Learn how to mine SEO opportunities from your most important web pages.

When it comes to SEO potential, some pages on your website are more important than others. In this post, I will show you what they are, and how to prime them for search optimization. Let’s leave no stones unturned.

The most important pages on your websites

The following pages present golden SEO opportunities for you:

  • Home page
  • About page
  • Blog page
  • Sitemap page
  • Privacy page
  • Product and service page

You website is a permanent work in progress, and there are more things to handle than you can ever have time for. Still, at the end of the day, you need to remember why certain pages are important, and how to make the most out of them for search optimization.

Your home page

Without a doubt, your home page is where most websites link back to you when referencing your website. You probably place your home page link in many different places on the internet:

  • your bios on multiple platforms, such as Linkedin, Medium, Twitter, niche websites.
  • the comment section of websites you regularly interact with.
  • your email signature.

Thus, it is no surprise that your home page tends to have the highest authority.

Prime your home page for search optimization

  • Include short keywords on the home page.

They are hard to rank for, but it makes sense to place them in the most authoritative page on your web site. Over time, as your authority increases, and it should if you hustle consistently, you may start seeing your home page showing up for those keywords.

  • Make sure that your home page has a user-friendly navigation to other pages.

You always gain brownie points for stellar user experience, even if its benefit is not obvious for now. Besides, a clear-cut navigation also makes it easy for the search engine to cruise through the content of your website, so that they can index those pages and rank them highly.

Your about page

Your about page is the second most visited page on your website, and this is self-explanatory. Indeed, it’s always the next page I look for when I have landed on a page with very helpful information. I just want to learn more about the people behind the website, and ways to connect with them.

Never assume that people who visit your web site already know who you are, and what awesome sauce you bring to the table. When someone searches for you or your company on any major search engine, it’s very likely that your About page is one of the first things that they see.

Search optimization for about page

In the example above, you see that the About page for Justin Cutroni, a leading web analyst ranks second in the search result. Indeed, the About page is mine of SEO opportunities and it would be a huge mistake to forget about its search optimization.

Prime your About page for search optimization

  • Include your company name to the URL, for example: https://www.janedoe.com/janedoe, or about-janedoe.

Yes, you are reading it right. Don’t simply set the permalink for your About page as janedoe.com/about. This helps to beef up the ranking for your company name, and your visitors can always tell that the page janedoe.com/janedoe is your About page.

  • Include your company name to your About page content.
Search optimization for About page

In the About page above, the website owner includes his company name, Wildfire Studios a total of 4 times. That’s a good rule of thumb.

Your Blog pages

In the context of SEO, the blog page refers to the page that contains a single entry. That means blog pages are plural, unlike your home page or About page.

You can have a few to thousands of blog pages. They are hugely important because Google like dynamic content, and many content creators will tell you to update your old blog posts to revive SEO.

If you Google a lot, you will realize that websites whose last updated time was years ago seldom make it to the first page of the search results.

Prime your Blog pages for search optimization

  • Make sure that each of your blog pages focuses on a different keyword. Otherwise, why would you want to pit them against each other?
  • Keep a note of common questions that you receive from your audiences, or customers, and turn them into blog posts. Help them, help you.

Your sitemap

A sitemap gives search engine, and visitors a navigation of your website. As you add more and more content to your website, it can be confusing for search engine and visitors.

Think of an enormous mansion. It may be sight to behold, but navigating it must be a nightmare for first-time visitors. Therefore, you as the owner need to provide them with a simple and easy to understand sitemap of your entire website.

This is what a sitemap looks like.

Illustration of sitemap for search optimization

Additionally, there are two types of sitemaps: an HTML sitemap and an XML one.

HTML sitemap

HTML sitemap is a plain text version of your site navigation, usually in an unordered list. Years ago (before 2010s), when most sites have UX problems, and their navigation menu sucks, an HTML sitemap is a time-saver for confused visitors.

In the landscape of modern web design today, most people don’t bother to consult sitemaps because navigation menus have gotten so much more intuitive. As a result, HTML sitemaps are no longer as ubiquitous as in their heyday.

However, I think it is still worth generating an HTML sitemap, especially if your site isn’t that large. Your visitors will love an HTML sitemap because it gives them a quick, fuss-free navigation of your website.

Lynda HTML sitemap for search optimization

If an HTML sitemap is still good for Lynda, then it is good for me.

XML sitemap

Remember the sitemap that you have to submit to the search engine? That’s an XML sitemap. It’s more convoluted than an HTML sitemap, and that’s fine, because it’s for Google and major search engines, not for humans to see.

Luckily, if you use a quality SEO plugin like Yoast, you can create an XML sitemap quickly.

Prime your sitemaps for search optimization

Sitemap is a contentious issue among SEO professionals. Many believe that if you have a proper navigation, then there’s no use in sitemap. But the problem is that a lot of website owners are unaware that their user experience stinks.

So what to do? Simply include links to your sitemaps in the footer menu. Yoast believes that every website can benefit from an XML sitemap, and I agree.

Your privacy policy

Privacy policy or privacy statement, whatever you call it, it is your notice to users about how you collect their information. It is good not only for search optimization, but also for building trust with your users.

You want to show Google that you are a geniun person, not some spammy sleazy sites that are only here to profit from users in shady ways.

Speak the truth. Transparency breeds legitimacy.

John C. Maxwell

Prime your privacy policy for search optimization

You can optimize your privacy policy by disclosing the following information:

Still unsure how to craft an attorney-level privacy policy? I recommend iubenda, an attorney-run website that lets you generate and customize an up-to-date compliance policies.

Leave it to the pro, and focus on your business.

Your products/services page

We are finally on to the last one, products or services page. Many websites don’t have this page, but if you care about SEO to this extent, I assume you have.

Prime your products/services page for search optimization

For this type of page, you want to use descriptive keywords, like website design for publishers, branding for NGOs. Don’t waste time with short keywords, or keywords that are just sort of related to what you are selling.

You want to attract ready-to-buy visitors, so make sure your keywords match up with your products/services page. For example, if you include “minimalist art print” keywords, your products should be exactly that.


No matter how small or big your website is, don’t forget these pages: home page, About page, blog pages, sitemaps, privacy policy, product/services page. If you don’t prep them for search optimization, you are missing out on some juicy SEO opportunities.

Did I miss anything? How are you optimizing your web site to reach maximum SEO potential? Please share what you are doing in the comment section.

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