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March 1, 2017

3 structural decisions before targeting keywords post google algo changes


Keyword research is perhaps the most crucial element in search engine optimization. Selecting and targeting keywords based on what users “ type” is the holy grail in getting traction and traffic to your website How do your keywords match up with your website’s hierarchy? Ultimately the logical structure of your page should match up with the way users think about products and services like yours. Its important the define the target audiences based on the industry, are you in the b2b space or b2b space, are you in the business of providing leads or generating good and unique content, what are your sites’s core strength

Do you believe in attacking your competitor openly or your products are more niche and appeal to certain segment of a “product cycle”The one thing you should avoiding is being everything to everyone? You need to have a very specific target in mind before you start optimizing those keywords Here are a few things you need to keep in mind for keyword targeting, post google algo changes in 2017 

 1)Cross Linking Relevance: Linking between articles that are relevant and complimentary can be very powerful as it adds a lot of value to your content. People looking for a content will always find it useful, if you have more choices of relevant content based on the similar topic. Perhaps Amazon’s “Frequently bought together” and “Users who searched for this ‘ also searched for the following items are brilliant ways to integrate group products into categories and items 

Amazon has today perhaps established the gold standard for the entire seo industry” showing the way how “ cross linking of relevant content can increase both search rankings and web traffic In the Amazon system all this is of course rendered automatically and dynamically, so it required little day to day effort from Amazon’s part. The Customers who bought data is a part of Amazon’s internal database and the “Tags Customers Associate data is provided directly by users themselves 

2) Using the Correct Anchor Text: Anchor text is one of the most underrated element in the entire on page optimization chain. All your content should focus away to use keyword rich anchor text in your internal links. Avoid using words like More and Click here to know more as it devalued the content of your links. Make sure the technical and the creative team understand this. Take time to prepare before hand an anchor text strategy for your website 

3)Using breadcrumb navigation : Breadcrumb navigation essentially shows a user which part of the website they are navigating. At every point on the website, it informs the user , how to they reach to different areas of the website. Ensure that at all points the user is not 2 to 3 clicks away from the homepage. Among the best practices is to to make the breadcrumb and the menu navigation keyword rich as that helps search engines and users both 

4) Minimizing  Link Depth: Search engines and users look to site architecture for clues to what pages in the website are most important. A key factor is the number of links it takes to reach a page. The Golden rule of linking is “any webpage that is more than 4 clicks away is not that influential. The deeper the links are, the higher amount of indexing time the search engine spiders take to index the website, As each website that is crawled by the search spiders has a fixed bandwidth, they aren’t going to spend more time searching for content if its hidden deep, 4 to 5 clicks from the main page . In fact a search engine might totally ignore such a page as the spiders may not find the page and no matter how good the content is. 

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The Standard SEO advice is keep the site architecture as flat as possible to minimize clicks from the homepage to important content. Do not go off the deep end too, and have a never ending links from the homepage, as too many links on a page are not good for search engines either. A standard recommendation is not to exceed 100 links from a web page as this divides the page rank juice among all the links originating from that page. The bottomline is that you need to plan the website structure as flat as possible without compromising the user experience