Remember Keyword Theme Pyramids When Creating Web Content

When planning your new website or redesigning an old one, keep Keyword Theme Pyramids in mind.

What are Keyword Theme Pyramids you ask?

Think about it this way. Your site should basically be one big pyramid that has one overarching theme.  All of your other keywords as well as your site structure and navigation should emanate from this primary keyword theme. 

Spark’s theme is “Inbound Marketing”. 

Inbound Marketing is a good example because it has many discrete and different disciplines that in turn have their own topics and sub topics.  

Keyword Theme Pyramid for Inbound Marketing

Content Marketing as a Primary Sub-Topic

For example, content marketing is a fundamental part of Inbound Marketing and therefore deserves to be directly  under our primary theme of Inbound Marketing. 

Within content marketing there are many sub-topics such as Content Optimization and Content Promotion (among many others). 

And within these two sub-topics there are many, many sub-sub-topics:

  • On Page SEO
  • Keyword Themes (this post)
  • Link Building
  • Guest Blogging
  • Writing for the Web
  • Importance of Video
  • Brand Journalism

And each of of THOSE subtopics even have their own topics. You get the picture. 

Your Keyword Themes’ Flow of Relevance

Sites that follow a logical theme pyramid do better in Google rankings.

To understand why is to understand how Google thinks about your content. Every so often, Google spiders your web site and gathers keyword data. From this data, it make inferences about what your site is trying to say about your company.

Because it’s a computer program, it thinks logically. Keyword Theme Pyramids are logical.

Think about the structure above of the chart above. Every level’s parent is about the same theme, just more general. Every level’s child is about the same theme only more specific. This promotes what Canonical SEO calls “the flow of relevance“. And this helps Google and the other engines understand what your site is all about. 

Keyword Themes and On-Page SEO

Your keyword themes should extend to the interior of each page as well.

Remember that Google judges each page of your website as a single discreet unit. Its spiders keep a tally of every keyword they find and the number of times they find them on each page, making a ranked list of keywords for that page.

The keywords that are ranked higher for that page are your keyword theme, like it or not!

So by being conscious of this fact when creating your pages i.e. including  keywords in your title tag, H1 and H2 tags and other natural places on your page, you’re ensuring that the engines understand exactly what your want to be ranked for. 

On top of that, make your homepage’s primary keyword phrase the secondary keyword phrase on that page as well.  This ensures that your site’s primary top-of-the-pyramid keyword is well represented throughout your entire site and your SEO efforts will have a better chance for success. 

Keyword Themes for Your Blog Posts

Blog posts are organized differently from regular web pages. Their chronological publishing style encourages free form creativity. This is good. But don’t let that deter you from maintaining a tight editorial focus. You should still blog about topics that fit into your keyword themes. 


Content Marketing at Spark

Let’s face it, we’re a bunch of content marketing nerds here at Spark. If you have a question about content marketing, drop us a line, we’d love to nerd out with you.

About the Author


Cristi is president and founder of Spark Inbound Marketing, an inbound marketing agency dedicated to high quality content creation and smart strategies to help companies attract more visitors and leads.