At Marketing 360®, our SEO landing pages are called monster pages. That may seem like an odd name because these things are a thing of beauty, both in form and function. But they get their name for a reason.
One of the first nicknames the internet had was The Information Superhighway. It’s not used as much today, but it’s still accurate.
Information is the blood that runs through online channels. Google is our default resource to discover ideas and insights on any topic that is relevant to our lives.
As a marketing tactic, this is where SEO comes in. Every time a potential client seeks information about a topic on Google, it’s a chance to engage with them and – possibly – create a connection.
The information needs to be useful, original, and professionally presented. The more complete the content, the more chance Google will rank it.
A monster page is an informational rich, beautifully designed webpage built to appeal to both Google and people. When done right, they can jump-up in ranking quickly, as this case study shows.
Case Study: Rankings Monsters
The monster page we created is for grief counseling in Palatine, IL, a suburb of Chicago.
A well-executed monster page shows upward movement fast. In just a month and a half, we saw this jump:
As we work through the process of linking and updating the content, this ranking will grow.
As of this writing, they are also on page one, position four for the search “grief counseling Palatine”.
This phrase is what we call “low hanging fruit”. They got on page one in less than two months because of the excellent content, but also because the phrase – with the name of the city included – isn’t that competitive.
This brings up an important point about this tactic.
It’s not always – or even usually – the best idea to go after broad topics with these pages. They’re often too hard to rank for, and they also tend to be general in terms of concept. That makes it hard to identify the searcher’s intent, which in turn makes it difficult to develop appropriate content.
In other words, you’re not trying to hit a grand slam with one big swing.
Instead, you can create a series of monster pages that match the intent of specific queries. You get less traffic for each, but the traffic is more targeted. Add the pages up, and you have the traffic volume you’re looking for.
This business, for example, has a page that ranks for the terms “therapy for girls” and “girls self-esteem groups”.
The page that is ranking for these keyword queries is not a monster page. It’s a regular backpage that’s fairly thin on information and content.
They have an excellent shot at ranking high for these phrases, both for the topics and for location searches (including “near me” searches).
So the beautiful, monster page tactic will move on to these topics. Then you start to see why they’re called monster pages.
Because they’re big, powerful, and dominate.