Google on Navigation Menu Changes and Rankings

So basically they want to consolidate the gender-modified sub-topics beneath a gender neutral keyword variant.

Presumably they may want to rank for the non-gender specific version of the keyword phrase but without losing rankings for the gender specific keywords.

Sometimes there’s more traffic for the more general keyword phrase. But ranking for those can be problematic since Google encourages users to drill down with People Also Ask type navigational help.

It’s a toss-up whether a more specific keyword phrase converts at a higher rate than a general phrase. I generally prefer specific phrases because they tend to convert well.

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