Creating Website Architecture for SEO (2019)
Articles,  Blog

Creating Website Architecture for SEO (2019)


– What’s happening, everybody? (laughing) I’m Brendon Hufford,
welcome to 100 Days of SEO. Today we are talking
about site architecture for SEO. Let’s get into it. (easygoing bluesy music) Alright, so here, real quick,
we’re gonna hop into my computer
it’s literally right over on the other side of the camera. We’re gonna hop into my computer
I’m gonna lay out exactly how to do a proper site architecture
for just a very standard WordPress marketing website. This will work for other
platforms, it’ll work for Wix but if you’re using WIX for any sort of
SEO stuff, don’t, don’t. Same thing with Squarespace, all of these
things translate across. I prefer (chuckling) websites, I prefer WordPress but I’m gonna go
through site architecture and how to use
your site architecture to actually enhance your SEO. Alright, so we are
here in my computer, let’s get into this, making
a not stupid website for SEO, A.K.A. site architecture. Now I’ve got something
special for you if you watch until the end of this video, I’m gonna make a pretty
special offer to help you, for free, with your website. My audits start at $1000. I wanna help you
completely for free. If you’re new here,
my name’s Brendan Hufford, I’m the founder of SEO For The
Rest of Us/100 Days of SEO, also the SEO Director
at an amazing web design and marketing agency
called Clique Studios, and I’m a former teacher, and
pretty all around regular guy, maybe some dad jokes. In this video, you’re
gonna learn zero coding, zero techy kind of tasks,
but you are gonna learn how to create some
logic in your website, so that search engines
and most importantly so humans can figure out
what’s on your website. So why does
architecture matter for SEO? There’s three kind
of primary reasons. Number one is indexing. Google can crawl
your website well, they can index it more
quickly and more accurately, and that leads to
better rankings, right? We all wanna rank,
we all want more traffic, better site architecture will
absolutely help your rankings. I’m gonna
explain how to do that. There’s a point I’m gonna make, probably the fourth or fifth
point here in this video, where I’m gonna walk
through exactly how that helps rankings, and some of
the secret tools that I use, secret kind of assets I
use to make that happen. And then obviously
it’s better for humans. People are gonna be
on your site longer, they’re gonna find what
they need a lot more easier. So what are we gonna
focus on with site architecture? This is a lot
easier than you think. We’re gonna talk about content
silos, content clusters, internal linking, that’s
probably my favorite one, maybe duplicate content,
maybe not, and then also
tags and categories. So according to Web
Savvy Marketing, a content silo is a method of grouping
related content together to establish a website’s keyword-based
topical areas or themes. Now that’s a mouthful, but
this is called a content silo because it
reflects a physical silo. These are some cool
graphics from WEBRIS. An organizational
silo is how we organize our website’s contents, so
instead of having this jarble kind of mess of jar of
different marbles, a jarble. (chuckles)
That was silly. We organize all of them and
then we silo them together so it all starts to make sense. Here’s kinda what that
looks like, here’s an example, again from Web Savvy Marketing. Having their yoga studios be
siloed under the yoga studios, having the instructors,
instead of just having them all live on the
blog with random posts, we’re starting to
silo these together and structure them together. I’m gonna explain kind
of how to do that, as well. By putting these together
in a way that makes sense whether through the navigation
or through our linking structure, or even
through categories and tags, we start to show
Google and also show humans what goes where
and what things are. Now the next thing, a content cluster is
a little bit different. This is again, a huge, long,
very definitive definition from HubSpot, but I just wanna
show you what these look like with some
graphics from the future. So before topic clusters, this is what most
websites looked like. They had
content about marketing, content about their agency,
content about sales, et cetera, it all lives on the blog. And they all just
kind of exist on there, they’re all just floating. But when you start to
build out topic clusters, you have the
subtopics all linked, possibly together,
to each other, but also into the core topic, the core kind of ultimate
post lives in the middle. And what I’ve found
across all my clients and all my personal SEO work,
is that the subtopics not only optimize
for long tail keywords, but also for deeper
levels of awareness. This starts to get
into search intent, and really more ranking factors. But this is extremely helpful,
and what I’ve found is that as one of
them starts to rank, they all start to
rank better as well. And here’s what that
looks like across the board. So we build out
these different clusters for different subject areas. Maybe one of them
is focused on SEO. Another one
is focused on sales. Another one is
focused on UX, whatever, if you have multiple
topics on your website that you talk about organizing
them into smart clusters is really, really smart. Now, also with content depth,
what we mean by this, is how far away
from the home page is it? How hard is it for a
Google Bot or a human to find this content? The farther away you
put it from the home page, the more difficult it is. This is a great
graph by Builtvisible. Just to show if it
takes me four or five clicks to find something, number one, Google’s
