From an SEO perspective, every page, which is crawlable and indexable is a landing page.

It means that people can enter your site not just from your home page, but from any other page. I always recommend you check your Google Analytics to find out which ones they access. If you don’t want your users to find some of the pages on your website, you need to set them up as noindex.

An SEO Specialist’s job is to understand which User Intent the page is relevant to and what the best direction (keyword and phrase) to target is.

Today I will give some on-page optimisation tips.

It’s the SEO professional’s job to determine which pages present the most value.

In this article, we checked what the SEO difference between page and post is in WordPress.

Now let’s see which are (typically) the most important pages for an optimisation campaign and why.

1. HOME PAGE On-page optimisation.

The homepage is usually one of the most visited pages of any website and the first one that a visitor sees. When you type in the name of the company, the home page of that business should be more relevant than any page on a competitor’s website.

This is why, in our experience, the Home Page is best optimised for the Brand Name.

You should also try to optimize the home page not just for ranking, but for click-throughs and engagement. They are far more important in the Home Page than anything else.

2. ABOUT US On-page optimisation.

The About Us is an important part of the conversion process. Studies have proven that visitors who have seen a site’s About Us page are more likely to convert than those who haven’t. At PinkSEO, we chose to create an About Us Page, which is called We Believe, because we’d like people to find out about our brand values. We only included the values that anyone working with us can find to be true.

The best keywords to use in an on-page optimisation of the “About us” page are industry- or product-related keywords like:

  • company,
  • business,
  • agency,
  • firm,
  • office,
  • bureau, or similar.

3. CONTACT US On-page optimisation.

No matter whether you’re a national or a local company, generally, people prefer to do business with someone close by. Try some keyword research and you will verify this for your specific industry and niche. Our on-page optimisation for the Contact Us page ae very geo-localised.

  • Use an interactive map on your contact page.
  • Use Google Highlighter from Google Search Console on your Local Page (if you have a local business). It’s so easy and fun to use it!
  • Add to your address and phone number.
  • Make it easy for visitors to contact you. Add plenty of ways for them to do so: email, Whatsapp, contact form, chatbox, Social Media, Newsletter Subscription, etc.

If your visitors are on this page, it means that they want to stay in touch with you! Don’t miss this opportunity!

4. PRODUCT CATEGORIES On-page optimisation.

We wrote in this article about the difference between tags and categories in WordPress. Even for products, they provide fantastic optimisation opportunities. In fact, the keywords you can target here should not be so broad that they lose all value, but equally not so specific that they lose all search volume.

There’s a little SEO problem here, though. Pages need content in order to be optimized. On products categories, visitors don’t search for content, but for products. So, don’t let your content push the products down the page. Visitors need to see the products easily – immediately and without scrolling. Content can play a valuable role in the conversion process, though. So find ways to add content to these pages without hiding the products. Make sure it helps visitors with what they need, and it describes the products without taking anything away from them.

Do you like the way we include content in the SEO Campaign Category of our Products?

products-category on page optimisation

5. PRODUCTS On-page optimisation.

In the on-page optimisation of the single products, as with any page, you want to optimize the tags:

You will do this to make sure the page contains the relevant types of information. But what is relevant to your visitors, about your products?

Once again, only the keyword search can give you this precious business insight.

You will discover if people search for colours, sizes, product numbers, etc. Then, you will make sure that the relevant information is listed on the page.

The more links you have to your product detail or category pages, the more link authority you drain from your other pages. That’s (also) why you have to blog. Create articles that include useful, informative facts about your niche, and link them to your products. 

6. FAQ On-page optimisation.

In the age of Google answer boxes, FAQ pages have become more important than ever.

Not sure what your most asked questions are? Check:

  • Your inbox (all the questions your clients ask you).
  • Keyword search (Search for your keyword and add who, what, when, where, why, and how).
  • Register with a link to your website in your profile and start answering other users’ questions. You’ll gain visibility, trust, brand authority, and backlinks.

7. CATEGORIES and TAGS On-page optimisation.

This is an additional opportunity to rank for phrases that you may not have targeted in your main site. The only extra information we’d like to add to this informative guide about tags and categories in WordPress is to be careful not to duplicate the optimized text on the additional pages (page 2, 3, etc.) for each category.

Keep those pages out of the search index so they don’t devalue your optimized text.

8. BLOG POSTS On-page optimisation.

There’s a limit to the number of pages on a site. Once you exceed that, the website can become chaotic, cluttered, and start to convert less. But the number of keywords and topics you can target are almost unlimited! Here’s why (again) you have to blog!

Just, make sure your blog posts contain calls to action back to your site.

I hope you liked this list of on-page optimisation tips, and that it’ll encourage you to get started. Now it’s up to you to create your own adventure from here. If you like, we’d love to help. Just contact us, and we will get back to you in no time!

And if you prefer a video explanation of these concepts, I hope you’ll like this video training session:

As always, feedback is more than welcome! Please let me know in the comments if you liked this video and which SEO tips you’d like to know more about in the next article and/or video.

Share this article and video with anyone you think might be interested in learning a little bit more about Digital Marketing!