Build pages to target keywords, or audiences, or both?
-
I'm building a marketing site for a client that does stage lighting design. They also do commissioned artwork installations, interactive design for tradeshows, etc. Because their work spans multiple industries (concerts, performing arts, live television, television advertising), I'm trying to figure out if their content should be targeting the industry, or the actual services they offer.
There seems to be enough search volume to target traffic for specific clusters of keywords, but I think it would be a better user experience to tailor pages towards audiences. Should I lean towards creating pages for services offered ,or potential audiences? (A page for lighting design and one for interactive video displays, vs a page for museum directors and one for agencies) Or both? Thanks for any help!!
-
I would look to see if the happy medium could be in the way "Calls to Action" are used within the pages of the site.
This way by introducing "signals" it indicates to the end user, that they can see the quality, experience the company and also enquire or buy.
I imagine what you really want is an advertorial style site with Showcasing projects, products, call to action at the end or sprinkled amoungst the narrative.
Hope this is food for thought
Bruce
-
Yes, they are ultimately looking for sales Bruce. It sounds like you think I should be optimizing user paths for each individual audience that they are targeting. I don't disagree with that. I just worry that this strategy places too much focus on on-site experience, guiding users through the funnel, but not enough on attracting an audience to begin with. I can't help but wonder if there is some happy medium...
-
Thanks for the clarification Mark.
So distilling down the motivation of the client, they ultimately are looking for sales?
If this is the case then everything needs draw the customer to the basic motivations to enquire further. This would suggest a cleint based presentation.
If sales are not the motivation, then the site surely must be a vanity site to show how good they are at what they do. In which case showcasing to the industry their expertise is the important ellement.
I could be wrong, but I think that the client wants a sales introduction site, not a vanity site???
Bruce
(edit typo)
-
Hi Bruce, thanks for reading. This is not a blog- just a website. The client wants to provide relevant information about what they do to audiences that might be looking for their services.
Thanks again! --Mark
-
Really interesting post
What is the client wanting out of the Blog? The answer will help determine the content.
PR or Sales?
Bruce
-
Haha, that works well for me too. But definitely not for the client!
-
** I just don't know if I should tailor individual pages to our 4 target audiences, or tailor pages to the specifics of our services. Or both...**
Here's how I solve this dilemma.... I get up in the morning and write about what motivates me. When I do that, I make the most progress, do the best work, and make the most money. If I do anything else I am like a racehorse behind a plow.
I don't think this will work well for a client. But it sure works well for me.
-
Thanks EGOL I agree, if this were a blog, or something that was regularly updated, but this is more a brochure-style site. I want our audience to know how we can help them, more than anything. I just don't know if I should tailor individual pages to our 4 target audiences, or tailor pages to the specifics of our services. Or both...
Ahhhh information architecture and content strategy, so much fun! Thanks for your answer!
-
I would target great ideas for the people who use or enjoy their services.
What they want to know... What they should know but don't... Good stuff that they have not heard of...
all of this is Thanks! Really? Cool! Wow!
So don't spend your time writing for industry fatcats or thumping your chest about your service. Write about stuff that people want, enjoy and share.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Ranking more than one page.
Our travel website has a number of different places listed. The layout of each place is the same as the next. On place ranks on page 1 for its keywords where as others do not. Is there a tool of some description that may identify why this is.
On-Page Optimization | | twiguins0 -
Page rank question
Hi all, pretty standard SEO question that I'm sure you are all getting asked day in, day out... the following page: http://www.3wisemonkeys.co.uk/dvd/portable-dvd-player-car/ It's targetting keywords "portable dvd", "portable DVD player", "portable DVD players" & "portable dvd player for car". The page gets a grade A via Moz analytics On-page grader for the keywords. We have incoming links and I believe the page is structured correctly with all meta tags, H1 etc and tried not too overload the tags with keywords. We have the keywords in the URL etc. We are still stuck on page 2 for all phrases. Any thoughts or suggestions as to what we are doing wrong please? Any help would be great.
On-Page Optimization | | jasef0 -
On page SEO Strategy / What pages to use?
What is the best page to use for targeting your hard to rank keywords? The keyword phrases in question here are "Acrylic Tank Manufacturing", "Custom Aquariums", & "Acrylic Aquariums" As of right now we have created 3 separate pages for each one of these keyword phrases. http://seaquaticaquariums.com/custom-aquariums for "Custom Aquariums" http://www.seaquaticaquariums.com/custom-aquariums/acrylic-aquariums/ for "Acrylic Aquariums" http://www.seaquaticaquariums.com/services/acrylic-tank-manufacturing/ for "Acrylic Tank Manufacturing" Or are we better of using the home page http://www.seaquaticaquariums.com/ for the our main hard to rank for terms. Generally speaking I would think more people will link to our home page.
On-Page Optimization | | SeaQuatic0 -
Page Analysis - Helping Product Pages Outrank Search Results Pages
Hi! We have a lot of our search results pages that have been indexed and outrank our product pages and in some instance the actual product pages barely show up at all. Here is an example query that includes our brand name: http://goo.gl/cgB6W So, we have loads of actual product pages, video pages, etc that should be showing up here, but are not and this is just one example. Unfortunately, there are a LOT of these Search Results pages out there and utlimately we would love to de-index them altogether, but it's going to have to be carefully done. So, was wondering if anyone would want to check out one of our product pages and give any feedback as to what we could change to possibly improve rank or to make them more search friendly or hopefully to help them rise above these indexed search results pages? Here is an example product page: http://goo.gl/2R4IT Thanks!! Craig
On-Page Optimization | | TheCraig0 -
The need of two-keyword optimization in the same page
Hi there! Due to the business model of my company I have to optimize two keywords in one page. I just asked about this question before and someone told me thant as long as they refer to the same concept and have almost the same "meaning", it is possible. The problem is how to face it up. I mean, there's one H1 label, one title, etc....and what's the "policy" of key distribution in the content in order to priorice these keywords? What you guys recommend? many thanks
On-Page Optimization | | juanmiguelcr0 -
Jquery in top of page vs text on bottom page
Is it the best way to use jquery sliders on the top of your page to still get all your text above the fold and score in search engines? for example: http://www.wolf-howl.com/wp-conte... is much better to score high ranks in search engines than http://www.wolf-howl.com/wp-conte... ?? Thanks!
On-Page Optimization | | HMK-NL0 -
Should we add a link from every page with main keyword back to homepage
Dear all, We have a call for action on the bottom of all our 10K plus pages which has the words private jet charter in it. Here is what the sentence looks like: Call +1-877-727-2538 to hire private jet charter flights or get a private jet quote The "private jet charter" link goes to the homepage - the homepage has always ranked for the same keyword. Even though we have a separate page for private jet charter itself which may or may not be competing with homepage for the same keyword. The question is - does this help our efforts to rank higher for private jet charter or does it not. It used to be that the more links from all pages for specific keyword coming back to homepage was good - but now maybe algorithms may have changed and not sure.
On-Page Optimization | | Richard7770 -
Should I use a Page Name variable after the ? for a dynamic web page
I'm converting for static to dynamic web pages. It appears that the page name is used for page ranking in the search engines. Will adding a Page Name variable help to increase our SEO. For example aspecialgift.com/subcat.php?PageName=GiftPage&ProductID=ABCDE. Does the page name variable make a difference?
On-Page Optimization | | NCBob0