PPC Trends: The Changing PPC Advertising Landscape & Beyond
October 11, 2024
When businesses think about SEO content, the first thing that often comes to mind is blog posts. While blogging is an essential part of Search Engine Optimization, it’s far from the only type of SEO content you should be optimising. Every page on your website has the potential to improve your rankings—if you take the right approach. Here’s a more in-depth look at the different types of SEO content and examples that apply to a variety of industries.
Service pages are among the most important on your website because they tell potential customers exactly what you offer. Optimising these pages ensures that Google can connect your services to the people searching for them.
Example:
A law firm might have service pages for specific areas of law, such as “Family Law Services,” “Corporate Law,” or “Estate Planning.” Each page should be optimised with keywords like “Family Lawyer in [City]” or “Best Corporate Law Firm in [Region]” to capture local and industry-specific search intent. Similarly, a digital marketing agency could have service pages for “SEO Services,” “PPC Management,” and “Social Media Strategy.”
For businesses with a range of service offerings, breaking down services into individual pages, rather than lumping them together, helps focus SEO efforts on the most relevant search terms.
Location pages are ideal for businesses that serve multiple areas or have physical locations. These pages help you rank in local searches, which is crucial for businesses reliant on foot traffic or service-specific regions.
Example:
A plumbing company operating in multiple cities could have individual pages for each city: “Plumbing Services in Sydney,” “Emergency Plumber in Brisbane,” or “Plumbing Repairs in Melbourne.” This way, each page is optimised for local keywords, ensuring the business is visible in Google search results for each location.
Similarly, a chain of hair salons might create location pages for “Hair Salon in Newtown” or “Haircuts in Fitzroy,” optimising local search queries and integrating location-based reviews, maps, and contact details.
If your business serves clients across different industries, creating industry-specific pages allows you to target niche audiences and demonstrate your expertise within those sectors.
Example:
A software company that offers solutions for healthcare, retail, and education could create pages like “Healthcare Software Solutions,” “Retail Point-of-Sale Systems,” or “EdTech Solutions for Schools.” Each page would cater to the specific needs of that industry, using relevant keywords and case studies to appeal to potential customers.
A marketing consultancy, for example, might serve various sectors like hospitality, healthcare, and finance. Creating individual industry pages, such as “Marketing Strategies for Restaurants” or “Digital Marketing for Financial Services,” allows them to rank for industry-specific search results.
For eCommerce businesses, product and category pages are crucial for capturing search traffic. These pages should be optimised for both search engines and user experience by including unique product descriptions, customer reviews, and high-quality images.
Example:
An online furniture store might have a category page for “Dining Tables,” and product pages for individual items like “Modern Oak Dining Table” or “Extendable Glass Dining Table.” Each product page should include detailed descriptions, product features, and benefits, optimised for relevant search terms like “Buy Oak Dining Table” or “Affordable Extendable Tables.”
A fashion retailer could create category pages for “Summer Dresses” or “Men’s Footwear,” optimising for terms like “Shop Summer Dresses Online” or “Men’s Leather Boots.” Product pages should then focus on individual items, with keywords related to style, materials, or occasions.
Blog posts are a flexible, dynamic type of SEO content that can help you target specific queries, educate your audience, and improve overall site traffic. Regularly posting high-quality, relevant blog post content allows you to rank for long-tail keywords and create internal linking opportunities.
For The Links, South West Rocks, we developed a blog post strategy that built topical authority and high-quality educational blog content around lifestyle villages and retirement villages.
Other Examples:
A fitness center might publish blog posts on topics like “Best Exercises for Weight Loss,” “How to Stay Motivated at the Gym,” or “The Benefits of Group Fitness Classes.” These posts can be optimised for keywords like “Workouts for Beginners” or “Fitness Tips for Women,” attracting search traffic while providing value to potential customers.
A SaaS company might publish articles like “How to Choose the Best CRM for Your Business” or “Top Project Management Tools for Remote Teams,” targeting keywords related to their product offerings and educating their audience at the same time.
