The Path to Proper On-page Search Engine Optimization - Again, Oakley is...
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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
Home Page (www.oakley.com)
Broad terms that describe what the over all site offers. Not specific on categories or products.
Category wide terms
Broad terms that cover subcategory terms, not product specific.
Long Sleeve Shirts
More focused then level 2 terms, but still broad enough to cover all products in particular subcategory.
Product specific terms
Half Jacket 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.