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Explain major component of designing architecture in SEO

Subject: Advanced Internet Technology

Topic: Search Engine Optimazation

Difficulty: Medium

1 Answer
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  • Whether you’re working with an established website or not, you should plan to research the desired site architecture (from an SEO perspective) at the start of your SEO project. This task can be divided into two major components: technology decisions and structural decisions.

- Technology Decisions

Technology choices can have a major impact on your SEO results. The following is an outline of the most important issues to address at the outset:

1. Dynamic URLs

Although Google now states that dynamic URLs are not a problem for the company, this is not entirely true, nor is it the case for the other search engines. Make sure your CMS does not end up rendering your pages on URLs with many convoluted parameters in them.

2. Session IDs or user IDs in the URL It used to be very common for CMSs to track individual users surfing a site by adding a tracking code to the end of the URL. Although this worked well for this purpose, it was not good for search engines, because they saw each URL as a different page rather than variants of the same page.

3.Superfluous flags in the URL

Related to the preceding two items is the notion of extra junk being present in the URL.

4. Links or content based in JavaScript, Java, or Flash Search engines often cannot see links and content implemented using these technologies. Make sure the plan is to expose your links and content in simple HTML text.

5. Temporary (302) redirects

This is also a common problem in web server platforms and CMSs. The 302 redirect blocks a search engine from recognizing that you have permanently moved the content, and it can be very problematic for SEO as 302 redirects block the passing of PageRank. You need to make sure the default redirect your systems use is a 301.

- Structural Decision

1. Target keywords

2. Cross-link relevant content

Linking between articles that cover related material can be very powerful. It helps the search engine ascertain with greater confidence how relevant a web page is to a particular topic. The “Frequently Bought Together” and “What Do Customers Ultimately Buy After Viewing This Item?” sections are brilliant ways to group products into categories that establish the relevance of the page to certain topic areas, as well as to create links between relevant pages. You want to plan on having a site architecture that will allow you to cross-link related items.

3.Use anchor text

Anchor text is one of the golden opportunities of internal linking. As an SEO practitioner, you need to have in your plan from the very beginning a way to use keyword-rich anchor text in your internal links. Avoid using text such as “More” or “Click here,” and make sure the technical and creative teams understand this. You also need to invest time in preparing an anchor text strategy for the site.

4.Use breadcrumb navigation

Breadcrumb navigation is a way to show the user where he is in the navigation hierarchy.

5. Minimize link depth

Search engines (and users) look to the site architecture for clues as to what pages are most important. A key factor is how many clicks from the home page it takes to reach a page. A page that is only one click from the home page is clearly important. A page that is five clicks away is not nearly as influential. Standard SEO advice is to keep the site architecture as flat as possible, to minimize clicks from the home page to important content.

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