Website structure is the structure of an entire website. Every website has a hierarchy, which can be seen in the menu items or in the navigation bar. directories shows. Under each point there are further subpages, which should also be structured.
The core task in creating the website structure is to cluster topics and to decide on which level each topic is visible.
Then you create content for each individual subpage. We explain this on this page and in the podcast with examples.
This is also where search engine optimization comes in. SEO) into play. The goal of SEO is to rank for search terms and thus get more visitors – and through them more sales or contact requests.
Each individual subpage can rank on Google for hundreds of terms. If – and this is the prerequisite – the website structure is really clear.
Plan website structure: the topics on this page
What is a website structure?
A website structure organizes the content in a logical way. So that users automatically understand the website and easily find content they are looking for. This is represented in the form of the navigation, i.e. the menu items on the website.
There is one main navigation. This refers to the menu items that can be seen on the top level. Indented in these folders are subpages that fit thematically to the menu item. This is also called directories or folders.
A website structure is frequently an issue in a company in two situations: When a new website is developed or. of a microsite for a specific topic. Or for a relaunch or redesign of an existing website.
For those responsible for the website, dealing with the website structure is not a simple matter. Because, as a rule, you only do something like this once. The topic of SEO – i.e. search engine optimization – is then added on top of that.
Many also talk about the structure of the homepage. But with the homepage in professional circles the start page is meant. Also the homepage needs a structure, like every single page. But the topic here is the structure and hierarchy of the whole website.
In professional circles, a website is often referred to as a separate subpage. Nevertheless, we also often use it as a synonym for website, i.e. for the entire appearance. Because this is also the understanding of most.
Here is a roughly visualized website structure, starting from the home page. A "theme" is usually a category or directory. Below is a concrete example. For this we work with a simple mindmap program (here Mindmeister). In our view, however, a tool is not absolutely necessary.
Building a website: Tips on navigation structure
A website needs a clear navigation so that users can find their way around it immediately. This is also referred to as the user experience. Here are tips on navigation items that are mandatory from our point of view:
- About us (company, team, jobs)
- Services (products, services)
- News (Blog)
- Topics (guide, content hub)
- Contact (contact form)
The typical navigation item "Career" would therefore always be placed under "About us". Because it is a sub-aspect to the company.
We would always separate current and timeless topics. Also because timeless topics such as how-to guides often rank very well in Google – and are also edited differently than, for example, a company-internal message.
The example of a website structure we also explain in more detail below.
Page content: The content on a single page
Once the basic website structure is in place, it’s time to plan each individual page. Some pages are shorter, others are much more detailed. Page elements often include:
- Factual, informative text
- Several structured paragraphs
- High quality photos
- Two- or three-parter
- Fold-out additional information
- Call-to-actions (form, buttons)
Website content that is to rank successfully in search engines is usually more detailed. It has to do with users. You usually want detailed, in-depth information.
Task in the design or. So the concept of the website is also to layout this extensive information well and to structure it logically. Editorial competence is required here.
The structure of the website: search engine optimization vs. Search engine suitability
One important distinction many companies don’t have on their radar:
Namely, the difference between search engine suitability and search engine optimization. Often we hear the phrase: "Yes, our web agency did search engine optimization with the relaunch!"
But the reality is often, "No, they don’t."
In the best case, the website has been made "search engine ready" by a proper CMS, speaking URLs and the ability to edit meta information.
But this is only the basis, so to speak, the toolbox, only without the craftsman. Doing so won’t get you top rankings and traffic to your website.
Search Engine Optimization (SEO) is much more: SEO is a concept that strategically maps relevant keywords onto the website. SEO is content. SEO is professional. SEO is a professional toolset. SEO are iterative optimization processes.
It’s utopian to expect to wrap up the topic of SEO with a few technical steps. It is unprofessional to sell search engine suitability as SEO.
Fabian Jaeckert has been working as a search engine optimizer for over 15 years. He is technical SEO with a lot of experience in web development. He has analyzed numerous website structures and evaluated and optimized them with regard to SEO.
This is what a structure for a corporate website generally has to do
A website needs room for development
Often websites resp. single website menu items or categories too narrowly planned. As a consequence, you have hardly any possibilities to extend the website or. "flanges" something on it somewhere. So you need the possibility to flexibly expand a menu item at any time – and also to design it visually. From our point of view, this competence should be in-house in the company and not with an external agency.
A website needs a common thread
Often the content is provided by specialist departments or by the management level, but none of them are text professionals. But a website should have a common thread in terms of content. So a consistent wording and a consistent structure of the individual subpages. From the homepage structure – i.e., the home page – to product pages to how-to elements.
A website serves several purposes
There are various goals that a website fulfills. A casual interview with the new trainee is important for employer branding – but not for SEO. A detailed topic page is important for SEO traffic – and often a first touchpoint. A personal about us page builds trust – and doesn’t have to sell anything. One should always be clear about what the primary target of a piece of content is. And how it works together.
Planning website structure: three common questions
Who creates a website structure?
In companies, marketing managers are often responsible for designing website structures. In doing so, you are sitting between all chairs: You have to make internal wishes and ideas. Every department wants as much prominent space as possible on the website for their topic. Professional feedback on website structure is sometimes available from web agencies. It depends on the agency.
Is SEO taken into account when creating a website??
Often external web agencies are responsible for the creation of websites. You often specify search engine optimization to cover as well. Our experience is that this mainly means search engine suitability. So the general accessibility of a website. But this is different from a professional SEO strategy with deep research of keywords and targeted content creation.
What is mandatory in a website structure?
On every website belongs an information about the company, a category for the products and a contact possibility. In addition, there are targeted page types and content formats for SEO. The interaction is crucial. It’s all about developing the best result for the user and for the search engine. The homepage structure – i.e. the structure of the home page – is also important for internal linking.
SEO structure: How a website must be structured for SEO?
Search engine optimization means all measures that serve to increase the visibility in the search engines. The core of this is to research the keywords, i.e. the search terms with a professional tool.
If you know the keywords, you know which terms potential customers are really looking for. You understand what the specific demand is. Then you cover this demand with targeted content on the website. This is where the website structure comes into play. Because you need appropriate "space" on the website. This is also called SEO structure.
Example for keywords (screenshot): Around the term merchandise management there are hundreds of different search terms, which are sometimes more, sometimes less searched for. In the column CPC is the click price for Google Ads. So this is how much you pay for a single click on Google, if you place an ad on the search term. Every click that comes in through SEO does not have to be paid for.
3 reasons why a good website structure helps you to get top rankings on Google
You have your keywords on the screen
If you think about SEO, your structure will result from your keyword set. Your website automatically maps the taxonomy or SEO structure of your keywords. Extremely practical when planning your website. You have to research your keywords and work them up.
Google finds your important pages
If you have central pages for your important topics, you will automatically include them centrally. In the navigation. On the home page. This way Google has no problems to find them. And you send signals to the search engine that these pages are important for you and your company.
You meet the search intention of your users
Guide, glossary, product page? If you think about page structures and formats, you offer your user the content he needs at the moment. Google loves that. Because you match the search intent – the intent behind the search and the keyword the user enters.
What are the optical website structures?
On this page we talk about the conception, the basic structure of a website. But a website also has visual structures:
- A header
- A navigation (often on top)
- The content area (with texts and images)
- A footer (conclusion of the website)
But these elements are about the "visual" website structures. Not about the architecture, i.e. the content structure of the entire website. One sees once more: There are many levels to consider.
In our SEO concepts we often recommend an extension or change of the website structure based on a keyword analysis. So, that the structures are aligned with the users and their information needs. One speaks then also of a complementary SEO structure.
Website structure, content, SEO: A concept
From our point of view, every company needs at least one person who has an overview of the website and its structures. The person moderates internal requests, makes sure there is consistency in design and wording, develops new, usable content formats, keeps an eye on rankings and traffic and conversions. A huge job.
Often these are all-round marketing managers who also deal with digitalization issues. Quite often the sales department or the management itself. In some companies content marketing managers or online marketing managers are employed.
This is exactly the kind of company we support with our SEO consulting services. We develop a specific concept for better rankings and more traffic and leads. The basis for this are the keywords, the website structure and content templates.
We are welcome to get to know each other in a zoom call.
This content was created by Benjamin. He takes care of the content production, i.e. keyword research, the texts and the installation in WordPress and the internal linking.
Visitors via Google are an important channel for us. Fabian and Benjamin helped us to bring SEO to a new level and to anchor it internally with a clear SEO concept and innovative content.
