advice on URL structure for competing against EMDs of a hot keyword

6 replies
(this was asked elsewhere, very unfruitfully, so asking the experts here)

Here is the question, illustrated with an example:

A law client focuses on personal injury. Their domain is nondescript.

The question comes into the URL structure for an article section of the site. This section will have several hundred 'personal injury' articles at launch, with 100+ added each month by writers (mainly by staff - hundreds of lawyers and paralegals at this firm, and we are transferring lots of content from another community forum). Most articles do not mention 'personal injury' in the titles or in the content, but focus on the many areas in which people can hurt themselves :-).

Spreading a single keyword emphasis across many pages/posts is considered poor form by many, but the counter-argument is that hundreds of articles, all with 'personal injury' in the URL, could increase the overall authority of the site for that term (and may compete more strongly with EMD competitors).

For instance, let's say Competitor A has this article:

http://www.acmepersonalinjury.com/ar...n-car-accident

And we had the following options:

Option A: http://www.baddomain.com/articles/ti...n-car-accident

Option B: http://www.baddomain.com/personal-in...n-car-accident

Of course, for the term "car accident", Option A seems on equal footing with the ACME competitor. But, what about the overall performance of the "personal injury" keyword (a HOT keyword in this space)? Would ACME always have an advantage (however slight) due to its domain? Would Option B help in this regard?

The downside of course is that this pushes "car accident" further down in the URL string, making all articles perhaps less competitive on their individual keywords.
#advice #competing #emd #emds #hot #keyword #long-tail #structure #url
  • Profile picture of the author sbucciarel
    Banned
    EMDs are no longer given the weight that they used to in Google since the infamous Google EMD update. Sites rank based on content, not the domain, so it doesn't matter what urls your competitors have. The content matters.
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    • Profile picture of the author NatesMarketing
      As others have said...don't worry about EMDs...just make sure YOUR on page SEO is good, have good content, and the rest will follow.

      Some info on "good" on page SEO - On-Page SEO Best Practices | SEOmoz
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    • Profile picture of the author GodMode52
      Originally Posted by sbucciarel View Post

      EMDs are no longer given the weight that they used to in Google since the infamous Google EMD update. Sites rank based on backlinks, not the domain, so it doesn't matter what urls your competitors have. Backlinks matters.

      Fixed* :p


      And about your question warpsmith , I would absolutly avoid repeating your main keyword in every single page of your site, this would do more harm than good.
      Signature

      Want Google Page ONE Rankings? [YES] [NO]

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      • Profile picture of the author warpsmith
        Originally Posted by GodMode52 View Post

        Fixed* :p

        And about your question warpsmith , I would absolutly avoid repeating your main keyword in every single page of your site, this would do more harm than good.
        Thanks to all for the replies.

        Obviously there are downsides of spreading a keyword across too much content; just curious if personalinjury.com/unrelated-article, bad.com/personalinjury/unrelated-article, and bad.com/unrelated-article help the ranking for personal injury equally, all other factors being the same. Hard to see how the third option would do as well as the others.
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  • Profile picture of the author Devin X
    Banned
    ^^^ THIS! ^^^ Exactly what she said! Just keep producing awesome content and make sure your permalinks are set up properly. Also, Target LOW comp keywords and produce awesome content that is all about those LOW comp keywords.
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    • Profile picture of the author rjames
      EMDs are STILL as strong as ever IF you don't over optimize the anchor text...that's all the Penguin update stopped really. It didn't penalize EMDs or take weight away from them in any way, but it put the smack down on anchor text over optimization, which USUALLY was happening with EMDs, so the perception is that EMDs got the smack, but thats just not true...

      To answer your question, to rank a client site, I would NOT use the main KW in a ton of article URLs and I would use the articles purely to deoptimize my anchor text. I rank client sites all the time by sending relevant high PR back links to them for the main KW and use all of the other content avenues to deoptimize it...

      now, the other camp is to just pump out great content for the next 6 months and hope you 'earn' your ranking...but that's just not how i do it. I rank sites with safe back links...
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