Clean Information Design VS Onsite Optimisation

[djduckworth]

Hi folks, I'm seeking a bit of advice regarding a client I have. I made a bunch on onsite suggestions which included both

1) bolding mentions of the target keywords throughout the copy

2) including a key word from the target keyword phrase in top level navigation links. For example, the original navigation link stated "Corporate" and they wanted to target the keyword "Corporate Catering".

They have expressed a concern with both of these changes. They don't like the way it "looks". So my questions is, how much of a ranking factor are these two changes? Can I let it slide, or should I push to keep them?

My general argument would be "What would the effect on website visitors be if the words were not bolded and the keywords were not in the navigation links?"

[SEOChief]

Originally Posted by djduckworth

1) bolding mentions of the target keywords throughout the copy

This can actually get you in trouble with the SERP's as it doesn't appear natural. Not sure how long the copy is but per 300 - 500 words it is best to only bold the keyword phrase once and italicize it once. Also remember the H1 & H2 tags within the copy as well as cross linking with similar pages within the Website based on identified keyword phrases.

Originally Posted by djduckworth

2) including a key word from the target keyword phrase in top level navigation links. For example, the original navigation link stated "Corporate" and they wanted to target the keyword "Corporate Catering".

This depends on how the navigation structure is setup. If it is based on a frame interface that is continued throughout the Website you will find no value in this approach. If each page has its own navigation structure that is different.

A compromise would be to title tag the nav link in question as well as all nav links. To do this you add the following title="your keyword phrase here" to the A HREF tag information.

Another way to gain this power is to make sure that the file and folder structures being referenced include the keyword or LSI related keywords. Google offers a great tool for this purpose called the Google Wonder Wheel.

NOTE: If this post was helpful please select "thanks" in the lower right corner -- THANKS!!!

[djduckworth]

Originally Posted by SEOChief

This can actually get you in trouble with the SERP's as it doesn't appear natural. Not sure how long the copy is but per 300 - 500 words it is best to only bold the keyword phrase once and italicize it once. Also remember the H1 & H2 tags within the copy as well as cross linking with similar pages within the Website based on identified keyword phrases.



This depends on how the navigation structure is setup. If it is based on a frame interface that is continued throughout the Website you will find no value in this approach. If each page has its own navigation structure that is different.

A compromise would be to title tag the nav link in question as well as all nav links. To do this you add the following title="your keyword phrase here" to the A HREF tag information.

Another way to gain this power is to make sure that the file and folder structures being referenced include the keyword or LSI related keywords. Google offers a great tool for this purpose called the Google Wonder Wheel.

NOTE: If this post was helpful please select "thanks" in the lower right corner -- THANKS!!!

That's great thanks Guy. The copy is fairly short, so I will remove the bolding.

The navigation is consistent across all the pages, so I will remove the keywords from those as well and add the title tag to the links.

I've already put the keywords in the URL folder structure and H1/H2 tags. Many thanks for the advice, will make the meeting go a lot easier