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Review your navigation for keywords

From: SEO: Keyword Strategy in Depth

Video: Review your navigation for keywords

The navigation is the primary element with which A couple of questions you need to ask So, how practical is it to be changed, and what could be changed? Specially for larger sites, this is an exercise that Now, there's two exercises that you can do to help you realize if you've got a And so what I've done, is created specific categories, and But in doing that, I can also get a sense of Are you using the correct words in your navigation?

Review your navigation for keywords

The navigation is the primary element with which people use to find information on your site. A couple of questions you need to ask about your navigation as you go through it. Number one, is it clear? Does it use words that are used by your searchers and by your web site users? Would it be practical to re-write some of these terms? Can you do it in concise terms that won't cause your navigation to be too long or use too many words? So, how practical is it to be changed, and what could be changed? There are a couple things that you can do to test your navigation and ensure that is usable and understandable by your users.

Specially for larger sites, this is an exercise that should be done regardless of whether or not you're optimizing, because this is a matter of making your website more usable for users. So, a couple of practical things that you can do is, number one, go back to your navigation and go back to your keyword research. Start grouping your terms and the words according to the categories that you have found in your keyword research. Categorize the information on your website using the research tools that you have.

And then, develop some very clear category names for your navigation. Now, there's two exercises that you can do to help you realize if you've got a good navigational structure or one that needs work and you'll need some help with this as well. I find maybe getting some family members, some employees, other people that you work with maybe people that are familiar even unfamiliar with your website. What I like to do, is take every sub-topic of information, every page and the topic of that page, and write down that topic on a post-it note.

And so what I've done, is created specific categories, and then I ask people to take all of the topics and organize them under my specific categories, and that is a closed card sort because I define the category and I'm asking people to assign information based on that. But in doing that, I can also get a sense of how important the category is and how I should organize the sub-category. As you can see when we are looking at our hiking keywords, I have Northern California keywords and Southern California keywords.

Maybe, I should organize my navigation based on north and south. Maybe, I should also organize it base on destinations. Or, should I just make a sub-navigation of destinations and add those in. It all depends on the amount of information you have and how many options your going to put in. My rule of thumb is I never like there to be more than five to seven options in a subcategory. More than that is too overwhelming and people don't read it.

Less than that, it can be a combined with another category that has less than five options. So, that's where I usually sit in creating categories and subcategories. Is looking for those five to seven options that everything else can fit under. Then I go back and look at the navigation. Are you using the correct words in your navigation? And do your subtopics match the information that's contained? And is it logical? Having another set of eyes, and some input from other people, in how they organize the content, can be very eye-opening in making sure that you are presenting the best, logical approach to the information, rather than guessing.

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SEO: Keyword Strategy in Depth

60 video lessons · 8223 viewers

Matt Bailey
Author

 
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  1. 1m 17s
    1. Welcome
      1m 17s
  2. 27m 33s
    1. What are keywords?
      4m 11s
    2. The implications of keywords
      6m 36s
    3. How can we use keywords?
      5m 27s
    4. Find keyword research resources
      4m 1s
    5. View the keyword universe
      3m 25s
    6. Read keyword data effectively
      3m 53s
  3. 25m 46s
    1. Creating a keyword spreadsheet
      2m 41s
    2. Find initial keywords
      2m 18s
    3. Utilize the long tail
      4m 25s
    4. Find phrase patterns
      2m 15s
    5. Organize by prefix and suffix
      4m 8s
    6. Search for synonyms
      3m 19s
    7. Plan for plurals
      1m 56s
    8. Develop your keyword spreadsheet
      4m 44s
  4. 25m 28s
    1. Find searcher intent
      1m 48s
    2. Measure brand impact
      2m 26s
    3. Research demand patterns
      4m 0s
    4. Assess the right searcher
      5m 45s
    5. Assess competitive data
      4m 5s
    6. Measure keyword competitiveness
      3m 34s
    7. Measure the competitive environment
      3m 50s
  5. 20m 45s
    1. Intersect keyword demand and keyword trends
      2m 27s
    2. Apply tools for finding keyword search trends
      5m 3s
    3. Compare keyword trends
      5m 15s
    4. Asking why
      3m 22s
    5. Articulating strategy
      2m 35s
    6. Organizing keyword data with your additional data
      2m 3s
  6. 14m 25s
    1. Introduction to keyword research software and options
      1m 29s
    2. Raven tools
      3m 55s
    3. Moz
      3m 24s
    4. SEMrush
      2m 27s
    5. Keyword Discovery
      3m 10s
  7. 59m 55s
    1. Familiarize yourself with the page title
      2m 10s
    2. See how the page title is used
      3m 8s
    3. Evaluate your page title options
      7m 23s
    4. Understand page structure
      3m 40s
    5. How to utilize page structures to your advantage
      5m 20s
    6. Keep the attention of your reader with better page structure
      5m 33s
    7. Converge strategies of structure, scanning, and spiders
      3m 19s
    8. Implement keywords throughout your content
      6m 37s
    9. Integrate keywords within your website
      6m 42s
    10. Consider alt attributes and title attributes
      7m 2s
    11. Review your navigation for keywords
      3m 43s
    12. Test your navigation for usefulness and understandability
      5m 18s
  8. 37m 35s
    1. Create effective ads
      4m 16s
    2. Learn keyword-based bidding strategies
      2m 24s
    3. Balance keywords and quality score
      7m 51s
    4. Avoid costly mistakes
      4m 48s
    5. Focus on negative keywords
      3m 16s
    6. Add dimensions of location, timing, and word structures
      8m 57s
    7. Continually improve your campaign
      6m 3s
  9. 39m 10s
    1. Do not be fooled by rankings
      3m 35s
    2. Measure the right outcomes
      6m 19s
    3. Establish value
      5m 0s
    4. Develop keyword segments in your analytics
      6m 20s
    5. Evaluate landing pages for value
      6m 7s
    6. Troubleshoot landing page bounce rate
      5m 54s
    7. Prioritize your marketing efforts
      5m 55s
  10. 2m 25s
    1. Next steps
      2m 25s

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