3.3 Prepare the ground for a "comfy landing" (finding a page to act on)
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Now you need to prepare a landing page that you're going to optimize. There are two options: you either take an existing page, or make a new one.
Option 1: Choose an existing page
Time to pick out one of your site's pages to act on. Do what I say now, to make the right choice.
First, you check which of your website's pages rank best for your first keyword. What's the Search Engine where you want to rank well? Let's think it's Google.co.uk. So go to it and make a query like this:
your_keyword site:your_domain_name .
Here's an example. If your site is http://www.weddingchannel.com and your main keyphrase is wedding gifts, you type in:
wedding gifts site:www.weddingchannel.com
On the first results page, you'll see a list of 10 pages that belong to your site and rank best for the keyword wedding gifts.
If you'd make a normal query, just with a keyword wedding gifts, you'd see 10 best ranking pages among all websites. And right now, it's almost the same. You see top 10 pages for the keyphrase wedding gifts. The only difference is, all these pages are on your own website.
And, you choose one of these 10. Why?
The logic is simple: best-ranking pages are already good, in SEO terms. So if you pick a #1 page, this will save you much effort to optimize. Still, you need to choose between all ten best-ranking pages. The reason is, maybe you don't want to change some of your pages.
For instance, now I'm optimizing a site that sells kitchenware. When I just started, the page that ranked best for free delivery kitchenware was the "buy" page. As I looked at it, I saw that this buy page is greatly done. It makes order and payment convenient, and it's not supposed to convince anyone to buy, because if visitors are there, they are already convinced. So it's not wise to change this kind of a page. I mean, in a case like this, you'd better pick out another one.
So, look through your 10 best-ranking pages. Think about each of them, and choose the one you're going to optimize now.
Option 2: Make a new page
It's easily possible that you didn't pick out any of your 10 best pages. No problem!
It'll take you 10 seconds to make a new one. So do this right now!
First, go to your site and choose a typical page with your usual navigational links, headers and footers. Found one? OK, now the #1 thing to do is save a copy of this page with a good search-engine-friendly name. I mean, a name that has at least one keyword in it.
Here's some examples. If your main keyword is tyres, a name like tyres-for-trucks-and-buses.html will be great.
Or, if your page's name is buy-gifts.html, and wedding ideas is your keyword, a pretty good new name for the page will be check-fresh-wedding-ideas.html
Don't forget that users see these names, too. So write something that makes sense.
After this, make the new page appear on your site. Normally, you'd just upload the file to your site via FTP.
DO IT NOW! Get ready with a page you'll be optimizing: choose an existing one or create a new page.
Ready to go? All right, and now I have to confess one thing. I've learnt it from my own experience, so trust me...
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