Social Media Training – SEO Site Structure and HUB methodology

Social Media Training – SEO Site Structure and HUB methodology
One of the most common questions I get from both beginning and mid-level SEO’s professionals is how to create a valid SEO site structure. This is a critical portion of understanding how SEO works within the topic of social media integration. As you develop a web presence and a strategy, keep in mind how these things work together to form a stronger result.
  • The core components of an SEO site structure require you to have a basic understanding of what your long term goals are for 1st and 2nd tier keywords you are trying to rank for.
  • Without an understanding of what keywords we are trying to focus on, this entire exercise has no possibility of functioning.
  • We also have to realize that SEO is no longer focused on just one site, but a series of brand properties that are related to our business. These brand properties may include our web site, micro sites, social networking profiles, online videos, press releases, and partner sites.

SEO Site Structure 101
keep in mind some core ideas

  • You need to create hubs
    *Isolated pages do not form a foundation for competitive SEO
  • Every keyword should have a page.
    *Without a page for your keyword, you have no destination to control.
  • Examine Google Webmaster to find non-ranking keywords, these will create the foundation of your HUB
  • Of your keywords that could rank, define 1st and 2nd priority keywords using keyword tools
  • All 3rd tier keywords should link to 2nd tier, all 2nd tier should link to 1st tier.
  • Use specific target phrase as the keyword link or ‘anchor’ text.
  • Remove other links that are non-relevant.
    *If you are technically savvy, use the “no follow” tag on all links pointing away from your web presence.

So what is a “HUB”

In a nutshell- a HUB is the central location for all of your digital presence. It serves as the central relay station for everything you do. The center of your HUB may be a website, a blog, or a social profile.

*Word of the wise- if you are developing your own HUB, we recommend developing a website or blog that you own 100%, the last thing you want to do is spend months developing a HUB on a platform someone else owns.

The diagram below demonstrates a basic hub structure.

The gray WordPress logo represents your primary site.

The primary site is attached to high priority keywords you are focusing on.
These keywords represent the ‘holy grail’ that you are chasing after and could make or break your digital business.

The yellow WordPress  logo represents pages on the primary site

The pages have individual secondary keywords that are “nice to have”
but not “need to have” keywords.
These pages help create a secondary layer of links within your site
that point at the primary page for a specific keyword.

(in this example “ACME fitness”)

The green wordpress logos represents supporting pages that have relevant, but non-essential keywords.

These 3rd tier keywords may rank on line one of Google,
but could be extraordinarily low traffic keywords or hard to convert traffic sources.
(in this example, long tail variations of “ACME Fitness Center” “ACME Fitness”)

YouTube, Facebook, Twitter

In this example, these are three social networks that apply to the overall marketing mix of our project.

In order for these sites to gain some search engine rankings themselves, they need to have a few links pointing at them from your secondary and tertiary pages. This allows keyword specific elements to rank (examples of keyword items that could rank are video titles, Facebook pages, or Twitter usernames.)
hub-seo-structure

Before creating an SEO site structure,
think about how basic SEO works on a page.

A key element to remember: Understand your basic ability to create content that can adhere to SEO best practices. The easiest way to SEO any information is to adapt a writing and content style that supports your end goal (Good SEO and online exposure) DO NOT TRY to SEO low quality information. The act of creating good SEO is a balancing act between editorial content, keyword strategy, and technical application.

Until you have mastered all three elements individually, I don’t suggest trying to apply a mixture of the three.

On every keyword that you target.
  • Put the target phrase first in the title tag. The title tag looks like this: <title>Your tag is here</title>
  • Put the target phase into the page headline, make the headline the only <H1> tag on the page.
Confirm the phrase shows up in the first paragraph of text on the page.
Confirm the phrase shows up in the body of the information.
Put an image on the page and make sure the ALT tag contains the key phrase.
  • When possible, put the key phrase into other structural elements on the page.
  • Headings, image captions, pull quotes, etc are all good targets.
Use highlights in your text
  • Try to have another instance of the phrase on the page in bold text, if it makes sense.
  • Try to have another instance of the phrase on the page in italic text, if it makes sense.
  • Try to have another instance of the phrase on the page in underlined text, if it makes sense.
Consistency counts
  • Use the same word. Synonyms don’t count.
  • If optimizing a page for ‘hamburger’, don’t use the word ‘burger‘

Depending on the importance of your HUB, add links to other content or edit old content to include links to new content

  • review old content with similar keywords
  • review web stats for organic keyword traffic you may have missed
  • review old keywords that have simply died and are no longer searched for

Ending Tips

Examine your Call to Action and metrics

  • every keyword has a call to action
  • if a keyword generates consistent traffic, add it to Google Analytics conversion tracking
  • if a keyword doesn’t have consistent traffic, why are you SEO’ing it?

Any questions? What components of a HUB model work best for you?

4 replies
  1. Joe Hage
    Joe Hage says:

    I hadn’t thought about bold, italic, and underline before. All three? And I thought underlining was bad form because it confuses visitors into thinking it might be clickable?

  2. Barry
    Barry says:

    You could definitely mislead someone to think that it is or is not clickable.

    The unfortunately reality is that many user elements for what is and is not clickable have gone out the window.

    In practice I sometime use none or all of them. From a personal perspective this is typically related to the site I am writing on and whether or not the specific textual elements look appropriate. On several of my sites the bold, italic, underline, H1, H2, and H3 tags look wildly different and I haven’t always taken the time to make the technical elements look visually appropriate.

Trackbacks & Pingbacks

  1. […] If all 204 points of contact are coordinated with a valid SEO strategy = we earn another 204 points of search engine contact. (read SEO site structure and HUB methodology) […]

  2. […] Understanding how all of these things link together to form a singular presence is very important. If you haven’t read it yet, check out my previous article on SEO Site Structure and HUB methodology. […]

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *