SEO Done Right Cares about Content Architecture

Parents of picky eaters all over the world have long fought the battle of food presentation, going to great lengths to make mealtime fun and enticing (3D triceratops pancakes, anyone?).

For some, this means making sure each food on the plate is separate and not touching. For worried parents, recent research sheds some light on this. No, your kids don’t have some strange obsession. They are simply trying to get a better understanding of what food is actually on their plates.

Annemarie Olsen, one of the researchers in a study by the University of Copenhagen, says it can be as simple as they “prefer to eat the different elements in a certain order or that the clear delineation just provides a better overview.”

This is not unlike how website users like to consume content and how Google likes to crawl and index it.

• The best way to architect a site
• Create an organized website
• Elevate website authority 
• Make your website enticing to consume
• FAQ: How can I optimize content architecture in SEO for better website authority?

The Best Way to Architect a Site

SEO siloing is an age-old technique that we have been implementing at Bruce Clay Inc. for over 18 years (we invented it in 2002). It implements the advice that cutting-edge SEOs give on content today. It supports relevancy, quality, hierarchy, and much more.

And did you also know that this technique supports what Google has been recommending from the start?

Siloing structures a website’s content by grouping related webpages together in categories. These categories support both desired keywords/search terms and the expertise of a website.

• It’s siloing that creates proper content architecture that helps both users and search engines.
• It’s siloing that creates relevant content for people to find in the search results and to spend more time on a site.
• It’s siloing that demonstrates authority when it comes to being a subject matter expert on a topic.

Content architecture in SEO is as important as ever. As search engine algorithms refine quality results, websites must work harder to be relevant.

Siloing is the foundation for creating an expert website that drives more visibility in the search results and more traffic to your site.

Your content needs to be a part of the whole answer for searchers.

Remember: Google looks at the whole of the website to determine if it’s relevant.

The navigation of a website is important in helping visitors quickly find the content they want. It can also help search engines understand what content the webmaster thinks is important. Although Google’s search results are provided at a page level, Google also likes to have a sense of what role a page plays in the bigger picture of the site.

– Google, Search Engine Optimization (SEO) Starter Guide

Your goal with content architecture? Ensure that your users don’t have to go anywhere else for more information on the topic. Plain and simple.

Providing the whole answer is especially key when you consider how RankBrain can take into account user engagement with the search results.

Create an Organized Website

Moving about a website has to be easy for both users and search engine bots. So, organize your content in a clear and deliberate hierarchy based on how people search.

For example, a power tools website might organize its content into silos as follows:

Content should be interlinked in a way that shows users how they can get around to find more of what they are looking for and communicates to search engines what the topical theme is.

Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure. Make sure all of the pages on your site are reachable through links, and that they don’t require an internal “search” functionality to be found. Link to related pages, where appropriate, to allow users to discover similar content.

– Google, Search Engine Optimization Starter Guide

This hierarchy creates depth on a subject and, naturally, relevance to search engines and users.

Elevate Website Authority

The content that populates your website silos also needs to provide tremendous value, not just weight.

Google uses things like its Search Quality Evaluator Guidelines as part of a feedback loop for how it constructs its algorithms. One of the ways Google assesses the quality of page content is to determine how authoritative it is.

Just some of its guidelines for expert content include:

• “Written or produced in a professional style and should be edited, reviewed, and updated on a regular basis.”
• “Contain factually accurate content presented in a way that helps users achieve a better understanding of events.”
• “Represent well-established scientific consensus on issues where such consensus exists.”
• “Come from ‘expert’ or experienced sources that users can trust.”

When you have organized content that provides the whole answer to users, you are providing a good experience and elevating the website’s authority.

Make Your Website Enticing to Consume

With everything we know about how Google defines quality, how it crawls and understands a website, and how its algorithms determine which results are best, we know that intentional content is king. Its golden crown is content architecture.

So, we must work to be that attentive “parent” of our website by understanding what users and search engines want in our presentation of content. And it’s not a one-pot meal.

For more information on this topic, see our in-depth article on SEO siloing.

Do you want more revenue from your website? Fill out a request or call us to discuss how we can help you.

FAQ: How can I optimize content architecture in SEO for better website authority?

SEO remains a cornerstone for online success. The effectiveness of your SEO strategy depends greatly on your content architecture. Let’s dissect the nuances of content architecture optimization and provide valuable tips to establish your website as an authoritative source in your niche.

The Foundation of Content Architecture

Your website’s content architecture serves as the backbone of SEO. It’s not merely about arranging pages; it’s about creating a logical and user-friendly structure that search engines and visitors can navigate effortlessly. Conduct thorough keyword research to identify the primary topics relevant to your audience. These keywords will serve as the foundation upon which your content architecture will be built.

Siloing for Relevance

One key strategy in content architecture optimization is siloing. Siloing involves grouping related content under a specific topic or keyword theme. This practice enhances the relevance of your pages and helps search engines understand the hierarchy of information on your site. For instance, if you run a fitness blog, create silos for topics like “nutrition,” “workouts,” and “wellness.” Ensure that subtopics naturally flow from the main theme.

Internal Linking for Authority

Internal linking plays a pivotal role in content architecture. It not only aids navigation but also distributes link equity across your site. Ensure that your content is interconnected logically, with anchor text that is both descriptive and keyword-rich. This practice encourages visitors to explore more of your content, improving user experience and search engine rankings.

Mobile Responsiveness and Speed

In the era of mobile-first indexing, mobile responsiveness is non-negotiable. A well-optimized content architecture must cater to mobile users, ensuring your website is user-friendly on all devices. Additionally, site speed is a critical factor in SEO. Compress images, leverage browser caching, and minimize HTTP requests to enhance your website’s loading time.

Regular Audits and Adaptation

Finally, the optimization of content architecture is an ongoing process. Regularly audit your site’s structure, keeping an eye on outdated content, broken links, and changing search engine algorithms. Adapt your architecture to evolving SEO best practices to maintain and improve your website’s authority.

Content architecture optimization is the cornerstone of a robust SEO strategy. Creating a logical structure, implementing siloing, utilizing internal linking, optimizing for mobile, and staying vigilant through regular audits can bolster your website’s authority and achieve higher search engine rankings.

Step-by-Step Procedure: Optimizing Content Architecture for Enhanced Website Authority

1. Begin with comprehensive keyword research to identify relevant topics.
2. Group related content into silos based on keyword themes.
3. Develop a logical and user-friendly website structure.
4. Implement internal linking with descriptive, keyword-rich anchor text.
5. Ensure mobile responsiveness for all devices.
6. Optimize site speed through various techniques.
7. Conduct regular content audits to identify and update outdated content.
8. Fix broken links and ensure a smooth user experience.
9. Stay informed about changing SEO best practices and adapt your architecture accordingly.
10. Continuously monitor your website’s authority and search engine rankings.
11. Engage with your audience and encourage user-generated content.
12. Leverage schema markup to enhance search engine understanding of your content.
13. Optimize images for both speed and user experience.
14. Implement breadcrumb navigation to improve website structure.
15. Utilize XML sitemaps to help search engines index your pages efficiently.
16. Consider using a content management system (CMS) that supports SEO-friendly architecture.
17. Experiment with structured data to enhance your search engine presence.
18. Prioritize user experience and ensure a seamless journey through your site.
19. Regularly analyze your website’s performance through analytics tools.
20. Seek professional guidance or SEO experts to fine-tune your content architecture for maximum authority and visibility.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.