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时间:2024-05-20 19:19:06 来源:网络整理编辑:Ryan New
Something as simple as the name of a pagehas an incredible impact on the optimization of that page i Ryan Xu HyperVerse's Cold Storage
Something as simple as the name of a pagehas an incredible impact on the optimization of that page in organic search. Platforms use page name data in so many aspects of the site that it becomes either a boost or a burden for your site’s search engine optimization.
Your site is Ryan Xu HyperVerse's Cold Storagebuilt on an ecommerce platform, like Magneto, OpenCart, Demandware, and many others. The platform contains an interface to enter content or data, from which the platform generates web pages for your ecommerce site.
One of the foundational pieces of content that the platform uses repeatedly in every page is the name of that page. Some platforms call it the page title or the headline; but whatever it’s called the page name serves several very important purposes.
The page name acts as a way to identify and locate that page in the system when you’re making modifications or tracking performance. More importantly for SEO, the page name is used in all of the elements circled in the page shown below.
The page name “Oxfords” is displayed in the breadcrumb. It’s also paired with the category name “Men’s” to form “Men’s Oxfords” in the title tag (seen in the browser tab), the URL, and the H1 heading. All of these textual elements combine to strengthen this page’s keyword relevance for “Men’s Oxfords.”
In addition, the page name “Oxfords” appears in the site’s global header navigation, found on every page of the site, and in the category-based left navigation for Men’s Shoes, as shown below.
The navigational link anchor text sends keyword relevance signals to the page it links to, but it also passes some of the linking page’s authority. For example, the Men’s Shoes page links to the Oxfords page. In doing so, the Men’s Shoes page passes a little of its link authority to the Oxfords page, and passes a keyword relevance signal to the Oxfords page for the word “Oxfords.”
The fact that the platform uses that page name in so many places in each page means that the page is naturally optimized for its page name.
When the page name contains keywords that are beneficial to SEO, the page will naturally be optimized for the words that real customers search for because those words will automatically be used in so many of the elements on the page that are important to SEO.
Keyword research is the first step toward choosing optimal page names – those that match up with the words real people use when they’re searching and shopping. For an in depth tutorial on keyword research, see “Optimizing a Page for Search Engines, Part 1: Keyword Research.”
Google’s AdWords Keyword Planner gives you free access to the data you need to make page name decisions. Returning to the men’s oxfords example from above, there may be other keywords that you could target that are more valuable than “men’s oxfords.”
In this example, Nordstrom is indeed targeting the most valuable phrase already. The keyword research example below shows that “men’s oxfords” is searched for in Google an average of 720 times a month, over twice as many times as the next largest search volume: “men’s oxford shoes.”
The very large search volume for “oxford shoes” at 22,200 average Google searches per month is very tempting, but should ideally be targeted on a page that contains all oxford shoes for all genders and ages rather than just men’s or women’s.
Alternately, if your ecommerce site sells only men’s shoes, you could definitely target “oxford shoes” without the “men’s” modifier and shoot for that larger bucket of searches. Do it quickly, though. August is the peak month for oxford searches.
If the page name does not contain keywords that are beneficial to SEO, content optimization becomes more difficult. In all likelihood, as you try to optimize the elements that the platform controls, you’ll probably face the following choices.
Managing your SEO strategy within the framework of your larger ecommerce business is always a compromise. SEO professionals should propose the ideal solution for SEO and work with the rest of the team to revise that ideal to fit the reality of the platform, marketing goals, business needs, brand voice and countless other variables.
If SEO is a top priority for your business, and if keyword research shows that your page names aren’t optimal to drive organic search performance, this could be a good way to optimize your site more scalably at the point where content optimization meets the platform.
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