A Website Is a Web, Not a Funnel - How to Build a Website That Google Can See and Humans Love
They call it a website for a reason
A Website Is a Web, Not a Funnel - How to Build a Website That Google Can See and Humans Love
Most first-time websites are designed with some flawed theories in mind. The theoretical flaw is that the homepage must lead the buyer fast to what they were seeing for which assumes that the buyer enters at the homepage and then discovers what they need by clicking. They will found their homepage to "vomit out" every inherent keyword in the hope that the homepage will be "everything to everyone." The truth is, now the homepage is seen as the least relevant write back to any demand and has come to be "everything to no one." This "rapid funnel" thought is based on the idea that a buyer doesn't have the patience to "click through" too many pages and the site should be designed to streamline that as much as possible. While the idea has some merit for the buyer interaction, the biggest flaw is that customers simply do not enter your website through the homepage at all (at least the vast majority of them).
The Homepage is the Least prominent Page of your Site
We will use a tires website as the example to interpret this. If a buyer owns a car in Jacksonville, Florida, they might think to type in Jax Tires or Jacksonville Tires, but the vast majority are simply going to visit Google and type in "new tires Honda Accord" to find the specific stock that they want. If a website were a funnel, we would force them to enter at our homepage, click on Vehicles, then Honda, then Accord, then Tires. In actuality, they click on Google, enter their search, find the results, and then they land directly on the specific item page for the Honda Accord at the desired tires website. Instead of the website funneling the traffic to the specific page, the tens of thousands of specific pages extensive out from the center like a web, trapping the web surfing buyer with a extremely specific keyword that best matched their search.
You can see now how the homepage's job is not to be all things for all people... It's simply the very center of the web that spawns out threads in circles nearby it in a web form with the purpose being to "capture" every inherent web searcher and land them on the most specific, most extremely targeted page. The larger the expansion of that web and the more comprehensive the inherent combination's, the more apt your website is to trap the flies that are buzzing around.
The Most Lucrative Keywords are the Most specific Ones
Let's take a look at an alternate way of seeing at a website. Fantasize a diagram where the homepage is in the center and the more specific pages radiate out from there. The homepage is the center of the web, but the thousands of 5 word keyword pages being the most specific surround it on the exterior. This more clearly explains how entry into the website well happens. Instead of making our homepage a "catch-all" with tons of keywords loaded onto that one page (a coarse mistake), we have a tightly focused homepage whose subpages lose focus and their specific targeting the closer to the surface that we get. We now have millions of inherent combination's of keywords that interlink like a spider web, lying in wait for a web searcher to put in that extremely specific keyword combination... And once they do, they are landed artfully onto the very specific page that matched their search... Not some normal purpose "inbox" like most homepages. Focus less on your homepage, and more on your specific micropages.
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