Marketing Defined

How to Layer Web Content to Increase Search Engine Visibility

Layering web site content, is one of several methods used by SEO specialists to increase visibility online. To clarify “layering” — this is a logical level of organization within the structure of a directory.

Smaller websites usually contain only one layer, in that every page is located in the root.

For example, if a site has 3 pages:

• yourdomain.com/index.htm
• yourdomain.com/subdir1/index.htm
• yourdomain.com/subdir2/index.htm

… it still has just the one layer.

To create a second layer you would include several pages in one or each of the sub-directories. Example: if subdir1 includes:

• page1.htm
• page2.htm
• page3.htm

… in addition to the index page, you then produce two content layers.

Sub-domains in the format newdomain.yourdomain.com/index.htm is another effective way to create content layers.  Many large sites use subdomains effectively to maximize online visibility.. but regrettably, this has led to some abuse in recent years.

To increase visibility, each layer must act like an independent Web Site by

• creating sibling relationships between pages through links, by utilizing optimized “anchor text” which is the clickable part of the link.  Hint: ensure a related keyphrase is included in this link. For new marketers: incorrectly stating “click here”, will result in your page getting indexed for the search term “click here”!
• attracting links from other sites to the layer’s home page
• build a strong latent semantic identity between the sibling pages

Such an identity is established through the use of common and strong words on the related pages. Whereas theming focus’ on keywords… it could be said that latent semantic identity is established by a bonding process, if you like.

Remember this: Strong bonding requires strong words that are unique, theme related, hypnotic and effective. They often tend to be verbs, followed closely by nouns.

A working example of how to write such content including tips on enticing information to include is in…  Layering Content Increases Visibility Part2 | Copywriting Tips which follows tomorrow.