Pages are a fundamental part of a website. They are indispensable and should look attractive so viewers will want to stay on them and read them. We will not get into that now because we are talking about SEO, not design. Maybe another post another day. Pages are the containers of content, and you have the liberty to say what you like on them.
Do not think of pages like the pages in a book. In a book, you might flip to any page and start reading, but you will not know what is going on because you are only getting a snippet of the whole story and it is not surrounding one topic. Web pages are more like mini-articles that either a. try to get you to do something (call to action) or b. try to get you to learn something. Sometimes both.
Pages are also going to vary widely from site to site. A blog post on what kind of toothpaste is the least toxic is going to be very different than a page about how your orthodontic office has changed over the years to accommodate new patients. Likewise, a page that is more of an advertisement and surrounds only one product available for sale is going to be structured very differently than a page that is a photo gallery of oil paintings.
But there are some similarities between all pages, and those fall under those three categories for the majority of web pages and should be each given careful attention to. Let’s look at the first one of those three things and explore how we can optimize it for the search engines (and of course, the people! Don’t forget the people!).
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