Adding Doorways to Your Site
Doesn’t it just make sense that the more ways visitors can access your site, the more visitors you’ll see? So, how many doorways into your site? Is the only way in through the front door – the home page, or are there side doors as well?
Google any topic and somewhere on the first SERP will be a link to Amazon – specifically to a page deep in Amazon’s catalog of offerings. And by clicking on that link, I don’t go through the front door. I land on the page that has the book described on the search engine’s results page one.
How does Amazon do this? Through the use of HTML descriptors called title tags – tags crawled by spiders and entered into the search engine index as separate entries. Type in Moby Dick and you can link to the Moby Dick page on Amazon because that whale page has a title tag telling spiders that Melville’s classic is on this page.
Use Title Tags To Create Doorways
Add title tags to unique pages. If the tag describes a specific product, be sure to add the make and model number since some buyers purchase by product number alone.
However, avoid creating duplicate title tags – tag after tag describing content, for example. Use title tags when page content changes and each tag will be picked up as a separate Google link.
Add Keywords To Headers
This elevates the importance of keywords to spiders. Keywords in headers and subheads are bolded on the SERPs – an extra, added bonus.
However, one more caveat. The SEO community is debating the percentage of keywords that can appear in a headline, header or sub-head. The point is, headline stuffing can become as much of a problem as keyword tag stuffing, which has dropped significantly in Google’s ranking factors.
Rule of thumb: no more than 50% keywords in all headers. And if you want to play it say, drop it to 40% to avoid getting slammed for keyword header stuffing.