Website Development Architecture
Content organization is one of the most overlooked elements on a website. By organizing content properly, your site will gain a strategic advantage to both the consumer and the search engine. You can’t leave this to your developer. It’s your job to make sure your products are organized logically. Your developer will not understand your products & services like your business. Clean, logical and easy to follow content is essential in a world where people are impatient. It’s also much easier for a search engine to assess your site and tell what your website is offering.
When you think of your website, consider it like a file cabinet. Your overall website is your filing cabinet. If your website content isn’t organized, then its like tossing a bunch of papers in it. With proper organization, it will help both humans and search engines understand your site and give it appropriate authoritative credit.
Many of my clients think that search engines look at a website as a whole. They don’t know that each web page is weighted based on its individual merit, then when grouped and organized, single pages gain momentum as they are grouped. When irrelevant services and products are intermingled, it confuses both the search engine and the website visitor.
A simple illustration is to consider fruit. Imagine organizing all varieties of apples in one area and subcategorizing them into separate baskets according to variety. So you have an apples section that contains a basket of Lodi, another basket of Earligold, etc. Then another section is dedicated to oranges, and another section to grapes, each with their own separates baskets of individual varieties. This makes it obvious to anyone that you have major areas dedicated to apples, oranges, and grapes. A quick tour of your store shows even the cursory shopper that you have a numerous individual apple varieties.
But if you intermingled apples, oranges, and grapes, its not as clear how many varieties you have and it makes it harder for the serious shopper to find a specific variety of fruit. If someone were to review this fruit store, a convoluted setup would make it hard to discern the diversity of fruit you offer to accurately compare it to other resources for fruit. In this analogy, you site content is the fruit, the shopper is your customer, and person giving the store review is the search engine.
Consider an electrician’s services. Let’s say an electrician offers general services and one of those services are generator installations.
In his website, this electrician has a “Services” web page and lists “Generator Installations” as a bulleted service item. Generator installations to both the person looking for this service and a search engine like Google sees generator installations as a very minor part of this business. It’s just a small blip on the electrician’s website.
So now I will place myself in the shoes of a web shopper wanting a generator installed for my home. I Google the phrase “generator installations asheville, nc”. The first website described with a minor bullet point about generator installations is not likely to be easily found on the web because Google and others only want to show the most relevant & authoritative results. So the electrician business with a “services” page has already lost the game in most cases.
But let’s pretend that for some reason they made it to the top page anyway (odd things do happen). So as I am on the phone multi-tasking, jumping through sites looking at the search results, and I click on this site. I see a services page and click on it. I see buried among fan installations and solar panels, a small blip about generator installations. My gut feeling is this company doesn’t focus on generators and I want to be sure the job is done right. I’m busy, so I make an immediate decision and leave the site and look at some other options. I don’t even bother to bookmark the first website because nothing stands out to me.
I leave the site and go to the next one in line. This website has a prominent place on their home page featuring generator installations and a page dedicated to it along with a 10% limited time discount on their services. They show generator models offered, information about turnaround times, expectations, warranties, and how long they’ve been doing it in a quick, consolidated fashion. They even offer free estimates.
Obviously the second choice will outperform the first site. Business 2 demonstrates that generator installations is a primary part of their business. That translates to both the search engines for better positioning and to the customer as well (more conversions to actual sales). This first business website continues to under-perform and lose sales.
Even if the first electrician website described appears physically in search engines above the more authoritative site (which is not likely), I am sure you will concur that the second site will have a better chance at acquiring leads, which of course, leads to sales.