Today I’m making a case for better website organization and how it can provide you with more search engine real estate.
Several months ago, my team at Avalanche Creative was involved in a new website build.
We led the SEO strategy, which included enhancing the organization of thousands of pages of content.
The old website (search engine visibility in the screenshot above) had been live for over 10 years and content was being updated and added every single week.
The old website ranked on page one of Google for 212 keywords at its height.
Then we relaunched the new website, which:
Was on a brand new domain.
Did not have any significant content additions.
Completely restructured URLs and navigation.
And now that website ranks on page one of Google for 686 keywords and counting.
Why is Content Organization So Important?
Good content organization provides both the search engine itself and website users with better context that they have found the right content or at the very least, can find the right content to meet their needs from any given page.
Good organization elements on a page (table of contents, breadcrumbs, related content, etc.) offer a better content experience to the user. Google loves this. When they offer a result for a search query, they are never absolutely sure you’ll find what you need on any given page. Additional elements on a page that can help the searcher find what they need provides Google with more confidence in recommending your page.
Once your content is well organized, it’s easier to strategize. A well-organized site allows you to better determine which pages of your site are performing well, which aren’t, and what you can do about it.