2 builders who never spoke to each other

Give each thing you offer its own indexed page

The single-page site is the commonest self-inflicted search wound, because every extra page is another term you can compete for. Split by service, by variant, by use case, by industry and by question, giving each its own address and its own semantic markup so it is eligible for a snippet. The caveat: a mass of weak pages on a young domain can dilute rather than add.

The method

1. 01

   Build one page per search intent rather than optimizing a homepage: a solution page for people seeking your category, use-case, alternative and industry pages for specific needs, and posts, help articles or guides for people still learning.

2. 02

   Make each of those pages fast, skimmable, genuinely useful and equipped with one clear next step, which aligns your incentives with the search engine's rather than working against it.

3. 03

   Split your site into many pages instead of one, since every additional page is another search term you can compete for - the single-page site is the commonest self-inflicted SEO wound.

4. 04

   Give each distinct service or variant its own indexed page targeting its own phrase, rather than listing them all on a homepage.

5. 05

   Give every question in a long FAQ its own URL, because people search the specific question and never the FAQ page as a whole.

What it returned

• 72

  One Australian eyewear retailer has 72 questions on a single page and gets 200 organic visits a month; Specsavers has 400 questions each on their own URL and gets 17,000.

• Every B2B tech company he consults has organic search among its top three sources of both traffic and conversions.

• Two hypothetical massage businesses: the one-pager can only chase the broad city-plus-service term, while the multi-page rival ranks separately for each massage style.

• For a query about how long an eye test takes, both retailers hold near-identical answers, but only the one on its own marked-up page wins the snippet.

Sources

• Basic SEO and Specsavers' FAQ pageHarry Dry · Marketing Examples · Basic SEO and Specsavers' FAQ page · undated
• That strange feeling when everything sort of seems to be workingCory Zue · coryzue.com · Product Updates · 2018-09-30
• The WaitCory Zue · coryzue.com · The week past · 2018-10-22
• SEO for B2B in 300 WordsGreg Kogan · gkogan.co · 2017-09-16