WordPress – Posts or Pages – Which is Best?

Using Wordpress Pages

Worpress Pages DashboardWordPress posts or pages – which one should you use when publishing your content? Is there a difference?

So Few WordPress Pages

Many blogs based on the WordPress platform use only a few pages on the site. That could be a mistake for two reasons:

  • Long term search engine rankings
  • Visitor time on site and conversion

Pages Are Your Showroom

From an SEO perspective, here’s what I’ve found for using WordPress blogs:

  • Pages are your showroom
  • Posts are your promotion

Posts can rank well in the search engines, but unless your site is structured around categories and pages, visitors coming to those post will not find more of what they’re looking for. According to Steve Krug in his fantastic book, Don’t Make Me Think, a visitor landing on your post is looking to answer these questions:

  1. What is this?
  2. What can I do here?
  3. What do they have here?
  4. Why should I be here – and not somewhere else?
  5. Where do I start?

I’m convinced that you can’t answer these questions unless you treat the WordPress Platform like two separate sites:

  • Pages – Important content that you want visitors to view and the content you want to rank in the search engines
  • Posts – Promotional and conversational pieces to send visitors to pages and support those pages to rank higher

Posts are like television news and pages are like a feature movie. People watch TV while doing a lot of other things. They’re often distracted and interrupted when watching. When people go to the movies, they’re getting higher quality content (hopefully), they’re not interrupted and they’re paying full attention.

The 100 to 1 Ratio

For SEO purposes, a blog post should always promote a page. For competitive keywords, the ratio of posts to pages may be 100 to 1. That ratio can be reduced by sending external links to the pages. You will also need fewer posts or links for less competitive terms.

Think of the concept of landing pages. They’re not call landing posts for a reason. You control the page, you test it and then you change it to perform better.

Site Structure and Pages

I’m testing pages as the site structure for blogs now. I’m converting category pages to static pages and doing evergreen content as pages. When I layout the initial site structure, I’m doing that as pages not posts.

Take the example of a photography review site. My categories might be cameras, lenses, flashes, tripod and so on. Each of those categories would be pages. Within those pages, I would control the navigation to sub-categories within the site. Posts could be used for individual products or items, and those posts should be added to the category page. Other posts would promote the product posts and the category pages like this:

Using WordPress Pages

If you’ve created a blog just to create links, pages are not necessary. However, if you’re creating a website based on the WordPress platform, then you need to use pages for good site design, showcasing your most important content and small business SEO rankings.

Small Business SEO Challenges

Small Business SEO Challenges
The challenges for small business owners are massive. Small business SEO and internet marketing add more challenges. Indeed, in some ways it presents a threat.

Imagine you own a store. Then, imagine that one out of every ten potential customers are blind to your store when they walk by. Then can’t see it at all. It doesn’t exist for them. Now imagine that was five years ago. Since then the blindness has increased to three of every ten and within another year it could be five or more.

This is exactly what is happening for business owners who don’t have a web presence or don’t have a web presence in the search engines. Local SEO is needed to make your business visible to search engines and visitors who buy what you sell.

The Three Challenges of Small Business SEO

Let’s categorize the challenges for small business owners when thinking about internet marketing. Here’s a story to illustrate.

Sergeant Johnson must do some crazy things to qualify for special forces. He must dive off a cliff, land in the water without hurting himself and then swim five miles across the channel to the other shore.

Sergeant Johnson has some thinking and deciding to do. First, is this special forces thing really worth it? Second, do I have the skills to jump off a cliff without hurting myself. Finally, do I have the stamina to swim five miles across open water?

The small business owner looking at internet marketing for the first time is a lot like Sergeant Johnson. Is it really worth it? Do I have the skills or can I find them without a huge hassle and expense? Will my efforts get me to the search engine rankings and how long will it take?

The Challenges of small business for local search engine optimization can be looked at in three steps:

  1. Deciding if internet marketing is worth it for my business
  2. Getting started
  3. Staying with it until it pays off

Deciding if Small Business SEO is Worth It

Let’s go back to the beginning of this article. How many potential customers are walking by your door because they never see you? It’s pretty simple but powerful question. If some percentage of customers in a business come from online searchers and your business is not where they search, they will never see you.

