Google indexes pages, that’s what they do. I’ve already discussed with you the idea of page structure. You want to have clearly defined paragraphs that stay on topic with headings so that the reader can scan content and the search engine can properly understand and index your post or page.

As a page has structure so should the the site as a whole. Site structure means that you’ll create categories and pages or posts for those categories. There are 2 reasons for doing this. One reason is so that visitors can find what they’re looking for. And the second is so the search engine can understand the relationships between various pages.

The larger your site is the more you’re going to need organization by subdividing your content into categories and subcategories. You may also use hashtags, just make sure they are connecting articles with related topics, just don’t overuse them. Larger sites will probably be using categories and hashtags while smaller sites would use one or the other.

When using categories try to keep the number of posts in all categories roughly the same. Don’t let one category have more than twice the posts in the smallest category. If a category gets too big you should subdivide it into subcategories.

Those who find a page of yours because it was returned in search results will land on a page somewhere on your site. But what if they refer to your information and someone else tries to navigate your site to find that same page. Will they be able to find it? Will your site structure lead them to where it resides? So you see clear site organization through category pages is important.

Site structure also has everything to do with your keyword strategy. You get traffic to your site from a search result. As we discuss in our keyword strategy post, longer more specific keyword phrases have a better chance of being returned because they have less competition. The longer more specific your keyword phrase the less competition you’ll have for that phrase. One, two and three word phrases have much more competition.

The farther you go down in your site structure the more specific your keyword phrases should be. A category is a generalization and members of that category are more specific instances of the category. SEO is all about being found in search results and the longer the keyword phrase the better you’ll do. As your specific long keyword pages get noticed they’ll gather SEO authority. And this adds authority to the category page just above it.

So make sure you’re linking to the category page from it’s children pages so the search engine understands the relationship. This then will boost your category page as well.

Likewise as we discuss in our keyword post you don’t want to have duplicate content on your site. That would mean that more than one page is using the exact same keyword phrase which is a
hierarchy violation. Google will pick up on this and lessen the rank of both the pages.

Site structure, therefore, is very important to SEO strategy. It’s how we organized our site pages through categorization and hashtags, and also through back linking to higher level pages. Site structure is an essential component of a successful SEO strategy.

Here are some guidelines for writing online text, or copy as it’s called. So the goal here is that the text should be made clear as possible. Clear to your audience and clear and simple so that even the search engine’s spider can understand.

Let’s first note that it’s recommended to use at least 300 words per post, article or page. That’s because a well developed article focused on a topic generally needs to be of that length to be informative. An informative article improves the readers experience with your page and the likelihood that search engines will rank it well in the search results.

The first paragraph should serve as an introduction while the last paragraph should be a summation or conclusion. And paragraphs should be short, of 2-4 sentences. Also keep your paragraphs on a single topic, which is part of “page and site structure”. The search engine really loves paragraph headings as well because it helps it to digest and index your content.

People reading content online like to skim to determine if it’s the content they’re looking for. So try to make tightly organized paragraphs in which the first sentence states the purpose. This serves the user by improving their experience with your website.

And it’s better to use short sentences, of 20 words or less. Long sentences are harder to understand for people and even more difficult for the search engine’s spider to understand. Also try to use a lot of connecting words like, therefore, and, also, and so on. And try not to start more than 2 sentences in a row with the same word. Additionally, use few passive voice verbs, which are not as easy to understand as active voice.

Finally it’s recommended that you set aside the text before publishing it so that you can reread it several days later. This allows you to get a fresh perspective on what you wrote before publishing it. By rereading for sentence word counts, connecting words and topical organization you’ll improve it’s readability for people and spiders.

The topic of page structure, alluded to here, is discussed further in the next article.

Someone enters a search term into Google and the results of the most relevant websites are returned. These days Google is trying to return the best QUALITY results. When you do a search you want the most relevant search results, right?

Define Your Brand

Is your site the best there is that Google should return your site? You are unique and everyone brings their own dynamic to the table. Why should someone want to connect with you? To what advantage would it be for them? In marketing terms this is called brand. What is your brand? How would you define it?

First of all, you need to own your content. That is, a web designer may have put your site together for you and now they are done. They have written from their perspective about your business. Once they turn it over to you it’s your turn to accurately represent who you are, your brand, on your new website.

Excellence In Your Niche

Again, why should Google return your site in their search results? How have you differentiated yourself from the pack? Why are you the best site that Google should return you on page 1?

There are two factors here. One is what is your brand and how are you unique? The second is, does your site really represent who you are accurately, that is does it clearly represent your brand?

Keep It Current and Fresh

Then you need to keep it razor sharp in freshness by updating it as you hone your skills, desires, and attitudes. Everything needs to be current. You are changing constantly and possibly so is your brand. You constantly need to keep your site up-to-date.

That doesn’t mean that a video you published a year ago is outdated, but have you added something of value recently? Things in your world are changing and you’re growing as a person and so you’ll want to keep your site current and therefore highly relevant. Go through all your pages and update them regularly, like every 6 months.

Have Original Content

Your content is original because you are unique. Because you are unique so should be your content. Just your attempt to summarize and explain can be original because it’s your perspective. It’s your uniqueness that makes you stand our from the crowd. And if your uniqueness makes you the best choice in certain areas and situations then you’re going to want to make that clear.

Are you growing in defining who you are and the market you serve? Do you do everything well and are you truly a master at those things you do? Excell at what you do and others will want to connect with you!