This article by Rand Fishkin (MOZ) gives his perspective on creating the perfectly optimized page. Noting the evolution of search engines as well as other sources of traffic — (social networks, referring links, email, blogs), he says:
My perspective is certainly not gospel, but it’s informed by years of experience, testing, failure, and learning alongside a lot of metrics from Moz’s phenomenal data science team. I don’t think there’s one absolute right way to optimize a page, but I do think I can share a lot about the architecture of how to target content and increase the likelihood that it will:
A) Have the best opportunity to rank highly in Google and Bing
B) Earn traffic from social networks like Twitter, Facebook, LinkedIn, Pinterest, Google+, etc.
C) Be worthy of links and shares from across the web
D) Build your brand’s perception, trust, and potential to convert visitors
Uniquely Valuable Content
An optimized page doesn’t just provide unique content, but unique value. What’s the difference?
- Unique content simply means that those words, in that order, don’t appear anywhere else on the web.
- Unique value refers to the usefulness and takeaways derived by visitors to the page. Many pages can be “valuable,” but few provide a truly unique kind of value — one that can’t be discovered on other pages targeting that keyword phrase.