It’s worth mentioning that we are not talking about the SharePoint 2010 theme which allows you to control the look/feel of your site via styling. We are talking about the overall subject matter of your site. In terms of a SharePoint 2010 WCM site, theme relevant content refers to ensuring your text is in some way clearly supporting the essence (or point) of the page it resides on. The page itself in-turn needs to reinforce the point of the site. Your content should be targeting a human audience, not search engines. This is important because every time somebody clicks on your URL from a search engine results page, they have just cast a vote for your site. If they like what they see they will hopefully return to the search engine, re-enter their search criteria and click your URL again – casting yet another vote for your site.
A SharePoint 2010 WCM site gives you a great deal of flexibility in terms of Information Architecture (IA). To this end, it might be a good time to revisit your IA while keeping content relevancy in mind. A very easy way to view your existing IA in SharePoint 2010 is to click on “Site Actions” and then “View Content and Structure”. This will display an expandable view of your site collection which you can then easily use to reorganize your content. For example, if you want to move an entire section (or sub site) out of the main stream of the site and into your “Archive” site as its own sub site: Simply place a check in the box next to the site you want to move, drop down the “Actions” tab and click “Move”. This will bring up a locations box which you use to identify where you wish to move the site, in this example its “Archives”. Place a check next to “Archives” and click “Move”. SharePoint 2010 will do the rest. This approach gives you the ability to move dated content out of the main flow of things, while simultaneously retaining its existence in an appropriate location. You can configure your SharePoint 2010 WCM site’s search engine to crawl or not crawl this archived content. If you want to crawl it yet keep it separated, simply configure a separate search scope called “Archive”. This will allow your site users to decide if they want search results pulling from your archived content. More on the cool things you can do with the SharePoint 2010 search engine later.