First is your home page. It usually has the most link popularity of all pages, which means you can optimize it for the most general and competitive phrases.
At the second level are pages linked to from your global navigation menu. These are usually top-level products or services pages. You can optimize these for fairly competitive keyword terms relating to the category itself.
The third level is often the specific product or service pages themselves. They can be optimized for the names of the products or services.
The fourth level often consists of your value-added content such as blog posts, articles, videos, podcasts, etc. These are often the basis for your content marketing campaigns. They help establish expertise as well as credibility within your industry. Plus, they’re great for bringing in lots of search engine visitors using long-tail keyword search queries. While these pages may not have lots of internal links, they are often your best bet for gaining external links.
