When creating parent and child pages should key words be repeated in url and page title?

[JimDirectMailCoach]

We are in the direct mail advertising business:  PrintLabelAndMail.com

Example:

Parent:
Postcard Direct Mail

Children:
Postcard Mailings
Postcard Design
Postcard Samples
Postcard Pricing
Postcard Advantages

should "postcard" be repeated in the URL and Page Title?

and in this example should each of the 5 children link back directly to the parent or would it be better to "daisy chain" them using each as parent for the next?

[Chris.Menke]

That might be splitting hairs but if I were to choose, I'd point them at which ever had the stiffest competition--if that were the parent, I'd point the sub pages back to it; if one of the sub pages has the toughest go of it, I'd consider daisy chaining them.  Some of the value of that linking would probably depend on how evenly PR is spread between the pages, the page's locations in the site architecture, where the the links are located on the page, and whether such linking helps or hurts the conversion process, so ultimately, the desired value of such sculpting may be hard to realize.

What others have said:

• http://moz.com/community/q/pagerank-sculpting-best-practices-for-e-commerce-websites
• http://moz.com/blog/internal-linking-strategies-for-2012-and-beyond
• http://moz.com/community/q/page-rank-sculpting

[JimDirectMailCoach]

thanks Chris

how about the 2nd part

in this example should each of the 5 children link back directly to the parent or would it be better to "daisy chain" them using each as parent for the next?

[Chris.Menke]

Andrea,

You're OK using "postcard" in the child pages with child pages you mentioned, as those topics can be written about in ways that indicate distinct differences from the parent topic. However, in those pages, I'd limit the use of "direct" in your copy in order to distance them from the topic of the parent page.