Keywords determine your website structure and thus your web marketing plan and social networking strategy. Site pages should be planned in levels. The index page is at level 1. The page rank is determined by the number of links into and out of it in association to the amount of ranking retained after the linking back and forth (typically 15% of ranking evaporates when passed from one page to another).
Orphan web pages are pages that have no links into them. If an orphan page links off to ten other pages, these links do not carry any ranking. To ensure a site has no orphan pages you build your own site structure and your article content sharing clusters so that they share a circular linking pattern that ensures no pages are left orphaned. Imagine if the “Level 1 index page” links to ten ‘Level 2’ pages and each of these second level pages also links to ten 3rd level pages within a domain. When a domain is orphaned, its index page or any of its second level pages have no links coming into it, and the pages won’t even be indexed.
Now if all of the 3rd level pages linked back to the index page within this linking structure, then no page on the domain would be orphaned and the page rankings will be spread through all pages because of the internal circular linking structure of the site.
If you look at your web pages like a tree structure, the top pages should be optimized for the most general and generic keywords of your business. As we go down the tree, the keywords should become more and more specialized and unique. As an example, if your keyword is “camera”, your index page (or article) should be built to optimize for generic keywords about cameras. Your second level pages should all optimize for words about particular kinds of cameras. Your third tier pages should all be optimized around the long tail keywords relevant to camera brands.
This ensures that the search engine spiders know the site is about cameras; that it specializes in certain brands of cameras and it has recent and relevant pages dedicated to information about each brand of camera. The linking text to each of these pages should match the page titles so search engine spiders following the links know they are being taken to a page about a certain brand of camera. If all the pages in your site are using link text of the same title, then the spiders will crawl the site and record clear decisive information in the search engines word database that this site is a good site for cameras.
I’d like to emphasis here that the search engines don’t rank websites, they rank website pages. So when someone is searching for a “Cannon 360 wide angle lens” the search engines want to send their client to the page on the internet that has the best, most recent and relevant information about the “Cannon 360 wide angle lens”. The search engine that does this consistently is the search engine that makes the most money selling companies advertisement space.