Internet Marketing - Matt Bailey [74]
The next step is to organize your web pages, based on your content structure, into a hierarchy that provides a systematic development of the information that is in the website and the pathway through the content. Start with the category information and then drill down into the detail pages, using associated terms throughout the process, but avoid over-repetitiveness. It is a fine line but one that is carefully created and measured for effectiveness.
Page titles based on content hierarchy could be developed like this based on the research:
Category: Corvette performance parts and accessories
Subcategory: 1957 Corvette Parts and Accessories Detail category: 1957 Corvette body parts
Detail category: 1957 Corvette wheels and rims
Subcategory: 1957 Corvette performance parts Detail category: 1957 Corvette engine performance parts: Carburetors
Page detail: Carter Brass Bowl Carburetor for Chevrolet Corvette
Figure 6-21: Site layout hierarchy for product hierarchy, content and attributes
Create terms that associate prefix words, anchor terms, and suffix words. In doing this, you are able to use the anchor term in many different ways, based on the content of a particular page. This will enhance your ability to rank for the anchor term, as well as the associated terms.
Developing well-written and comprehensive statements for your on-page optimization provides strong contextual relationships for the search engines. Using associated terms helps increase the ability to rank for similar terms that may not even show up in the title tag or headings, simply based on the association and context of the information.
Typically, the information on a website starts out as general in the primary pages, develops into additional information and education about the company and products/services, and then branches out into specific details. This is the same methodology of building content, especially in the page titles. Start with the general terms, and add some strong associated term. Content or category pages can branch out into more detailed information that can integrate specific content based on the information on the page; is it instructional, research, white papers, or an additional type of information? Then add those associated concepts into the page titles, meta-descriptions, and content heading.
It isn’t necessary to repeat the same phrase in each on-page area (page title, description, and headings). In fact, using alternative and additional terms will make the page easier to digest, because repetitive use of the same phrase will limit the effectiveness of the optimization and visual interest of the page (See Figure 6-22).
Figure 6-22: MidAmerica Motorworks Corvette Exhaust page uses multiple key phrases throughout the navigation and product information.
Here are a few simple guidelines for optimizing based on your keyword research:
Don’t be repetitive; be compelling.
Ensure that the optimized phrase accurately reflects and reinforces the content on the page.
Always go back to see how the title tag looks in the search results after it has been updated in the search engine.
Test and measure for effectiveness, based on profitability, always.
Review and Hands-On
Begin by selecting a keyword tool, such as Keyword Discovery, Google Keyword Tool, or any number of available programs. Whatever you select, be sure that there is an export function that allows you to export your selected keyword list into a spreadsheet. This will be important for organizing your keywords into multiple ways of analyzing and sorting.
Start by finding all the available keywords within a subject area. Be sure not to get distracted by the large numbers for very general keywords. Look more at the ratios between search terms, subjects and specific phrasings in order to find the trends. Look at the relative difference between the reported volumes rather than the actual count. The ratios give you a better idea of popularity, because the numbers are