If You Don't Know Where You're Going, Any Road Will Do
The first key to planning a Web site is to get rid of the old fashioned concept of a "home page." This archaic view held that there was a main page on your site that housed most of the action and then visitors would navigate to additional pages for more refined information. This concept is still very popular, because it seems to makes sense to us. Just like our homes, visitors are welcomed through a main front door and then taken to areas of additional action. Sadly, Google doesn't play that way and you'll never be competitive believing it.
Instead of thinking of your Web site as a home with a single front door, imagine it is a giant mall with thousands of entrances and exits. Visitors come in front doors, side doors, stage doors, delivery doors, individual store entrances and perhaps even helicopter pads. If you want to maximize your SEO, you must start building every page as an entrance page. Looking at pages in this manner, will geometrically multiply the effectiveness of your SEO and bring many more new visitors.
Ask yourself, what is the main goal for each of your Web site pages? Create one key action you'd like every visitor to that page to take. Below is a list of key actions many webmasters want visitors to initiate. Take a moment to define the key actions of your webpages.
- Purchase a product
- Become a loyal return visitor
- Fill out an email sign-up form
- View a specific page on the site
- Comment on your blog
- "Like" you on Facebook or "follow you" on Twitter
- Post a review
- Drive to your retail store
- Contribute to your political campaign
- Call your company for more information
- Become a member of your community
- Become better educated about an important issue
- Find the information for which they were looking
- View your Google AdSense ads or other advertisements