最后更新 Jul 24, 2014


原文标题:How to Organize Your Small Business Website


Website organization, also known as site architecture, refers to the hierarchy and arrangement of pages on your website. Good site architecture sets you up for long-term local search success by allowing search engines and visitors to understand what your most important content is and prioritize it accordingly.


Here are five tips to make sure search engines and users have the easiest possible time finding the important content on your website:


1) Target a specific key phrase, or a group of related key phrases, on each page of your website.

Each page should immediately give off a “scent” to both search engines and users as to what that page is about. Convey this scent with headlines and title tags that include these key phrases, and use imagery that directly relates to this scent. Being intentional about the topical focus of every page of your site will increase both your website’s rankings and the number of visitors who engage with your content.


2) Your most important content should be featured on, and linked to from, the homepage.

You’d never bury your best-selling products on the bottom shelf at the back of the store. Make sure they stand out digitally, too, by putting them front-and-center on your homepage. This is visually important for visitors who come to your homepage, and contextually important for search engines that crawl it—links from your homepage to inner content pages are slightly more valuable than links from a content page to another content page.


3) Your most important content should be included in your primary navigation.

Google and Bing are smart enough to read your navigation just like a human being. If a page doesn’t appear in your site’s primary navigation, it’s not likely to be viewed as very important by either robots or humans. You especially want to make sure that your most important product or service categories, as well as your contact page(s), are accessible either from a primary navigation link or one that drops down after someone mouses over that primary link.


4) Important pages should be linked to from within the content of other pages.

While navigational links are critical, there’s been quite a bit of evidence in recent years to suggest that the search engines are paying increased attention to links that appear in-content. So you’ll want to sprinkle a few cross-page links to your most important content from other sections of your site as well. An example of this technique might be an insurance agent linking the words “car insurance” in a customer quote on her testimonials page to the page in her services section that focuses on car insurance.


5) If you have multiple locations, each location should have its own dedicated page.

This one is critical for success in local and mobile searches. Google likes to see a single authoritative page that includes basic name, address, and phone information, hours of operation, and driving directions for a given location; this information helps the search engine return the single most relevant page for searchers looking for this information.

via: MOZ 编译:涉水轻舟




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