Ted Ives describes the "theoretical basis" of several SEO design principles, so marketers can understand not only how to apply them, but why it matters. The principles for Web site architecture
include "Mapping Keywords to Content," "Siloing," "Keeping Your Website Shallow," "PageRank Sculpting," and "Internal Anchor Text Sculpting." He said these principles are important because designers
are in full control of how a Web site gets organized, which can support links to the site.
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