SEO Saturday: Turn Your Most Important Posts Into Pages

by Annie

in SEO Saturdays

Letters S-E-O against blue sky with white cloudsHats off to Yoast for this one.

The thinking is simple: when you get a lot of comments on a post, it can dilute the keyword strength you’ve worked so hard to create. That could be OK for a toss-off post, but if you want your really popular content that’s stood the test of time to stand out even further, the answer is simple: make it a Page, not just a Post-on-its-own-page.

Don’t just copy and paste the content into a new page, by the way. I’d actually either:

  • Delete the post altogether, or …
  • Write the new Page differently, adding new content and restructuring the old

What this accomplishes is kind of spectacular for your site’s SEO and for your business.

It preserves keyword strength (you’ll want to deactivate commenting on this new Page).

It gives you the added benefits of a landing page, where you can further direct readers to your other content on the topic at hand or encourage them to sign up for your list.

And I think it also carries with it a slight psychological buzz of heightened trust and importance — with readers musing, “hmm, if it’s a Page, it must be really important stuff.”

(NB: I freely admit I have absolutely zero evidence for this assertion. It just makes sense to me because I’ve caught myself thinking the same thing from time to time on other sites.)

Take a look at your archived posts, and then check their stats in Analytics. What’s standing the test of time? What do people keep coming back to month after month? Those are your prime contenders for conversion into Pages.

Go get ’em, tigers! (See? This SEO stuff isn’t that hard….)

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{ 4 comments… read them below or add one }

Nick Armstrong September 17, 2011 at 6:32 pm

Huh. Does that actually work? I just went through the process of building out an ebook from some of my best posts around a particular topic, so I don’t mind bringing back great content. I just wonder if there’s any discernable difference to Google for a static page vs an older blog post?
Nick Armstrong recently posted..The Value of Ignite Fort Collins – The 8-Hour Workday is Total BS

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Annie September 17, 2011 at 9:06 pm

Depends wholly on how/whether you add value to the page. Pages do have this weird psychological impact on readers – at least in some contexts (I don’t want to overstate it – there could be niches out there where this doesn’t apply). When you turn a post into a page, IF it’s a significant enough topic, it operates like a squeeze page (though I kinda hate that term) that can round up other content on the subject. Here’s an example: If I had a post reviewing Thesis (which I’m working on), and it’s a well-written, thorough review, I can turn it into a page (and probably will, full disclosure) with links to other content on implementing Thesis and making the most of its features. Sort of a mini-landing page, but without the commercial factor – wholly reader-oriented. Good question, Nick.

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Becky September 26, 2011 at 9:55 pm

What would you do if that popular post had incoming links? You’d lose some of your ranking wouldn’t you?

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Annie September 26, 2011 at 10:56 pm

Good question. I think the answer is either set up redirects or, if you have /%postname%/ permalinks (as I recommend), keep the same URL – just move the copy to the Page structure, edit the URL via copy and paste, and then include it in your nav menus. That should work, but I will check on the answer to that for you, Becky. Thanks for visiting! Will drop you a line if I find a better response.

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