From BrightonSEO – How to make your website architecture consistent

BrightonSEO September 2017

We always make sure to stay up-to-date with the latest ecommerce news and best practise, and so it was a given that our digital marketing team headed over to Brighton this month to attend BrightonSEO. In case you’re unfamiliar, BrightonSEO is a search marketing conference and networking event held twice a year – and best of all it’s free of charge to attend (provided you can get your hands on a ticket within 3 minutes of them going online!)

One of the topics that was discussed was website architecture and how important it is to keep it consistent. Lovely as we are, here is an easy to read how-to guide on exactly this.

What’s important for your site’s architecture

Nowadays, it’s all about the information we provide to customers. When talking about website architecture, we usually refer to internal linking. And what exactly does that mean? Is it about how you match the intents to templates and pages, or how you link and relate the pages so that search engines can understand the relationship between them? I think we can all agree that customers need to see the right pages at the right points in their journey. This means that people’s intent should match your website content.

So, to make the website architecture consistent, start by asking yourself the following questions:

  1. Who are your potential customers and what is their reason for searching for your product?
  2. What steps does each person need to take to buy your product? They could be browsing, looking for specific requirements, comparing prices and competitors – the list goes on.
  3. How can you reach customers in each step of the shopping process? What channels are you using: offline, online organic searches, PPC ads, email campaigns?
  4. Do you target the right keywords – are they matching your products?
  5. How are you splitting those keywords into pages?

Your continuous to-do list

Listed above you have everything you need to be able to start working on your strategy and gather all necessary data. Once you’ve done that, you should…

  • Get your list of keywords.
  • Check your domain’s strength.
  • Create a list of all existing pages and templates.
  • Group your keywords semantically and match the groups with your pages.
  • Wait, iterate, repeat.

Here you can find a spreadsheet template that you can use when working on your keyword grouping spreadsheet template.

You’re very welcome.

 

See you next year, Brighton!