One of our clients, Lisa B., runs an online seed store, which features multiple brands and offers various kinds of seeds (flower, vegetable, garden plants, etc.). Lisa's store has a unique selling proposition: The varieties of seeds are exclusive and unusual. Among others, the site had a specific section for rare species, so Lisa wanted a corresponding section of her site to rank for "rare plants and seeds."
However, instead of the desired landing page, the homepage kept showing up in search results for the target term. As a result, people who came from search clearly didn't get the content they wanted, and they left. The result: higher bounce rates, missed conversions, and more people who didn't become lifelong customers.
Lisa's situation doesn't seem unusual: Now and then, we see examples of search queries that could be answered better with another page from the same site.
From the webmaster standpoint, keyword-to-landing page correlation often sounds unpredictable; however, you can take certain actions to increase the chances of a better match.
Here are seven steps to get the right page to rank for the keyword you target.
1. Add more relevant content
On the content side, make sure there's enough written to justify pushing a page to search results.
Even if it's an online store, as in Lisa's case, find a way to add more descriptions to each item and highlight the major selling point.
Take the first step (it's free).
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