How Focused Content Can Boost Your Webpage Rankings

Focused content can boost your webpage rankings. That’s because content that focuses on a single topic makes it easier for Google to understand the page’s purpose. When Google can understand the page’s purpose and the content is unique, relevant, and helpful, the page will rank. If Google is unsure about the page’s purpose, it may not rank at all. We just split one page with a dual focus into two pages with a single focus each. SERP rankings for the two new pages jumped up 40 positions in the first month. To learn more and read the case study about page focus and SEO rankings, please continue reading.

Estimated reading time: 5 minutes

A Recent Discovery

A Single Topic Per Page is Better

Content focused on a single topic is better for both the user experience and search engine rankings. When two topics are discussed on a single page, the visitor can feel that their time is wasted on a topic they are uninterested in. 

For example, let’s say you are interested in getting a German Shepard puppy.  To learn about them, you visit a website that specializes in large dog breeds.  They put information about German Shepherds and Alaskan Malamutes on the same page. That could lead to a frustrating experience because you are only interested in German Shepherds and not interested in spending time sifting through content on Malamutes.

Furthermore, search engines, like Google, struggle to understand the page’s purpose when content has more than one focus. If they cannot understand the page’s purpose, it will not be rewarded with a high page ranking.

A Case Study

Initial Situation

As I mentioned above, I manage a website for a dentist.  I recently identified a page that contained content on two different dental services, crowns and veneers. The page was ranked in the mid-50s and the page served was the homepage, not the actual service page.

Solution

I split the page into two separate pages, one focusing on Dental Crowns and the other on Dental Veneers. I also used a geography identifier in the page title that coincided with the Dental Office location.

Results

Within one month, both pages were ranked #10 for the keyword, and the pages served were the ones specific to the keyword.  No longer were visitors sent to the homepage and forced to navigate to their desired service page.  Now they landed on either the Dental Crowns or Dental Veneers page that matched their search query.

The table below shows the before and after page SERP ranking, position jump, and impact on engagement.

Conclusion to How Focused Content Can Improve Your Rankings

Focused content can boost your webpage rankings.  This is because search engines can better understand the page’s purpose when only a single topic is presented. Multiple topics can confuse search engines and lead to lower rankings or prevent the page from ranking.  If you have pages that present more than one topic, split them into separate pages focused on only one topic.  Not only will it help rankings, but it will also provide a better user experience.  And a better user experience can lead to a better conversion rate, generating loyal customers and referrals.  SK Website Works helps business owners create a better experience for their website visitors. We specialize in website architecture, intuitive navigation, and SEO that help get your website pages ranked and convert website visitors into customers.

SK Website Works is a website company that focuses on user experience. We build new websites and provide SEO services to keep websites running clean and search engines happy. Plus, we create content that establishes our client’s expertise and authority. That builds trust between your company and your prospects. And customers only buy from brands they trust. Call us to discuss what SK Website Works can do for you.