Re: How important is rich keyword text on each
Category pages give you another opportunity to utilize keywords and content to increase search relevance independently from your home page.
While your homepage may rank well and place well in some search results, a category page optimized for more focused keywords and content can work wonders.
For example, a home page which places well (within the top 10) for a highly competitive search phrase such as "Chevrolet Engines" would be fantastic.
Using a category page optimized for "Rebuilt Engine Blocks" would undoubtedly drive some focused traffic in, as would "Rebuilt Chevrolet Engine Blocks" and finally, "Rebuilt Chevrolet 427" (You see the progression here).
Both category pages would likely allow you to grab some "low hanging fruit" using more broad search phrases and may well place higher than your home page ever could for those same search terms. Each and every sub-page supports the keywords and content in the preceding category page.
You might also consider that this method will allow you to remove less focused keywords and content from the main page, thereby increasing the relevance of the remaining text, keywords and phrases.
We've all seen tons of sites that try to include content and keywords for every product or item and model they sell. The home page doesn't focus on any particular area, thus places lower in search results than a cheesy competing site that is focused on a few select items.
Optimize and add relevant, focused content to each and every page you can.
Golden opportunities await! Go, git 'em!!
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