CMS pages within Magento are primarily used as information pages. Terms and conditions, privacy policy, and returns policy are all examples of CMS pages that are created and configured within the Magento administration panel under CMS | Pages.
By default, the home page of a Magento store is a CMS page with the title Home Page. The page that is served as the home page can be configured within the Magento Configuration under System | Configuration | Web | Default Pages.
The most important part of a CMS page setup is that its URL key is always relative to the website's base URL. This means that when creating CMS pages, you can manually choose how deep you wish the page to exist on the site. This gives us the ability to create as many nested CMS pages as we like.
Another important point to note is that, by default, CMS pages have no file extension (URL suffix) as opposed to the category and product URLs where we can specify which extension to use (if any).
For CMS pages, the default optimization methods that are available to us are found within the Page Information tabs after selecting a CMS page:
Under the Page Information subtab, we can choose our Page Title and URL key
Under the Content subtab, we can enter our Content Heading (by default, this gets inserted into an
<h1>tag) and enter our body contentUnder the Meta Data subtab, we can specify our keywords and description
As mentioned previously, we would focus optimization on these pages purely for the intent of our users. If we were not using custom blocks or other methods to display product information, we would not optimize these information pages for keywords relating to purchasing a product.