Thinking from an SEO perspective, every page of the site that can be scanned and indexed by search engines must be designed, treated and managed as a landing page. This is the assumption from which our analysis of 9 specific types of pages that have a very high value for the destiny of the project and that must be at the center of every optimization campaign.

Every useful page of the site must be turned into a landing page

It is definitely the task of an SEO professional to determine which pages have the highest value, and therefore the highest earning opportunities, at any given time in the digital marketing campaign; but, as explained by Stoney deGeyter on Searchenginejournal, It is important to treat all useful pages as if they were a landing page, devoting them all the attention necessary to optimize them and make them yield.

And if a page is not useful, adds the expert, it is better to block it to avoid that the search engines index a page, so as not to waste our time and resources and bots.

Characteristics of a good landing page

But what does it mean that every page must become a landing page? To understand this, we need to refer to the features that make a good and efficient landing page, which relate to design, usability, conversions and so on. In principle, a well-built landing page:

  • It captures the attention of visitors.
  • It answers to their needs, desires and requirements.
  • Answers important/ relevant questions.
  • It makes users want the solution we provide.
  • Guide users to perform a particular action.
  • It pushes users to take action.

The same attention to the pages of the site

Looking at the complexity of the sites, then, we can apply a reasoning similar to all useful pages, which can and should be treated as a landing page. To be precise, according to deGeyter “no webpage is outside the scope and competence of the SEO”, because “if the page is relevant to the visitor, it is relevant to the SEO”.

Characteristics of web pages

But it is clear that not all pages are the same, although for the definition of useful we can identify three basic features that a page must possess:

  • Have a purpose
  • Attract an audience
  • Guide visitors to different goals.

After defining the framework, then, we can find out which are the 9 types of web pages to which every SEO professional must pay attention and the reason for doing so, namely those that are usually the most important pages for an optimization campaign.

  1. The home page

It is impossible not to start from the home page, which is usually one of the most visited individual pages of any website and, equally often, the first page displayed by a visitor.

However, one aspect should not be overlooked: whether you land directly on the home that reaches it through an internal page, a visitor will always have certain expectations about what he will find.

esempio di buona landing page

In general, the home page should provide an overall view of what the site offers; that is, it should offer visitors the “general picture” of the products and services we offer and why they should do business with us.

So, the home is the door through which the visitor enters and begins the journey in our site, where you will find more details about what we offer.

The best strategies for the home page

According to the author, many SEO professionals make the mistake of “trying to optimize the home page for the company’s main product or service“, but this strategy can be fine if our company focuses on a single product or service.

But when we offer something outside the scope of a single product / category, such home page optimization becomes irrelevant.

And so, the best and most sustainable strategy to optimize a home page is to focus on the brand, so that it is the first result on the search engine for branded queries, surpassing any other competitor.

However, ranking is not the only reason to optimize this page, because an effective home page also increases click-through and user engagement, and to reach the goal we have to ask ourselves about some points, such as:

  • What do users see in search results?
  • Does it push users to click on the site?
  • Once visitors have clicked, the message they see is right and gives them a reason to delve deeper into the site?

Part of our job is to analyze how any page of the site behaves: if the home page fails to keep visitors on the site, it means that there is much to do to solve the problem.

  1. About us page

Several studies show that visitors who viewed the About Us page on a site are more likely to convert than those who do not; such statistics, according to deGeyter, can demonstrate a symptom or a result (or, probably, both).

The symptom is that to check the page about us are visitors already close to conversion, which then make a further step before committing and completing the process. The result, however, is that visitors who visit an About us page are strongly influenced by its content and are more likely to convert if the page meets what they wanted to learn.

In any case, what we need to evaluate is that the About Us page is an important part of the conversion process and is useful to drive traffic.

How to optimize the About Us page

It may seem strange to try to optimize this page, but in reality there are many keywords that are suitable for the purpose.

In particular, any keyword related to the industry or product that are qualified with company, business, agency, office company or other similar keywords are virtually perfect for the about us page, where they find the right context (while it is difficult to use them properly in any other place).

  1. The Contact page

There is basically only one reason why a visitor intentionally navigates on a Contact page, that is, search for our contact information, which they will then use to get in touch (precisely) through one of the possible ways between email, telephone or chat, or to know where the activity is located. And this last option is the most important for optimization.

Many customers prefer to “do business with someone close” and, even if the local business is not our daily bread, there is no reason to ignore it, so it is useful to focus the optimization efforts on the position, for example:

  • Find the keywords used by users that are most relevant to our area.
  • Integrate the maps in the contact page.
  • Use the schema markup on address and phone number.

Esempio di buona pagina contatti

Basically, it is crucial to be able to make it as easy as possible for visitors to contact us and it is important to monitor the level of engagement of the Contact page: if too many users visit and do not commit, could mean that the process is complicated as it requires too much information or is simply wrong and does not provide the right directions.

  1. Category and sub-category pages for products

The optimization of the pages of the categories and subcategories of products offers great opportunities SEO, because in the purchase cycle are those most frequently displayed by those who are in the shopping phase, that is, those visitors who have a good idea of what they want, but are still trying to learn more about the options available to them.