CMO, Technisat Digital GmbH
Template for a website structure
The design of a website structure starts with the homepage, i.e. the home page, shown here large in dark blue. There are single points like "About us", "Blog" or "Contact", which should be part of every website structure of a company..
Besides these usual feature pages about the company, our template also has several categories with a clear SEO focus. This includes product pages optimized for transactional keywords. And topic pages that are optimized to general generic topic terms as well as a glossary where technical terms are explained. Such a structure results from keyword research, which also takes into account long-tail keywords and the customer’s customer journey.
For each category and the individual pages you need a content template as a template. So an approach, which and how much content is built there. The homepage is also a single page that needs a structure.
Many marketers also wonder if they need to deposit a sitemap. For example in the Google Search Console. But if the single subpages are well linked internally, a sitemap is not necessary.
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There we give tips, show concrete examples and invite to our live webinars. Successful strategies& current findings from over 15 years of SEO consulting.
Our podcast interviews: Industry pros talk website structure and SEO
How SEO is done in Silicon Valley: Interview with Kevin Indig
WordPress SEO: Interview with Kai Spriestersbach
SEO for a software company: Interview with Beat Kock
Twice as visible as AirBnB: Interview with Dominik Schwarz
SEO Case Study: How Urlaubsguru works – Interview with Sascha Blank
Are you relevant enough for Google? Interview with Olaf Kopp about the entity model
How to become a persona brand – without heavy-handedly promoting myself? Interview with Kerstin Hoffmann
Community management in companies: Interview with Vivian Pein
We also talk about website structures in these episodes
|/>|| Website relaunch: the 3 biggest SEO mistakes
Operation successful, patient dead. Content Performance Podcast Episode 7.
|/>|| SEO concept: strategy examples
We will talk about SEO strategies based on two specific projects
|/>|| Why many Ads campaigns are in truth unprofitable
But in the reportings this is often not recognized.
|/>|| How fast does new content rank? experiences and practical examples
We talk about our experiences from the field.
|/>|| Relaunch& SEO: How to avoid the total loss
Where are the opportunities and dangers?
|/>|| The value of SEO: a calculation example on a ten year old website
What does SEO bring me?? Difficult to understand if you don’t have rankings yet. We explain.
|/>|| Content audit and SEO: how to analyze 500 sub-pages?
Why many don’t have an overview – and how we proceed.
|/>|| Learn SEO: How to implement SEO yourself?
Many marketing managers want to learn SEO. Which learning possibilities are there?
|/>|| Market new products: How SEO helps?
In everyday life we see many pitfalls when it comes to thinking SEO along with new products.
|/>|| Content Hub: When do I need a separate page for a keyword??
In the podcast episode, we explain it with examples.
|/>|| What are the benefits of ten years of content marketing?? Interview with Jan Aengenvoort from Next Kraftwerke
How do I build a powerful content hub for my company over the years?? And how do I convince my bosses? We talk about this with Head of Communications Jan Aengenvoort
|/>|| What is the real value of a microsite?
Many companies develop microsites. The only thing is that these pages hardly throw off any traffic and leads.
|/>|| How to develop successful content formats?
Every business needs content formats. For SEO, for social and for content marketing. But what makes a successful content format?
|/>|| Website texts: 5 levels of writing
What makes a professional website text from our point of view.
|/>|| How to show your products wisely in content marketing?
Product advertising is frowned upon in content marketing. But in the end it depends on the way it is done. Two new approaches.
Website structure: our conversation (podcast)
Benjamin: Today we talk about the perfect website structure for SEO.
