How to pick the best pages on your website to optimise?

Categories: SEO Tips

h 3 Table Of Content

1.0 Finding the best pages on your site to rank on Google

As a company in 2024 performing at the top of search engines is a healthy outcome from a successful digital marketing plan. Your website might have potential, but without the right guidance, your most potentially valuable pages could remain in the shadows, unnoticed on page 2 and beyond of Google. This honest “how to improve your SEO” will help polish up pages you have already published polishing ensuring they are refreshed, revamped and attract your target customers..

Imagine if some pages on your site, the ones you’ve perhaps overlooked or underestimated, could become the heroes of your online marketing. These hidden gems, once identified and optimised, can catapult your site’s visibility, driving up clickthrough rates and securing a coveted spot at the top of the search results.

Don’t spreading your efforts thin across every page but target those with the potential to rank higher with just a bit of SEO TLC. Using tools like Google Search Console to dive deep into your site’s performance data, we’ll show you how to spot these underperforming pages that are just a few tweaks away from becoming your website’s superstars.

By focusing on pages that already show promise—those with decent impressions but second or third page positions on search results—you’re not shooting in the dark. You’re making informed decisions to enhance what works, driving more traffic and, ultimately, achieving greater success with less effort. So let us begin….

1.1 Which of your pages should you optimise first?

Determining which pages on your website need to be optimised can feel like a head scratching moment. Yet, with the right approach and free tools (which we mention) at your disposal, this task becomes not only manageable but incredibly insightful. The foundation of this process rests on leveraging analytics to uncover pages that, despite their potential, haven’t yet reached their peak in search engine rankings. Here’s how you can start:

1.2 Utilising Google Search Console for Insights

Google Search Console (GSC) is one of your most valuable tools. It offers great data insight, revealing which pages on your site are getting noticed but might not be making the desired impact. Look for pages that show a high number of impressions but suffer from low clickthrough rates or pages that consistently appear on the bottom half of the first SERP or the top of the second. These pages are your low-hanging fruit; with the right optimisation strategy, they can climb up the rankings.

1.3 Analysing Page Performance

Focus on:

  • Clickthrough Rate (CTR): Pages with a high impression count but low CTR might just need a tweak in their meta titles and descriptions to become more appealing.
  • Average Position: Pages on your site that are on the bottom of page 1 or the top of page 2 for their main keywords are prime targets. A push in their content quality, keyword optimisation, or backlink profile can propel them into the limelight.
1.4 Considering Site Hierarchy

Don’t overlook the structural aspects of your site. Pages linked directly from your main navigation (nav) inherit a natural authority and are perceived as more significant by search engines. Optimizing these “parent” pages not only boosts their own performance but can also elevate the SEO status of linked “child” pages through improved internal linking.

By methodically sifting through your site’s performance data and understanding the strategic importance of site structure, you can pinpoint the pages that offer the best return on your optimization efforts. This focused approach ensures your SEO strategy is both efficient and effective, leading to tangible improvements in your site’s search engine visibility.

2.0 Creating Quality Content: The Keywords of SEO

At the heart of every successful SEO strategy lies one indisputable truth: content reigns supreme. Google’s algorithms have evolved to prioritize content that is not only relevant but also authoritative and genuinely useful to its users. This evolution means that for pages to ascend the ranks of SERPs, they must be more than just well-optimized; they must offer real value. Here’s how to ensure your content meets these criteria:

2.1 Quality Over Quantity

First and foremost, quality trumps quantity. Each page you choose to optimize should serve a clear purpose and fulfil a specific need for your audience. It should answer questions, solve problems, or provide unique insights, all the while incorporating the target keywords naturally and meaningfully.

2.2 Keyword Integration

While weaving in your main keyword and relevant terms, remember the golden rule: readability comes first. Keywords should enhance the content, not detract from it. Use them judiciously in titles, headers, and throughout the body in a way that feels natural to the reader. Google’s algorithms are adept at recognizing keyword stuffing and will penalize pages that sacrifice user experience for SEO tactics.

2.3 Updating Regularly

The freshness of your content can significantly influence your SEO performance. Regular updates signal to search engines that your site is alive and offering up-to-date information, which can boost your rankings. This doesn’t mean constant overhauls; even minor updates to reflect current trends or new data can make a difference.

2.4 Showcasing Expertise and Authority

Google values content that demonstrates expertise and authority on a subject. Backing up your content with data, citing reputable sources, and providing in-depth analysis can help establish your site as a credible source of information. This credibility is not only crucial for winning over search engines but also for building trust with your audience.

Crafting content that ticks all these boxes might seem daunting, but it’s a sure-fire way to enhance your site’s SEO performance. High-quality, engaging, and informative content is the linchpin of any successful optimization strategy, capable of propelling your pages to the top of search results and captivating your audience.

3.0 On-Page Optimisation: Beyond Content

While top-notch content is the cornerstone of effective SEO, the structure and technical elements of your pages play pivotal roles in ensuring search engines can properly interpret and rank your content. On-page optimization involves fine-tuning these elements to create a seamless, search engine-friendly environment for your content to thrive. Here’s how to approach it:

3.1 Meta Magic: Crafting Compelling Snippets

The meta title and description are among the first things a potential visitor encounters in the SERPs. Think of them as your digital elevator pitch; they need to be compelling, concise, and clear, incorporating your main keyword to catch both the search engine’s and the reader’s eye. A well-crafted meta title and description can significantly improve your clickthrough rate (CTR), drawing more traffic to your pages.

