These Are The Pages You Need To Include On Your Website
What are the most important pages you need do have on your website – one of the most common questions we get asked! In this episode we’ll break down the main pages that every local business should be including, and answer this question. These are the critical pages for Google bot and your customers, and you need to design them for both to have success. Here’s what working for us right now and we hope it helps you, too!
- What are the critical and essential web pages that you need to have on your website
- Your homepage is the most important page on your website
- Using your primary Google My Business category on your homepage
- How to properly display your address and nearby cities you serve on your homepage
- Creating niche pages for the products and services you provide
- Including your secondary Google My Business categories in your niche pages
- Designing your pages for both your customers and Google to navigate and find
- Using an About Us page to send signals to Google about being a legitimate business
- Putting a Contact Us page in your main menu
- What type of information you should be putting on your contact page and how to display it
- The importance of a reviews or testimonials page, and what it does for Google
- Creating a “locations served” page if you serve cities outside of where you’re physically located
- Matching your Google My Business service area with your locations served page
Thanks for Listening!
Here is a preview of the transcription from Episode 23 What Pages Do I Need On My Website? The Most Important Pages You Should Include;
Jesse: Hey everyone, welcome back to Local SEO Tactics, Jesse Dolan with Bob Brennan. And this week we’re gonna be talking about the essential web pages that you need on your website. We talked about this in some episodes going back and forth about, what should I have on my website? What’s a good number of pages? And a lot of you’ve been asking, what exactly should I have on there. What’s the critical things that I need to have on my website. As it relates to SEO and the signals that you’re sending to Google. So we’re gonna break those down today. Go through our list. I’m sure if you do some Googling you might find some that are, or are not on our list here. But this is what we employ, this is the strategies that we use and what we’re having great results with.
First thing, of course, is your homepage. Every website has a homepage, almost by default. And as we talked about before, that’s the most important page on your website, bar none. Whether you want it to or not, sometimes it shows up in search results as the primary for your business. And that’s because Google knows that’s the front door. That’s the entrance to your building as your business online. So it’s very important to set that up for what is the primary things of your business. We talked in episode 17 about using Google my business categories as keywords. You definitely wanna make sure you’re doing that on the homepage of your website. Whatever your primary category is, and even with my business, that should be the headline, and then the tags, and the descriptions of your homepage for your website. That’s the primary thing that you do, so that’s what you want to get found for, and you wanna send that signal to Google.
The other main thing you wanna do on your homepage is call out your location. You may serve a lot of suburbs or service area in whatever city you’re in. But you’re physically located in one city, assuming you’re a single location business. If you’re a multi-location business, have multiple branches, we’ll talk about that in a second.
This part right here is about you as one physical address for your business. You need to make sure that’s very clear on the homepage of your website. Have your address listed, having it on there two times is actually great. Kind of like a little contact area, then mention it somewhere in the body of the text on your webpage is ideal. And your phone number, kind of these local signals to Google. Here’s my area code, here’s my zip code, here’s my address. Even if you can embed a Google map for your actual location, that just helps that too.
So just to kind of quickly recap that. Homepage, make sure you’re attacking your primary Google my business keyword category. And your location that you’re in. You can also put on there some of the locations that you serve, or we serve within 30 miles of Minneapolis, Minnesota. Or whatever. That’s fine too, you don’t just have to say, we’re in Minneapolis. You can talk about it and kind of expand on it. But don’t mash in all of your suburbs on your homepage. Don’t try to attack with that. Just be very, very clear, almost like your business card, or one page flyer. Here’s what we are, here’s what we do, and what we’re all about.
Bob: What’s a reasonable number of suburbs? I mean, there’s a compromise between anything right. You don’t wanna list 30 suburbs but-
Jesse: Yeah. If like, we’re talking about your homepage?
Jesse: I’d probably pick the top two to three, maybe three to five on the high end. Because you want to be clear in your signals. There’s another spot that we’re gonna talk about, your locations served page, where you can go ahead and list all this stuff. But yeah, go ahead and list a couple on your homepage. But I wouldn’t probably go over that, just because the more cities you add, the more you dilute that.
Jesse: Tied into your homepage, you’re gonna have Google my business listing. So Google already knows, here’s the GMB property, and we have their location and address listed on that. So your kind of trying to replicate that on your homepage and let them know, yeah, this is my website, it’s all tied in, I got the same message on both of these properties. It kind of dominates in the Google map pack, and in the natural results. So if we list a dozen other cities on your homepage, that starts to look a little confusing and you kind of dilute that primary city.
Bob: So, they’ll see you’re trying to spam and over optimize it, and it’s just not gonna sit right with Google.
Jesse: Yeah, that’s actually another great point too. It can definitely look a little spammy. So that’s your homepage. Obviously, for anyone that’s the most essential page on your website. Other primary pages are gonna be niche pages. Niche, niche whatever, I go niche.
Bob: I just go niche, the whole niche thing, I don’t know.
