Focus Pages are all about SEO strategy and how to get to TOP 10 Google with one or more landing pages or lead pages. This strategy can successfully be applied to any website, in any niche, big or small.
Yes, you can apply it for:
- a construction company’s website
- a cleaning services company
- a SaaS (software as a service) presentation website
- a huge blog (over 20,000 articles)
- an e-commerce store
- a photography services site
Why does it make sense for this to work for any kind of site?
- Because Google does not discriminate according to the type of site.
They (the Google bot crawlers and their algorithms) look at ranking factors above all else.
- Focus Pages are all about analyzing your most important page according to all the important ranking factors and making adjustments so that Google will love your website more than the other competing websites.
Also, the following information is crucial to get the most out of using Squirrly SEO 2019 and supercharging your rankings. So, please read carefully.
Do I need an SEO Strategy?
Yes, because your end goal might change from time to time. Sometimes, you try to get more visibility. Sometimes you try to get more conversions. Sometimes you try to get more sales.
These goals are very different in nature and sometimes they require different plans, different sets of steps to reach these goals.
Getting tens of thousands of visits doesn’t necessarily mean getting more sales. Especially if you don’t have a sales funnel, you could write the best article in the world about Free-to-Play gaming (real example from a customer), get tens of thousands of views (both from SEO and Social Media) and still not be able to sell more of the games that your indie game dev studio creates.
Do you have a purely SEO-based strategy, or is SEO just another marketing channel for you? Are you using cross-channel marketing? Think about what you’re trying to achieve. What’s the GOAL? Why do SEO in the first place?
What Are Focus Pages?
These are the most important pages on your site. They are your money-makers, four or five pages on your site you would want visitors who’ve never visited your WordPress website to see.
These are the pages you most to rank on the 1st Page of Google, the pages which help you earn customers, get partnerships, sell your products; whatever your goal is.
A few details about Focus Pages (they don’t need to meet all the following requirements, because these things can depend from goal to goal, business to business):
- They are extremely well-written and are packed with insights which provide tremendous value to your audience.
They are usually a deep-dive into a topic.
- They reflect your business. In other words, they are relevant to your industry, niche and so on. If you have a site where you sell products, then it would make sense to make a Product Collection page one of your Focus Pages. For example, an Action Figures category from your e-commerce store. Other times it can be the page that makes your phone ring the most with hungry customers on the other end of the call.
- They can be long-form posts which include insights and ideas which could serve as standalone blog articles. For instance, if you have a travel agency and you write a lot about travel tips and hacks, then one of your Focus Pages could be an in-depth resource for this topic which you could name The Ultimate Travel Hack Handbook for Smart Travelers.
- Content is original and exciting. They make visitors perceive you as an authority on the topics tackled in them.
- They should sit on top of your site’s pyramid, as they are Pillar content. So other pieces of content should gravitate around your Focus Pages and link to them.
- They can be Evergreen articles or pages, meaning the featured content is continually relevant, does not become dated and stays “fresh” for readers over an extended period of time.
- They can be conversion-based pages like a page called Digital Marketing Strategy Examples, or Digital Marketing Strategy PDF, which would get people to subscribe via email to get the resource. Then a Sales Funnel would start working for you to convert your customer (either via salespeople, or simply automated sales). After the big conversion elements on top, the page could go into detail and have at least 1500 words written, with an above 3 minutes average time on page.
The pages which can bring you the most conversions will usually be your focus pages. Unless your end goal is brand awareness. But most of the times, pages which have a solid chance of converting website visitors into leads are the ones that you want to focus on.
If your main plan is to get visitors to very specific pages around certain topics and then target them via Facebook pixel ads, then you just need to focus on getting the right people to that page, so that you FB ads will be super targeted.
Add a New Focus Page
It’s important to understand that a focus page can be a post, page, product, landing page and not a category, tag or the main domain.
All the available focus pages will appear in the Focus Pages list at Squirrly > Focus Pages > Add New Page.
You can search for a focus page by Title, Description or URL and once you found it, click on Set Focus Page button. If the focus page is set, you will see the “Is focus page” message instead of the button.
After you set the focus page, Squirrly will start the Audit for that URL and analyze the on-page SEO, content optimization, off-page SEO, Social Media signals, backlinks, traffic, organic search signals, and more. The process may take up to 5 minutes.
To request a new focus page audit you need to wait 5 minutes between requests and click on the Request New Audit button.
Remove a Focus Page
To remove a focus page just scroll to last column in focus page and select the option to remove it.
All the focus page audit history will be removed and you will be able to add a new focus page in the list from here.
Focus Pages – Chance to Rank
Once the focus page audit is ready and Squirrly could verify all the channels, you will get an estimated rank chance for every focus page.
If the website is set to be hidden from search engines at Settings > Reading > Search Engine Visibility or you will set in Squirrly to hide the page from Google you will get 0% chance to rank.
Focus Pages – Visibility
This section verifies if the visibility signals are correct and the focus page:
- Has correct robots META in Squirrly SEO Snippet
- It’s present in the sitemap.xml URL
- Has a correct canonical link
- A user-friendly URL for readers
- If you requested the URL index in Google Search Console
It’s very important to have all these tasks marked as green for a good ranking chance. If all the tasks from visibility are completed, the Visibility column will be marked with green.
Focus Pages – Keyword
Choosing the best long-tail keywords for the focus page it’s crucial. The SEO Strategy is built around the keywords you choose and optimize the focus pages for.