FabianThe perfect website structure for SEO. Because you can’t do without. Sorry, but if the website does not get a perfect structure that it can not rank well in Google, then there is just usually no SEO traffic and no sales and no leads. And why the topic is so important. And that’s why it’s so important for us to still talk to you about how such a perfect structure can look, because many websites simply haven’t found this perfect structure for themselves yet. And it’s not trivial either, ne? You just introduced the SEO Academy, there website structure is also a huge topic, is actually almost fifty percent of our roadmap is just structure. And because this is so important and because many people have problems to build this up, yes, let’s talk about it today, or? #00:01:50-0#
B: Exactly, we’ll do that later on, with a few concrete examples, but first of all, as always, we have to describe the situation in which many people find themselves when they develop a website structure. We are thinking in particular of those responsible for marketing, who then also have the website on the table, or just also self-employed people or solopreneurs. So. If we don’t think of the people responsible for marketing or sales, they have an affinity for online and then you have this website on the table and then it starts, then internal requests come in. #00:02:29-0#
Q: Where you say. The solo self-employed have no internal desires, they only have their own desires and can do what they like. But when you’re working in a structure in a company, there’s a lot of requests, ne? No idea. The boss wants to tile for example. Or sales wants only products on the product pages, preferably the whole database online, where you can then quickly click on it in the sales conversation. What are some great examples? #00:02:58-0#
B: Exactly. Or the specialist department simply wants all PDFs online, because then they are already there, and that is also good, because they are also used in the sales discussion. You like it and the boss wants tiles. These are then just so optical wishes, ne? So there then / yes the must look modern, yes? So completely, one has so often totally schwammige desires or halt then is hung up on any elements so, or which one also unfortunately has, is that halt, perhaps also a certain specialized department does not cooperate at all, thus the say halt not at all correctly, which they actually need and have also no desire, which to supply, yes? And one says now, yes okay, but I must map also somewhere somehow on this web page so like a poke so to speak in the fog. #00:03:48-0#
Q: Yes, that’s hard. So it’s also really, without making a joke of it, it’s hard work and a lot of convincing and frustrating, if you know from the beginning that if you don’t think about this and that, there will be trouble again, because then everyone will ask again, why am I not on it now?? Or so, yes? Because you have not told, because you were previously indifferent in the process. That is so the one problem and that and the other is also often that it is also sometimes so dead theorized, I find this whole structure debate, yes then have to and in combination with the layout, ne? There must then tile, but we still need, there everyone must find themselves again and the structure and the job ads must also on the home page. And the employee letter as well and the PDFs must then also be included everywhere. But then the PDFs must not be more than normal HTML on it. Ah, that’s insanely difficult to coordinate all that internally, yes? So (unv.) #00:04:42-0#
B: And then you have just a lot of categories, ne? Then you have the normal categories and then there, where sometimes also still above it again such a column is inserted, where one has then also again so again new menu guidance thus, and that happens also just often, because we have super grown structures. So these are then websites of companies, they’ve been around now for fifteen to twenty years. I say, most of the websites of now somewhat older companies, which were registered for the first time in 1998 and have gone through various phases and were also managed by completely different employees. So. The products have changed or recently there was also a case, that is so to speak several companies merged so and then just again a website is developed and then there are just also without end political discussions take place, who now gets how much visibility so or who is hung up where in a menu, yes? #00:05:38-0#
Q: Search engine optimization doesn’t play a role at all in that context. #00:05:40-0#
B: No, exactly, that is actually already the core point, is yes almost always so. Now we have recently made an episode about microsites. It is also the case that SEO is not taken into account at all. So of course everyone would like to have a lot of traffic on the site at the back and, so to speak, the sales department would like to generate leads or sales in the online store, but at the front, when it comes to the structure, SEO almost never really takes place. #00:06:13-0#
F: Yes, because it makes the thing just again more complex. So sometimes it’s just also, just it doesn’t take place because it’s not on the table. But sometimes it’s also, because you say, yeah okay, then we’ll do our internal store here first, we’ll try to cover it. And then we think maybe SEO later again with in other formats perhaps. Afterwards or, yes, sometimes there is also so, how should I describe it now, so a wrong understanding of SEO or in which context now the web page is changed at all? Do we do a relaunch with SEO or do we extend what? Do we make a fusion or do we just discuss about our structure?? It always depends on the context you are in at the moment. But if then for example also a Relaunch comes or one would like to make something also new, then comes also from agency side also often yes, SEO, that is with in. We have already thought so, yes? And / But it’s not really SEO at all, is it?? #00:07:18-0#
