Why You Should Optimize ALL of Your Website Content

Great article today by ClickZ’s Julie Batten about Google’s changing SERPs (search engine results pages) — “What Google SERP Changes Mean to Marketers.”

Because Google is now indexing all types of content, plus incorporating its search box, it’s becoming harder for companies to rank “above the fold” on the SERP.

In her article, Julie writes:

Maybe these extra elements included on the Google SERPs are just another challenge for the marketer. That is, it’s not just about optimizing your site any more.

It’s about optimizing every type of content you have available [emphasis mine].

So instead of whining about the SERP’s reduced space, why not invest that energy into listing your business with Google Maps or optimizing your images and video for search?

Amen!

I recently posted similar thoughts about optimizing media rooms in my MarCom Strategist newsletter. You can read part I, “Optimized Media Rooms: More Traffic, More Inquiries, More Press” and “Optimizing Your Media Room — Part II.”

The long and short of Google’s changing SERP?

It pays to view your Website as a collection of mini-sites and each page within each section as stand-alone landing pages — and optimize accordingly.

For example, “mini-sites” within a larger site include Services, Products, Resources (or Library), About Us, E-Commerce, etc.

Then, within each section, optimize individual landing pages according to who would be searching for that specific type of content and why.