Why You Should Care About Website Architecture When It Comes to Your SEO

by Sean Work

Last updated on September 14th, 2017

Moz’s Whiteboard Friday on IA and SEO

I’ve always had a thing for site architecture and designing sites that are both user AND search engine friendly.

However, it can be a bit challenging, especially for those who have been doing SEO for a while. We all want to over-optimize every web page. Well, stop doing that!

In this video, Rand does a great job of explaining what you need to keep in mind when you’re designing a website that has both a good user experience and SEO.

A Few Key Takeaways from the Video:

  • Good information architecture should never hurt your SEO. It will probably improve it.
  • Modern SEO best practice relies heavily on engagement. Make your web pages engaging! If you’re in a really boring industry…well…get creative! 🙂
  • Less “SEO-optimized” web pages that are tailored for quality engagement and experience will rank better than overly SEO-optimized web pages.
  • Make links for users! Not for search engines. I know all you SEOs will have a hard time with this. 🙂
  • Organize your content with a “broad to narrow” categorization: broad topic home page, super detailed blog posts.
  • Breadcrumb navigation is still helpful. Not mandatory though.
  • It’s a good idea to link back to evergreen content from blog posts.
  • Only make a web page if it serves a unique goal and intent. If there is already a web page that does that, you’re done. It’s probably 5’oclock somewhere.

I have to thank Moz for all the resources they’ve generated over the years around this subject. Their content has helped me develop the core process that I use when I tackle site architecture problems.

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Sean Work

Between rocket science and space shuttle design at Boeing and NASA to building the Kissmetrics blog to 1 million monthly readers, I’ve also helped dozens of online businesses with PPC, SEO, and Conversion Rate Optimization. If you have any questions about generating success online, write me a question now at writesean.com.


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  1. Jesse says:
    August 16, 2017 at 3:18 am

    Everything an SEO does effects the rankings! From back-linking, to setting up the website as Google likes it and etc. Good luck to everyone on their businesses!

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