Working with search marketing clients, I have sometimes encountered a belief that all traffic should be driven to the home page of the web site. Years ago, I would find online business owners who held the belief that users would want to go to the home page and then navigate the site through the menu. While this is not as common as in past years, it is still a dangerous misconception.
I once worked with an education services website that placed almost every product offering on the home page. The result was an unfocused mess on the home page that suffered a low conversion rate and a high bounce rate. Whether your site is a blog or a business website, don’t throw everything on the home page. You can also make this mistake in search optimization for your web site.
Search engine users are very specific in their queries. They are often searching for specific information to answer a question or a very specific product that will meet an immediate need. Each one of your web pages should be the answer to a different customer need or question. Mistakenly trying to answer all web visitor needs on one page, like the home page, is guaranteed to frustrate your web visitors or blog visitors. The result will be confused visitors, who will immediately bounce back to the search engine and click on another web page result.
A similar SEO mistake is to optimize only the home page and a trifling few web pages. Optimization should be applied consistently across the entire web site or blog. The SEO battle is won or lost at the page level, but since only 25-50% of your pages will eventually rank in the first page of search results, optimize many pages to increase the natural search traffic performance of the entire web site. Continue reading “Marketing Myths – Search Optimizing to Drive All Traffic to the Home Page”