No one has to tell you that it’s important to improve your search rankings in Google and other search engines. You already know that if you want to attract people to your website, links to the pages on your site must appear at the top of the Search Engine Response Page (SERP).
But which pages? And how many of them? Should your goal be for every page to rank highly in the search engine?
How big should your website be? Should you write a separate page for every conceivable variation of your keywords?
Some companies try to improve their search rankings by building large sites that are optimized for many closely-related search terms. But Chad Pollitt at Kuno Creative points out that large websites might be hurting their search engine rankings with over-saturation of closely related keywords.
Split your site into a lean Core and a long-tail Blog
Instead, Kuno Creative recommends that you improve your search rankings by simplifying the structure of your website. Split it into two components, the Core Website and the Blog.
Your Core Website can be small, maybe only 15-25 pages. In this section you write about your main topic. The Core Website describes your company, your offer, how you help your customers, and how to reach you. It has the primary landing pages for people to reach your rich, high-quality content: white papers, eBooks, and videos.
The Core Website makes it clear to the search engine what the overall site is about. Each page in the Core Website is optimized for one of a few primary and secondary keywords. This is your “brand” with the search engine and your visitors.
The Blog lets you write about a much wider variety of subjects. The search engine knows that the Blog is separate from the Core Website and doesn’t confuse the keywords in the blog with your primary and secondary search terms in the Core Website.
Each page in the Blog is still optimized for a particular search term. But they are keywords in the “long tail” of your universe of search terms. Fewer people search for these terms, but when they do, you will appear at the top of the SERP.
Don’t let your site become over-saturated with meaningless keywords
Why does Kuno recommend this site structure? It’s for a simple reason. Companies find it challenging to produce large amounts of high quality content on a narrow subject. Large sites tend to be “over-saturated with meaningless keywords”.
A site with many low quality pages mean that visitors get lost on the site and don’t convert.
Nor do these sites rank well in the search engines. They don’t attract backlinks. The search engine is unable to understand and rank them for their primary and secondary keywords. And finally, sites with lots of low-quality pages are punished by Google since its Panda update.
A tightly-focused core ranks well with the search engines
As you can see below, Kuno’s method works well on its own site. Many of the pages in their Core Website rank highly in Google for competitive keywords.
Clearly Kuno is successfully following its own advice. It has built a relatively small Core Website, about 50 pages, and created pages with high-quality content that rank well for their search terms. About half of the pages in the Core Website are about various aspects of the subject of inbound marketing. The other half are landing pages with offers of free white papers, cheat sheets, case studies, and videos.
Their blog is much bigger, over a thousand pages with a new addition each day. It covers many topics on the subject of Inbound Marketing — how-to articles, news and analysis, case studies, and resources. Multiple people at the company contribute articles.
Simplify your site and improve your search rankings
Split your site into a Core Website and a Blog. You’ll provide a better experience for visitors and improve your search rankings:
- You can simultaneously concentrate on ranking well for a few competitive search terms and also take advantage of the long tail of keywords.
- You are more likely to attract quality links from other websites.
- Visitors and search engines can navigate your site easily.
- It’s easier to segment your pages and funnel visitors to landing pages for your rich content.