not gonna crawl it anymore, but number two, it’s
really hard for a human to find. Nobody’s going
to get to that page, and that will
absolutely hurt rankings. The next thing we’re gonna
talk about is internal linking. Now this is some of the most
under-used and underrated asset on any website. If you wanna
improve your rankings, you wanna look
at internal links. We all think about back
links from other websites, but look at links
from your own website. So for example, here’s
an article that I’m starting to build out, and
starting to make a lot stronger. Before it was just a
documentary about me building my Jujitsu eCommerce brand. And now I’m really starting
to make it less of that, and more just, I want it to
be something that should rank. So it’s already
ranking for a couple keywords. But some of the
quick wins would be giving it better internal
links on my own website. You can see right now
it has a bunch already. We have 46 different
places on my website that this is getting links from. That’s great. I’ve already linked the crap
out of it on my own website. But if I wanted to add more,
what should I do? So I’m using ahrefs here and
I’m looking for my best pages by links, so these are other
strong pages on the website that I could pass
some of that equity to. It’s already, the brand
building guide already has a homepage link,
so I’m good there. But I could also link
to it from my podcast page or my Dream 100 article, or my About page;
things like that. I also made sure these weren’t
including 301s or images or anything else like that. But this shows me if
you go into ahrefs and you go to your best by links,
down in the bottom left you can see it’s orange on here. That would give you a
good idea of where to link to from your website to
really boost up its rankings, show Google this is more
of an authoritative page, and pass some of
that equity and authority from the external links
that you have coming in. Here’s another
example I did for Flywheel. It’s a great
article by Flywheel, all about managed
WordPress hosting. It’s a wonderful guide. Right now they only
have two links coming in from other websites, and they
only have two internal links. And the premise here is
that this would be a big win for them to get
more internal links. Obviously,
external links matter, but internal matters as well. So I wanted to
compare them to Kinsta. This is Kinsta’s guide to
managed WordPress hosting. And Kinsta’s doing
a lot of great stuff. First of all they have 59
other websites linking to them, and you can see this is evident
in the referring domains, organic traffic
and organic keywords. But they also have at
least 36 internal links. They’ve really built out their
internal linking structure to this content
and that shows Google what an authority it is. Finally, we’re gonna take a
look at tags and categories. So similar to everything else
here, categories gonna help the robots but also humans
navigate between your content, and see how it’s related. This might be a weird opinion,
please feel free to disagree with me
in the comments below. Tags, especially
on WordPress websites, from everything I’ve seen
are a total waste of time. Unless you’re trying to
rank a tag page similar, you’re using tags as being
synonymous with categories, I find categories
work a lot better. So here’s what we talked about. Content silos, content
clusters, internal linking, honestly duplicate content
isn’t that big of an issue unless you have
an e-commerce website and you have like
thousands of products and you’re not
using Shopify or something that makes setting up
canonicals really easy. So I don’t worry too
much about duplicate content. But then also
tags and categories, making sure that we have
those set up properly as well. Now, if you wanna
learn all of this stuff and you wanna create content
that’s actually gonna rank, I highly recommend you check out the One Ranking Away Challenge. A lot of people
have gone through it, about 400 people already,
at the point of publishing this video,
have gone through it. I’m getting a lot of
really incredible feedback from people, which is great,
’cause it’s really unprompted, and I’m really happy
that so many people are having success with it. If you wanna learn that,
simply go to 100daysofseo.com. It’s a free 30 day email course. Everything I know about
SEO is in there in a way. Again, leveraging my
teaching expertise in a way that makes sense,
and will help you learn, and builds on it day by day. Also, if you wanna check out
Flywheel, that’s where I host all of my most
important WordPress websites, go to 100daysofseo.com/flywheel. Finally, check out Pod Reacher
as well, podreacher.com. They’re the ones if
you go to 100daysofseo.com and you look at the blog,
you’ll see that they’ve been my partner in creating all of that really
excellent blog content. Now, you’ve waited for this. Hopefully, after this video,
you feel like Neo. You’re like, “I know Kung Fu.” But if you want a
little bit more help, in the comments below,
paste your URL, and I’ll give you some feedback
on your site architecture. I will give you
direct feedback on this. Like I said, my audits
start at thousands of dollars, and my consulting
hourly rate is not cheap. But I wanna do it for free,
’cause I believe when we all do better,
we all do better. And if you’re watching
this video and you want help with your website,
paste your URL on the comments below and I’ll
give you some feedback. I’ve been Brendan Hufford, don’t forget to work hard,
be nice to people, and don’t get too lost trying to create
something that matters. (easygoing bluesy music)

9 Comments

Leave a Reply

Your email address will not be published. Required fields are marked *