Content Development

More often than not, research will indicate that a keyword or phrase should be targeted that is not currently prevalent on a website. Search engines do not like subtlety. If you want a page to rank well for a certain keyword or phrase, it should be obvious what the page is about. Fortunately, in this respect, consumers are not that different from search engines. Most users like to be taken to a page that gives them the information that they want.

Depending on the competitive nature of the keyword or phrase, it is often necessary to dedicate "optimized pages" to certain keyword phrases or themes. In many cases we find that it is more effective to create new pages than to try to modify existing ones or attempt to optimize one page for too many keywords.

For instance, say your company manufactures and markets all types of widgets. Research indicates that there are a significant number of people searching for "plastic" widgets. Unfortunately, your site only briefly mentions "plastic" widgets. In this case, we may consider developing content for your website specifically on the types and styles of "plastic" widgets that you sell.

Notice that this is significantly different from the outdated method of using "doorway pages" or "attraction pages" that could only be seen by the search engines. Our graphic design team will copy your existing page style and create keyword rich content pages for your site that will focus on the targeted key phrases.

These enhanced pages (or landing pages) can also be used effectively with cost per click advertising for improving conversion rates or diverting search traffic from general search phrases to pages with more relevant information and calls to action.