Do You Really Need that Page?

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When you’re optimizing your website for the search engines, one of the things you’ll likely be doing is adding new content to target various keywords and keep your site fresh. Make no mistake, content is certainly important for building a well-ranking website, and there are many business websites out there that have hundreds of pages on them for SEO purposes.

If done properly, having a content-rich website can not only help you rank well for an assortment of important keywords, but it can also improve your website’s usability by giving your visitors access to all the information they need to make their buying decision.

Unfortunately, it’s not always done right.

As you probably know, I’m a freelance copywriter, and a lot of my work involves SEO projects. Many times, I work with SEO companies and clients who want to add content to their website for the purposes listed above. And while I’m happy to take the work (and the money), I often wonder: Does anyone ever stop and ask, “Do I really need that page?”

When optimizing your website, it can be really easy to fall into the trap of saying “We need a page for that too” any time someone mentions a possible keyword, new service area, or whatever else. And when all is said and done, you end up with a ton of pages on your website, but are they actually necessary? And are they worth the time and investment?

If you’re thinking about adding more pages to your website, my suggestion is to ask yourself these questions first, so you can determine if the page is truly needed.

  1. Have I really done my keyword research? It’s shocking how often people just guess as to which keywords they should be targeting. Some companies (and even SEOs who should know better) hear a keyword that sounds logical and automatically assume people are searching for it. But that’s not always the case. Never add a page to your website for keyword-targeting purposes until you’ve done your research and verified that your customers are searching for it.
  2. How will the page help users? At the end of the day, it’s all about your users. If adding a new page helps them find the information they need or gives them an extra resource, by all means, add it to your website. But if the page is just repeating what they can find everywhere else on your website, I’d think twice before adding it.
  3. Where will the page go on the website? Are you going to have to add a new tab in your navigation for the page? Or will it fit neatly in one of the sections already on your website? When you start adding a lot of content to your website, it’s important that you really focus on keeping everything neat and organized. Otherwise, you could end up with a monster.
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