You probably read or heard of this somewhere: optimise all your pages to rank. Without a solid SEO background, business owners like you may have accepted and followed this advice.
It’s common to think that your chances of ranking increase when every page on your website undergoes intensive optimisation.
However, have you considered the targeted local SEO approach? This one aims to focus efforts on pages that matter.
In this article, we explore this topic further to determine whether every page on your site needs heavy SEO attention to rank well.
Part 1: Reframing the SEO Mindset: Quality over Quantity
When considering whether to optimise every page on your website, remember the purpose of SEO first.
It is correct we add keywords, boost word count, and apply other SEO techniques to rank in the search results. However, we do all these for the ultimate goal: to attract qualified leads and convert them into paying customers.
If users visit your Contact or About Us page, they only want information about your business, not to buy your products or services. So, putting an optimised 1000-word page here is not helpful or practical.
Similarly, pages like Terms of Service need specific words or legalese for accuracy. Inserting keywords or adding more headings here only to boost ranking will only mislead your user. It won’t benefit your business either since such pages do not generate revenue.
You do not have to optimise every page on your website, as each page serves a specific purpose and audience.
As a website owner, your focus should not only be on ranking well when applying SEO. Understanding your audience and their intent to visit certain pages on your website is also crucial.
That way, you can structure your pages according to the needs of search engines and, more importantly, your users.
The 80/20 Rule of Local SEO
We have established that not all pages on your website need SEO. How will you then redirect your optimisation efforts from now on?
Applying the 80/20 rule of local SEO is a start.
Following the Pareto Principle, you can put 80% of your optimisation effort into service pages, then allocate the remaining 20% to other website elements.
After all, optimising every single web page you have is not only unnecessary. It is also time-consuming and resource-draining.
So, focus on pages that drive the most significant engagement and conversions. Prioritise those that yield the best results with the least effort.
Part 2: Prioritising Your Local SEO Power Pages
Here are the steps to refocus your SEO efforts on the most important pages.
1. Identify your core service pages.
As a service business owner, treat your website’s service pages as the most valuable. These showcase the specific services you offer customers, which drive traffic, engagement, and profit.
So, for example, if you are a plumber, check how your pages for general plumbing, blocked drains, or hot water system installation are doing. SEO analytic tools should help you assess these pages and spot areas for improvement.
Generally, your service pages should include the following:
- description of the service
- service fee or packages
- some frequently asked questions
- customer feedback or testimonials
- call to action (e.g. to book or send a quote)
Then, apply appropriate content writing and optimisation techniques to each service page.
If you currently list all services on a single page or homepage, consider creating individual pages for each. This strategy lets you optimise one service page for a focus keyword, making your business more visible and searchable.
2. Localise your content for Australian audiences.
Aside from applying general SEO strategies to your core service pages, you should localise their content, too.
Content localisation is not only translating the text to a language your audience understands. It is also about applying locally accepted cultural norms and behaviours to your content.
In SEO, this strategy means using keywords based on how the locals use or speak them. For example, people may say “chiro” instead of “chiropractor”.
Why is content localisation important? Because it helps build familiarity and trust with your audience. When your content resonates with the locals and aligns with their cultural norms, it can significantly impact customer engagement and loyalty.
So, when optimising your service pages, consider doing a local keyword search. For example, search for local terms, like plumbing service Melbourne, to identify other relevant local terms and phrases. This step will help tailor your content to the language and preferences of your target audience.
3. Optimise for local search intent.
The localisation strategy in SEO is not limited to the keywords you put in your service page content. You can also apply it to other areas of your page.
For example, try optimising your images for local search. Display photos featuring familiar sights in the locale, then complement them with descriptive text with relevant keywords.
Creating a dedicated landing page for each specific area you serve is another way. For example, if you have a business in Melbourne, you can have individual service pages for other nearby suburbs you cater to.
It’s also good to include local customer reviews on these pages. For additional ideas, you can check out our previous article on the importance of search intent in local SEO.
With these combined efforts, your optimised service pages will become more visible. Most importantly, these pages will help you establish connections and convert visitors into customers.
Conclusion
When creating a website for your business, the goal is to make its pages rank and generate revenue through SEO. However, it’s not necessary to optimise every page on your website.
Instead, focus your optimisation efforts on the pages that attract leads and convert them into customers.
Start by checking and improving your core service pages. Use SEO analytics tools to gather data that can help you enhance them. Additionally, consider incorporating a localisation strategy. Make your service pages more relatable by including local culture, language, and behaviour within your content.
Lastly, it’s worth considering partnering with a local SEO agency to develop a comprehensive SEO strategy. These experts can help you understand the technical aspects of page optimisation and monitor your local SEO performance more effectively.
