Choosing the right keywords to use for page rankings is an important part of website development, but placement of those keywords is just as important. Keyword placement drives website structure, helping determine which pages gain the most hits and the type of traffic they reach. Short keywords have a lot of competition for rankings. The shorter the phrase, the more competition for first page search results. This does not mean you should avoid short keywords, but it does mean that they are not enough all by themselves.
Adding modifiers to existing keyword phrases allows you to rank for more specific search terms. For example, a restaurant might use fine dining as a major theme, and then add modifiers like locally sourced or Italian to the phrase, to gain more qualified traffic.
The best website structures use the most general search terms on the home page and then become increasingly specific on each internal page. This approach brings more targeted searchers directly to the product or service they are looking for, increasing the odds for a sale.
A searcher using generic terms is not always ready to buy, and may need more information on the topic before reaching a decision. They find the home page. Searchers with a specific product in mind are usually ready to buy. Guiding them directly to the product page allows them the chance to immediately make a purchase.
Structuring keyword placement according to the focus of the page, best drives traffic for improved conversion rates.
Adam Merrifield is a self proclaimed “start up junkie” and has spent the last 18 years in corporate entrepreneurship, co-founding and/or being the start-up point man for several businesses. Adam started his career in Commercial Real Estate in San Diego, California.
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