Finding and optimising your most valuable pages (MVPs)

Jan 14, 2022 by
Finding and optimising your most valuable pages (MVPs)

Not all pages are equal. Some are just better than others, at least in terms of what they have to offer your business. Optimising these pages is one of the key tactics that all SEOs should have up their sleeves as, otherwise, you could end up wasting time optimising pages that are not performing for you anyway.

In any business, knowing where to best focus your resources is an incredibly valuable commodity and you can only know where to invest those resources if you know where your value is. This is why it always pays dividends to focus on your most valuable pages.

What are my most valuable pages?

These are the pages on your site that have the greatest impact on your business. What form your most valuable pages (MVPs) take will depend on your market sector and the size of your business. In fact, your MVPs might not even exist yet.

Traditionally speaking, the MVP was always the home page or perhaps the contact us page but for e-commerce sites, these pages provide little direct commercial value. Sometimes, MVPs can be a mixture of category and product pages and even problem-solving pages.

There is no simple answer here but there are ways to narrow down your MVPs and decide which ones to focus on.

Find your MVPs

Your MVPs will ultimately be tied to whatever your business objectives are. Brands looking for exposure over revenue, for example, are probably going to have very different MVPs than those that are simply looking to sell as much of a product as possible. They don’t necessarily need to be “final destination” pages either, as they can simply be pages that drive traffic.

Finding your MVPs means knowing which metrics to focus on. Online impressions, search volumes and click-through rates are all common metrics to use, as well as post-click data like traffic, purchases and bounce rates. As ever, the Google Search Console and Google Analytics are your best friends here.

Optimising your MVPs

What kind of optimisation you choose will depend on the goals you want to achieve. Above all else, it’s vital to deploy consistency and variety in how you view the performance of your main marketing channels.

As an example, let’s take the classic home page as an MVP. This is a page that directs almost all of your traffic and fulfils dozens of functions. Metrics used here should include impressions for checking out the awareness of your site, bounce rates for checking how many users are being driven to commercial impact pages and time on page to establish the page’s authority and trust.

To optimise the page, you’ll want to do everything in your power to boost these metrics and that can involve everything from adding more CTAs and headings to investing in more organic and paid adverts. Optimising your MVPs is no different than optimising any other page. What’s important is being able to understand which pages are worth optimising and which are simply not worth the effort.

Optimising MVPs is not something you can just take care of and forget about either, it’s an iterative tactic that requires constant monitoring and work. It should be a cornerstone of your online marketing strategy and if you focus a little attention on it often, you should soon start to reap the benefits.