Having content on your site is one thing and I am sure we all know how important it is to have a large amount of unique, quality content on our sites to help both users and the sites SEO, but structuring that content correctly and segmenting it to avoid impeeding your own result is a hole other subject that is often overlooked.
The first thing that needs to be understood to implement your content correctly is the difference between primary content and sub-content or what is commonly referred to as filler content.
Primary content is the content that fills the main pages of your site e.g. Home page, Category pages, frequently asked questions pages, possibly product pages and so on. The best case scenario in SEO is that the main navigation of your site has a singular dedicated page for each keyword you are looking to target (possible two keywords to a page if you only have a small site) each of these pages will be optimised for a specific chosen keyword in mind. These pages should contain your most important, well written and relevant content, this content should also not be changed too regularly.
Sub-content or filler content are the pages that are used to grow the overall size of your site. Often more hidden than the main pages, filler content will contain info such as company news, reviews, directory listings, industry news and so on.
Now that we have an understanding on how these two types of content differ we can look into how they should be placed on the site and what the advantages of doing so are.
Most commonly the main pages on a site will be done in plain HTML and the sub-content will in the form of a blog (please note that an external blog like blogspot does not count, as this content is in no way contributing to your sites page count). Also most content management systems will have the main content be part of the main navigation and the filler content will all be contained inside one link from the sub-navigation. Both of these structures are acceptable techniques to separating your content. If your site does not have this type of segmentation it would be well worth the efforts to invest in getting your site structured this way. Search engines like sites with good structure and page priorities.
The main benefit of correctly segmenting your sites primary content from the sub-content is to avoid any keyword cannibalisation from occurring on your site. As previously mentioned the main pages of the site would ultimately be optimised to target one specific keyword, the advantage of having these sub pages separated is that they must not be optimised for the same keywords as it causes them to compete against each other and confuses the search engines – the result of this may be lower rankings for both the pages.
The sub page is also a great way to capitalise on generating traffic from long tail keywords, though they will not generate a large amount of traffic, the traffic that they do generate will be highly qualified and likely to buy. The sub pages should generally have longer titles, page headings and bolded chunks of text. This is also a good place to target negative keywords and competitors names.
If a sub page is written on a similar subject to a main page on the site it would also be beneficial to place a link somewhere in the content of the sub-page back to the primary page (the link anchor text should also be relevant).
Though this all sounds very simple it is amazing how often it is overlooked.