Digital / Pounce Marketing / SEO

Building a website with SEO in mind

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If you want your website to show up higher in search engine results pages (SERPs), it’s important to start with the right architecture. That means thinking about how you want your website to be structured and designing it in a manner that will help your SEO efforts.

One of the most important things to remember is that search engines are designed to crawl and index websites to enable users to find the information they need quickly and easily. That’s why it’s important to think about how your website will be structured and how you can make it easy for search engine crawlers to find your content.

What is website architecture?

Website architecture is the overall design of your website and how its pages are connected to each other. It includes the structure of your website’s menus, the way your pages are titled and tagged, and how you use images and headings on your pages.

Good website architecture will help you organise your content so that users and search engines can effortlessly find what they need. It will also make your website more responsive, which is important for users who are viewing your pages on mobile devices.

Just like a brick-and-mortar business, website businesses perform best when they’re designed to be easy to find and easy to navigate. You wouldn’t choose to shop at a grocery store located hours away from where you live. In the same way, internet browsers are unlikely to select a search result from pages three or four of search results.

Utilising an SEO-friendly website architecture means understanding what it takes to meet search engine standards that give internet browsers the most convenient access to your website.

Research shows buyers are more likely to purchase in a store that’s organised intuitively. Prioritising SEO is an application of similar logic that can make a big difference in your site’s overall success.

Why website architecture is important

Building your website mindfully is key to garnering clicks and compiling a loyal audience.  A website designed without SEO architecture in mind will quickly fall behind the competition.

Luckily, there are ways to ensure your site is both visitor and crawler friendly. Focusing on these key architectural features can help improve your website’s visibility, engagement, time on page and, ultimately, conversions:

Conduct research

Understanding exactly where to start your plan requires time and research.

Before the construction process begins, it’s best to utilise data analytics tools to understand exactly where your website fits into the market.

Once your site goes live, these tools can help you understand your site’s performance.

Google offers guides with specific details on the requirements for top websites. Taking time to learn the details within can make devising a successful SEO plan simple.

Identify your target audience

Knowing your target audience is key to delivering the right message. Once you understand your target market, it’s important to think about how they search for information.

One way to do this is by using Google AdWords’ Keyword Planner Tool. This tool will help you find keywords related to your business and understand how often they’re searched.

What makes your site unique? What can you offer your audience that competitor sites don’t?

Take time to answer these questions and you’ll be on your way to creating a website that not only looks great, but performs even better.

Outline your site map

Once you understand your target market, it’s important to outline your site map. This is an essential step in understanding what pages will be included on your website and how they’ll be connected.

The goal of this step is to determine the best way to structure your website so that it’s easy for both users and search engines to find what they need.

Including a sitemap on your website can help improve crawler navigation, and make sure all pages are crawled and indexed by search engines.

What does good website architecture look like?

Once you’ve finished conducting research and you have a good idea about the content your site will include, it’s time to get started with a plan.

A good outline should include space for some elements that can have a big impact on SEO and your site’s ranking.

Implementing a few strategies can increase the chances your site will appear higher in search results.

Concise domain name

Your website’s domain name should be simple and easy for your audience to find. The best names make it clear what content users can expect to find.

The easier your domain name is for internet users to remember, the more likely they’ll return if they like what they see.

Simple navigation

Utilising easy-to-navigate menus can help users find the content they’re looking for quickly and easily.

The more time a reader needs to spend digging through irrelevant content, the more likely they are to click away. No matter how high the quality of your website’s content is, readers often come with a specific goal in mind. Highly ranking SEO websites make navigation simple and easy.

Relevant content

What is your business all about? What are your unique selling points?

When it comes to website architecture, relevant and high-quality content is essential. Focusing on delivering well-written and informative articles can help improve your site’s visibility and ranking.

High-quality website content is also a great way to show your audience that you’re an authority in your field. The content should all be relevant to your specific audience and the information or products they’re looking for.

Websites with good SEO keep the content tied together with a common theme. Whether it’s something broad like news, or niche like mountain biking, the entire website should have a cohesive feel.

Categorisation

Content that centres around a similar topic should be grouped under a relevant category.

Although it’s best to keep one topic per page, having easy access to related content can make your site feel more user-friendly and increase page views. For example, a website about hiking might be divided into sections like:

  • Trail Reviews
  • Gear Recommendations
  • Weather Updates 

A site with a broader topic may require more categories to make sure everything has a place that’s easy to access.

Categories also ensure that nothing gets lost. The websites with the greatest SEO success provide easy access to everything available.

Although most readers arrive with a purpose, being able to pique their interest with more relevant content is good for your site’s overall success.

Keywords

Conduct keyword research to find out what your audience is looking for in greater detail.

Understanding the words they use when searching for your content can help you better reach your target audience and appear in more relevant searches.

Catchy titles and interesting topics that include these specific and special words can push your site’s SEO above the rest.

It’s easy for content creators to think about their topic in their own specific terms. Proper keyword research ensures you and your audience stay on the same page.

If you’d like to learn more about how to conduct keyword research in-depth, click here.

Title Tags

Title tags are the first thing readers see when searching for content online.

Using keyword research data, put a special focus on optimising your site’s title tags. Choosing your words wisely here can be the difference between getting a click or being skipped over by a reader who is browsing the internet for specific information.

Internal and external hyperlinking

Search engines reward websites that make good use of hyperlinks. Utilising links to other places on your site can boost your click-through rate.

Linking to outside sources for verification can also improve your site’s credibility and audience loyalty.

Search engines give preference to websites with higher credibility and the right balance of links per page. Don’t go overboard with hyperlinks, but make sure readers have easy access to information that backs up claims. Providing access to relevant resources can also help your site to provide a user experience that goes above and beyond.

Social Media

Posting links to your website on social media is one of the best ways to build your audience.

Platforms like Facebook, Instagram and Twitter offer an excellent opportunity for audience building and increasing page visits.

Finding specific communities that are likely to be interested in your site and targeting them through social media can yield major results. Plus, shares and links to your site from other web pages earn rewards for your site’s SEO ranking. <

How to achieve excellent website architecture

There are many tools and tricks of the trade that can help your site reach its potential. Implementing a few simple strategies can help you achieve SEO that boosts your site to the top of the search results.

Utilise tools

How can you tell if your website’s architecture is working well? Utilising data analytics tools can help you understand.

Generating reports at regular intervals can help you make any necessary adjustments.

Apps like Google Analytics provide data on which pages get the most views. This knowledge is invaluable when it comes to evaluating your strategy. Over time, data can reveal patterns and shed light on what your audience finds most interesting.

Taking a trial and error approach during the initial launch phase can help you devise specific best practices that work well for your individual site. Plus, having the numbers to share with your team can help keep everyone on the same page.

Stay up to date

When it comes to SEO, best practices change and evolve as often as trending Google searches.

In order to see success, you’ll need to frequently review the SEO standards and make sure your site stays up to par.

Revisit Google’s SEO starter guide often to check for any updated best practices or new considerations to implement on your site.

Consult a professional

Getting the best results requires getting the best industry knowledge out there.

That’s why Pounce is here to take your site’s SEO optimisation to the next level. If you’re feeling overwhelmed, Pounce can take the lead on optimising your website’s performance.

Contact us today to get started. You can reach our team of experts via email at [email protected] or call us at +61 2 9131 4900.

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