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  • Structuring your Site Correctly

    Structure by Theme and Topic

    The general subject or category of your website dictates it’s theme. Loosely stated, the theme of your website is generally your Primary Keyword Phrase, as determined by your earlier efforts using WordTracker.

    For example, if your site sells baby diapers and other infant products and services online, the theme of your site would probably be infant care, so every page of your site needs to include infant care (if that is the best phrase as determined by WordTracker of course). You would also have pages that discuss specific or more refined variations, like baby diapers, on your theme.

    Tip: Ideally, your site is only about one major subject  or category. If you have more than one major subject for your site, say, for example, you sell baby diapers AND garage door openers, you should strongly consider creating multiple sites, one per subject.




    The main idea is to separate content onto different pages by topic (keyword phrase) within your site. As another example, suppose that a site sells house plans online and that is the theme of the site (it’s Primary Keyword Phrase). This site also sells country house plans, garage plans, and duplex plans, and let’s say for this example that each page of the site mentions all three plan types.

    However, what is each page’s specific topic? The different plan types have been mentioned on multiple pages, so each page contains the keywords country house plans, garage plans, and duplex plans. None of the three plan types would be strongly relevant on any of these pages for Google.

    The correct way to structure this site is to have one page that discusses only country house plans, another page that discusses only garage plans, and a third page that discusses only duplex plans. Each page is now strongly relevant for one keyword phrase. No “dilution” occurs in any of the pages, and each page should subsequently fair better in the rankings for its particular keyword phrase. This is important.

    Next, you would add links on each page so that garage plan pages link only to other garage plan pages, duplex plan pages link only to duplex plan pages, and so forth. By using the applicable keyword phrase in the link text (the clickable part of the link), you can also help strengthen the importance of each page.

    So, to properly structure a site that offers different products, services, or content categories, you should split the content onto different pages. In the end, you ideally want a single topic, or keyword phrase, applied per page.

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