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How Concatenation Schemas Can Make Large Site SEO a Small Task

I learned a new word recently. Not a new word, really, but a new phrase combined from two of those really big words that normal people rarely ever use. That phrase is “Concatenation Schema”.

WTH???

Yeah, that’s what I thought. But, suffice it to say, it was a very simplified way of saying something that took me three paragraphs to explain. It’s nice to be able to add a new phrase into your vernacular (another really big word for me) that nicely sums up something that is difficult to explain.

In the plainest, simplest terms I could come up with, Concatenation Schema is just another way of saying “default content that changes dynamically based on category, sub-category, and product related information.”

How Do You Build a Concatenation Schema?

The idea behind Concatenation Schema is to develop the SEO guidelines your programmers will use to populate key areas of your site pages. These key areas can include, but are not limited to:

  • Title tag
  • Meta description
  • Headings
  • ALT text
  • Body content

The first step is to figure out what your variables are. It might be categories, sub-categories, filters, titles, product names, years, makes, models, brands, styles, colors, etc.

If your site’s navigation works like: CATEGORY > SUB-CATEGORY > PRODUCT, then those are your three variables. If visitors navigate via BRAND > CATEGORY > STYLE > PRODUCT, then use those as your variables. You might have one or two more variables thrown in, depending on the type of products or services you do, but you want to try to keep it as simplified as possible.

Let’s use an example of a site that sells auto parts and accessories. Here are some examples of three different title tag schemas you could use for three different category levels:

Title Tag Schema 1

[MAKE] [PART] | Replacement [PART] for [MAKE] [VEHICLE]s

Examples:

  • Ford Headlamp | Replacement Headlamp for Ford SUVs
  • Dodge Floor Mats | Replacement Floormats for Dodge Trucks
  • Mazda Fan Belt | Replacement Fan Belt for Mazda Cars

Title Tag Schema 2

[YEAR] [MAKE] [PART] | Replacement [PART] for [MAKE] [VEHICLE]

Examples:

  • 2010 Ford Headlamp | Replacement Headlamp for Ford SUVs
  • 1998 Dodge Floor Mats | Replacement Floor Mats for Dodge Trucks
  • 2011 Mazda Fan Belt | Replacement Fan Belt for Mazda Cars

Title Tag Schema 3

Replacement [PART] for [YEAR] [MAKE] [MODEL]

Examples:

  • Replacement Headlamp for 2010 Ford Explorer
  • Replacement Floor Mats for 1998 Dodge Dakota
  • Replacement Fan Belt for 2011 Mazda 6

Please note, I make no representation to the SEO value of the examples above, nor do I suggest this is the best way to format the title tags. I only mean to provide examples on how to create and use schemas.

After the title tag, we might move on to the meta description:

Meta Description Schema 1

Find replacement [MAKE] [PART]. We have everything you need for [MAKE] or other [VEHICLE] [PART]s. Free overnight delivery on orders over $300 at MyWebsite.com.

Examples:

  • Find replacement Ford headlamps. We have everything you need for Ford or other SUV headlamps. Free overnight delivery on orders over $300 at MyWebsite.com.
  • Find replacement Dodge floor mats. We have everything you need for Dodge or other truck floor mats. Free overnight delivery on orders over $300 at MyWebsite.com.
  • Find replacement Mazda fan belt. We have everything you need for Mazda or other car headlamps. Free overnight delivery on orders over $300 at MyWebsite.com.

Meta Description Schema 2

Find [YEAR] [MAKE] [VEHICLE]s [PART]. Whether you’re looking for a [MAKE] [PART] or for any other [VEHICLE]. Free overnight delivery on orders over $300 at MyWebsite.com.

Examples:

  • Find 2010 Ford SUVs headlamps. Whether you’re looking for a Ford headlamp or for any other SUV. Free overnight delivery on orders over $300 at MyWebsite.com.
  • Find 1998 Dodge trucks floor mats. Whether you’re looking for Dodge floor mats or for any other truck. Free overnight delivery on orders over $300 at MyWebsite.com.
  • Find 2011 Mazda cars fan belts. Whether you’re looking for Mazda fan belts or for any other car. Free overnight delivery on orders over $300 at Mywebsite.com.

Meta Description Schema 3

Find replacement [YEAR] [MAKE] [MODEL] [VEHICLE] [PART]. Whether you’re looking for a [MAKE] [PART], or [PART] for any other [MAKE] [VEHICLE], you’ll find what you need at MyWebsite.com.

Examples:

  • Find replacement 2010 Ford Explorer SUV headlamps. Whether you’re looking for a Ford headlamp, or headlamps for any other Ford SUV, you’ll find what you need at MyWebsite.com.
  • Find replacement 1998 Dodge Dakota truck floor mats. Whether you’re looking for Dodge floor mats, or floor mats for any other Dodge truck, you’ll find what you need at MyWebsite.com.
  • Find replacement 2011 Mazda 6 car fan belts. Whether you’re looking for Mazda fan belts, or fan belts for any other Mazda car, you’ll find what you need at MyWebsite.com.

From here you can get the gist of how to continue with the Concatenation Schema for the rest of the important site elements that we noted above, plus any others that you may need.

You can also do the same with textual content; however, creating unique text is recommended for each page.

How Many Schemas Do You Need?

Most sites will require more than one set of Concatenation Schema. In the simplest terms, you would have a schema for each section of the site:

  • Top category pages
  • Sub category pages
  • Product pages

The image below depicts a site with three categories, each with three sub-categories and nine products per sub-category. Each color represents a different schema needed.

Concatenation Schema 1

In reality, however, it might be a bit more complex. You can’t always create a perfect schema that will cover every category of your site. In some cases you might need to create a different schema for different categories. So it might actually play out something more like this:

Concatenation Schema 2

We just went from three distinct Concatenation Schemas to a total of 11. But, before you get your panties all wadded up, by performing SEO this way, you’ve actually reduced the total number of pages you have to “optimize.” Instead of optimizing 93 pages, you’re only creating 11 schemas. That’s a big reduction in time, even for a “small” site, such as the one depicted here.

Now imagine your own site, which has how many categories, sub-categories, and products? By building a few Concatenation Schemas, you’re able to turn a large task into a (relatively) smaller one!


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Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm who's pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his bride enjoy and his children. Read Stoney's full bio.

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