B: Yes. So that one has then also often. Yes, we have / there is now / Yes, each company works with a web agency together. This is also a good thing and is also the right thing to do. And there are super many good web agencies out there, without question. But what we hear super often, is that it is said, yes, in the offer, we have specially written into the offer, that search engine optimization is covered with. So. Good, that means then usually, search engine suitability is covered with. So Google can then also index this page, although we also see that sometimes that’s not the case either. (unv.) So then is so to speak, nothing works, so, but if, then is so to speak ensured that the website is crawlable. #00:08:04-0#
Q: But even that is not yet. So that is then, as we already say, as you also just said also partly, even that is then not guaranteed, because then you will be working with technologies that are not crawlable or only poorly. No, it’s also about, yes, well, you can maintain your metatags, yes? Or maybe there is even a function where you can bring structured data on the page. That is mostly also very technical or you can add alt tags in images or what do I know, what. Yes, that is then or very appropriate URLs are generated. It’s all good, it’s all fine. But that is, as you say, search engine suitability. But that has nothing to do with the structure itself or with a structure that is designed to attack Google rankings. That’s just the suitability, because it’s already in the offer or it’s in there, then the conclusion is obvious, yes, well, then we don’t have to worry about SEO anymore. But if the traffic does not come afterwards, then one wonders, we have made nevertheless SEO. #00:09:07-0#
B: Yes and these are just / exactly, these are so to speak the basics, which then a good advertising agency also implements well so. And often it’s also, we’re regularly asked by advertising agencies or have projects where they’re sitting on board, so to speak, the people in charge, that’s also great, we like working together. So if, so to speak, the advertising agency also wants to know what’s going on or what they have to do to really cover SEO. But there is so to speak inhouse no SEO expertise in the sense available. And with the web agencies just sometimes so. And then you just have the situation that you so to speak the website structure, you (want to?) already the marketing manager, who then organize it, they sit between all chairs, try to cover all wishes, try to understand all the internal wishes in the first place, fight their way through grown structures and SEO they can not cover, because it is just complex so. And then you just don’t have the perfect website structure for SEO, that is for really real organic traffic, which really brings something. #00:10:17-0#
Q: Yes, that’s the problem and that’s the core problem with many websites really. That’s why we do that today. And many then go to blog marketing and say, yes, we are now doing SEO in the blog or something like that, we have also often talked about it. But this is not the perfect website structure for SEO. #00:10:36-0#
B: Yes, and now for example also a typical case is that then in the Google search console is looked and then one determines halt, okay, the search words, which enter so to speak there the user, who lands with us on the web page, and there at all the important terms are not called, but there actually only if so to speak the search for our enterprise and then that stands naturally on place one so, if you look for the mark name of the enterprise, for the name. But apart from that, there are actually no relevant keywords that are covered there. These are so often feelings or situations where people then say, okay, we really need an SEO approach of some kind now so. And what does it look like? #00:11:19-0#
Q: What does it look like? Start example , I would say or respectively / #00:11:23-0#
B: I would like to start by explaining in general terms. We have just said what search engine suitability is. What is search engine optimization from your point of view, Fabian? Where does it go? Where does any search engine optimization start? #00:11:40-0#
F: With the keywords, definitely, with the keyword research, with the keyword set, which you know as a marketing manager, because you can also argue well on it. If you know that thousands of visitors come through these keywords, potentially thousands of visitors can come to the page, I have much better arguments in the argumentation that I have to place this somewhere on the page, than if I don’t know that. That means I have to actually, if I want to have a perfect or near perfect structure for search engine optimization on my site in the future, I always have to start with the keywords first. And I have to research all my keywords if possible and derive from that how the structure has to look like. That’s the, that’s fifty percent of our academy, that’s always fifty percent of our work, often in consulting as well, when it comes to conceptualizing something new, saying how does my structure form from my keywords, yes? And we often call that taxonomy, because there are also things that repeat themselves, because there is often a certain system, it depends on the industry, depending on what you do. And to map that on the site, that’s the first step, or the first step is not to map that, but first of all to be clear about what I have at all? Where do I want to go? Which keywords do I want to rank for anyway? And it’s not about two keywords, not about three keywords. There are hundreds, thousands of keywords, which you have to work out for yourself and then put into a structure. That’s a lot of work, that’s a lot of effort, but it’s worth it. #00:13:21-0#
B: Exactly, because then you have a certain keyword from two words and then, we’ll do examples later, but again I think it’s important to understand in theory first, and then you have, I don’t know, five hundred searches or eight hundred searches or 1500 searches. It doesn’t really matter, but you say this is a relevant keyword for me and everyone knows this, you Google this and then there are just ten relevant URLs in the front. So a subpage, a page type and you just have to map that on the page, and you can’t do that by saying, yes, I’ll just write that into the page title somehow, the one keyword, or yes, we’ve also mentioned that twice on the start page. Jo, but that is just often not at all / so that is then so indiscriminately different terms somewhere are inserted. #00:14:17-0#
