How to Optimize Your Web site’s Home Page and Service Pages

The first thing you should do is optimize your “core” pages such as your homepage and services pages by focusing on your buying intent keywords. After you have completely optimized those pages, you can move onto your “content” pages such as the FAQ page as well as your blog posts, focusing on your research intent keywords. Here’s how you do it:
• Homepage: The most significant part of your homepage is the title tag. This tag serves the same function as a chapter title of a book. The title tag should range in length between 50 to 65 characters.
The meta description is the next thing to optimize. Your meta description is a 100 to 150 character statement that summarizes your main services and wraps up with a call-to-action.
Your H1 tag (or visible headline) should be short and detailed and must include an indication of your primary category.
In addition, create a 500 to 1000 word article. It should be concisely written and edited, and include your primary keywords in a sensible way. You should also include a brief background on your business that details your basic services and concludes with a powerful call-to-action.
• Service Pages: For each core service, you should write a separate service page. Each of these pages will need to be optimized with buying intent keywords similar to how you optimized your homepage.
Once you have developed your local SEO campaign strategy, you are now ready to get citations and links, which will not only improve your ranking on Google, but also will expand your online marketing reach.
• Citations: This is a listing in a web directory according to your studio’s NAP (business name, address, and telephone number). It’s very important to have the same NAP for all your listings.
Be aware that there are both free and paid directories. Before you pay for a citation, check out Google Analytics first. It doesn’t make sense to pay for a specific directory if you will not have a chance of driving traffic and getting conversions from it.
• Links: If you want your website to obtain the highest Google rankings, you will need to obtain inbound links from superior, authoritative websites. The best way to get these quality links is to start face-to-face and online business relationships with companies that offer supporting services such as personal trainers or health spas. Once you’ve established a relationship, it will be natural for the two of you to exchange web links.
Monitor the Results
By monitoring your results, you will learn if your local SEO campaign is doing its job, as well as what areas are in need of improvement. There are a variety of ways to analyze data. Here are three important ones:
• Rankings: Prior browsing behavior is what Google’s customized search results are dependent upon. Thus, you need a tool to see your actual rankings. Get your webmaster to install the Google Search Console. Then review your results at least monthly.
If you feel you need a more comprehensive analysis, get a paid tool from SEMrush. It will enable you to monitor your webpages as well as your Google My Business page. It will automatically give you updated ranking information for all your SEO campaigns.
• Traffic: The best tool to monitor your website visitors is more than likely Google Analytics. It enables you to view your overall traffic, individual webpage traffic, and the amount by percentage of traffic your receive from Google search. Get into the habit of reviewing the reports it provides at least monthly, always looking for long-term trends that may arise.
• Conversions: This is a particular action that you would like your prospective customers to do. For example, you might want them to contact your business in order to obtain 10% off their first class with you. Google allows you to monitor conversions from not only the web, but also from the mobile phone. It enables you to see which service has the most conversions. You can also see the conversion rates on each of your webpages to easily determine the highest and lowest conversions by webpage.

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