Each page in your website should have a purpose. In fact, each page should pack an SEO Punch. If you have a multiple pages lacking a unified structure and site architecture, it may be too broad, diffused or not specific enough to engage readers and / or search engines.
One of the main discrepancies we find during consultations is either (a) inefficient use of content resources or (b) inefficient use of link equity and deep linking. Both are correctable, however having a distinct page for each topic and more importantly each predetermined page is a prerequisite to offset competition and establish relevance.
Search engines parse pages as a vector, meaning that the entire body of documents is seen as one master document acting as one unified organic document.
You ever wonder what happens when you conduct a search?
The query space echoes nodes of relevance from the search engines’ repository (a cloud based data aggregation containing all of the crawled and indexed pages in the index). By matching the query, keyword snippets are calculated with numerous conditional correlations, such as frequency, proximity…
- scope; i.e., whether the words behave as broader or narrower terms in a given context.
- type; i.e., whether we are dealing with nouns, verbs, adjectives, stems, etc
- synonymity; i.e., whether we are dealing with synonyms.
- architecture; i.e., whether the documents reside in a horizontal, topic-specific vertical, or regional directory
This frequency of keyword co-occurrence serves as a measure of term weight, which can be calculated, parsed by inverse document frequency (IDF) and algorithms determine which pages from the index are delivered as the most relevant, retrieved result.
If you wish to augment the prioritization process, i.e. ranking for specific keyword queries; the easiest way is to (1) create enough contextual content to cross the keyword tipping point and (2) consistent internal linking to promote a champion page.
A champion page, implies creating specific “exact match” / optimized pages (where the keyword is reflected in the URL), the H1 tag mirrors the title, and then additional keyword modifiers are used in the meta description to showcase alternative second and third choice variations for that page.
By using exact match keyword naming conventions, titles, URLs and content and creating a solid base of content for topical relevance (based on the keywords competitiveness), virtually, any keyword is attainable.
After the on optimization has settled, the off page factors (such as how many links are referencing the page from qualified / relevant sources), the trust of the sites referencing the page and the sites own trust and relevance score are the missing ingredients that play into how high in the SERPs a given keyword / landing page combination ranks.