Once you have decided on your key phrases, you should then decide which pages on your site are the most suitable.  If you have a key phrase of ‘steel girders’, and you already have a page about steel girders, then that is likely to be your best page.

One page, one phrase

However, if you only have a page about girders in general, and you want to be found for not just ‘steel girders’, but ‘aluminium girders’ and ‘iron girders’ as well, then you probably need to create separate pages for each of these.  You may still retain your generic ‘girders’ page, but this could link to your new detailed girder pages.

Why should we do this?

Google does not rank a website, but individual pages of a website and it will rank each page on specific phrases.  If it finds a page that is talking about ‘steel girders’ and only ‘steel girders’, then it is likely to give that page a high ranking for that phrase.  However, if it finds a page that is talking about different types of girders, then it is likely to give it a lower ranking for the more specific ‘steel girders’.

Creating new pages

Sometimes you don’t have sufficient pages to be able to follow the ‘one page, one phrase’ principle.  This is often necessary if you want to be found for location-based phrases.  Your standard page is likely to get a good ranking for your service plus your location, eg ‘girders Stevenage’. But if you also want to be found for another location where you are not physically located, eg ‘girders Birmingham’, you will probably need to create an additional page which contains this particular phrase.

However, in doing so, you must ensure that you do not simply copy the content from the existing page to the new page.  The search engines will not give you any credit for duplicate content and you will be wasting your time.  You will need to mildly rewrite the existing content, so that it is sufficiently different to keep the search engines happy.

Contact our St Albans office today on 01727 764124 for an initial assessment of your website.

We offer search engine optimisation (SEO) services across Hertfordshire and surrounding areas, including St Albans, Hatfield, Welwyn Garden City, Stevenage, Watford, Hemel Hempstead, Letchworth, Hitchin and Barnet.

So, for SEO services in Hertfordshire, call us on 01727 764124.