WEBSITE ARCHITECTURE
Carefully structured site architecture and the sub-division of websites through micro-sites, sub-domains and well-thought-out page naming conventions are the basis on which BORN builds websites that perform well in the rankings.
Effective website architecture needs exacting care and attention, and should be planned meticulously to encompass effective URL naming strategies and the development of appropriate, practical micro-sites.
What are microsites in website architecture?
Micro-sites can best be described as cells within a framework of the main website which focus on very specific niche areas.
At BORN, we know that the integrity of the micro-site architecture and the internal linking within these sections, and out to other parts of the site, are a crucial factor in SEO so that the Google spiders, and all search engine spiders, can clearly identify individual parts of a website which hold very distinct categories of information.
Think of it like a Supermarket – you won’t find bananas in the fresh meat section and this really helps if all you are only looking for is bananas. Bananas will only be found in the fruit and vegetable section, so you can go straight there and get what you need.
It’s the same principle for spiders trying to navigate a website in order to answer a search. Get the website architecture right and your website will rank well for numerous keyword phrases – get it wrong and the search engines won’t serve up your pages because they can’t find the bananas!!!
Internal linking
Linking throughout a website should be carefully considered to ensure that spiders can see why you are adding links onto your pages and that each link offers tangible benefit to the user. Too much internal linking (also known as spammy linking) can confuse the search engine indexing process.
We are still amazed by the number of clients who approach us with websites full of spammy, potentially harmful, linking strategies that are just not going to help their SEO and that’s why another of our important campaign elements is to consider how the links in your website work and execute any changes required.
URL naming conventions
Many website users will never even consider the URL as an important factor in what they are viewing on the internet, but well-thought-out naming conventions for microsites, landing pages and subpages can be the difference between ranking well and not ranking at all.
During the build stage of any website, strong focus should be on the job the URLs will do and how they are likely to perform. Expert keyword analysis is crucial for this aspect of your website architecture, as is a long-term view of how your website will develop in the future.
SEO for your needs
Each BORN Thinking SEO campaign uses a considered approach that focuses on your commercial goals and provides defined strategies in order to maximise return on investment.
Several important elements form the basis of our campaigns. These include:
- properly structured website architecture, folder structure, and internal linking protocols
- effective and efficient page naming conventions
- well-written URLs and Meta content
- intelligent, contextually-relevant inbound linking strategy,
- the production of high quality, on-brand SEO content uniquely crafted for your brand
- an appropriate mix of social media activity to complement the content and commercial goals
Be BORN today
If you think an SEO focused approach to website architecture would benefit your current website or if you wish to build a brand new website from the foundation up, the team of SEO experts at BORN Thinking can help.
Contact us today to discuss your needs.