Video Length: 4:03

Plan your website structure for optimum SEO benefits

Corina Darnborough, SEO Strategy Consultant

Pixifire, United Kingdom

Corina says, “Concentrate on the structure of your website.

Everybody thinks there a lot of generic SEO techniques you can apply, but websites are very specific to each business and the structure of a website will make or break your site with google and your users.

It’s really important to consider the topics you will be presenting and what your users need from the website. Think of a website as a tree structure or a pyramid. All of the main topics are going to hang at the top of the tree then you have the branches coming off. They are the sub-topics. The reason we do this is because the sub-topics actually feed up and give value to the main topics.

For example a web design professional might have web design, marketing and social media as their top levels. Under that they might have web design for e-commerce sites, web design for small business and brochure websites. Under marketing they might have SEO, pay per click and affiliate marketing. They’re the subdivisions.

Then what basically happens is for each sub-topic under marketing you become known as a whole for marketing, because they’re all branches of marketing.

That’s the way I suggest to any client to actually structure their site. Usually it takes a lot of research, or it could take someone like me to delve into the industry, because what you think you know, sometimes isn’t what people are looking for. So one of my big tips would be don’t assume you know your own industry. It might sound weird, but the things people are searching for might actually surprise you.

People these days tend to search for ‘how to’ questions. They’ll ask ‘How do I do this’. They’ll even ask Google ‘Can I have an xyz please’. That one shocks me every time I see it.

So we have to cover what people are thinking rather than what your businesses is about.

I’ve had a few clients who like to talk about themselves on their website. It’s all about us, our awards, aren’t we great, isn’t this amazing? And I always say, ‘What am I getting out of it? As a customer what are you offering me? What are you actually giving me, what is your service?’ So far you’ve just talked about how great you are with your 40 years of experience, but you haven’t actually told me what’s in it for me.

So that’s the other takeaway. What do visitors need from your website?

Think about the tree structure again. Imagine you’re a virtual assistant who might do services like event management, lifestyle management and diary management. Under each of those you could talk about the types of services you offer to each type of client. So you could have corporate clients, families, travellers, executives, etc.

If you target each page properly you can really tightly hone in on what people need.

Your diary management for executives page can actually be called ‘Diary management for executives’. Other pages could be ‘Lifestyle management for property owners’, or something like that.

And then you’ve got your main topics and your sub-topics.

Following on from that your URLs should be planned logically as well. So you’d have event-management/diary-management-for-executives, event-management/parties-and-weddings, etc.”


Visit Corina’s Pixifire website.