Step 3

Step 3

Jesper Hansen - May 2, 2018

APPLY RESULTS TO WEB PRESENCE

 

As this is basically a bottom-up model, it can be hard to apply to an existing website. In general, the best practice would be to perform a thorough re-design of the website, based on the findings in the search term and keyword research, but that is rarely a viable option.

It can be clearly seen that user intent has been reflected throughout the process of developing the resulting group hierarchy.

Relevant themes have been built and prioritized for individual groups of keywords according to user search frequency. The relationships between these groups and their relative priorities allow us to design one or more user journeys that we can implement to our website structure.

Since the relevance and volume of searches is known and assured for each group, the combination of user journeys provides the ideal basis for construction of the web site. Site content follows intuitively from this structure, making precise use of the relevant keyword interpretation within every page group to write targeted, converting copy in the correct, calculated proportions.

Following the process for each user journey ensures the creation of naturally suitable landing pages. As with site structure, the page subject emphasis and keyword positioning within the page is determined by the relative total interest scores of all keywords within the page group.

Internal link building becomes intuitive, ensuring referring pages use anchor text that is exactly appropriate to the target page’s keywords.

External link building benefits, too, gaining the ability to find relevant link partners in the correct proportions, who accurately reflect page subjects, and provide them with keyword rich anchor text to use, allowing the site to build the correct authority.

 

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