The quick answer is: no. Not every page needs to be heavily optimised for SEO. Pages like your ‘About’ or ‘Contact Us’ are important for users but don’t necessarily need to rank high on Google. The primary goal of creating content for SEO is to ensure that the right people find the right pages that offer them value. Your focus should be on the content that helps Google understand your business, services, and products—so you can be found by potential customers.
Optimise strategically, create content that provides immediate value to browsers, builds authority, and improves user experience.
Optimising your website is about quality over quantity. By focusing on the right SEO content for your website, you’ll ensure that search engines and users alike find your site valuable and relevant. The key is to be intentional, optimising pages that will enhance both your rankings and user experience.
When building a successful SEO strategy, it’s essential to distinguish between what is and isn’t considered SEO content. Not everything on your website is designed for search engines, and understanding the difference ensures you’re putting your efforts where they matter most.
SEO content is primarily designed to increase visibility on search engines, improve ranking for specific keywords, and provide valuable information to users. On the other hand, non-SEO content, while still critical for user experience, serves different purposes such as providing support, building credibility, or facilitating transactions.
Here’s a more detailed breakdown of what is and what isn’t SEO content, with explanations for each variation:
These are the types of content designed to improve your website’s search rankings and drive organic traffic. They serve a dual purpose—helping search engines understand your site while also providing value to users.
Pages that highlight your business’s offerings, targeting keywords that potential customers are searching for.
Example:
A digital marketing agency might have a page for “SEO Services,” optimised for terms like “SEO expert in Sydney.”
Pages for individual products or services, optimised with detailed descriptions and keywords specific to the product.
Example:
An online retailer may optimise a page for “Leather Office Chair” with keywords like “Buy Leather Office Chair.”
Broader pages that group similar products or services together, are optimised for higher-level search queries.
Example:
An eCommerce site could have a “Men’s Shoes” category page for terms like “Shop Men’s Shoes Online.”
Informative articles targeting long-tail keywords designed to answer common queries or provide insights.
Example:
A fitness blog could post “Best Workouts for Weight Loss,” for keywords like “Workouts for Beginners.”
Pages designed to help local businesses rank for specific geographic searches.
Example:
A plumbing company might have a “Plumbing Services in Melbourne” page targeting users in that region.
Pages that demonstrate expertise in serving specific industries, optimised for sector-specific search terms.
Example:
A law firm may create a “Legal Services for Healthcare Providers” page, targeting healthcare-related keywords.
Frequently Asked Questions, optimised to rank for specific queries that users may have related to your business.
Example:
A skincare brand could have an FAQ page answering “What is the best skincare routine?” with relevant keywords.
In-depth client stories that highlight success, optimised for specific search terms related to the case study’s topic.
Example:
A SaaS company might optimise a case study titled “How [Client] Improved Efficiency Using Our Software.”
Step-by-step guides or instructional content optimised to rank for search queries related to solving a problem.
Example:
A tech company may create “How to Set Up a VPN,” targeting queries like “VPN setup guide.”
Pages that define industry terms designed to rank for niche keywords users may search to understand terminology.
Example:
A finance blog could have a glossary explaining terms like “What is Compound Interest?” optimised for searches.
Pages designed for specific campaigns, optimised for both user intent and search engine visibility.
Example:
A holiday tour company could have a “Book Your Summer Trip” page optimized for terms like “Affordable Tours.”
These types of content serve important roles but are not designed to drive traffic or rank. They provide support, information, or legal compliance without the need for optimisation.
A legal document is required for compliance but not intended to drive organic traffic or rank in search engines.
Example:
A basic privacy policy explaining data collection practices does not require keyword optimisation.
Another legal document detailing the rules of your site, usually unindexed by search engines.
Example:
Most websites have a standard terms of service page that users can access, but it isn’t for SEO.
Confidential business documents that are typically stored behind a login and are not indexed by search engines.
Example:
Financial reports or strategy documents that live on your intranet.
Private access portals for clients, not intended to be found via search engines or seen by the public.
Example:
A business software provider might have a client login portal for accessing reports or dashboards.
Pages meant for internal use by employees, not for public access, and typically set to “noindex” by search engines.