So, this decision comes down to two basic questions:

What percentage of potential customers start their search online? The National Association of Realtors reports:

Information sources used in home search:

  • Internet: 74%
  • Real estate agent: 69%
  • Yard sign: 22%
  • Open house: 12%
  • Newspaper ad: 9%
  • Home book or magazine: 6%

If you’re a real estate agent and you don’t have a solid internet presence, you will be missing out on a lot of business. What are the numbers in your business segment? Check with your industry association, talk to other people in the same business, but find out.

The second question is do you have the resources necessary to compete in the search engines and using other forms of marketing on the internet?

Budgets are critical for most small business owners and if you don’t have the money, you need to determine if you have the time to learn and do the work necessary for building a web site and ranking in the search engines. If you don’t have the time or the money you’re not going to make a dent in a competitive market.

But, let’s assume you have the resources necessary and you are sure of the need for small business SEO and a search engine presence. Now what do you do?

Getting Started With Small Business and Local SEO

What do you need to get started with SEO? If you are new to SEO, watch our Small Business SEO Explained Video that we created just for small business owners.

Whether you do the work or someone else do the work, to get started you need to get the technical aspect of site design and SEO right:

  • Site Structure
  • Site Design
  • Hosting
  • Content Management and Content Management Platform
  • Market Research
  • Competitive Research
  • Keyword Research
  • On Page SEO
  • Link Plans

Practical SEO – The Real Work

Once the technical aspects of SEO are complete, the work begins and the work is all about content. Content offers three challenges:

  • Creating Content
  • Creating Lots and Lots of Content
  • Staying With Content Creation

The quality of your content must be better than the competition. It’s that simple. Do whatever it takes to make your content the best in your industry. Then the content must be written for both customers (first) and SEO (second). Don’t be fooled into believing that only SEO content matters. It’s always customers first.

I believe in the very near future that content creation quality and volume will be barriers to entry into many business segments. If you’re not able to create good content and lots of it – you can’t play.

Blog rate abandonment is estimated to be 95%. If you spend a lot of time searching on the internet you see that many businesses fall into that category or they’re teetering on the edge. The rate of content creation and maintaining that rate are critical. If you are not in it for the long term, you are not in. You must stay with content creation forever. The rate of new content is based on your business segment and competition, but plan to create new content for as long as you are in business.

Not What You Wanted to Hear?

Sorry, I don’t pull punches. I don’t tell you BS to sell you. Internet Marketing and small business SEO are competitive and becoming more competitive by the moment. If there’s a market, then there is or will be competition for search engine rankings. It takes work, it takes resources, it takes skill and knowledge. If anyone is telling you it’s easy, they’re wrong. Easy rankings generally mean that there’s no competition or no market.

If you have questions call me (Mike Byrne) at 386-295-2049. You can also reach me by email. I am a Daytona Beach SEO Specialist, but I service the US and Canada and beyond.

Understanding Small Business SEO Video

If you are a small business owner or small business manager, then this video is for you. It explains small business SEO and what’s needed to get your site and its pages to rank in the search engines in the long term.

Take 10 minutes now to watch the small business SEO video.

Small Business SEO Video

 

 

The video covers:

You’re not going to learn SEO from a 10 minute video, but you will know a lot more than you do now, especially if you’re just getting into search engine optimization.

We know that many small business owners are gaining competitive advantages from using local SEO and small business SEO. It’s important to understand that unlike print advertising, the results are not immediate. It takes time to rank and keep the rankings in competitive markets. It’s a bit of a leap of faith, but the results can be impressive.

Even better, you are making an investment. Unlike the continuing expense of print and broadcast media, the money you spend on SEO builds an asset. You don’t need to keep feeding the machine dollars once you’ve reach your ranking goals. There’s ongoing maintenance costs, but those are a fraction of the initial costs. Do you know of any other advertising media that cost you less as it becomes more effective?

There’s a lot of information in the video. If you have questions about small business SEO or local SEO, give Mike at call at 386-295-2049. You can also go to our contact page.