As you know, people are easily distracted and too many choices in the navigation bar will confuse people. They won’t know what to click on. And one of the biggest problems that people have designing websites is they have too many goals.
When you’re doing SEO, you really have to have one goal in mind and because you’re driving traffic to the site to execute that goal. Maybe it’s to purchase something or you want them to sign up onto your mailing list or to register for a live event or to teach them how to do something. But there has to be a specific goal in order to keep people from getting confused.
The human mind has a need to finish incomplete work. And when there’s too many choices and someone is trying to solve a problem, they get excited by everything that they’re seeing.
They create these mental checklists of all these things that they have to do before they’ll take an action, like purchasing something. So if you can narrow the options, if you can create a very specific goal for your site, then you’re going to have a higher conversion rate.
One of the tricks when we’re building a website is that we really focus on a specific goal. And then all of the SEO marketing is going to be aimed at that goal as well.
So if you have multiple goals, you should probably have multiple sites and you should be marketing different keyword terms for those.