Example:
A company intranet page with staff resources or internal updates.
Internal press releases or announcements that are not intended to rank.
Example:
A company might send out internal announcements that don’t need to be found or indexed by Google.
Old newsletters that have been sent out via email and may be archived.
Example:
An archived email campaign promoting a past sale is not typically indexed or optimised.
Landing pages used in paid advertising campaigns or gated content not designed to rank in organic search.
Example:
A Google Ads campaign landing page focused on conversions might not be optimised for SEO, just for user actions.
Simple pages that provide contact details but are not for search engines, as they aren’t intended to rank.
Example:
A standard “Contact Us” page with a form or address which doesn’t target specific keywords or searches.
Pages used to manage customer inquiries or issues not meant to be publicly accessible or optimised for search engines.
Example:
A customer service portal where users can submit and track their support tickets.
Understanding the different types of SEO content and how to optimize each page across your website is crucial for several reasons:
By creating specialized content for various services, locations, or industries, you position your site as an expert in your field. This builds credibility with search engines and users alike, helping you rank higher for relevant queries.
With diverse content, you can create a robust internal links, connecting related pages and guiding users to relevant information. This not only boosts SEO but also improves user navigation and engagement.
Optimized content helps users find exactly what they’re looking for by aligning with their search intent. Whether they’re seeking specific services or in-depth guides, tailored content ensures a smoother, more satisfying browsing experience.
Different content types allow you to target a broad spectrum of keywords, from competitive short-tail terms on service pages to niche long-tail queries in blog posts. This comprehensive keyword strategy enhances your visibility across a variety of search queries.
A varied content strategy prevents over-optimization and keyword stuffing. Instead of cramming too many keywords into a single page, you can distribute them naturally across different types of content, improving both SEO performance and user readability.
Understanding the difference between what is and isn’t SEO content allows you to focus your optimisation efforts on the pages that matter most—those that align with user search intent, drive traffic, engage users, and ultimately lead to conversions. Search intent refers to the purpose behind a user’s search query, whether they are looking for information, making a purchase decision, or seeking a particular service. By creating content that matches this intent, you ensure that the right users find your most valuable pages.
Pages not intended for SEO, like internal reports or legal documents, don’t need to be prioritised for search and can remain unoptimised. This leaves room to focus on the content that speaks directly to user intent and boosts your visibility, helping your business meet both user needs and search engine criteria.
Not all content on your website needs to be optimised for SEO. By focusing on the pages that are most valuable—like service pages, product and category pages, location pages, and blog articles—you can improve your search engine rankings and attract the right audience. It’s not about optimising everything but rather being strategic with the content that provides value to your customers and helps Google understand your business.
Remember, SEO is an ongoing process that requires thoughtful planning and continuous refinement. Pages like your privacy policy or internal reports don’t need SEO attention, as their purpose is to serve your existing users, not to attract new ones. But by optimising key SEO content, you can elevate your website’s visibility, build authority in your industry, and create a better user experience.
For businesses that want to take their SEO strategy to the next level, working with a specialised SEO agency can make all the difference. Evolving Digital, Sydney’s leading SEO agency has a proven track record of helping businesses drive organic traffic and achieve measurable growth. Whether you need to optimise your service pages, enhance your blog strategy, or ensure your location pages rank locally, Evolving Digital has the SEO Content Writing expertise to help you dominate the search results and reach your business goals.
Optimise smartly and see the long-term benefits of a targeted, well-executed SEO strategy.
Keyword research should be tailored to the purpose of each page. For instance:
Absolutely. The writing style and approach will vary based on the page type and the user’s intent:
Yes, the content style should adapt depending on the type of page:
Priority should be given to:
By focusing on these high-impact pages, you can improve your rankings and user experience, leading to higher conversions and overall SEO success.
Meta descriptions should be tailored to the purpose and intent of each page to improve click-through rates and align with the content:
Each meta description should be optimised to reflect the page’s purpose, integrate relevant keywords, and include a clear call-to-action to encourage clicks from search results.
Discover the Key Types of SEO Content That Drive Traffic and Boost Engagement!
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