Keyword Targeting
One page, one job
By Mark Cantrell, Founder & CEO, Upward Bound MediaLast updated
Short answer
The homepage targets what you are and your business name. Hubs target what you do, by category, like "[Category] services". Each service page targets one service.
On this page
Homepage SEO: what the homepage targets
A keyword is a search typed into Google. The homepage targets:
- For branded searches, target your company name.
- For business-type searches, target your primary category's company or contractor term.
- Seasonal businesses swap the homepage term by season.
The homepage is usually the page your Google Business Profile links to.
Busy season A
[Primary category A] company
Busy season B
[Primary category B] company
What each service page targets
A hub at /[category] targets "[Category] services", never the company or contractor term.
Service pages sit at /[category]/[service]. Each targets that one service, like "[Service 1]" or "[Service 2]".
Keeping site pages from competing
- What you are and what you do are different searches. The homepage never competes with a hub or service page. Match titles and main headings using NAP Consistency.
- The homepage passes relevance through category services hubs to services with internal linking.
- See a full example.
Do this
- Homepage targets the company or contractor term
- Hub targets "[Category] services"
- [Service 1] page targets "[Service 1]"
Not this
- Hub targets the company or contractor term
- Homepage chases a service search
- Two pages with the same title and H1