SeaWaves Blog

As I’ve been doing SEO consulting, I’ve noticed that sites will rank for keywords but some of the ranking pages (the landing pages) don’t fit the keywords they rank for.

For example, currently WatchPart.co.uk ranks 36th and 37th for omega watch parts. However, the two landing pages are not the best pages on the site for the keyword phrase.

Here are the two landing pages:

1. http://watchpart.co.uk/dials-bezels-bezels-c-58_113.html
2. http://watchpart.co.uk/blog/2007/06/18/omega-watch-dials/

The first one looks like a blank page. The second page is a short blog entry about Omega watch dials. However, what if the searcher was looking for an Omega watch part other than a dial?

The best landing page for omega watch parts is

http://watchpart.co.uk/omega-m-10.html

However, this page isn’t in the top 100 results of Google.

Here’s another example. Petersons.com currently ranks 7th for graduate law schools. Here’s the landing page:

http://www.petersons.com/GradChannel/code/search.asp

The landing page is a page where you can search through graduate programs in different degrees – not just law degrees. A better landing page would be

http://graduate-schools.petersons.com/bydiscipline/u/Law/d/Law/di/2530/sponsor/7997.aspx

This landing page has a list of graduate law schools. However, this page doesn’t rank in the top 100.

How to Get Your Relevant Pages to Rank

If you want to outrank your current landing pages with more relevant ones, here are some things you can do.

Insert the keyword in the title tag of the relevant landing page The closer the keyword is to the beginning of the title, the better.

Point more internal links to the appropriate landing page.

Build links from other sites that point to the more relevant page.

Finally, as you’re creating internal links and building external links, make sure to vary your anchor text. You can do this by using variations of the keyword as your anchor text. For instance, in the first example, the keyword was omega watch parts. You can use variations like

buy omega watch parts
quality omega watch parts
omega watch parts for sale
different omega watch parts
omega brand watch parts
omega parts for watches

By doing this, you’ll avoid tripping the Google anchor text spam filter. Also, you’ll rank better for the variations of the search term.