The site in today’s SEO Clinic has an unusual situation — there’s just one page on the site that ranks well in Google’s search results, better than the entire rest of the site.
In this week’s SEO Clinic, Aaron reviews Corecosmetic.com, a site where it becomes very clear how content and search result positions are connected. Corecosmetic sells its own products under its own brand, focusing on natural and mineral-based makeup products.
To gain a deeper understanding of a site like this, we often start by analyzing how it currently appears in the search results. What stands out when going through Corecosmetic.com’s rankings is that a single article holds over half of all the valuable keywords the site ranks for. All the other pages combined perform about the same as this one page. It’s an article in the form of an FAQ (Frequently Asked Questions). To conduct this specific analysis, we used Sistrix, a useful tool for anyone who wants an overview of how a site is performing in Google.
The solution
The best option is to add more text to the category pages, as many of them currently have too little content to be truly appreciated by Google. Unlike the FAQ page, which is very well-optimized for visibility, the category pages are quite thin in terms of text. The FAQ article can serve as a model — continue in the same style, but apply it to the category pages.
A slightly less effective but still viable option is to keep building more FAQ articles. This will bring in some search traffic, but not necessarily to the most valuable landing pages.
A third option is simply to move the FAQ page into the Spray Tan category and create a 301 redirect. That way, the traffic coming to it will instead land on a page that can actually drive sales.
A few more tips
- The site is a bit slow, which can create quite a few ranking problems. It’s worth reviewing what can be done to speed it up.
- Some trust signals are needed. Trust signals are about being clear about who you are and showing that you can be trusted. Google has fairly specific requirements in this area.
Magnus Bråth
Consultant & Adviser
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.