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Sites are promoted by keywords. In cases of large and complicated sites we often develop a comprehensive Web Marketing plan. A comprehensive plan will break down a site into 5 or 6 general areas by topic, and then develop individual Web Marketing plans for each section.
This comprehensive approach takes a large site and treats it like several smaller specialty sites. In the case of Millsgroup.com for example, we have our site divided into 6 sections - Design, Programming, Marketing, Hosting, Newsroom, and Company Information. For Web Marketing purposes, we view the Hosting section as a small Web Site. We develop a unique plan based on keywords specific to that topic only. That way we don't waste time trying to promote Web Hosting in an area of the site that has nothing to do with that subject matter.
Search Engines work best on specific topics. The more narrow and highly specialized a topic the higher the chances of prominent placement. Viewing your site as a collection of smaller specialized sites and developing a unique set of keywords for each section, will yield better results than attempting to apply a single set of keywords across all of a large and complicated site.
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