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Organising your website to target keywords for success

How Search Engine Optimise your website
Part 4: Organising your website to target keywords for success

 

Once you have gone through the process of selecting your keywords and you have a set of keywords you’re satisfied will generate quality traffic to your website, its then time to setup suitable webpages with content for keywords. Before setting up pages, it’s a good idea to go through what we at Sprout Online call keyword mapping – the process of arranging keywords and determining what webpages are required so that every keyword has a suitable webpage with good content that relates to that keyword.

 

Keyword Mapping

 

Just like every person needs a home, every keyword needs a webpage. Each selected keyword must have a webpage to live on, a webpage where it suitably belongs and naturally fits in. Keyword mapping is a way to ensure every keyword finds its home.

 

every keyword has its home

 

The first step to keyword mapping is to take your selected list keywords and then organise them into suitable concepts or categories. To make this clear and easy to understand, let’s use an example.

 

Let’s say you’re a design agency in Port Melbourne. From your keyword discovery and selection process, you’ve come to select the following keywords:

 

Graphic design Port Melbourne

Print design Port Melbourne

Web design Port Melbourne

Website design Port Melbourne

Logo design Port Melbourne

Corporate identity design Port Melbourne

Graphic design Melbourne

Print design Melbourne

Web design Melbourne

Website design Melbourne

Logo design Melbourne

Corporate identity design Melbourne

 

Categorising keywords involves seeing themes in your keywords and grouping them according to recognised themes. Ideally each theme should have no more than three keywords in its category (through this may vary depending on the keywords selected and the identical words they share).

 

Themes can be formed based on services, product categories, user-groups, locations or anything else that makes good sense. In the example provided, the keywords selected are a combination of services and locations. As there are only two locations, it would be much more advisable and effective to categorise keywords by services. This would result in more categories, with each category then being able to successfully hold less than 3-4 keywords (something that couldn’t be done if categories were formed based on location).

 

The service categories in this example are:

Graphic design

Print Design

Web Design

Logo design

 

The keywords selected then fall into these identified categories as follows:

 

Graphic design

Graphic design Port Melbourne

Graphic design Melbourne

 

Print Design

Print design Port Melbourne

Print design Melbourne

 

Web Design

Web design Port Melbourne

Website design Port Melbourne

Web design Melbourne

Website design Melbourne

 

Logo design

Logo design Port Melbourne

Corporate identity design Port Melbourne

Logo design Melbourne

Corporate identity design Melbourne

 

It is important to note here, that one could go the extra mile at this point and decide to further make categories more specific, further diving categories by location, thereby spreading keywords over more categories as follows:

 

Graphic design Port Melbourne

Graphic design Port Melbourne

 

Graphic design Melbourne

Graphic design Melbourne

 

Print Design Port Melbourne

Print design Port Melbourne

 

Print Design Melbourne

Print design Melbourne

 

Web Design Port Melbourne

Web design Port Melbourne

Website design Port Melbourne

 

Web Design Melbourne

Web design Melbourne

Website design Melbourne

 

Logo design Port Melbourne

Logo design Port Melbourne

Corporate identity design Port Melbourne

 

Logo design Melbourne

Logo design Melbourne

Corporate identity design Melbourne

 

Doing this would result in more specific pages that may be created, which usually means more meaningful content on webpages is highly relevant to the keyword(s) targeted and also highly applicable to a user that has landed on the page through entering the keyword(s) into the search engine. The drawback however of creating more webpages is that each webpage needs to have unique content, so more work is required in writing each of these pages. More pages will also likely mean more work down the track when it comes to building or attracting links to each of these pages. However, if one has time and is willing to put in the effort, this method of forming very specific categories and creating specific, unique content for each page can be extremely effective.

 

Once you have formed your categories and assigned selected keywords appropriately to each category, it’s then time to ensure that you have a webpage for each category. Each of these webpages are referred to commonly in SEO circles as targeted webpages, as they are the pages that house your keywords and the ones you want people to land on. For some websites, all the necessary webpages may already exist, most likely however, one will find themselves needing to create at least a few new webpages so that every selected keyword has a place to belong on a website.

 

Once you have assigned each keyword to a suitable existing or newly created webpage, its then time to onsite optimise each one of these webpages.

 


 

To view this series on How Search Engine Optimise your website from the very start, click here to go to the start of the series – How Search Engine Optimise your website: Part 1 – An Introduction to SEO.

 

To check out the previous post in this series check out – How Search Engine Optimise your website: Part 3 – Crunching the numbers: Performing a keyword analysis.

 

To check out the next post in this series check out – How Search Engine Optimise your website: Part 5 – How to do good Onsite Optimisation.

 

Our to use Sprout Online to SEO your website and get effective web rankings that provide a return on investment, just check out our SEO page.