Budgeting is a crucial concern for every business, regardless of its size or nature. “What do big companies with seemingly unlimited cash reserves do?” you might ask — well, they only possess such resources because they budget so efficiently. Everyone faces the same balancing act: on the one hand, they try to invest in the future, and on the other hand, they try to keep expenses down.
This certainly applies to SEO as well because it’s something that can be pursued indefinitely: there’s no such thing as a perfect page, and even if there were, a simple regular update to the ranking algorithm would once again leave it short of perfection. You need to know when to cease your efforts and move on — and for that, you need to know what you stand to gain by doing more.
Any page on your website that you want to be indexed could deserve SEO investment, depending on what’s already been done, so you must run some analysis to determine where to focus your attention and where to learn to let go. In this post, we’re going to identify four tips that can help you figure out which pages on your website are most worthy of SEO. Let’s begin.
Carefully Review Your Page Analytics.
Many people fear reviewing analytics because they expect arduous work requiring them to pore through spreadsheets for hours on end. What’s more, they suspect that it might never meaningfully pay off. All the benefits of a modern office — the back support of a well-designed chair, the ocular comfort of a high-refresh-rate display, the ergonomic positioning of a premium keyboard, the ease of a laptop docking station — can’t make up for the tedium and exhaustion of slogging through context-free stats and having no clue about what to do.
Thankfully, that isn’t an accurate concept of what this process involves, and it’s all due to the proliferation of convenient analytics tools. Using such a tool, you can follow all the stats that matter, enhancing data aggregation and drastically reducing the amount of time you need to spend on a manual review.
When you review your on-page analytics, you need to pay close attention to any metrics that you consider representative of general success: things like average time on site and number of unique visits. This will help you form a solid understanding of which pages are performing well and which are performing poorly (an understanding you’ll need to allocate resources).
Look For Straightforward Technical Issues.
When something isn’t working the way you want it to, and there are numerous potential causes behind it, it only makes sense that you start working on the simplest resolution first — not only because they’re far more common, but also because they’re relatively easy to resolve. In the SEO world, there are basic technical issues that can completely ruin rankings, so look out for those.
The most obvious example involves discovering that a page you meant to index has actually been rejecting crawlers, ensuring that it never appears in rankings. Another example is slow page loading speed: you might find that the page ranking low is loading more slowly than others on your site, causing it to be penalized. You may have heard that age-old adage which says “slow and steady wins the race”, but when it comes to the performance of your website, that certainly is a recipe for failure.
Line up these basic issues and make it a priority of fixing them as soon as possible. If there’s one page riddled with them, that should be your focus until the issues are all resolved. You’ll never get more impactful results in SEO (and more ROI) than when you fix simple technical issues: making progress after that gets a lot trickier.
Perform Detailed Competitors’ Analysis.
Let’s say that one of your pages — not one of your most important, but not insignificant — is doing fairly well when it comes to SEO. Does that mean you should invest in it? Well, before you decide, do some searches for relevant terms and find competitors’ pages to analyze. How do they compare to yours? Are they clearly better? Worse? Similar?
Beyond that, take a close look at what those pages actually offer, because that’s extremely important here. Imagine that your website sells hats, and you have a page that sells top hats specifically: if it isn’t ranking well, and none of the pages outranking it sell anything, this lowers the need to invest in the page. You should still strive towards getting the ranking up at some point, but it isn’t particularly urgent on your to-do list.
This is because anyone who wants to order a top hat will probably make their way down to your site at some point if it’s the highest-ranking sales page, so you won’t lose any customers to other stores. If your page was ranking high in general, but under another store page, that would be a bigger reason to invest in SEO. Context is vitally important here.
Consider What The Page May Become One Day.
Lastly, you should think not only about what a page is for now but also what it might be in the future. High-value pages should change over time to suit visitor preferences and new SEO standards, but you may also want to expand them to do more with the visits they receive.
Take something like a roundup page listing the best pizza places in Winnipeg: if it got enough traffic, you could make the content detailed to include more places (with more affiliate links, potentially), or start to link it out to other pieces of content like the best curry places in Winnipeg or the best pizza ovens for making pizza at home. It could eventually become an extremely-valuable page for you, driving a lot of affiliate revenue and earning you myriad links.
If you look at a page on your site and see that kind of potential, then start investing in SEO for it immediately so it will be ranking relatively well when you start broadening the content. Conversely, if you see a page that’s never going to be more complex than it already is, then is there really much value in trying to get it ranking better? Give this thought careful consideration.
SEO is vitally important for a business to establish a strong online presence, but it’s complicated and confusing to work on if you don’t know what you are doing. So you need to pick out the pages that most warrant that level of investment. Try these tips to get a strong indication of where to spend your budget.
You should also consider hiring a firm for search engine optimization in Frederick, MD. SEO experts have the means and desire to help you climb the search engine ladder. They have immense knowledge and experience in the industry and work with you closely to understand your brand message and study your products. They help you increase website traffic organically and through paid promotions.
Whether you need to invest in pay per click advertising or social media advertising, they will let you know depending upon your needs.
Hopefully, this was helpful.