Each page on your website contains different content. What’s written on your homepage is different in content from what you might place on your products or services pages. This in turn, differs from what’s on your testimonials or contact us pages. You shouldn’t expect people to find your website by the “contact us” page. Almost about no one is going to Google and typing “contact a Montreal photographer” with the expectation that your site will appear. They are actually going to type “Montreal photographer” and see what comes up.
The 2 Types of Webpages
In the SEO training program that I developed and in the work I do for clients, I divide webpages into 2 main types: Content pages and Non-content pages.
Content: Content pages are those which you actively target. Sometimes these are referred to as landing pages.
Non-Content: Non-content pages are just that – pages where the SEO aspect is not important because they aren’t directly targeting search engine results pages, so they lack fully optimized text and images.
What’s the Dividing Factor?
Logically, there will be some overlap but overall the content will differ. As such, each page should be optimized differently. How do you know if a page is a content or non-content page? Content pages typically require some form of keyword analysis. During the early stages of the SEO process, a keyword analysis must be done for each page (yes, each page of your website should be individually analyzed on a one-by-one basis). The pages that are targeted will be the content pages.
Finally, on a general scale, every single page of your website should be optimized in some way. Don’t ignore the other factors (like HTML tag optimization, etc) on non-content pages just because you don’t do a keyword analysis for them.