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SEARCH ENGINE TRICKS

The Path to Proper On-page Search Engine Optimization
By: Jeff Carpenter
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    2005-06-27

    Table of Contents:
  • The Path to Proper On-page Search Engine Optimization
  • The solution is...
  • Keyword Research...
  • Keyword Assignment...
  • Again, Oakley is...
  • Notice in the...
  • All CSS and...
  • However, some small...
  • Combined, these tags...
  • To accomplish this...
  • Once all ALT...
  • Lastly, all internal...
  • Spiders can follow...
  • Furthermore, techniques referred...
  • MEA Digital is...

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    The Path to Proper On-page Search Engine Optimization - Again, Oakley is...


    (Page 5 of 15 )

    Again, Oakley is the example. The main theme at this site is of course “Oakley”, with an emphasis on sunglasses and associated gear. But the theme branches out from there, depending on the category. For instance, in the sunglasses pages, the main theme becomes sunglasses and includes related terms. In the graph below (which uses Oakley as an example,) you can see how the terms get more specific as the user digs deeper into the site.

     

     

    Keyword Assignment and Theme Pyramid

     

    #

     

    Keyword Assignment Levels

     

    Site Structure

     

    1

     

    General Terms

     

    Home Page (www.oakley.com)

     

    Broad terms that describe what the over all site offers. Not specific on categories or products.

     

    2

     

    Category wide terms

     

    Sunglasses

     

    Men's Apparel

     

    Broad terms that cover subcategory terms, not product specific.

     

    3

     

    Sub-category terms

     

    Polarized Sunglasses

     

    Women’s Sunglasses

     

    Snow Pants

     

    Long Sleeve Shirts

     

    More focused then level 2 terms, but still broad enough to cover all products in particular subcategory.

     

    4

     

    Product specific terms

     

    Half Jacket Sunglasses

     

    Juliet Sunglasses

     

    Teaspoon Sunglasses

     

    Fate Sunglasses

     

    Trap Snow Pants

     

    Sector Snow Pants

     

    Mechanic Long Sleeve Shirt

     

    Thermal Bob Long Sleeve Shirt

     

    Focused terms that describe particular product. These are the most focused terms on the site, and should generate the highest conversions and sales.

     

     

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