Search engine optimisation (SEO) is all about trying to get your page to rank highly in the relevant search engine results, but what if the wrong landing page is ranking? Here is a look at what you can do to ensure the page you want visitors to find is visible.
Promote the right landing page
If your page isn’t ranking, it is important to find out why and take steps to rectify the situation. This involves optimising the page so that it is promoted up the list of relevant search results. For example, make sure you include keywords in your HTML title tag, write a strong meta description for the page, and include header tags. Within the content, it’s important to put your main keywords in the first 150 words and to incorporate related terms.
The whole idea is to tell Google and its users what your content is all about without falling foul of the search engine’s ever-changing rules. Bear in mind that Google has recently introduced mobile-first indexing, which means it will look at the mobile site first when crawling, indexing and ranking websites.
If you’re struggling to rank or work with clients that need help with page rankings and other digital marketing strategies, consider using a professional agency or white label SEO services.
Demote the wrong landing page
To reduce or remove the visibility of a page, there are several actions you can take. The most drastic of these is to delete the page completely. This should only be considered if the page has no value and is pulling traffic away from other pages on your site. Other strategies include removing targeted keywords and merging the page with the one you want to rank. More technical solutions include using the “noindex” and “rel=canonical” commands.
Again, if you or your clients need help delisting a page without sacrificing valuable keywords, links or content, White label SEO services from Digitel or another digital marketing agency can help.
The key point to keep in mind is that SEO is not always about achieving a high ranking. It is also important to consider how your pages are ranking and ensure visitors click through to find relevant, high-quality content. That way, you can minimise your bounce rate and encourage conversions.