Explaining Website Keyword Structure with Fruit
This week I had a conversation with a client about the importance of having focused landing pages for each of his keyword targets.
Always a big fan of the metaphor, I decided to take the discussion away from the client’s own site as sometimes it can be hard to see the woods for the trees when you’re talking about a website you know inside out.
The fruit seller metaphor
Imagine a website selling fruit online. If that’s the nature of my business, I want the homepage to rank for ‘fruit’. So as a homepage keyword target I would choose fruit and build a title tag and meta description as follows:
Meanwhile I also want to rank for ‘apples’, ‘oranges’, ‘bananas’ etc. So I optimise my category pages as follows:
And if I want to rank for different types or brands of fruit – maybe I want to rank for ‘Golden Delicious’, for example:
This structure is not only very SEO-friendly, but it just makes sense. The user gets a dedicated landing page that answers their query. If I rank the homepage for ‘bananas’ or for ‘golden delicious’, the potential customer then has to navigate an unfamiliar website to find what they want – that’s how sales are lost.
We at Custard Media completely revamped a website that had the same keywords targeted on multiple pages. We re-worked the meta data and the all-important on-page content so that the landing pages matched up with the keywords they were optimised for.
The next time we checked the rankings for that website, the results were staggering, as you can see from the screenshot to the left.
What we realised was that Google had been ‘confused’ as to which page to rank, so the site’s keyword rankings were consistently poor but the page that was appearing in search differed week-on-week. This lack of stability meant that the rankings never had chance to improve, as Google was still figuring out which page was the most appropriate to answer the search query.
Once clarity was restored, the site’s rankings shot up – all because of a clear, logical keyword structure.
If you’re worried about your keyword architecture, give Custard Media a call today and see if we can help your Google rankings