I won’t retell insights derived from my keyphrase research. If you missed them, you can look back at the past few blog posts. I’m sure I’ll have more insights as I do more keyphrase research. I took what I’ve learned so far and used it to design a new architecture (and navigation) for the site.

The home page will be a generic backgrounder. I’ll do basic search engine optimization on it, but I’m not expecting people to arrive there via search. Instead, I’ll do significant SEO (and some pay per click), for the pages on the site that will relate directly to the industries we serve.

Before the entire site was targeted at B2B and, I believe, that was our major problem re traffic. Nobody searches on ‘B2B’. So the main landing pages of the site will be focused (one each) on the industries we serve:

• advertising
• banking
• insurance
• jan/san
• real estate
• technology.

Each of those pages will talk about our knowledge and experience in those industries, and include the clients we have in each and the portfolio of marketing content and sales tools we’ve developed for each.

With this new navigation, each page’s title, headers and copy will provide opportunities to use keywords and phrases exactly specific to what we’re selling (and to whom). This alone should make a huge difference in how frequently we’re found by people looking for what we’re selling. Which is, of course, the whole purpose behind all of the work we’re doing.

Tags: content, keyphrase research, keywords, SEO