Never ever make the mistake of considering whole of the website as single entity. And the moment you make this mistake, you loose the sight of how to optimize and improve your website for making it search engine friendly.

A website is in fact collection of smaller single page websites converging under single banner. As each page has a unique URL, so each page can be considered as sole identity. And to effectively optimize your website it’s in your beneficial interest to treat each page as unique identity. Though you need to maintain the continuity throughout the whole website for design and navigation, but for optimization you need to treat each page as separate entity.

Let us talk taking an example. Now you are visiting a website with a awesome homepage. It is having a rich and informative content, stunning design and many other features to hold your interest to the site. But after that, beyond the homepage the content is not up to the mark and it’s quiet generic, the navigation becomes much complex and the linking is haphazardly done. So if you come across such a site than there are chances that you might be lured to further navigate the site depending on what you have seen on homepage. But what’s the case if you directly land to the page that is not well designed, doesn’t have proper content and navigation, then would you be giving time to it??

So you should not work just on half of the site, it may be decent but still not able to fulfill your expectations. To do that every single page has to be optimized and considered as single unit.

Now if you are expecting visitors to come through Google, it is very much feasible that the visitor can land on any of the web page. And this is much desirable also, instead of letting the visitor land on the home page and then surf or navigate the site for further information, why not directly send him to the page of his interest ie. the page containing the service, category or the product.

So you need to optimize each and every page of your website, for both the search engine crawlers and the visitors. By doing so you will be surely getting higher search engine ranking. This will not only help you in getting higher search engine ranking, but also in setting keywords and phrases relevant to that particular page.

Moreover optimizing each page is time consuming, and for larger websites it’s much difficult with the limited resources. You cannot implement all the ideas and the changes at the same time, but the best thing you can start with is the content. Focus on getting 200+ words on the page, either project description, service or product review or something related to the management and set the heading. This will help the search engines about what the page is about, and makes it search able. Also it will help the visitors to decide on which page they should land so that it would be of interest to them.

The other important thing to optimize your web page is back links. The ideal situation would be having good percentage of back links, on each page rather than having it just on the home page. There must be numerous links on each of the page. This will help in creating trust and making the position of the page strong in the eyes of the search engine crawlers.

One of the way to strengthen your links is to have a blog and embed it to the pages of your website. This will help in reviewing your products and services, letting the people in contact with you, you can provide the information regarding the company and can pass on the information to the clients and visitors and also create a chance to the people to get to your page.

The website is for visitors and they can land on any page. So each page is important, as you would love more and more people visiting your website and showing interest in what you have to offer. Thus for proper Search Engine Optimizer treat each page as single identity and optimize it. Then only you can achieve your desired goal ie. higher page rank and search engine ranking.