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Managing your own website can be difficult when faced with issues such as time limitations, and perhaps even a lack of advanced skills. In these situations, website owners often try to take shortcuts. One of those shortcuts involves the optimization of web pages for search.

It can be an easy escape to simply optimize the home page and perhaps one or two landing pages, after all, that is where you want your traffic coming in – hence the term ‘landing pages’. That approach makes the assumption that the only traffic you want is from buyers – if you’re in business, then that makes sense.

The approach can be misguided. First, while your landing pages are optimized for search, your customers are not. They tend to use a wide range of search phrases, and no matter how well optimized your landing pages are, they cannot hope to cover every single search term. Your secondary pages, on the other hand, can be optimized for a wide range of search terms – in fact, the more pages, the more search phrases covered.

Taking short cuts when optimizing your website means you are short changing yourself when it comes to traffic. Every visitor that lands on one of your pages is a potential customer, no matter which page they actually arrive on. The more pages you have indexed and ranking well in search, the more traffic you are likely to receive.

Search engine optimization is a process that takes into account each page – it also takes into account your web site as a whole. Rather than taking shortcuts, spend some time optimizing every page. Over time, you will experience more traffic coming into your website, and a higher sales turnover to match.

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