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PUTTING TOGETHER THE PUZZLE
You’ve started your list of niche keywords.
You’ve tested the depth of your keyword groups to make sure there is enough interesting and usable keyword phrases for your marketing efforts.
• Do you feel like you are staring at a 1000 piece puzzle box?
Wondering how you’ll ever get all these “words” put together into a usable form?
• Don’t despair!
ORGANIZE FOR MAXIMUM IMPACT
A keyword hierarchy is important because it organizes the words you’ll use into a practical format so you can easily see the structure to use in your website content.
DIFFERENT METHODS WORK
Think of how you put together a puzzle.
• Some people start by putting all the edge pieces together and then letting the center portion take shape within that framework.
• Others start by grouping colors, or patterns from the picture of how the total puzzle will look.
Whatever method you employ to organize the keyword phrases, the purpose is to break the disorganized “mess” into workable size chunks.
In this lesson, we’ll show techniques to create a keyword hierarchy so you can see the “whole picture” of how the various phrases will fit together.
• It’s like having a travel guide of the destination before you board the plane.
You’ll develop your keywords into a hierarchy that organizes your research into a functional framework.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll:
- Discover the best practices for setting up your keyword hierarchy to make it easy for the search engines to understand your site
- Walk through an example of a keyword hierarchy that builds on our “cupcake shop” example from the previous lessons.
- And use your practice guide and related tools to create a keyword hierarchy for the phrases you found to promote your business.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business.
WHAT IS A HIERARCHY?
A hierarchy is just a fancy word for organizing concepts with some things above or below others-ranked by importance.
HOW DO PEOPLE AND SEARCH ENGINES THINK?
Before we get to our example, let’s look at best practices for creating your framework.
- This involves a short lesson into the mind of Google and how they look at a website.
The good news is that search engines are evolving to act more like people.
- In other words if you think about how real people view a website you’ll will have a lot of insight into how to lay out your own keyword hierarchy.
WHICH WEB PAGES ARE MOST IMPORTANT?
The first think to know is that the home page is more important than a page you have to click back to…off your navigation bar.
Next, the pages that are listed below the main pages on the navigation bar are less important than the ones that are listed on the navigation buttons.
WHAT TYPES OF HEADLINES ARE MOST IMPORTANT?
Within a page, the headlines are viewed as more important than sub-headlines.
Similarly, the headlines and sub headlines are viewed as more important than the text underneath the headlines.
DON’T GET OVER-COMPLICATED
And just like people, search engines get tired of having to dig too deep to find pages.
- That is why the best practices recommend that you don’t go deeper than three tiers of web pages.
EXAMPLE: CUPCAKE SHOP TIER 1
Let’s walk through an example of how this three-tier-structure could be applied to our cupcake shop.
The first tier is the main concept of our business.
- In this case, our Tier 1 is “cupcake shop.”
CUPCAKE SHOP TIER 2
The second tier of the hierarchy is the five categories that we picked during the lesson on testing keyword “depth”
The five groups are:
- And birthday
Each one of these keywords would be in the Tier 2 levels.
In this case, we would create a parent page for each of these keywords on the website and link each of these to a button on our home page navigation.
CUPCAKE SHOP TIER 3
Next the third and final tier would be for the keyword phrases we found under each of the Tier 2 groups.
In our cupcake shop example, under the Tier 2 parent pages, we would create Tier 3 pages under that.
Here’s an example:
Our Tier 2 page of “gourmet” would have the following Tier 3 pages under it:
- “Gourmet cupcake recipes”
- “Best gourmet cupcakes”
- “Make gourmet cupcakes”
- “Gourmet cupcake shop”
- And “Gourmet cupcakes online”
CHECK OUT EXAMPLE IN PRACTICE GUIDE
If you go to your practice guide, you can see an example of the three tier structure just described.
As indicated earlier, best practices stop at three tiers because just like people, search engines don’t want to have to dig through too many tiers of web pages to find what they are looking for.
TIME TO GET REAL!
In the practice guide for this lesson you will find a keyword hierarchy form and spreadsheet to use for developing your own keyword tiers.
- Spend some time looking through your keywords and think about how the various phrases fit together into a framework that makes it easy to move from tier to tier.
DOES THIS MAKE SENSE?
Ask a friend to look at the structure and see if it makes sense to them.
- Does anything seem to be missing as you walk through it?
- Can you visualize how these tiers fit together into an easy-to-navigate website?
This is the time to make adjustments.
Once you’ve developed your keyword hierarchy, the next step is to prioritize the keyword phrases so you can confidently move forward with increasing the connections with your visitors and search engines in lesson 5: “Your Keyword Map”