Let's get straight to the SEO goodies.
How can I stress this enough? Everything Meta, Content, PPC, and even Outreach should start with competitive analysis!
Back before 2010, you could drop a location and talk about your business's services and rank. Now the internet is global and highly competitive. Instead of reinventing the wheel, you can scrape valuable data to target your audience and snipe your competition.
Our go-to tools for PPC & SEO Analysis is SpyFu. If you're on a budget and need in-depth details on backlink portfolios, trending keywords and PPC, try these guys first.
Your homepage should be informative first, sales second.
How often have you hopped onto an obvious affiliate site that is just plastered with empty paragraphs and call-to-actions? It's inefficient for conversions, and Google will notice the high bounce rate then penalize your rankings.
You should put information at the forefront, not just any data. It needs to fulfill the request of the search.
Are you looking for relevant questions in your niche? No Surprise, SpyFu has you covered.
Listen, I love SpyFu. I previously worked with software that cost over 100 USD/Month to do the same research level but with less versatility. When I wanted to find valuable questions related to my niche, I used to produce manual queries on Google combined with a few other 3rd party tools. When your time is money, you appreciate being able to stick with one tool for all the necessary keyword research.
Focus on questions that fit the intent of your primary keyword. Some questions may be so in-dept that you can expand on them in new posts. We suggest adding a brief explanation followed by "learn more here."
Don't become obsessed with keyword research. If you can't handle it, professionals like ourselves & large agencies can do the heavy lifting for you.
First view analysis - 'keep it above the fold' Users don't scroll past 35% of the page.
Try to keep the substantial information upfront. General information, legal information, or in-depth origin stories are better left at the bottom of the page.
You should still follow our philosophy:
I know 'boring fluff' may seem like a harsh characterization but look from the customer's perspective. A new client probably isn't too interested in your origin story. They want a service or information that helps them move on with their day. If they love your work, then they'll read the fluff.
Focus on 1 to 3 primary services (don't keyword stuff)
After doing some initial keyword searches, you may have a meaty list of potential keywords if you're thinking about using 5 or 6 of them for your thinly worded homepage, DON'T. Thin or stuffed content is the easiest way for Google to penalize your rankings.
Fifteen years ago, marketers would build 300-word homepages and stuff them with every keyword imaginable. Now it's best to focus on three major keywords that are relative and expand further in other pages/posts.
The goal is to make the homepage a proper sale copy, but leave the major selling to the 'sales funnel.'
Link to a services page
If you're providing any SaaS, paid content, or any other service, it's best left for its expanded page.
You should give a brief, compelling description of your services and link to the main page to discuss in more detail.
A robust "About" page
The same goes for a strong about page. Google unofficially loves 'About' pages. I've noticed considerable rank improvements and increase authority on websites that I manage when I include a good personable story on my sites.
At SEOexpert.Ninja, we have an extensive workflow and analysis process to determine the structure, content, and size of a homepage to maximize CTR and ranking. We hope this introduction will help some of you get your feet wet.
Written By Mansa Brice
Learn, Do, Hone.