Jesse: You guys can call it whatever you want. You’re not gonna hear me say niche outside of when I just said it right there. So make your niche pages. And what we mean by that, is really all of your product and service pages that you offer. If you’re doing auto repair, we talked about it in other episodes, but the types of auto repair you do, individual pages like that. And then also, those Google my business categories, you picked one as your primary. But then you probably have maybe a half a dozen other ones that you’ve selected. Try to frame those up as your niche pages too. Because they’re gonna describe what you do, and it’s just important to get those out there as well. Those don’t have to be linked to your main menu. I wouldn’t say you want 85 pages up in that top there. Sometimes you can have a dropdown menu under services, or variations of that service. The exact layout is gonna depend on the style of your website and what you wanna do. But you do wanna these linked to be navigable somehow by users, and crawlable with the Google bots and things like that.
Bob: So as a local company, we’re probably talking about 7 to 10 services?
Jesse: I would say so.
Bob: Because anything more than that, I’m not saying you can’t have it. But it’s gonna be the exception to the rule.
Jesse: Yeah, because you can go on variations within a page too. If you do auto repair, let’s say transmission repair is a specific category that you wanna go after. You don’t have to list every variation of transmission repair on a separate page. Have this page about transmission repair, and here’s the types of transmissions we work on, or the types of repair offered. From there, you can definitely branch out from there. I’m not saying that you can’t, but I would start with like you’re saying, somewhere in that 7 to 10 range. Definitely making sure all or your Google my business categories have a niche page. And all your primary products and services are identified with a niche page too.
Within those, just like your homepage, we kind of skipped over that. But you’re gonna want photos on there as well. You’re not just creating a page here. But all the standard stuff that we’ve talked about, do your proper and tags, identify your keywords, make sure you’re working them in, not to be too spammy, kind of find that balance of right in the content. Depending on where you search online, or who you talk to, 500 words on introduce pages is really what you wanna go after. Some places 1000 or 2000 words as well. I’d say as a minimum, if your gonna go under 300 you’re probably gonna have hard time ranking. I would use that 500 as your minimum. But if you have the ability to write 2000 or 1500 words, somewhere in that range …
Bob: That’s better.
Jesse: Yeah, go for it. That’s more opportunity to talk about things. You wanna keep it topical, you don’t wanna just ramble on about stuff that doesn’t matter to what the topic of that page was. But for sure, add in some pictures, make sure the pictures are relevant to the keyword or the category that you’re going after. And, like we talked before as well, the filing of those pictures should incorporate those keywords, not just the image1234 as your standard iPhone picture might be. Kind of roll all of those in. They’re gonna get your homepage, just kind of rolling back, now you’ve got all your niche pages for your product, services, and your Google my business categories. Those are definitely gonna be critical.
And I would say, if you’re not gonna do anything else that we’re talking about, make sure you do that part on your website. Because you’re communicating what it is you sell, and what your revenue streams are. The rest of the stuff we’re gonna get into kind of helps define who you are as a business, as an entity in the locations that you serve. Which are very important, just like in A1 and A2, not like this is less important in a much less way. But start there, make sure you have those suckers done. Otherwise people don’t know what it is that you’re selling and serving, and neither does Google then.
Bob: Yeah, so in some ways you gotta think of it as, I gotta communicate to two entities. I gotta communicate to the person that might land on my site, but somehow I have to communicate to Google in a back-ended way, what we do, how we do it. And that’s gotta be legitimate in Google’s eyes.
Jesse: Yup. And with Google, they’re kind of getting smarter with how their AI is starting to take over the algorithms. And they’re really identifying user intent. So let’s take this auto repair example for transmission repair. If you’re gonna write your page about it, it’s not just saying, “I fix transmissions, I service transmissions, I rebuild transmissions.” You also wanna talk about some of the problems. Like, why is somebody coming to you? What’s the question they’re asking that’s literally gonna be something that might be typed into Google. And if it’s not, it’s something that Google knows, with how their AI is going, they know that somebody typing this symptom, I don’t know, stuttering out the gate or …
Jesse: Shuddering, they know that’s a transmission problem, just from the mass amounts of searches and data that it collects. So if you talk about that stuff on your page, like having shuddering when you’re accelerating, or kind of describe the problem. Come on, I mean, if you’ve been in business for a while people are calling you saying, “I have this problem, I have this need. What do I do in this situation?” Use that on your content for these pages, and then talk about your solutions for it as well, kind of framing it up. Not only is that gonna be like your saying with Google, you’re making the page for Google and for the user. That’s also kind of a little cheat way to write more words. Not just, “Here’s what I offer.” But, “Here’s the questions people are asking me.” “Here’s the problems they’re usually coming to me with.” Framing it up and typing that out in paragraphs, it’s gonna get you well on your way to 500 words or more.
Bob: Yeah, I mean, if you’ve been in business long enough, you should know your customer. And you should know what they’re experiencing or have experienced. And now, if you’re new to this, and you’re just getting started, let’s hope that … okay maybe you’re a mechanic and you’re thinking about staring your own shop.
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