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SEO: Every Page Is an Entry Page

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Joan Zappulla
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Searchers can enter your site on any page via the search results.

Yes, if your site is like most, the home page is a frequent entry for natural search.

So in essence, a well-optimized site encourages the trend for searchers not to follow your prescribed path.

Think of it this way: Searchers query all sorts of keywords related to your product offering.

You can win the branded searches more easily, but you win the non-branded searches only with well-optimized category, subcategory, facet, product, and article pages.

Just as the most-valuable natural-search keyword phrases are the more numerous and higher demand non-branded keywords, the pages that target those keywords are your most valuable pages.

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Joan Zappulla
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