This is ideal if your website is ranked by the keywords you are targeting. But what if the page that gets ranked by a keyword is not the one you want?
This means that all traffic to your site through this keyword will not flow to the location you want. This may result in fewer conversions or higher than expected turnover.
But this can be solved, the following is the solution.
- User intent for evaluating keywords
User intent essentially refers to the goal that users have to achieve when entering search terms in Google.
It’s becoming increasingly important to ensure that the keywords used to get the ranked pages match the user’s intent.
· The purpose is to shop (transactional intentions);
· The goal is to find a specific website or page (navigational intent);
· The goal is to find useful information to further answer questions (consultative intent).
It’s important to develop content for search intent.
For example, if your keyword is “best laptop computers” and you want the product page or category page to use the keyword to get a ranking, then you may not have any chance.
In the example above, you can clearly see that the top ranked sites are from third-party aggregators and review sites.
In fact, there is no manufacturer or retail website on this page, so you need to discard this keyword.
2.Content on the evaluation page
Once you’ve ensured that the content is intent, you can proceed to ensure that the content on the relevant page is optimized.
You need to pay attention to the following questions:
· Does the page title contain the main keyword?
· Is the main keyword used in the description?
· How is the length of the copy compared to the top 10 or top 20 websites?
· Is the keyword used by the competitor’s website the same as the keyword semantics that you want to add to the page?
· Does the page answer more questions users need to know about a topic?
You can use the SEMrush Writing Assistant and Clearscope to find the answers to the above questions.
3.Check internal links
Google uses the link to determine the weight of the page, so make sure there are enough links to the page on the page you want to optimize.
You can try adding 3-5 internal links from a local related page with higher permissions.
A quick way to do this is to go to Ahrefs, enter your domain name, and navigate to “Top Pages”.
You will find which pages on the site have higher weights, then you just need to find the relevant page and add a link to the target URL.
Tip: You can use the main keyword as the internal link anchor text.
4, check the external link
The rules for external links and internal links are the same. Links indicate the value of websites and pages to Google, so if you have a large number of external links pointing to the wrong pages for a particular keyword, it will affect your ability to rank the right page.
If this is the case, please contact these sites and ask them to link them to the correct page.
Similarly, if the external link does not point to the correct page, Google will consider the page to be of no value and therefore not ranked high. You only need to check the link to fix the problem.
5, view user data
Is the jump rate of the related page high? Is the click rate low? Is the conversion rate poor?
If people enter the relevant page and leave quickly, or are unwilling to browse the page and convert, it may affect the overall ranking of the page.
Use software such as Google Analytics or Hotjar to learn about user data on this page and then redesign the page to resolve any issues the user has.
How to reduce the ranking factor of the page?
After optimizing the ranking of the pages you want to promote, you actually need to lower the page rank using a certain keyword.
This is almost the opposite of all SEO teachings, but this is the work that needs to be done to ensure that the relevant pages are ranked. You can delete keywords and related words in irrelevant pages.
Then, adjust the internal links so that the internal links don’t point to this page, but instead point to the correct page.
The same is true for external links: you can contact some webmasters and ask them to redirect their links to the correct page.
If all other methods fail, you can delete the pages that don’t need to be ranked and use the 301 redirect to navigate from the old site to the page you want to index.
You can get the content from the original page and create a new page with a new URL that has nothing to do with the page you want to rank. This solves the problem of external links because all pages pointing to the original page will be redirected to the new page to be ranked.
Just make sure that when you recreate the page elsewhere, the content needs to be modified so that Google doesn’t bypass your 301 redirects, and avoids letting Google think you’re moving the exact same page from one location to another and continue to The original page is ranked.