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SEO Performance Content (Best Practices)
SEO Performance Content (Best Practices)

Different types of content can meet different needs on your domain. Figure out what objective your content should meet, when drafting copy.

Sam Smith avatar
Written by Sam Smith
Updated over a week ago

Demandwell’s software helps users generate the best digital copy to rank for target organic keywords. All pages on your website can rank well for keywords, but to do so, they may need a lot of content, links, and technical SEO work to get there. Not every page should fulfill that purpose, some need to communicate other messaging or achieve certain objectives. This content will help introduce some of those page types, and how you should think about producing the right type of digital content for your audience.

Digital content comes in all shapes in sizes

Your business is unique, and the audience you need to connect with has their own unique problems they need to solve. Your website is your 24-hour salesperson, and should appropriately convey who you are, and how you can help solve your audience’s needs. That’s a lot of ground to cover, and your digital content should serve a variety of purposes to help them get the answers they need.

Your home page can’t cover every aspect of your product, business, mission statement, or services just to name a few. Various pages should be divided across your site, and structured so a user can know where to find what they’re looking for. At the same time, logistical elements should drive people to points of conversion, so they can get in touch with you.

Every page CAN rank for keywords, but to rank well for the right keywords is a whole other level of SEO execution. Let’s take a look at various page types and how their purpose translates to layout requirements.

For SEO, more is always better

SEO is a game of numbers, plain and simple. Websites with more pages, with more content and more links, will always rank better than a small website with sparse content.

Why, you ask? Because Google’s algorithm has created a mathematical way to quantify relevance, for a given keyword. Who’s to say one page about shoes, should rank higher than another? Google’s algorithm takes into account everything happening on your site, and adds a numerical score to it, to determine who should rank number 1.

The more pages Google can find on your website, with the right mix of related terms, coded in a way Google can sort your content’s hierarchy, means the more opportunities it has to score you higher for keyword relevancy. Thus to win in SEO, you need to produce a lot of content, that Google can find and read.

Identifying your content’s purpose

When crafting your site content, you’ll natively begin by understanding a problem that needs solving. Whether you need to showcase a careers section for HR or answer a question that sales keeps hearing, creating a page will help your site visitors travel further into the funnel.

All of these page types SHOULD be accessible via search engines. The content should be crawlable, and pages should be found for a searcher. However, some page types might not require full-scale SEO content, since it’s designed to meet another purpose for your audience!

  • Navigational pages — These are your website’s bread and butter, primary pages that are accessible via your main navigation. They should include quality branded content, and concisely convey the broad strokes of your business. What solution do you provide? How are you unique vs competitors? What is your pricing and how can I get in touch? You should have a page for each of these issues, and clear paths for users to travel throughout your site to go deeper if they need to.

  • Thought leadership pages — This content separates you from your peers by blending your brand style, and your industry-level expertise. This is true quality content, published on your blog or through long-format pieces, that will be of high interest to your audience. Content here may be query focused, but likely it will need to be less focused on keywords to connect more so with your high-powered readers.

  • Conversion pages — These pages are designed to separate traffic, from those window shopping, and those that are target opportunities for new business. Pages with forms, chatbots or assets that require a visitor to input their information, can directly generate leads for your team to follow up with. Having the right assets to validate a conversion is critical here, as well as surrounding pages and information, to provide further info for a user. You don’t want to distract this individual with too much information, just the right amount!

  • SEO performance pages — This content is entirely designed to perform well in organic search. Your page layout should be conducive to retaining this traffic, while also allowing for the publication of long-form, keyword-rich SEO performance copy. Demandwell’s software helps you specifically generate this content, with the right mix of keywords to include, to rank for a primary keyword. Use these pages to add overall keyword relevance to your domain, and redirect traffic from Search to the most appropriate places for your business.

In every instance, all your content can be optimized and supplemented with SEO copy so it ranks better in search. But take some time to think through that balance of SEO content and other content types, so you still meet your audience’s needs.

It’s helpful to produce SEO performance content by itself, so you may produce keyword-heavy pages that pull traffic for given keywords, without sacrificing usability or quality content elsewhere within your website. To leverage this tactic, you’ll need a dedicated page layout / template that can balance site retention, with SEO content that ranks well.

SEO relevancy = content Google can understand

Google’s algorithm needs readable content, utilizing keywords that users are searching for. The algorithm is now sophisticated enough, to understand the interconnected web of terms around a singular keyword. It’s no longer enough to have multiple pages just repeating the same term, you need a contextual keyword map across multiple pages, that shows you have information about the subject matter you are targeting.

SEO performance content helps you focus on creating a page that utilizes the right keywords that Google expects to see. Then by publishing a variety of keyword-rich pages, and linking between them, Google can assign greater relevancy to your domain overall.

That’s not all though. The get the best results, your website will need to load content correctly to Google, quickly, and efficiently via code. If not deployed correctly, Google may de-prioritize your pages, or they might not show up at all.

Demandwell helps you produce this content at scale, with the right terms, and track it to completion. With our health audit suite, you may also ensure your technical SEO is up to par, so when your content goes live you get the maximum value for it. Paired with our reporting suite, you can track results and find the best opportunities for organic execution.

A balanced website ecosystem

All in all, for your website to meet all objectives, rank well in search, and answer your audience’s needs, you’ll need a good mix of every content type.

A site with only SEO performance copy may rank well on Google, but may not retain or convert traffic coming through.

A site with only thought leadership content may connect with users, but will never get found on Google.

To succeed in marketing you’ll need to produce all types of copy.

To succeed in SEO, you’ll need to produce SEO performance content and a lot of it!

Thankfully that’s what Demandwell is here to help you achieve.

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