Make sure that:
- The main keyword has 3-5 words and you did research before choosing it
- The keyword doesn’t have a big competition – to rank faster and keep the ranking
- The keyword is searched by readers on Google and other search engines
- A trending keyword is a winning ticket but it’s also important to avoid falling trends
Since these are the most important pages on your website, you need to make sure that you get the maximum number of people possible to find this page.
If you target keyword searches with low volumes, then you’ll end up having just 2 or 3 people every month visiting this page. And then all the effort will have been for nothing.
If you target a search query with a bad trend you’ll end up seeing little traffic to this page in the long run.
Why? A declining trend shows that Google Users are losing interest in that topic or keyword and will continue to do so in the future. Therefore, even though you could get much traffic right now after you rank this page, in the near future you’ll get very little traffic even if you’d end up on Position 1 in Google Search.
Focus Pages – Strategy
This section verifies if you have an SEO strategy for the focus page. The keyword needs to be added into the Briefcase and categorized with labels.
It’s also important to optimize the focus page using multiple keyword optimization (synonym keywords) to help Google understand the topic of the focus page and to have a better ranking in your niche.
Focus Pages – SEO Content
This section verifies if the focus page is 100% optimized for the primary keyword, if Squirrly SEO Snippet is optimized and customized for Search Engines and Social Media, and if the content is updated with fresh content lately.
All these factors will have a huge impact in quality and targeted traffic over time.
Focus Pages – Words/Page
This section verifies if the focus page content is long enough to have a good average time on page and that Google will not consider it as thin content.
You don’t necessarily have to get 1,500 words on this page for it to rank in TOP 10 on Google. However, getting this task completed ensures that your chances of ranking will be very high.
Get an average time on page of minimum 2 minutes for every focus page. You can do this by editing the content and making it more appealing to visitors.
Focus Pages – Platform SEO
This section verifies if the overall SEO is correct in SEO Automation and SEO Snippet. It’s important to have good robots file rules and you don’t block the focus page from Google indexing.
All the verified tasks:
- If you customized the SEO Snippet for this focus page
- The SEO Automation is active and the Post Type is included in SEO Automation
- The SEO Patterns are active in SEO Automation
- Robots file exists and has correct rules
Focus Pages – Snippet
This is the most important section after content optimization. It’s important to have attractive Search Engines Snippet and Social Media Snippet for your focus pages. It’s also important to have a good structured data JSON-LD for featured snippets in Google.
Make sure you have the main keyword present in the Snippet Title, Description and Social snippet.
You can validate your JSON-LD with: https://search.google.com/structured-data/testing-tool
Focus Pages – SEO Image
This section verifies if the keyword is present in one image URL you used in the focus page content.
To make sure you have the keyword in the image URL, download a relevant image from your page. Change the filename. Then re-upload with the SEO filename and add it your page’s content again.
It’s best to keep this at only one filename which contains the main keyword of the page.
Focus Pages – Traffic Health
This section verifies if the focus page has the tracking code set and has quality traffic from readers.
- Page Bounce Rate should be under 50%
- Average Time On Page to be over 2 min
- The focus page should have at least 70 visits per day if it’s a small business
A high bounce rate means that your users just click on your search listing, visit the page and then decide they’ve seen enough and bounce off to another page on the web. Learn how to fix the Bounce Rate by clicking on the Bounce Rate task in the tasks section from Focus Pages.
Focus Pages – Platform Health
Platform Health section looks over the entire website audit to make sure it doesn’t have huge SEO issues.
The main tasks are:
- No empty or duplicate titles in your website
- No empty or duplicate descriptions in your website
- A good loading speed of your website
- The website is mobile friendly and responsive
Focus Pages – Page Authority and Backlinks
The Page Authority section verifies if the page has links from authority websites and a good MOZ.com score.
The Backlinks section verifies if the page has enough links and links from different domains and IPs.
To build a good backlink strategy, focus on social media sharing, guest posting, blog comments, ads and more. There is not an exact recipe but having links from authority websites will definitely help you rank better for a long time.
Focus Pages – Social Signals
This section tracks shares from trackable sources. For the moments we can grab shares from Facebook, Pinterest and Reddit.
Having your focus page shared on Social Media it means that you already have authority links and traffic to your website.
Make sure you also share the focus page on Twitter, Linkedin, Instagram and other social media channels.
Focus Pages – Inner Links
Inner Links are links that you send from one URL of your site to another URL of your site.
Since your Focus Pages are the most important pages in your site, you should make sure that you link to them from many pages of your website.
Focus Pages – Outbound Links
This section verifies if all outbound links have no-follow attribute from this Focus Page.
Make sure that you’re not letting that hard work go to waste by sending out all your authority and Link Juice over to other pages from the web.
To make sure that all the external links are no-follow, you can install a free external no-follow plugin from WordPress: https://wordpress.org/plugins/nofollow-for-external-link/
Focus Pages – Click, Impressions, CTR
This sections grab information from your Google Search Console based on the keyword you selected for the focus page.
Clicks is the number of how many users clicked on your focus page once they’ve searched the selected keyword and seen it in search results.
Impressions is the number of how many times your focus page link appeared in search results when the users searched the selected focus page keyword.
CTR is the number of clicks that your page receives divided by the number of times your page appeared in search results: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.
If the CTR is high, the focus page has an attractive snippet and people are clicking on your link rather than your competitors’.