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SEO for Architects & Architect Firm

SEO for Architects & Architect Firm
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Site architecture is a foundational principle of technical search engine optimization (SEO). Instead of publishing a random collection of pages and posts, establishing an SEO-friendly site architecture can guide users to your content and help Google index it. 

Whether you’re building a new site or thinking of updating your original one, it pays to take a good look at site architecture and consider your options before you get started. 



What Is Site Architecture?

Website architecture is the hierarchical structure of pages on your website. It describes the way you categorise and interlink content on your site. The ideal website structure guides a user to the information they need and helps search engines differentiate between pages.

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Creating an intentional hierarchy for your website sends clear signals about which content is most important and how it relates to the other pages on your site. In addition to providing signposts for visitors, these hierarchical signals help search engines understand what’s on your site so that they can find, index, and display your content on search results pages (SERPs).

Why Is Your Site Architecture Important?

Your website structure plays an essential role in how visitors experience your offering and search engines crawl your site.

Let’s break down the two most critical functions of website architecture:



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Website Architecture for Users

  • The primary objective of your website is to present your products or services to prospective customers. As such:
  • Website architecture describes the way you categorize, structure, and inter-link content on your site.
  • Website Architecture Forms the Foundation of User Experience
  • When a visitor lands on your website, the easier it is for them to find what they’re looking for, the more likely they’ll become a customer.
  • If visiting your website is a frustrating experience, prospects aren’t likely to stay long and are even less likely to return.

Website Architecture SEO

A logical site structure will also improve your search results. Structuring your site with an obvious hierarchy, clear topic clusters, and plenty of internal links makes it easier for search engines to index your pages and understand the context of your content. 

Understanding your site as a whole gives Google confidence in serving your pages in search results. Higher confidence equals higher rankings.

Structure Your Site to Spotlight the Most Important Content

Creating hub pages (also known as pillar content) that cover a subject in broad terms and link to related, more detailed information lets you highlight your most important content — positioning those pages to rank for high-volume keywords. Those general pillar pages will attract top-of-the-funnel traffic. 

Then, you can pull those visitors deeper into your website with lower-volume, longer-tail keyword-optimized content that’s linked to that pillar page. 

Pass Link Authority Through Your Site Structure

If you’ve earned backlinks from reputable websites, you want to make the most of the authority and link equity those endorsements lend. An internal linking structure passes that authority through a chain of related pages on your website. Without that structure in place, it’ll be more difficult to distribute the benefits of your backlinking efforts.  

Additionally, an effective website architecture allows you to create pages that answer specific questions searchers might have. More pages that contain beneficial information related to your business will help you acquire more quality backlinks.

Prevent Keyword Cannibalization

Website architecture describes the way you categorise, structure, and inter-link content on your site.

More often than not, keyword cannibalization happens because a website is disorganised. 

Websites with a clear organisational structure have defined places for different types of content. This makes it easier to craft a content strategy and prevent keyword overlaps that lower overall rankings in SERPs. 

Optimize for Google Sitelinks

Sitelinks are an added benefit of SEO architecture. When your sitelinks appear in search results, you have the added value of taking up more real estate on the page and offering a clear path from SERPs that directs users to the best results in the shortest time.

Sitelinks are an asset to credibility, branding, and click-thru rates.The only way to have your sitelinks featured in search results is to have a website with a clearly defined hierarchy. You can’t add structured data to create sitelinks.

Examples of Good Website Architecture

A simple website structure works much like a system of folders that organise related categories of paperwork in a filing cabinet. 

With a simple site architecture, content is arranged in a logical hierarchy.

Here’s a step-by-step guide to planning your website structure:

  1. Define Your Project Scope
  2. Zero In on Your Goals
  3. Identify Your Target Audience
  4. Conduct Keyword Research
  5. Plan Your Site Structure & Information Hierarchy

 

Website Structure Best Practices for SEO-Friendly Site Architecture

  1. Use an SEO-friendly URL structure.

SEO-friendly URLs are designed to serve the needs of both users and search engines. To optimise a URL structure for SEO, make it short and keyword-rich. Along with your title tag, link anchor text, and the content itself, search engines use the URL to understand what the content on individual web pages is about.

Create a logical system of directories for categories and subcategories of content.

  1. Plan your navigation menus.

Navigation primarily exists to help your users find the pages they’re looking for. They’re the perfect way to show visitors at a glance which pages on your website are the most important (i.e., which pages they want to visit). How you structure your navigation menus will create an overview of your business offerings and dictate how people move through your site.

  1. Use category pages.

Category pages make it easy to maintain your website’s organisational structure over the long term.

When you want to launch a new page, you simply add it to an existing category and link to it from that category page. 

When you add a group of new pages, you can create a new category page and link to them from there. 

Website architecture describes the way you categorise, structure, and inter-link content on your site.

  1. Plan the depth of your site’s key pages.

An excellent website architecture should make it easy for both search engines and users to find your site’s content. That means that you’ll want to avoid putting important pages too deep into your website. 

  1. Use internal linking strategically.

Internal links exist outside of your primary navigation, and they serve to connect related pages directly to each other. An excellent example of strategic interlinking might look like this:

Updating your site architecture for SEO can be well worth the effort and pay dividends that will help your business thrive for years to come. That said, it’s a complicated endeavor that requires a deep well of expertise across several technical disciplines. I wouldn’t recommend you take it on without professional help. 

Partner with an enterprise SEO agency that can help you with strategic planning, project management, and technical implementation to make sure you get the most from your site changes and avoid potential pitfalls along the way. Schedule a free consultation today.



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