Once you’ve got comprehensive keyword research, the job of an SEO is to help you create new pages to rank for those keywords. After all, If you don’t have a relevant page on your site, you have no chance of ranking. When I was a newbie SEO and faced with complex SEO challenges, I used to return to a very simple phrase to keep me on the right track. I’d say “…just get the keywords on the page.” If you don’t have the keywords you’re targeting on a page on your domain, you simply can’t rank. You’ll want to work with your SEO consultant or agency to produce new pages that target new search terms.


When creating pages, look to achieve the following:

  • Make them long enough to be comprehensive
  • Every page needs to have unique content — avoid the temptation to produce templated or copy/paste pages
  • Try to produce a page that people will find valuable and interesting to ensure you have a low bounce rate and a better chance of ranking in Google
  • Keep the URLs simple and close to the root of the domain (don’t nest the pages in deep directory paths)
  • Resist the urge to target more than two keywords per page
  • Map each of your keywords to a page ensuring you’ve covered all of the relevant keywords discovered during the keyword research project
  • I shouldn’t have to say this, but, please ensure your SEO agency or consultant does a high quality job
    • No writing mistakes
    • High quality images
    • Format the pages for legibility and cleanliness
  • Google the queries you’re looking to rank on for each page and check to see what types of pages are ranking — try to follow suit
    • If you see a lot of long blog posts, write a blog post
    • If you see e-commerce pages with products, go in that direction
    • If you see home pages of companies, try optimizing your home page for the keyword
    • Google understands ‘document type’ and uses it to rank pages