3.2 URL Structure and Navigation

Search engines favor websites with clear, logical navigation and URL structures, as they make it easier for bots to crawl your site and for users to navigate it. Ensure your URLs are clean (free from unnecessary parameters), descriptive, and include target keywords where appropriate. Similarly, a well-organized site hierarchy enhances user experience and helps distribute page authority across your site.

3.3 Internal Linking: Weaving Your Web

Internal links not only aid navigation but also establish information hierarchy and spread link equity around websites. Use them to connect your content thematically, guiding users and search engines to related content that enhances understanding or provides additional value. This approach can significantly boost the SEO performance of individual pages and your site as a whole.

4.0 Image Optimisation: A Picture’s Worth a Thousand Words

Images can enrich content, making it more engaging and accessible. However, they also need to be optimized to ensure they don’t hinder your page’s loading times. Use descriptive file names, reduce file sizes, and always include alt text with relevant keywords. This not only improves accessibility for users with screen readers but also helps search engines understand the images, potentially boosting your page’s visibility in image searches.

5.0 Mobile Responsiveness and Page Speed

In today’s mobile-first world, your site must perform flawlessly on all devices. Google’s mobile-first indexing means your site’s mobile version is the benchmark for ranking, making mobile responsiveness and fast loading times critical. Use tools like Google’s PageSpeed Insights to identify and fix common issues that could be slowing down your pages.

By applying these on-page optimization techniques, you’re setting the stage for your content to shine and for search engines to take notice. It’s a harmonious blend of art and science, ensuring your pages are not only rich in quality content but also structured in a way that search engines can appreciate and reward.

6.0 Technical SEO: Ensuring a Solid Foundation

Beyond the realm of content and on-page optimization lies the critical, albeit less visible, world of technical SEO. This involves the under-the-hood optimizations that ensure your site is not just crawlable but also fast, secure, and mobile-friendly. Here’s a breakdown of the key technical aspects you should focus on:

6.1 Site Speed: The Need for Speed

Site speed is a direct ranking factor. A fast-loading site provides a better user experience and is favored by search engines. Minimize HTTP requests, optimize file sizes, leverage browser caching, and consider a content delivery network (CDN) to enhance your site’s speed. Tools like Google’s PageSpeed Insights can offer valuable recommendations to improve loading times.

6.2 Mobile-Friendly: Optimising for the Handheld Web

With the majority of web traffic coming from mobile devices, your site must perform flawlessly on smartphones and tablets. This means responsive design, touch-friendly navigation, and content that adjusts seamlessly to fit smaller screens. Google’s Mobile-Friendly Test can help you identify areas for improvement to ensure your site meets these essential criteria.

6.3 Secure Browsing: HTTPS as a Standard

Security is paramount, not just for safeguarding your site and user data but also for SEO. Google has confirmed HTTPS as a ranking signal, meaning sites secured with SSL/TLS encryption may receive a ranking boost over non-secure sites. If you haven’t already, migrating to HTTPS is a crucial step in fortifying your site’s technical SEO.

6.4 Structured Data: Enhancing Search Visibility

Structured data markup, such as, helps search engines understand the content of your pages and provides rich snippets in search results. This can increase visibility and CTR for your pages by adding elements like ratings, prices, or availability directly in the SERPs. Implementing structured data requires some technical know-how but can significantly impact your site’s performance.

6.5 Crawlability and Indexation: Ensuring Accessibility

You site needs to be easily crawlable for search engines to index your content. This involves a well-structured sitemap, a robots.txt file to guide search engine bots, and ensuring there are no dead ends or broken links. Regularly using crawl simulation tools can help identify and rectify any issues that might prevent search engines from accessing your content.

By addressing these technical SEO aspects, you’re laying a robust foundation that complements and amplifies your on-page optimization efforts. Technical SEO might not always be visible to your site’s visitors, but it’s absolutely crucial for ensuring search engines can discover, crawl, and index your pages effectively.

Go to Google Search Console and reindex your URL when you have finished revamping it. If it is not indexed, or even if it is then click “REQUEST INDEXING”. initial indexing or reindexing normally takes around 4 days or so. So don’t be alarmed if it doesn’t jump higher on the search results straight away!

Url Inspection Tool

7.0 Maximising Your SEO Success With First Place

If you want some help to improve your website for better SEO then feel free to reach out. Online visibility that extends beyond the realm of simple tweaks. It’s about understanding the intricacies of your website’s content, the structure, and the technical underpinnings that make it accessible and appealing to both search engines and users.

We’ve uncovered the potential of focusing on specific pages that, with a bit of optimization, can dramatically enhance your site’s performance in SERPs. By utilizing tools like Google Search Console, we’ve learned to identify these hidden gems based on their current performance and the opportunities they present for improvement.

Quality content, enriched with strategically placed keywords and updated regularly, remains at the heart of SEO success. Complementing this with on-page optimizations—such as crafting compelling meta titles and descriptions, optimizing images, and ensuring a mobile-friendly layout—can significantly elevate your page’s appeal to search engines.

However, the foundation of all these efforts rests on the technical SEO aspects that ensure your site is fast, secure, and easily crawlable. Addressing these technical elements is crucial for creating an environment where your optimized content and on-page efforts can truly shine.

SEO is not a one-time task but an ongoing process of refinement and adjustment. As search engines evolve, so too must your website. By staying informed, monitoring your site’s performance, and adapting to the changing digital landscape, you can ensure that your SEO efforts lead to sustained success and visibility in the ever-competitive search environment.

We hope you learned a few things from this article. Let us know how you got on in the comments!

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