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How Theming Your Web Site Improves Your Search Engine (SEO) Results

Theming involves grouping Web site content in a manner that matches the way people search for information online. One site can have many themes. Each theme can have sub-themes. For example, in your classic car customization site, the main theme is customizing classic cars; a sub-theme is restoration of classic Mustangs.

In order to rank for your keywords within Google, Yahoo!, and Microsoft Live Search, your Web site has to provide information that is organized in clear language that the search engines can understand. When your information has had all of its design and layout stripped away, is it still the most relevant information when compared to other sites? If so, you have a pretty good chance of achieving high rankings and in turn attracting users looking for those products and services. In order to do so, you have to be thinking about the following things:

  • The subject themes your Web site is currently ranking for in the search engines.

  • The subject themes your Web site can legitimately rank for. (False advertising is always a bad idea.)

  • How to go about properly implementing those subject themes.

So what subject themes are you currently ranking for?

The best places to start to identify what themes are your most relevant are your keyword research and the data from your Web site. You can start by examining the data from the following sources:

  • Web analytics. (These are program routines embedded in your Web pages that are designed to track user behavior.)

  • Pay-per-click (PPC) programs. You can use PPC traffic to estimate whether a keyword is worth targeting in your SEO campaign.

  • Tracked keyword phrases. All of the phrases you are tracking in your monitors are valuable sources of information when you apply competitive research tactics.

Each of these sources of information can provide the history of who visits the Web site and why. They won't tell you why the site isn't ranked for desired keywords directly, but they help you understand what keyword phrases your site currently ranks for organically and which visitors find your site relevant.

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