Many small business websites I’ve seen over the years have had a problem when it comes to SEO.

Trying to optimise a single web page for half a dozen keywords tends to make for an unpleasant user experience.

Read the rest of this article to learn more about why you should focus on one keyword per page.

• Relevance

For example, let’s say someone has typed in “Edinburgh Mortgage Broker” into Google. What do you think they’ll expect to read about when they click through to your web page?

If you’ve tried to optimise your page for lots of other terms such as life cover, insurance broker, independent financial advisor, the text isn’t all going to be relevant.

Rather than put lots of different offerings on one page, split them up on your website and choose one keyword or phrase to optimise each page for. That way you can make the user’s experience more relevant.

• Clarity

Having one clear message per page means people are likely to stay on that page for longer. If they’re looking for a mortgage broker in Edinburgh and the first thing they read is about life insurance, they will more than likely go to another website.

People read and see hundreds of different promotional items every day such as websites and billboards. By having one clear message per page you’ll be able to keep their attention for longer (providing your content is interesting and relevant).

• Conversions

By following the two steps above, you’re more likely to achieve the most important result; conversions.

If you can provide clear and relevant website pages for people, your chances of them getting in touch will increase.

In the flip side, if you try to outwit the search engines and optimise one page for four of five completely different keywords or phrases, you’ll end up alienating the most important person; your potential customer.

If you liked this article you may also want to read: Common small business SEO mistakes

Image credit: rosmary

This entry was posted on Tuesday, March 20th, 2012 at 8:00 am and is filed under Search Engine Optimisation. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.