SEO: The Way You Structure The Content on Your Website is Critical
As mentioned in one of my previous SEO tips, Google wants a good user experience, not an SEO experience. As part of this, the way you structure the content on your website is absolutely critical. Think about what your users are looking for and help them get the information about that product or service as fast as possible.
To put this into perspective, most businesses will provide multiple services. Often what happens is in the top menu there is an item called “Services” which links to a page that contains a list of those services. This is not at all useful for Google or the end user.
Your services should be listed in the top menu, if they don’t fit, categorise your services and provide drop downs to go to individual pages for each service. Each of the services pages should explain what you do, and how you do it better than your competitors. You should also avoid large slabs of text as people don’t like to trawl through your long winded story about the service. The more you try and get across to the user, the less they will consume. It’s an interesting conundrum, and one that is not always easy to solve.
This structure helps both users and Google. It helps the user find out what you do very quickly, and it’s very easy for them to find the information they need about an individual service easily. It helps Google as Google will know exactly what page to send users when they search for a particular service you offer. This in turn helps the user again and everyone is happy!
Generally your online stores are already well structured as long as you have your categorisation set-up well. You should also look at ways to include supportive content for the categories where possible, this will give you an extra boost in search results in many instances. But remember, Don’t keyword stuff, it’s all about topic density, not keyword density.