Reader question: I still want some more clarification on keyword-rich URLs and search engine visibility. We are an Outdoor Gear/Sporting Goods website with the generic URL outdoorworld.biz I gather from your article that breaking our Web site navigation into different categories such as:
camping.outdoorworld.biz
fishing.outdoorworld.biz
hunting.outdoorworld.biz
sports.outdoorworld.biz
clothing.outdoorworld.biz
or
outdoorworld.biz/camping
outdoorworld.biz/fishing
outdoorworld.biz/hunting
outdoorworld.biz/sports
outdoorworld.biz/clothing
will not help in regular SEO ranking (whoever uses “inurl” searches)?
Answer: I knew that the first part of the
Keyword-Rich URL article would spark some discussion, which is the main reason I wrote it. Some search engine marketers swear that placing keywords in the URL (domain name, subdirectory name, file name) has considerable impact on search engine visibility. Others do not share this opinion.
Since I am a search engine marketer that does not share this opinion, and since the reader asked, this article should clarify my position.
Primary text vs. secondary text
Just as a basic review for new subscribers, all spider-based search engines index text, follow links, and measure popularity. Each of these three components (text component, link component, popularity component) is equally important for receiving and maintaining long-term search engine traffic.
Each spider-based engine places different emphasis on different types of text. For example, Inktomi is one of the very few search engines that places some emphasis on meta-tag content. Google does not place emphasis on meta-tag content. Therefore, I consider meta-tag content as secondary text because not all search engines use this content to determine relevancy. Other types of secondary text are alternative text, and keywords in domain names, subdirectories, and file names.
On the other hand, all of the major search engines place emphasis on the title-tag text, visible text inside the body tag (paragraphs, headings, unordered lists, ordered lists, etc.), text placed “above the fold,” and text placed in and around anchor links. This text, which I like to call primary text, will have the greatest impact on search engine visibility.
When search engine marketers optimize a Web page, they should spend much more time and effort optimizing the primary text, not the secondary text. In fact, most sites will not obtain long-term search engine visibility if they focus on secondary text only.
Enhancing the user experience
Unfortunately, because many Web site owners have the attitude of “don’t change my site,” they only allow search engine marketers to modify secondary text. Then, three months down the road, they become highly disappointed at the traffic they receive.
Am I saying to NOT place keyword phrases in graphic images (alternative text) because it is secondary text and not primary text? Of course not. If it makes sense to label a navigation button or a product photo with a keyword phrase, then you should do it. Using keywords on a site can really enhance the user experience.
Would I recommend modifying a site’s architecture (using keyword-rich subdomains or subdirectories) just to boost search engine visibility? No. Rather, I recommend creating a site architecture and product descriptions that will make it easier for your target audience to find the services you offer, both on the major search engines (Google, Inktomi, FAST Search) and once visitors arrive at your site. In other words, always design and write your site to enhance the user experience.
Through focus groups and usability testing, you can determine if the keyword-rich subdomains or subdirectories enhance the user experience. Users might find the extra keywords helpful, or they might not. Without those keyword phrases in headlines, product descriptions, and hyperlinks, the keyword-rich URLs might not affect the user experience nor rank well.
Problems with the search engine marketing industry
As a search engine marketer myself, I understand everyone’s desire for top search engine positioning. Quality traffic, increased sales leads and conversions are all excellent reasons for obtaining top positions.
At the same time, I do not understand why so many search engine marketers are so narrow-minded. A top position alone will not ultimately close a sale. An easy-to-use Web site will help close a sale. A good customer service representative will help close a sale. Branding and public relations help generate credibility and trust, which will help close a sale. Targeted advertising can also help.
What if a site ranks well for a targeted keyword phrase but visitors ultimately find the page takes too long to download? What if the number of page views is very low? What if the selected keyword phrases are perfect, but the site design and usability does not encourage conversions? These are all issues that are part of the search engine marketing cycle . Issues that all search engine marketers should face,not just the number of top positions.
Shari Thurow is Marketing Director at Grantastic Designs, Inc., a full-service search engine marketing, web and graphic design firm. This article is excerpted from her book, Search Engine Visibility (http://www.searchenginesbook.com) published in January 2003 by New Riders Publishing Co. Shari can be reached at shari@grantasticdesigns.com.
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