well-documented SEO best practice,
but most sitemaps only incorporate
category and product pages from the
content management system. When
you add the Guided Navigation landing
pages, you generate thousands and
sometimes millions of pages for search
engines to index.
WeeWelcome.ca, an online community
for new mothers, is a small operation
managed by a handful of people who
focus their SEO efforts on activities that
generate the highest return for the least
effort. When Wee Welcome published
its sitemap with dynamic Guided
Navigation pages to the major search
engines, the number of unique visitors
from natural search increased an
amazing 500%, and generated leads
in the form of a 100% increase in new
registered members.
Using the same technique, NBI, a
generated content. These techniques are often overlooked provider of continuing legal education, recently experienced
because they didn’t originate in the world of SEO. They a 100-time increase in pages indexed by Google alone,
are best-practice user experience techniques that many with a 30% increase in overall site traffic. NBI became
companies deploy to increase page views and conversion more selective with its paid search, focusing on highly
rates, yet they can have an enormous impact on natural competitive keywords and reducing its SEO budget by
search rankings. almost 40%.
Technique #1: Crawlers need maps to find dynamic Technique #2: Let Google eat your breadcrumbs
pages
Continuing to emphasize the tie between SEO and user
The best online experiences, whether reading articles experience best practices, let’s discuss “breadcrumbs,”
or shopping for products, deliver contextually relevant a technique that describes the path users take through
content every step of the way. Many effective websites, your site. A visitor who searches on “sports,” “NFL,”
such as Expedia, SonyStyle.com, and ESPN.com, often and “Indianapolis Colts” sees those selections listed as
use Guided Navigation to quickly narrow down visitors’ breadcrumbs above or beside the search results. This
searches based on specific product or content attributes. allows visitors to see what selections led them to this point,
This increases conversion rates and online sales as people and lets them relax a filter to find what they need.
quickly find what’s most important to them.
Combining breadcrumbs with Guided Navigation landing
In the process, Guided Navigation creates millions of highly pages can net enormous SEO benefits. As described above,
relevant, keyword-rich landing pages at the intersection of Guided Navigation allows filtering of content based on any
every possible path of content. SEO index crawlers love product attribute (such as color, size, or price), creating a
these pages – if they know about them. This is where XML highly relevant page of results for the search engines to
sitemaps come into play. index.
Publishing an XML sitemap with directory-style URLs is a Add breadcrumbs and now you have a highly relevant
21 marketingtimes
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