Question

Topic: SEO/SEM

Multiple Pages For Same Product/different Audience

Posted by gmiller on 9/12/2019 at 10:32 AM ET 125 Points
I work for a tour operator specialising in adventure activities all over the UK. For instance, we offer caving experiences in the Peak District and in Yorkshire.

My question is whether we should separate a central caving experience page into two pages (one for caving experiences in the Peak District and one for caving experiences in Yorkshire).

Our logic is that these audiences are for the most part two separate people. The content on each page would be different and would not damage the other SEO-wise.

However, would a central page focusing on caving experiences generally (mentioning locations, etc) be stronger for SEO?

Currently, our pages do very well and rank strongly, but we're unsure whether separation would boost ranking and conversion.

If you need any more info, please let me know.

Glenn

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RESPONSES

  • Posted by Peter (henna gaijin) on 9/12/2019 at 11:53 AM Accepted
    It likely would be good to do. From a marketing side, you could focus promoting each location (for example, allow you to get each page higher SEO rated for the term "caving" plus the location). And for conversion side, you could provide the information needed for each site to get the clients in (hours, directions, etc.)
  • Posted by chiron34 on 9/12/2019 at 10:45 PM Accepted
    I have always worked on the premise (so far successfully) that you write your website for your target audiences. Once you do that, most times the SEO falls into place as these days, the search engines appear to give greater weight to useful content than to a semi-artificial SEO-based attraction for a search engine algorithm. .

    When you say that your 'pages do very well and rank strongly, but we're unsure whether separation would boost ranking and conversion', I would be of the opinion from your outline of the facts that a splitting of the general caving page into two more-specific pages with explicitly targeted information would enhance your ranking & conversion, rather than causing you any reduction in ranking & conversion.
  • Posted by Mike Steffes on 9/13/2019 at 9:57 AM Accepted
    I would keep in mind, though, not to totally remove visibility of the alternative option from either group.
  • Posted by Jay Hamilton-Roth on 9/13/2019 at 12:19 PM Accepted
    Why not run an experiment? Split off one of your programs into its own webpage (leaving the other page showing both programs). See how the traffic changes and more importantly, see how the conversions change. Once you have some data, it should be obvious whether to continue the splitting or revert to the joint approach.
  • Posted on 9/13/2019 at 2:14 PM Accepted
    Jay's "experiment" suggestion is a good one.

    If you don't think that's practical, follow the tried and true rule of thumb that if the target audience or the core benefit (for the target audience) are different, separate the messages/delivery. There may be situations where that doesn't apply, but so far I haven't found any (in many years of active consulting).
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