Structural SEO

The primary differentiating factor between high level search and basic optimization is the focus. Webmasters and most developers chase keywords, because it's cheap, easy and works. But the enterprise requires structural seo and attention to matters of scale.

Anyone who's paying attention to search developments can probably succeed with content and good nomenclature. And anyone's who's found success buying links will believe they also have the keys. The fact is, that while these easy methods work, they work up to a point, but their limitations begin to become more and more obvious when the strategy has to scale large.

The real problem is that doing what everyone else is doing is the path to mediocrity because it doesn't contribute to the solution set, it only mimics common knowledge.

The answer clearly lies in not following the crowd, but using the common knowledge to push out into the wilderness a bit. And while there are always uncertainties it's not the unknown frontier you might expect, because enough time has elapsed since Google became dominant for some very revealing, scientific experiments to have been conducted on live enterprise level environments.

The common factor in the new strategies is the notion of semantic structure, or semantic architecture, following very strict nomenclature rules for code, links, filenames and content.

Like the pig whose house is built of bricks, a robust semantic structure will stand up to competition by enabling optimization to occur on difficult targets over time, through focused content builds. It works by always addressing both an individual target, as well as the overall semantic structure, enabling the site to 'convey' relevance through organization.

We developed an organizational structure called a 'power center' to group closely related targets into structures that semantically support the category level term (most difficult). This technique requires research in advance of implementation and strict attention to nomenclature (seo rules governing the use of semantics), but enables automation to continually optimize the build as the site grows.

The process takes a huge keyword universe of known target terms and organizes it into categories. The members of each category will be semantically related, sharing exactly matching terms with each other and the category target. The process is time consuming and arduous, but enables the building of a structure that focuses concentrated, target oriented semantics from areas called power centers. Rather than relying on human navigation, this implementation requires a contextual robot nav to deliver links into the power centers.