If you’ve worked on the SEO side of digital marketing, you’ve absolutely heard of the importance of a site’s structure is to its organic search result performance. Organization is essential in every aspect of marketing; it’s easier to check things off of your checklist when you have your objectives laid out in the first place. It’s no different when it comes to your website; it’s vital that your website has a blueprint and follows a structure so that users and search engines have a way to navigate it, with objectives in mind.
What is Website Structure?
Website structuring is just the process of organizing a website so that search engines can crawl the site easily, and visitors can use your website effectively. When you first begin SEO, you learn that on-page optimization is crucial and mainly dependent on the use of header tags like H1, H2, etc. Your website’s structure just takes this page structure and expands it across your entire website in a logical way that makes sense for users to navigate.
Keywords or Topics?
How you organize the pages on your site into topic silos is a critical part of your website. Don’t hyperfocus on keywords, even though keyword research is vital, it makes more sense from a user standpoint to take a topic-based approach. When you choose a topic-based approach, you create relevant content that still aligns with your keyword research. Search engines are smarter than ever, and that leads to a change in the mentality of content creation to cover a topic extensively rather than just trying to focus on keywords.
One of the most integral elements of creating a site architecture is the linking between your web pages. If you think of your website as a house, internal linking would be the hallways that connect your pages to one another. This is typically done with a menu in the site’s header but also with internal links within the content on the page. These links help users discover pages on your website that they haven’t visited before, and when more users visit it, it becomes a more valuable page. The best way to do this is to do so organically, starting with a topic, and creating content that helps support that content will help users flow through your website.
Check Out the Competition
Seeing what leaders in your industry are doing with their website’s structure can give you insight into what works, and what kinds of topics users are interested in. You can also see the types of content that search engines seem to favor in your industry. More importantly, you can find opportunities to cover topics and rank for keywords that your competition isn’t and become the authority on that specific topic.
Your website’s structure is the foundation for everything on your website from that point forward. With a great start and strong plan, you can set yourself up well for success moving forward. If you need help with structuring your website and content creation, our team at Boston Web Marketing can assist, contact us today to get started!