A food manufacturer pays a pretty price to have his product displayed on the shelf where the customer will most likely see it. That shelf is expensive because it’s high visibility will afford his brand optimum exposure,thus, producing more sales.

Now consider your website. Every page in your web site is a “shelf” designed to achieve high search engine visibility in order to afford your brand optimum exposure, thus, producing more conversions.

You can thank your lucky stars that you’re not paying “shelf prices” for those pages, but some of your pages can be compared to premium shelf space that is left sitting empty. At least that is what search engines see when they spider down your “aisle”, so to speak - an empty page.

These would be the pages where you forgot to have fun. The “About Me” page where the prose is pedestrian and your reader starts muttering “Blah bla bla bla blah” under his breath before he gets past the first few lines. Not only are folks usually putting their least creative juice on these pages, they are often failing to optimize them. No value is extracted from them.

“Your everyday pages are easy to take for granted, but they shouldn’t be. They have the ability to rank well in organic search results because they are often linked to by many pages of your site, if you include within them terms that people will search for. They also may show up at search engines in some of the other results that are becoming more prevalent with the emergence of blended and universal search. Make sure that they are working for you, everyday.”

Bill Slawski at SearchEngineLand.com does a very thorough examination of what he calls the everyday pages where he observes “…small business sites not taking advantage of enough.”

The value of content that is stressed with such emphasis during blog training doesn’t end where the blog ends. It applies to every page in your site, just as every shelf in you brick and mortar store is “optimized”, so should every web page that you send out in your name.