Site Structural Analysis
1. Title Tag
Ensure that your title tags are descriptive and informative. Often, this is what shows up on search results as the headline that attracts the click. Making it keyword rich can help in ranking, and a powerful promise or appealing headline makes it compelling enough for users to bookmark and return to later.
When visitors arrive at your website, the title tag also helps orient them to where they are on the site.
2. URL structure
Planning your URL structure to be keyword rich can help with ranking individual pages higher, and also aids users with orientation and navigation around the site.
3. Category names
Making category names and titles keyword rich is another way to optimize your site structure. Look to Amazon.com or Zappos.com for examples of how to plan categories this way.
4. Sculpt internal PR
Directing high powered links from your most linked pages selectively to specific internal pages can help them gain PR. This helps maximize the way ‘link juice’ is spread over your entire website.
5. Content-rich internal pages
Every internal page of your website is a potential landing page for visitors coming from outside. Each page should be content rich, with optimization for relevant keywords being a primary focus of the on-page content.