To create extra pages, or not to create extra pages?

[Muhammad-Isap]

I'm responsible for a site where we cater for all kinds of medical & legal problems.

I recently conducted keyword research that shows a lot of questions being 'asked' in relation to the conditions we cater for. Naturally, I want to create content to answer these questions.

We have a page for 'Cancer compensation' - the 'possible content' that answers questions won't necessarily help someone claiming compensation for cancer mistreatment, BUT someone who asks a question relating to cancer, answered in the 'possible content' may find the 'cancer compensation' page useful.

SO!

Do I:

1. Add this content to the existing 'cancer compensation' page?
2. Create individual pages of content answering each question, linking to the 'cancer compensation' page?
3. or do I amalgamate all the answers into one heafty 'resource' page that sits elsewhere on the site?

What do you think?

Thanks in advance.

John King

[Zippy-Bungle]

I'd create a page (or pages) for cancer compensation. That directly targets one particular market and you can rank well for that. On the other pages only a subset of people will be interested in Cancer compensation and so give them a paragraph. Sharing the link juice will help rank for cancer compensation and not irritate the people who will NOT find cancer compensation helpful

Finally - repurpose the content into a resource page and/or pdf which will give you more bites at the cherry and something that is more shareable on social media.

If it is a key word that I really want to rank for I tend to produce 5-10 1000 to 5000 word articles that are valuable and original content. Normally I find the networked effect of these clusters of pages dominates the ranking - but I do B2B so the cost/reward calculations may be different

[Muhammad-Isap]

Thanks for the reply!

When you say 'the other pages' and 'give them a paragraph' - do you meant to create a page of content answering their question, but only including one paragraph of 'cancer compensation' information? Or to only give them one paragraph on their question, within the 'cancer compensation' main page?

So would I have a separate page on 'common cancer treatments' linking back to 'cancer compensation' where in I only have a small paragraph in the former, mentioning the latter?

Thanks!

John.

[Zippy-Bungle]

Hi John,

I would have the main page for - hodgkins leukemia - with all the relevant medical type information at the top. The down at the bottom a paragraph on cancer compensation.

I do something similar for my pages. I have a general description at the top. Next section is what we stock, then product spec (to grab people who know what they want)

Then applications - to keep key types of engineers engaged, then features and benefits to convert; then factory delivery to cover off another subset, then certification, then some more technical stuff. In a way it's not a logical order - but it looks at out buyer personas and then looks after the most important segment, then the second priority etc.

The separate sections then often link to a page that then addresses the issue in question more fully.

You're a slightly different market so the order and structuring will be different depending on behaviour but you get the idea.

Then take all these small paragraphs on the specific cancer pages and link them back to a full page worth of cancer compensation treatment.

[AlanMosley]

There is a case for more pages, depending on how you structure your internal links you can boost your home page rank by simply having more pages on your site see http://thatsit.com.au/seo/tutorials/a-simple-explanation-of-pagerank

I would also mark up your questions and answers with schema.org http://schema.org/Question

[Muhammad-Isap]

Thanks Alan,

I was told that phone numbers and other details should be marked up with Schema,

If you have multiple instances of the phone number on the page - i.e footer, content etc - should all instances be marked up? or just one?

If just one, should it be an occurrence in the navigation or footer?

Thank you.