Q: That’s rework, yes? Such a type of SEO traffic light. The SEO traffic light is on red in any page. You have to add some keywords to it. No, it’s about thinking about the site strategically from the beginning or a 15 year old site you can’t think from the beginning. But you can start to develop this strategy once and then try to counter this strategy. You also said something really important now, which is that you also have to look at the formats in the search results. So not only keywords, but also what for it four page types. #00:14:50-0#
B: Yes, very important I think, what kind of page types are there in the front. So I google a certain term, are there then for example category pages in the front or are there advice texts in the front? Are there topic pages in front? There are so many different types of pages just like that. And from this you can already see what the user obviously wants to see in the front, because it is always clear, for each keyword Google says what are the best results for? And the best results are just often, very often really very specific pages that cover this keyword, that cover this search intention behind it just so. And we have that super often, that is just that so to speak SEO is also reworked. That is totally often the case and then there are just / I find, there are so two first of all so basic directions, which concerns such a website structure. These are typical navigational pages that belong on every website, and the other are page types with an SEO focus. And I would like to break that down a little bit again . What do you think? #00:15:59-0#
Q: Now the criticism could come. Yes, well, if I want to make only SEO pages, what about my old pages?? What about my company portrait? With the "about us" page? With the references? Do I have to throw them all out, or what?? #00:16:10-0#
B: (Laughing) Exactly. No, please don’t, because every user who goes to a page, to a website, also wants to know what kind of company I’m dealing with? You can put a lot of energy into it. So many "About us" pages are so uncharitable, yes? That is so much wasted potential. Or vice versa, you can introduce your employees, yes? You can also explain, so to speak, what job positions are available, how training works, if you are looking for trainees, yes? Also a reference page or a page where case studies are shown, super important for every user. On references all click on it so, and contact pages, that they are just good, that they work. These are, so I find, navigational pages, which belong on each web page on it so. And what you then write in there and so, there can also, I think, there can be calmly covered all the wishes that come from all kinds of internal departments. #00:17:15-0#
Q: But these pages don’t have an SEO focus. You have to understand that. So we are also often asked, yes, where should I put keywords on the "About us" page or something like that?? That’s nonsense. They have nothing to do with SEO at first. These are function pages. So they have a function – for the user – and they are very, very important. But they have no SEO function. #00:17:39-0#
B: Yes, exactly. But then there are still pages and they just have an SEO function. Do you want to imagine? What can these pages be?? #00:17:48-0#
Q: That just depends on which page types are in demand, for example, whether I’m moving with an online store now, for example, or whether I’m in the B2B area and thus in B2B SEO and just present products or present services or have a software that I present, yes? There are product pages that you can turn very nicely to a generic focus, yes? If I offer a merchandise management system, then I could of course also optimize my product page for my merchandise management system for merchandise management system or for merchandise management system software, for example. If I go a little deeper and merchandise management, I might discuss that in a guide, yes? So you always have to look, how can I cover these keywords efficiently – also the long-tail keywords?. It’s not about always building a separate page for each keyword, but a coherent content hub for SEO and also to see for which generic keywords, such as merchandise management system software, do I have exactly the solution to offer, namely my software XYZ, which is called the way it is called, yes? And then of course I want to be up front with my product page for this very pointed generic term. That’s what every online store does. Or if one says, I would like to spread the topic also larger, I would like such large terms like for example only merchandise management system, where he perhaps first of all people google after it, which do not know yet exactly, do I need now a software, what is that at all, where I address these people, which one can address also with other formats, or? #00:19:22-0#
B: You have already gone into our example now. I find this actually very exciting, because now we could actually think through all the pages with SEO focus times. So we have a company that has a software for merchandise management. Just means who really before / before we now five minutes before we hit the record button, picked that out for us, yes? This is a relatively spontaneous example. But you have a software for merchandise management in a company and then you have a software for merchandise management. After that people search like this. So you then map that onto a central product page, where you describe what kind of software you have for merchandise management. Then people want to find out in general what exactly merchandise management is and what topics are involved. You could, for example, map that in a glossary, yes? But you could also, and now it actually goes further into the taxonomy, and that is just, I think, now also a nice example of what actually a taxonomy is. If