and what it’s called …

Bob: Yeah.

Jesse: … can visualize that as kind of a file cabinet. It’s got multiple drawers and each drawer has got, you know, files with stacks of paper in them. If your website has 300 files, 300 pages that are in there. For Google to understand exactly what you’re all about versus if it had 30, that’s just that much more information to go through and draw conclusions on and things like that. If you’re having 300 pages you’re gonna be pretty broad and pretty wide in what you’re doing, completely fine. You can have thousands of pages on your website and still rank good.


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