Optimizing Your Page Copy

Optimize Each Page

One of the most important things to understand is that each page is its own unit and has its own ranking potential and its own relevant keywords. Usually a home page has more value than the other pages since it is typically the easiest place to build links to. Home pages should generally be optimized for the most relevant competitive keyword phrases in your market that you feel you would be able to rank for. Interior pages should be optimized for other relevant phrases that relate to the content of each page.

WebSite Navigation

Effective navigation should let a user know:

  • what site they are on;
  • where they are in that site;
  • and where they have been.

Navigation and Search Engines

Good navigation helps search engines better understand the site structure as well as helping site users. Typically your most important documents will have the greatest number of inbound links.

Often, people will use tabs or images for their links which have a minimal amount of descriptive text in them. You can offset this by using descriptive text links in the page footer. You can see an example of this technique at http://www.search-marketing.info. It is common to have one set of navigation that is used by site visitors and another that is used by search engine spiders.

Internal Linking


Most sites do not usually have more than about a half dozen major categories. Just how I gave the example of a theme pyramid earlier, your site should be broken down from the broadest topic on the home page to covering more niche topics as you work your way through the site.

You can break the site structure down into categories related by:

  • product or service type;
  • problems you solve;
  • and the types of people who have the problems you help solve.

Search algorithms rely heavily on internal linking structures to determine the importance of documents on your site. The pages which you link to most frequently are the pages you are telling search engines are your most important pages. (more…)