Focusing on the other keyword I want to rank

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  Usman Mughal: Yeh Sure you can create each page for other keyword but you need to rank each page with new keywords
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  Kharisma Ryantori Sommers: So is it a good idea or not?
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  Michael Martinez: Don`t put crap on your Website. if you want to compete in other queries, create content that you yourself would want to find in those queries.
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  Kharisma Ryantori Sommers: I don`t plan on putting crap on my website. Like my front page is focusing on whimsical jewelry. I`d create a similar page to that to focus on art jewelry (showcasing different jewelry groups). The only difference is that page will not be shown on the front page nor able to be accessed through the navigation menu but it can be a landing page still if someone is searching for art jewelry. Maybe I can even alternate that page with the homepage in the future.
  
  Is that not a good practice?
  
  See my homepage here >> popnicute.com.
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  Michael Martinez: "nor able to be accessed through the navigation menu"
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  Kharisma Ryantori Sommers: Michael Martinez oh, ok. So if I create a page for art jewelry it needs to be on the navigation menu too? Good to know. Thanks. What if I link that page to my product description instead? Like hyperlinked "art jewelry" that links to that page instead of showing everything on the nav menu?
  
  What is the best practice?
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  Michael Martinez: Kharisma Ryantori Sommers The best practice is to design site navigation that is easy for people to follow. Now, if you have hundreds or thousands of product pages, you`ll have to create tiers of navigation. Your sitewide menus should link to sections and each section should have its own menus. You may have to subdivide sections (categories, whatever) into smaller subsections.
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  Kharisma Ryantori Sommers: Michael Martinez Have you had a chance to check my site? I think my navigation menu is already pretty thorough. I have "Shop by collection" (each collection has its own page) and "Shop by Category" (each one is linked to wordpress category page), I also have Under $100 (made a page to pull any jewelry under $100). I`m not sure what else I could add to it.
  
  Any sample to a better shop navigation?
  
  How can I rank on other keywords?
  
  I appreciate your help.
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  Michael Martinez: Let me put it this way -> If you create pages that look mostly like your front page but just target different keywords and you don`t include them in your site navigation, you are creating doorway pages and those violate the search engines` guidelines.
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  Kharisma Ryantori Sommers: Michael Martinez Oh I see... Good to know! Never knew about those doorway pages. Maybe I could embellish those Collection pages and add more text to them that are targeting specific keywords. Or maybe do a blog post for each collection? Which one would be a better practice?
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  Hayk Saakian: You need to align your pages with what people are searching. The best way to test this is to look at what your competitors rank for and ask yourself if you offer similar products or categories.
  
  Ahrefs has a cheap 7 day trial you could use to download all your competitors keywords to get inspiration.
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  Kharisma Ryantori Sommers: I`ve found that it`s hard to judge who my competitors are since I`m in a niche industry like Art Jewelry. Do I wanna compare myself with a storefront gallery website (not a marketplace) that hosts tens of different jewelry artists? A few artists I know that do art jewelry in a similar price points don`t have a website. Many of them only do in person shows or relying on gallery websites or facebook/instagram for sales.
  
  I`ve been trying to find who my competitors are but either they`re small potatoes with no keywords to rank or gallery websites with many different artists. I don`t think I can use a marketplace like Etsy as a competitor, can I?
  
  I`m at lost what to do here. 😔
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  Hayk Saakian: For competitors you have to think about it from the perspective of a searcher who isn`t familiar with your specific brand.
  
  Here`s an example "cushion cut solitaire engagement rings" it`s a very specific and descriptive search for an engagement ring.
  
  It might just be that SEO isn`t a great channel for your product. Are people pro-actively seeking out what you offer?
  
  Social media advertising and facebook marketing are usually a better choice for products that people "didn`t know they wanted". Think about all the trendy things you see on Instagram for inspiration.
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  Jason Dolman: In theory, what you are proposing is correct... create new content and pages to target other keywords.
  
  The key is determining which keywords you should be targeting and which pages you should be creating to target them.