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Content Theming for Top Rankings, Page Rank and SEO

April 27, 2009 by 360wellnessguy

Content theming is one of the seven clusters of SEO factors said to be contributing to the top ranking and Higher Page Rank, favourable Ad Rank and generally better search engine optimization of your web content. We are not going to restate the obvious by motivating the importance of top natural search rankings as Charles Heflin does so very convincingly his Master Plan Primer. The aim here is to explain what we mean by site “content theming” and how concretely it helps sites obtain top search engine results pages (SERPS) placement.

The debate about the impact of the “content homogeneity of a url page” (page content homogeneity) as well as the “content homogeneity of the entire website” (web content homogeneity – theme focus of a set of url pages making up the whole site) on the ranking of each individual page as well as the ranking of the entire site is not new and there are two diametrically opposing views regarding this issue.

The one view suggest that web pages are no longer ranked only based on their own content, but also based on the content of other web pages within the website as well. It postulates that in exactly the same as explained by William Shakespeare that “when the tide rises all the boats are lifted” , one top ranking page in a well themed website also passes link juice on to other pages in that website.

ThemeZoom Illustraion of a well themed Silo Structure

Russel Wright from Themezoom actually maintains that sites which reflect a high degree of content homogeneity (latent semantic content) can outrank less well themed sites with more inbound links because Google and search engines are now starting to give more weight to well themed high quality sites and less to spammy inbound links which might or might not have been gained through licit means.

In a mature debate it is in the interest of truth that all sides be heard – it is therefore necessary to point out that this view is challenged by others like Jon Leger who in his Search Engines Myths Exposed report who makes a strong case that he has sufficient examples of proof to the contrary. Needless to add as well that Leslie Rhode, StomperNet faculty member feels that the whole Latent Semantic Iindexing (LSI) debate is hogwash.

Whatever the position one adopts in this regard, Content theming or content homogenity or latent semantic content indexing is an important issue in the seo debate which one must be aware of.

Planning the theming of ones page (article/post) content and website/Blog content is perhaps best understood when compared to the process of designing an architectural plan for a building.

Both the building design process and web content theming processes require prior clarification of foundational questions like:

What is the intended purpose of the building or the web content?
Who will use the building or Web content?
What is unique about the environment where the building or web content will be positioned?
How will owners and interested users find and come to the building or site content?

These vital initial reflections are referred to as the “market research” phase. Market research enables site owners to determine the theme/niche around which they intent to build their website/Blog in order to plan and present quality content relevant for the specific target audience. The keyword research patterns of target audiences for that niche is the only metric for the relevance of site site content. Knowing which site visitors to target and what they are looking for is important as the ultimate purpose of web content is to provide site visitors with what they are looking – otherwise they will not engage with the site

Content theming allows web owners to map a content blueprint on the basis of the most relevant and therefore most commercially viable niche/theme keywords. By digging deeper and grouping related sub-niche/theme keywords into the silos of their web site, Blog, PPC, CPA or Google Adwords campaign site owners achieve the objective theming (latent semantic) content potentially relevant to the queries of site visitors in that niche. The purpose of theming or siloing is to develop relevant content (articles, ads, landing pages, newsletters, discussion forums etc) around those keywords to respond to the search queries of the site visitors interested in the selected niche and sub-niche themes.

“Site Content theming” or site content blueprint development can be done in one of three ways namely (1) the Expert Copy Writer Way, (2) the Semi-Automated Way and (3) the Outsourced Professional Consultant Service Way. All three of these approaches rely on the manipulation of data derived from search engines to draw conclusions about site visitor interest and preferences. This data is publicly accessible through free or paid keyword research tools.

The overwhelming majority of webmasters conduct web content blueprinting by modeling Expert Copy Writers with the help of free keyword research tools like the Google Adwords Tool, Traffic Travis etc. The Adwords Tool has improved considerably and is a fairly reliable indicator for potential site visitor intent with regard to: (i) the search volume for a particular keyword, (ii) historic and geographic search trends for a particular keyword, (ii) Search Engine Proven Synonyms for that keyword and last but not the least, (iv) keywords related to the theme for use on your site.

Expert Copy Writer Site Content Theming for SEO

The Expert Copy Writer Way of page and site content theming like writing, playing a musical instrument or playing a sports game is an art form requiring knowledge, talent and skill which can be perfected over time with devotion. Those willing to commit to the exercise over time excel and become the reference models for others. Very few who excel are willing to share their success secrets and especially not for free. Richard Dennis, Expert Ezine Article writer and author of Net Traffic Machine is an exception in this regard. He attributes his consistent success with top ranking articles to Giving Google What it Wants and through Google his readers what they want, i.e. “quality themed article content”.

His seven step process can in essence be summarized as follows: (a) select your theme (b) go to an authority article site like Ezine articles and select the top 10/20 articles written by experts on your chosen theme, (c) go through each article and extract 350-500 words and phrases commonly used by these highly ranked experts to describe content in your chosen theme, (5) select titles for your articles with a reasonable volume of search traffic but relatively low competition (6) write (or have a ghost writer write for you) 350-500 word article on your chosen topics and last but not the least integrate the top 100 most commonly used search phrases in the article you have written. Visit Net Traffic Machine and listen to Richard Dennis’ audio for more details.

Use as well the top 10 ranking urls in Google, Yahoo and MSN as references to extract the most common verbiage with the help of the Google Adwords Tool. The same can be done with articles on your niche theme from other authority sites like hub pages and squidoo lenses etc.

Semi-Automatic Site Content Theming for SEO

The semi-automatic content theming approach uses software programmes to automate the process of (a) identifying commercially viable keyword phrases with high search volume and relatively low competition, (b) identifying the commonly used keyword phrases used by the highest ranked websites and (c) theming those keyword phrases in silos as the central pillars for the development of focused quality site content. We recommend strongly that you look at the following worthwhile inexpensive software solutions if your budget permits.

Keyword research software: Traffic Travis, Wordtracker, NicheBot, Market Samurai etc

Dr. Andy William’s Themed Keyword Research Tools:

The ThemeZoom Krakken Solution targets and addresses the needs of Corporate SEO client looking for an industrial strength solution doing indepth vertical and horizontal market analysis.

Outsourced Professional Consultant Site Content Theming Services for SEO

Both the Expert Copy Writer and the Semi-Automatic Content Theming approaches require learning, absorbing and applying knowledge on the go which any serious entrepreneur heading Michael Gerber, the author of Emyth Revisited ’s advice should do. However, if one has limited time to learn and the budget permits, there is the thrird way, i.e. to outsource the entire a-z site content theming process, e.g. the market research, the profitable niche identification, the keyword selection, the site content theming and writing of the search engine optimized content to professionals with industrial level resources to ensure top rankings and high search traffic volumes for the site content.

Business people who do not have the time or desire to go through the training process necessary to master “content theming” and themed keyword research are adviced to consider “outsourced site content theming solutions” like the one offered by Social Media Science Themed Keyword Development Service

In the next essay we will look at Quality Content as a Factor for Top Rank ,Page Rank and SEO.

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