When looking into content, it is vitally important to create a website structure and then to optimise your website using SEO (search engine optimisation). This goes all the way back to the site architecture to make sure that you do not have any duplicate pages or chances of duplicate content. SEO website structure is vital to any campaign and this blog is must-read.
Just as a reminder, duplicate pages or duplicate content is HUGE regarding getting your pieces of content to rank. The search engine crawlers will get to the two pages, not understand which is the most valuable, and decide not to start ranking them in Google.
Ideally, your content plan should be started from the spine of the website. Within the sitemap. This will then show you how to write and create SEO website content for the pages on your website.
As an example, a jockey wheels website, here is a snippet of the sitemap for a new site that we are developing. We can easily see that the group and category levels are simply laid out. Behind the category levels, you will have all the product pages that fall into that category.
Vehicle Coupling Group Page
– Here at (BrandName), we supply many different brands of Jaws, Pintles, hooks, spare pins, towballs and universal couplings ………… (and so on)
–
TOP TIP! – In sections like this, where you are mentioning another page or product that you would like to rank. Hyperlink the text to the page that you are mentioning. These are called internal links and will increase the crawlability speed of the search bots. It will help them to find the information faster and therefore help you rank at a quicker pace.
Jaws Category Page
– What is a jaw? How do I fit a Jaw to my trailer? Where can I get Jaw Parts?
Having the site structure laid out in a very basic way like the above, can help you with your content marketing plan.
E.A.T
You no doubt already understand how website content can boost your profile by being considered a thought leader, and when it comes to appeasing Google, content is one of the best ways to do it. One of their main areas of assessment is your website’s level of expertise, authority, and trust (EAT). These can be broken down as follows:
Expertise: This will depend largely on your area or field, but there are some basic factors to consider. If you’re involved in the medical industry, then being a medical professional will reflect well when it comes to reaching the front page of a search query.
The best way to ensure that Google understands your expertise is by making certain that your author details remain standardised and consistent on every post. This can be given a further boost by adding an internal linking structure to your site and content via your own social media profiles, which will allow Google, Yahoo, and Bing to confirm who you are across multiple platforms.
You can also link to other pieces of information to show where you got the information from, just as you would within your university dissertation. If you state that ‘according to reports from XXX and then hyperlink the name to the site, this will show Google that not only do you have the expertise, but you are reaping expertise from others. It will, therefore, help the search engine understand that your site is the best regarding value for that search from the customer.
Authority: This is a little different from expertise, and will require a slightly different approach. Users and search engines judge your authority based on your connections, which is why those social media links are so important. However, the primary way that they assess the authority of a website is by looking at who has recognised them as experts. That’s why it’s so vital that you gain some accreditation or backlinking from established bodies in your field. Offer guest blog posts or network with those relevant to your field, and your authority will be much improved.
We do need to make sure that the authority comes from the correct websites. Otherwise, it is not going to be valuable. Going back to the ‘Google is a Librarian’ scenario, with the World War Two Book.
If 10 World War Two Experts say that this is a good book, and 100 School Children say that your competitor is a good book, which one is going to pass the most amount of authority and belief to you that it is the answer that you need?
Trust: When it comes to being trusted by Google, then it’s all about making sure that you stay in the positive and avoid the negatives. The positives would include good customer reviews and ratings, whether that’s through Facebook, Yelp, or Amazon. However, being linked, even tenuously, with a website that already has a negative trust rating, will reduce your ranking factor. So choose your affiliates wisely and address bad reviews immediately. Untrustworthy SEO websites are those that are either blacklisted or that make use of underhand SEO tactics like link-farming.
The above, all relate to getting backlinks to your site, and this is how you would get the authority to the page also. You Need To Be Careful in most cases as people will agree to link to you for a small fee, but the site that they are using may be of a spammy nature that Google does not trust very well.
We will explain more in Link Building, on this subject, but for now, remember that not only do you need to have quality content, but you need your peers to also vote for the content that you have on your site.
HC Media Group: SEO Website Structure Experts
If you need help finalising the structure of your SEO website get in contact with HC Media Group today.