These pages are used to give the visitor access to those options, which are usually represented by the product details pages.

In many cases, “product category pages are nothing more than pass-through pages: visitors can frequently revisit the page, but only to pass it on to the products”.

How to optimize category and sub-category pages of products

On an SEO level, these pages can be a gold mine of optimization: the keyword “treated typically are not so extensive as to lose all the value, but not even so specific as to lose all the search volume”. At the same time, however, they present some problems.

Product category pages “need content in order for them to be optimized, but visitors to these pages do not want content, they just want to see products”.

Una efficace pagina di categoria, che non toglie spazio al prodotto

In fact, it is necessary to find the right compromise between these elements: that is, not to present too much content that “push the products down on the page”, because visitors must see the products without scrolling so as not to misunderstand and think that it is an informative page, and in any case take care of the contents, which play a valuable role in the conversion process.

There are many ways to add content to pages without hiding the products and without dispersing their quality, and what matters is to be sure to give all visitors what they need.

  1. Product details pages

The product pages are fundamental in the sales cycle, since a shopping user will often dwell on such content: when they arrive, it means that he has collected enough information to know precisely enough what he wants and what he needs.

It is in a point from where he is “only observing the smallest details and deciding which version of the product he wants and from whom to buy it”.

When it comes to optimizing product pages, keyword research “becomes almost irrelevant”, deGeyter says, “because there are so many variables that it is impossible to focus the content of these pages on any potential variable in any traditional way”.

Paradoxically, this makes the optimization of these pages much easier, because it pushes us to work less with keywords and more on the content construction.

How to optimize product details pages

As with any page, we need to start working on tags: title, description, alt text, heading etc; where most other pages require a custom approach, however, in the case of product pages we can optimize mass easily and in through the dynamic insertion of keywords.

We can also write “boilerplate content that can be used for all products in a specific category”, taking care to enter the product name in the appropriate location (although a unique content is always preferable).

In addition to this, we need to make sure that the page contains the relevant types of information, and it is here that keyword research becomes valuable, to help us not so much in the search for specific words, but for the types of information. To give examples, in the article we read that “if people look for colors, make sure the information is on the page; if they want sizes, put them; if they look for product numbers, yes, add those too”.

This does not mean that you need to optimize for a specific product number shown by keyword research, but that we need to “optimize for product numbers, period”.

Also important is the way we make these pages accessible, which can have a huge impact on SEO: “the more links there are toward the product details pages, the more link authority we draw from the other pages”; but it also means that we provide more link authority to such pages, which are often the ones that convert the most.

The meeting point “could be to have lower rankings in the category pages instead of higher rankings in the product pages or vice versa”, choosing what we need best overall.

  1. FAQ page

Having a frequently asked questions page can help you find the right information at the right time. To optimize them, we need to make sure that we can identify the questions that users really ask and properly answer.

Esempio di pagina FAQ di Microsoft

  1. Blog and tag pages categories

Each blog must have categories in which it must be inserted each post, but we also have the ability to tag the posts with keywords for which they are relevant, so as to give a way to readers to use categories and tags to find more related content.

According to deGeyter, such categories and tags pages “can be excellent landing pages in their own right” if we insert optimized text that remains at the top and leave it to blog posts to fill the rest of the content and do their part for reading and ranking.

This work offers an additional opportunity to classify sentences that we may not have chosen as a target in the main site, but you must be careful not to duplicate the optimized text in subsequent pages to the first for each category or, otherwise, keep those pages out of the search index, so that they do not end up devaluing the text itself.

  1. Blog post

Each site has a limit to the number of pages that can be added before it becomes too messy and begins to interfere with the conversion process, but “there is almost no limit to the number of relevant topics for which you can optimize pages”And that’s where the blog articles come in.

Any topic that we cannot explore – or that we cannot explore accurately – on the main site can be deepened in detail in a post or a series of blog posts.

Each blog post can be targeted to meet the needs of a specific researcher and be used to drive traffic pertinent to the site. But attracting visitors to the site is not enough: every blog article must contain call to actions to our site.


Call to action nei blog post

This does not mean relentlessly promoting our products and services with each post, but “providing a kind encouragement to direct readers to get more information”.

  1. PDF

Technically, PDFs are not web pages, but can be a way to provide “valuable information to visitors, albeit in a different format”.

come ottimizzare i pdf

PDFs should be used sparingly and only after having optimized them; the optimization process is different from that of the other pages, but the concepts are the same: we must insert the identification data of the document (title, author name, topic and keyword relevant) and make sure it’s accessible to users.

In conclusion: optimize all relevant pages

In his conclusions, Stoney deGeyter makes it clear that if the site has “other pages not mentioned” in these nine, it does not mean that they are not important.

The approach is the one stated above: every page is a landing page, and therefore every page useful to the site, relevant to the business or interesting for users can and must be optimized, not only for traffic from search engines, but for usability and conversion.

Call to action