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Use Of Keywords In Determining Website Structure

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Keywords determine your website structure and thus your web marketing plan and social networking strategy. Site pages should be planned in levels. The index page is at level 1. The page rank is determined by the number of links into and out of it in association to the amount of ranking retained after the linking back and forth (typically 15% of ranking evaporates when passed from one page to another).

Orphan web pages are pages that have no links into them. If an orphan page links off to ten other pages, these links do not carry any ranking. To ensure a site has no orphan pages you build your own site structure and your article content sharing clusters so that they share a circular linking pattern that ensures no pages are left orphaned. Imagine if the “Level 1 index page” links to ten ‘Level 2’ pages and each of these second level pages also links to ten 3rd level pages within a domain. When a domain is orphaned, its index page or any of its second level pages have no links coming into it, and the pages won’t even be indexed.

Now if all of the 3rd level pages linked back to the index page within this linking structure, then no page on the domain would be orphaned and the page rankings will be spread through all pages because of the internal circular linking structure of the site.

If you look at your web pages like a tree structure, the top pages should be optimized for the most general and generic keywords of your business. As we go down the tree, the keywords should become more and more specialized and unique. As an example, if your keyword is “camera”, your index page (or article) should be built to optimize for generic keywords about cameras. Your second level pages should all optimize for words about particular kinds of cameras. Your third tier pages should all be optimized around the long tail keywords relevant to camera brands…

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  • I was reminded again tonight by one of my fellow Social Traffic VIP members that keywords should be used in descriptions as well as in the tags field. I decided that it is time to go back and listen to some of the early lessons in the Social Traffic Course again. Kind of like seeing a good movie again and again......
  • This structure was one of the things that really caught my attention in the Social Traffic training course.

    It's one thing when you're learning it during the course, it's quite another when you put it to practice. When we started working on the articles for the Google Friend Connect campaign it really came together for me.

    I was amazed to see how a good plan and structure could move us up the rankings so quickly. Our video is still sitting at number four on page one because of this.
  • halicea99
    This is just some Great information, it all starts to make sense little by little. @Neil now I know why my squidoo page was telling me to rename my photo, didn't understand then but now that I have read this article it is all clear. Thanks Simon, Thanks Neil
  • bobbicknell
    Thanks for clarifying keywords and the linking strategies so no orphan pages. You did a great job with your example of cameras on what keywords to use and how the search engines look at his. I appreciate your insight as it makes more sense now on what the spiders are looking for.

    For someone who isn't a tech person this blog post helps the visual of how the lower part of the tree has more specialized keywords versus the top of the tree. Your book "Social Traffic" has some awesome Social media tips for anyone wanting to learn more about a web marketing plan and a social networking structure. Thanks Simon!
  • It sounds so easy and logical when you read this article. The structure is not complicated at all. When you surf the web, though, you will find that it is not as straight forward for all. A lot of sites don't have this structure in place and may not be aware of the fact that they have orphan pages.
    The suggestion in this article is a very good one. Build your structure around your keywords and then produce articles and information around those keywords.
  • michelep
    Keywords describe your brand, determine your niche, give you a presence and exposure across the internet. This process brings power, top ranking.
  • Good post on the importance of keywords and SEO strategy. Keywords are the backbone of SEO. Love your tree structure visual. Really helped create a visual 'path' of keywords for your website and pages. Thanks.
  • Good post on the importance of keywords and SEO strategy. Keywords are the backbone of SEO. Love your tree structure visual. Really helped create a visual 'path' of keywords for your website and pages. Thanks.
  • Good explanation of keyword / website structure. Proper keyword structure is the foundation of any SEO campaign. Too many web projects begin without any throught to proper keyword research and even more of them have are built without understanding proper structure.
    Now that I've learned this structure I try to plan before starting any of my sites.
    Doug
  • Being really clear on keywords and building the strategy prior to launching any new content is an absolute necessity to ensure that linking is beneficial to the page ranking.
    I would love to know if you continuously upgrade this with content sites that are no longer current or do you remove them.
  • Good article Simon. I know you've spoken before about keyword density and the importance of a good keyword strategy and I've seen it at first hand using the structure you've outlined here within a set of articles.

    It's also worth mentioning that when using photgraphs uploaded onto a site these can and should be keyword targeted also to help with page ranking.

    Neil
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