A friend of mine has been trying to optimize his webpages. His site is an online shop selling jewellery. On each webpage, he's added a set of links to each product page. These links aid the user in navigating around the site and also attempt to improve SERPs performance as the anchor text for each link includes the keywords for each product page. For example, on one page he's trying to sell some Choker Jewellery, so he made Choker Jewellery the anchor text of the link to the page.
All the links and anchor text are chosen to reinforce the keywords used on the linked page. He's taken things one stage further and dynamically parsed the page description from the backend database and generated the anchor text for the links automatically. This will make it much easier to add product pages in the future and is a good example of using a database to make management of a website easier.
To give the links extra value he's added the navigation near the top of each webpage on the site. This should show google that these links are important. To make the placement of the links useful to visitors he's also added the text “Recent Searches” so the links look like phrases people have used to search for items on my site, but more importantly providing google with an important set of links.
He wasn't sure whether to have these links at the top of the page as they do look odd. However his biggest problem was deciding what keywords to use for his home page. He finally decided on Cheap Jewellery. Having developed several websites in the past and getting little traffic, he was keen to better this time and used the Adwords keyword tool to find keywords with a good expected level of traffic. He then matched the best keywords against the products on his shop site. An example would be Jewelry which is a spelling mistake, but a good keyword from a volume point of view with a good, i.e. low, level of keyword competition. This was a difficult process but he found that keywords with a good expected level of traffic aren’t necessarily the keywords people use when searching for things to buy from his site. Therefore the whole strategy is quite risky, but definitely worth trying.
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