Implementing contextual categories and granular metrics such as keyword-rich naming conventions vs. non optimal generic or “less descriptive” category names invariably impact your SEO efforts.
Just like the photo above, if your site structure or content lacks formal continuity, rhyme or reason, how can search engines possibly gain context if you yourself have provided minimal cues?
Consider the URL ( http://www.yourwebsite.com/category/page.html ) has the potential to either (a) reinforce topical relevance or (b) potentially diffuse it. Each category or sub folder in your website acts as a beacon to consolidate the sub pages within that tiered structure.
Based on the competitiveness of the root phrase you are targeting determines the degree of overlapping metrics you should execute in order to “optimize” either pages, categories or cyclical posts for specific keyword variations determines how your preferred landing pages fare.
Let’s use an example. If the threshold for a keyword I am targeting like a broad level keyword such as “consulting” has a tipping point of 141,000,000 competing pages or rather instances in the top 1000 pages in Google’s index. It is highly unlikely that a 1 page or 10 page website on the topic is enough to cross the relevance threshold needed to rank for that keyword.
This is why you have to view your entire website as an opportunity to creating overlapping tiers of relevance which allow you to elect a pecking order (through internal links) to funnel link-flow to the appropriate pages (through corresponding keywords).
Since “consulting is competitive”, it would serve both your time and your ROI by targeting a less competitive keyword and keyword modifier that accomplished 2 things (1) it allows me to refine the focal point of the page and (2) allows me to speak directly to the type of consumer who would use such a search phrase to begin with.
Using a drill-down approach to semantic layering within a website provides the perfect overlap for structure through replicating this phenomenon through site architecture. The most competitive keyword “consulting” now becomes a subfolder from the domain www.domain.com/consulting/ and all supporting keyword clusters that either have the word consulting in the main focal point of the title, URL or subject get categorized under this nomenclature and grouped into a parent / child relationship within the website.
Going back to grade school when we first learned the importance of putting together an outline and how the main subject and corresponding points of interest were paginated to infer relevance, search engines and their inherent algorithms also use this type of structure to calculate relevance within a body of documents.
Structuring facets of interest (based on overlapping synonyms and keywords) assists search engines by consolidating these topics in a clearly structured format. As a result, this coherence translates with a higher degree of relevance score for (a) the individual pages and (b) the collective keyword contained and / or weighted within those pages as indicators of the query space.
Rankings are delivered by the page and this drill-down tiered effect provides exponential returns when harvested through linking out from the collective pages for keywords to their corresponding landing pages.
By theming your content, through determining the subject, weight and relevance ratios required to cross the tipping point based on the volume documents in Google (using “phrase match”, “inurl”, “intitle” and “inanchor”) in tandem with relevant content – make acquiring a top ranking a matter of time, trust and authority.
All of which can be tied back to a solid site architecture which includes using relevant naming conventions whereby the “crowning keyword” is integrated into the folder structure to add a bit of added velocity for the various signals (over 200) that Google uses to rank a web page.