Keywords can be used here, but within navigation, "to better guide search engines and users," Egan says. "Often sites like to use branded terminology that does not always provide clear direction of what can be found if they click that link."
In other words, Ivkovic recommends, "keep your target audience in mind and structure it for them."
Egan says this means site pages accessible through navigation should relate to each other. Finklea elaborates: "Reduce the number of clicks it takes visitors to get from the top level (domain) to the bottom level of your website. Your architecture should be flat. This doesn't mean removing pages—it means restructuring your pages. The best way to do this is to organize your content hierarchically, from broad to specific (i.e. Domain > Men's > Suits & Sportcoats > Overcoats, and Domain > Women's > Plus Sizes > Dresses). The more pages the crawlers have to crawl to find out what your site is about, the worse it is for your site's overall SERP placement. The more pages a visitor has to navigate to get to the bottom, the more likely he or she is to leave before getting there."
For instance, Stamoulis says, client Somerset Industries—a bakery equipment manufacturer—provides consumers with "various ways to access the same product information: top-level navigation, side images, bottom footer and deep, relevant content links to interior pages. This helps visitors find product information for ordering, parts, etc., and is naturally built to help with conversions and SEO."
2. "Don't clutter your pages with too many call outs and items," Ivkovic says.
What's attractive to the human eye will be attractive to spiders, explains Whitson. "Give each idea a separate section for relaying details. For example, a business that offers different types of services, like a beauty salon, can use a separate page for each topic and link to another page with relevant information."