How can you get search engines to display the web pages with the best conversion rate in the search results and what can you do to to make sure that unwanted pages are not listed?
Depending on how your website's navigational links are structured, some pages can get higher rankings than others. Here are eight things that you can do to guide search engines to the most important pages of your website:
1. Make the web pages easy to findMake sure that the most important pages on your site can be reached with as few clicks as possible from your home page. The fewer clicks you need to get to a web page, the more important is that web page.
2. Link from your own pages to your own pagesThe easiest way to get related links to a web page is to link from your own website. Link to the pages for which you want to have high rankings from all pages of your website that are related to that page.
3. Use the right keywords in your navigational linksIf you want to see a certain page of your website on Google's first result page for the keyword "blue widgets" then the links that go from other pages of your website to that page should contain the keyword "blue widgets".
This does not guarantee that the linked web page will be listed for that keyword but it increases the relevancy of the page for the keyword.
4. Use absolute links on your websiteDo not link to
mypage.htm but to
www.yoursite.com/mypage.htm. If other people scrape your web page contents, you'll get backlinks from these sites.
5. Use the nofollow attributeAdd a
nofollow attribute to all links that aren't important for your search engine rankings. For example, your privacy policy page or the web page with your terms and conditions probably needn't be listed in search engines.
6. Remove unnecessary linksThe fewer links you have on a page, the more important is a single link to another page on your site. Remove unnecessary links from your web pages.
7. Exclude irrelevant and duplicate pages from indexingUse your robots.txt file or the robots meta tag to exclude duplicate or irrelevant pages from indexing. If search engines don't have to parse your unimportant pages the other pages of your website will get more attention.
8. Recover lost pagesCheck your website for 404 not found errors and redirect these old links to the most appropriate pages on your site. You might want to use the link checker that you can access in
IBP to check your links.
Optimizing the links on your own website improves the position of your web pages in search engines. In addition to optimizing the links, you should also optimize the content of your web pages to make sure that Google and other search engines list your website for the right keywords.
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