Site Content Architecture
Best Practices
Google’s spider awards top marks for well-written, well-organized, related information presented in the simplest possible hierarchy of topics supported by relevant, clearly subordinate subtopic information.
Primary Benefit
When a Google search is done by company name, “best practices” content architecture delivers a tiered listing format with high-level category navigation tailored to customer engagement strategy. A proper Google+ listing compliments this optimal organic search result with local Google reviews, website and Google Map link. Other SBU search marketing component links (i.e. Facebook, Houzz, etc.) complete the package with additional branding further displacing competitor efforts.
Optimal Google Brand Name Search Result
Google-Recommended “Best Practices” Website Architecture
Viewed as page addresses, we see and appreciate proper hierarchy as the spider does:
| Page Address | Content Overview |
|---|---|
citynameflooring.com |
Home page |
citynameflooring.com/about us |
citynameflooring.com/about us |
citynameflooring.com/hardwood |
Hardwood section overview page |
citynameflooring.com/hardwood/benefits |
Page(s) discussing benefits of hardwood |
citynameflooring.com/hardwood/installation |
Page(s) discussing how installation works |
citynameflooring.com/hardwood/refinishing-hardwood |
Page(s) all about refinishing hardwood |
citynameflooring.com/hardwood/hardwood-ideas |
Page(s) featuring hardwood ideas |
citynameflooring.com/hardwood/hardwood-warranty |
Page(s) discussing warranty information |
citynameflooring.com/hardwood/hardwood-products |
Hardwood products overview page |
citynameflooring.com/hardwood/products/product-a |
Page(s) about brand/type A hardwood |
citynameflooring.com/hardwood/products/product-b |
Page(s) about brand/type B hardwood |
citynameflooring.com/hardwood/products/product-c |
Page(s) about brand/type C hardwood |
citynameflooring.com/hardwood/products/product-d |
Page(s) about brand/type D hardwood |
citynameflooring.com/hardwood/products/product-e |
Page(s) about brand/type E hardwood |
SEO Titles and Meta Descriptions
With best practices SEO, each page receives special treatment based on confirmed local keyword traffic terms. Each page requires a proper title (SEO title) for display at the top of the browser, keyword optimized content for geographical location, and a “call to action” description (meta description) for the Google search results page description or Google will create its own unedited extract. In our optimal example, the geographical location (CITYNAME) is contained in the URL address so it conveniently repeats on every page helping satisfy the mandatory geographical identifier parameter.
Besides providing structure for obligatory SEO title and meta descriptions, the main rationale for this architecture is the ability to expand and refine section and page content on demand in response to competitor keyword ranking gains.
Internal Navigation with Section Submenus
Best practices content architecture also includes proper internal site navigation. Good website design offers intuitive options for shoppers to keep learning or easily jump into other sections. When additional content is introduced, sections which started as single pages are then given submenus with the objective to increase visitor session duration (and calls to action) as measured in Google Analytics.