How to organize your website structure from an SEO perspective

How to organize your website structure from an SEO perspective

In this article, I will talk about  how to create the site tree .

Accurately designing the site architecture and preparing it from an SEO perspective is a very important step for your online strategy.

Organizing  the architecture of a website  is a crucial process in a digital strategy because it helps the search engine reach your website easily, defines the main pages and secondary elements and increases online visibility.

The benefits of SEO structure

Anyone who knows me well knows: I am obsessed with  Google Bert  :  ”  understanding how it works is very important to be visible online ” .

Google Bert deciphers the context of the online resource, the poorly formulated and increasingly long queries, the links between the resources, and provides the exact resource for the question formulated in the search (if it does not exist, it extracts the closest one).

Google Bert can actually do a lot more, but let’s focus on understanding the context of a resource and how it relates to the rest.

A resource (article, page, pdf…) must be inserted and connected well in a relevant context to be able to compete in the SERP.

We can create and optimize the best content on the web, but if we haven’t created a context or structure upstream and if we haven’t connected the asset in a relevant and appropriate way, the content won’t rank.

The golden rule is: the right content, in the right container, in the right project, connected in the right way.

The ensemble and the resource within the ensemble wins. This is the reason why  the SEO structure  of a website is fundamental and it is a process that must be planned upstream and before the website goes online.

If the website already exists and is online, you can always review it from an SEO perspective and continue with the migration and organization of resources.

Site structure and digital strategy

In order to plan a correct layout of the SEO-oriented website, it is important to be clear:

  • who are you
  • your goals
  • your competitors
  • your target
  • marketing sector

The SWOT analysis together with the SEO audit  and the close knowledge of the target, the buyer, the competitor and the reference sector help to organize the online resources in the best possible way.

One of the steps in developing your brand is defining the site’s architecture, where you may carefully transfer the knowledge you gained from the research of your company.

Content organization

Most of the time, the tree of a website presents a main menu (with pages such as services, who we are, contacts…), to which the other pages or categories are connected according to a clear and defined hierarchical structure.

The menu must be organized and in accordance with the navigation on the website.

The navigation labels  in the menu must be consistent and represent what the page contains.

Labels and navigation URLs do not always have to be identical, the important thing is that they are consistent.

How to organize website urls and resources

After defining  the online strategy  and after performing the SWOT analysis and SEO Audit, draw the internal structure with graphic tools, an Excel file or a simple sheet and assign the website tags the correct name in accordance with your business.

When you should have clear information from which to start to organize your landing pages, home and main sections of the site and to create a hierarchy of “father” and “son” pages according to the objectives of positioning.

Once the ideal structure of the site has been found, it is time to assign the correct names to the individual sections.

Choose the best keywords for your sections and sub-sections and in this operation use SEO tools such as Google Keyword Planner, Google Trends, Uber Suggest…

Optimize the URLs with the essential keywords that the page will represent. This operation in English is called  Keyword Rich Urls

Let’s summarize in 4 simple steps:

  • carefully define who you are, what you do, the products/services, the target and the reference market;
  • arrange the structure of the website according to the important points of your business;
  • maintains consistency between navigation content and menu pages;
  • optimize the URL with the keywords of your web page.


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