Once the SEO Website Audit has been done and any technical issues have been resolved, the next process of SEO is to optimize the internal aspects of the website. On April 21, 2015, Google announced that it’s major focus was going to be toward giving a boost to websites that are mobile-friendly, so if your site isn’t already mobile-friendly, then it’s imperative that it be transitioned over into being “responsive” to any and all devices, ranging from desktops and laptops, to tablets and cell phones.
The next part of internal optimization consists of rebuilding the structure of the website so that it’s organized in such a way that each category of service or product page has supporting sub-category pages that give deeper descriptions (this is also known as a “silo structure”). Once the site structure has been determined, then page structures are laid out so that each page has a main topic with sub-topics that support it and broaden the descriptions of the topics. The final part of the internal SEO process is to concentrate on the development of content for each page so that it can maintain a balance of offering educational value to the reader while simultaneously providing reasons to take advantage of a call to action, which can be either calling a phone number, filling out a contact form, or subscribing to a service.
There are 2 main reasons for properly organizing your website using the silo structure.
- The first is that it allows your visitors the opportunity to easily find the information they’re seeking by simply clicking on a primary link on the front page that is a main category for what they’re seeking, and from there they can click deeper into your site to find exactly what they’re looking for. As an example, imagine you go to a website that sells bikes. You’re looking for a mens bike so you click on mens bikes on the front page. From there you can choose a Cruiser, a Mountain bike, or a Touring bike. From whichever choice you make you can then select the manufacturer, and finally the color or specific model number.
- The second reason for structuring your site using the silo method is that it allows search engine spiders that crawl your website a much more efficient way to add your pages to their “index”. Search engine spiders will usually follow paths from other websites to your website, and then filter down through all your pages that exist on the site. The easier it is to crawl your site, the better chances you have of the spiders indexing what it sees as properly categorized information that has a higher chance of being placed toward the top of the search engine ranks.
Much like how a site structure uses category pages and sub-category pages to properly organize the overall website, the page structure uses the exact same type of method. Each page should have unique meta tag code that is the exact length for title and description (which is what you see for websites in the search results) that uses the key phrase that best identifies the page and is also what you would want visitors to use as a search term in order to find it on the search engine. The page should also have a main page title along with sub-titles with accompanying paragraphs that fully describe the main title. (like what you see on this page where Internal Optimization is the main title, and Site Structure, Page Structure, and Content Development are sub-titles that fully explain what Internal Optimization consists of).
Content development focuses on providing your visitors with well written information that helps them make informed decisions. More often than not most websites don’t help their visitors fully understand what it is that they are seeking, so they keep looking until they find the website that helps them to understand what they are looking for. Not only does this provide for a much richer user experience, but the search engine algorithms are geared toward giving advantage to those that offer the best explanations of the products and services people seek.
The best internal SEO consists of making website changes so that any visitors that come to your site on any device can easily find what they’re looking for. Give Penner Web Design a call today and find out how we can help your business get more traffic, or fill out the simple Quote form for a free estimate.