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RE: Site structure suggestions/feedback
Hi Dana,
Thanks for your quick reply.
I see your point about making sure you have the right goal in mind in targeting broad keywords. A quick search of "clark forklifts" does speak to what you hinted at--virtually all of the first page of the SERPs is dedicated to actual equipment and not parts.
I guess the logic was, we're currently getting a nice chunk of traffic from that keyword (and many others like it), and since over 90% of visitors end up on our "search form", you have to assume that a good amount of traffic coming from those broad keywords is ending up on the search form (although, as I'm typing this, I guess I could just check GA instead of assuming haha) and so if we can increase average position for those words, we can increase CTR, which will increase traffic, and, finally, increase conversions.
If targeting broader keywords maybe isn't the best strategy for increasing organic traffic, should we be expanding our list of relavent keywords and target stuff that we're not currently ranking for, or increasing position for words we are currently ranking for? For the relavent keywords we are doing well with now, virtually all of them are in the top 3, it doesn't seem like we can squeeze more traffic out of those existing relavent keywords (again as I'm typing this, maybe the increase from around 5% of traffic in third position to around 18% in first position, multiplied across many of our existing keywords does add up?). How many of those targeted and tight keywords is reasonable for us to try and target? Right now, we're only tracking about 30.
Thanks!
Wisam
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Site structure suggestions/feedback
I asked this on Reddit and got some some decent answers. I'm curious to see what the pro's of SEOmoz think.
I've got a lead generation site for forklift parts--liftxparts.com. You can think of it similar to car parts, where we have sections for specific brands (e.x. Toyota forklift parts) and sections for specific categories (e.x. forklift filters).
Right now, the site is structured in two main levels: the top level is a dozen or so brands (separate pages for Toyota forklift parts, Clark forklift parts, etc), and then the second level is the categories (separate pages for a dozen or so different categories like forklift filters, forklift engine parts, etc.).If you check out one of the pages, like Clark forklift parts for example (our top landing page)--liftxparts.com/clark-forklift-parts.html, you'll see that on the brand pages (they're all structured the same), we list all the different categories (with links to the same second level category pages) and "search" buttons. All pages point to the same lead capture form.This has been working pretty well--about 90% of visitors end up on our lead capture form, and a high percentage of those convert.
We're working on increasing organic traffic now and I'm thinking our structure could use some improvement.Looking at the analytics, there are a lot more impressions for keywords like "clark forklift" than "clark forklift parts". One gap I've uncovered is while our average position, and by extension CTR and traffic, for phrases like "clark forklift parts" is quite good, it's not so good for broader and higher searched terms like "clark forklift". Should we add another level of hierarchy targeted to just general brands? So now we have content for clark forklift parts, but should we add a page for terms like "clark forklift"? Or should we just add some broader content to the existing brand pages? The pages are quite long already, I'm afraid adding more content to the bottom of the page isn't very functional.
Our thinking is that we can increase average position for higher searched terms by adding content targeted to those terms. The question is how exactly to go about it and how to work it into our current site structure?
Any feedback related to our site structure or even just related ideas about other ways to approach our goal of increasing organic traffic would be very much appreciated! Thanks!
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