Depending on what visitors search for, different pages of a website can be the first page they see. Therefore, every page of a website should be optimized because they can all be possible entry points into that website for visitors. Below are a few criteria that all web pages should meet to increase their search exposure.
Each page should indicate the primary topic of its individual content. If there are multiple web pages with similar content, those pages should have similar keywords and tags. However, there should be some differentiation between the two and the keywords and tags should indicate that. Otherwise, websites that have multiple pages that say the same thing will seem redundant to the searcher and cause them to leave.
All pages in a website should incite the visitor to complete a task or have a call to action. Whether that action is to check out a video or click a link, the website should engage the visitor. Information should be presented in short, concise briefs that give the visitor a reason to probe further; preferably to call and schedule an appointment. If a website’s individual pages are optimized, it should generate interest as well as being easily found on searches.
Abraham S. Geller, Webmaster