Keyword Planning and Site Architecture

[Onlineorders]

Hi all,

I'd like to know your thoughts on keyword planning and site architecture.

I thought it was best practice to structure your website so specific pages target certain keywords. The titles, meta desc. and content on these pages should be unique to that page. I've had good success ranking pages this way.

But! How come so often you'll see a website that has no keyword planning ranking so well?

Let's take the example: "Bamboo Sheets". A top ranking website in my country sells all kinds of bamboo bedding, including sheets, towels, pillow cases, etc. They have "Bamboo Sheets" in the title & meta description for the main category page (www.store.com/bamboo-sheets) - which is where it should be. But then I see it again on the homepage title & meta (www.store.com) and other pages of the website.

So why aren't they cannibalizing their own pages? And why do they blog about Bamboo Sheets and not cannibalize the keyword from there?

Is landing page optimization just a myth? It seems entire websites built around a keyword rank just as well, and in most cases, much better than sites with keyword specific landing pages. If you only sell one product this isn't a problem, but for websites that offer multiple products or services, it's incredibly frustrating when trying to compete.

It's like Google still gives a lot of authority to keyword rich domain names and business names.

Thoughts?