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05.24.10 How Website Tiering Should Affect The Workflow Of Your SEO  By Jacob StoopsToday we're going to briefly discuss website tiering and how it should affect the workflow of your SEO campaign as well as keyword funneling. SEO Design solutions wrote a great article on Tiered Navigation and Link Structure, and their methodology fits nicely into how I've approached the optimization of several websites in the past. From their article: Each page acts like a hub (a place where others can enter or leave) which to a search engine is represented by a combination of (1) the on page factors which comprise the content on the page (2) the site and page reputation and (3) the off page or inbound link / reputation of the page aggregated into a compound signature / effect. Now their article is more heavily based around the idea of having well-organized internal link structures, whereas my intention is more about helping you understand the relationships between your site's pages and how to approach your site's SEO with a workflow that makes sense (and maximizes impact). I operate under the following philosophy. Generally speaking, your homepage is your most powerful and authoritative page. After that, it is likely that pages closer to your homepage (in terms of clicks away) will have more relative authority and ranking ability, and pages farther away will have less. This means that it often makes more sense to work from the top-down: so homepage, followed by next in order of relative importance, and so-on-and-so-forth. Now this isn't always the case: • Sometimes you'll create pages that just POP in the search results for one reason or another. • Non-important pages like privacy policies and TOS pages are usually close in relation to the homepage, but have little or no value in search rankings. But generally, I've found my philosophy to work out pretty well. Tiering of Your Website I usually start my campaign by tiering out a website. Below are a couple ways you can do it: Continue reading this article. About the Author: Jacob Stoops is the Director of SEO at People To My Site, a Columbus-based Search Engine Marketing firm. He has been actively involved in Search Engine Optimization since 2006, starting off as a lowly web designer before transforming into an SEO maven, blogger, and social media enthusiast. He has worked with hundreds of large, medium, and small businesses to effectively generated higher volumes of traffic and better rankings, while remaining on the cutting edge in the implementation of SEO best practices. He runs an SEO tips/portfolio website, Agent SEO. |
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