Structuring Your Website for Search Engine Optimization


There are many factors that we need to consider when optimizing a web site for SEO (search engine optimization).  We all think of “On-Page” optimization which consists of key words, page titles, meta descriptions and URL’s.  Yes, all of these are important factors for SEO, but what about the structure of a web site?  What do I mean exactly?  Let me explain.

Search engine optimization can actually start at the design phase of a web site.  I am not talking about the colours, font style, and other cosmetics.  No, I am talking about information architecture.  This refers to how we structure the information and data on a web site.  This is important for two reasons.  The first being that search engines will recognize important and relative information on your site right away, if it’s structured properly of course.  Reason number two is usability.  Users will enjoy navigating your site if the structure and hierarchy makes sense.

The content on each page of your website should be targeting one topic of interest.  For example: if you offer multiple services or “sub services”, make a page for each one.  On each page you should be writing as much detailed content as you can with a minimum of 300 words.  This will help you utilize keywords for that one topic the best you can.

Just keep in mind that when you talk about one thing at a time it is easier for search engines to figure out what the relative content is.  It is the same as people, if you try and have 3 different conversations at one time you get confused as to what it is you are actually talking about.

In short, when search engines “crawl” your website’s pages they are looking for every page to be unique to one topic.  If you can achieve this you will help yourself with search engine rankings.