one enters then more deeply into the keyword search, then one notices, ah, it is searched also in enterprise resource planning in connection with industries, enterprise resource planning – pharmacy, enterprise resource planning – on-line store, enterprise resource planning – catering trade, enterprise resource planning – retail trade. So you could also say that we’re building topic pages for these different industries, and we’re also linking these topic pages firmly into the site, yes? Then one has perhaps in the menu guidance around, is there still a category industries and industries are the ten, fifteen relevant industries, which one covers evenly also with its software. And so all of a sudden a real SEO structure is created. You have at the top you have these feature pages "About Us", "References", "Case Studies" and then you also have a glossary where you cover certain main terms. You have product pages and everything is, so to speak, the glossary, the product pages and the topic pages. So you then cover certain keywords as well. So. And then you have a chance. Then such a page also stands out, because you also have certain page types, where you attack certain keywords with, yes, keywords. #00:21:39-0#
Q: Yes, and often the argument comes, yes, then it’s so technical and I only work for Google and on the keywords. But you mustn’t forget that these are all people too. That’s your customers looking for it, yes? These are pharmacists who enter "pharmacy merchandise management". And that’s cool if you have content for them and can tell them exactly what exciting things you can do in the pharmacy with the software. So that sometimes makes a bit of a technical impression at first glance, but it’s actually not, it’s actually super close, super hard on the customer. #00:22:12-0#
B: Yes. And this industry example is also an example of a taxonomy, where you say that there is a system in the keywords, a system that people are searching for. And we want to bring this system to the website, because it is always clear, for example, if someone enters "merchandise management system wholesale" or so and you have a separate subpage for it, then you really address exactly the user and you can then go back to the department and say, say, maybe we have a customer from a wholesale, or? Yes, we have really seldom, but when, then the leads are really those are valuable, because they bring super much, says then for example the specialist department. Oh really? They bring super much? Ah, very good. Okay, the search volume is very small, but the leads can be super valuable, yes? Then you say we definitely need a subpage for. Of course, I’m already planning this directly into the website structure. Then you squeeze, I say now so casually, you squeeze the specialist department and say, yes, what are the problems of a wholesaler?? Because in terms of the merchandise management system? And then, ideally, you also get the pain points explained from the specialist department or the situation in which a wholesaler finds himself, and you can make a good piece of content for it. So. And then it unfolds. And I also find a point that we now also / where we talk about it, also becomes clear again, is that such a website structure is not set in stone, but that you also have to have the possibility to expand this, because you may get deeper and deeper into the keywords, ne? You said at the beginning that you have to know all the keywords, but in real life it is so that you deal with it for months and years and always go deeper into this keyword set. #00:24:05-0#
Q: I add, that should be the long-term goal, to know all the keywords. #00:24:10-0#
B: Yes, I think so too. And then you might say, oh look here, we still have three competitors, I’m checking them out right now. So. How do they stand in the ranking?? Which keywords do they cover? Do they have an SEO strategy or not? And that’s how you get deeper and deeper into the keywords piece by piece. And it’s important that you have a, yes, that you have categories or that you build up a structure that is expandable. You can start a glossary with ten articles and maybe you can go out the back. After five years, he then has maybe a hundred articles, yes? But if you don’t have that, so to speak, then you’re always poking around on the three or five subpages that you have and trying to plant some keywords in there somewhere. #00:24:57-0#
F: Yes, we also did a podcast episode on the subject of glossaries and a very exciting interview with Jan, who has built up a lot of SEO traffic via a glossary and who has also followed the same principle of successively working on it over the last ten years. It’s just so much work, but then afterwards I didn’t have the impression that he still had to discuss it, that the work he put into it made sense. #00:25:20-0#
B: I found that super exciting. He said we’re investing in a glossary article. So they build super detailed glossary articles. And then he says, we asked him, how much time do you invest?? And then he said, per article three to four working days with his team, with keyword research, with interviews with the specialist department, with creating infographics, with creating examples, yes? So. But then such an article then also ranks for years and brings real traffic and also brings leads. So. And that’s just the super exciting thing about SEO in general, that you just at the beginning of course purely butter, but out the back it is just a super efficient channel. #00:25:59-0#
F: But the Reinbuttern, that must flow just into a structure. This is the website structure. That’s the important thing, that you build this structure, this form, so to speak, from you once before, in which you can then work in, yes? Because otherwise it goes to the left and right and frayed and you can not argue. And the worst thing, of course, is when you work and after two years you realize that nothing happens at all. So. That is of course the worst case, but with a structure that has never happened to us, that nothing has happened, because it has been well prepared. Google really likes it when it’s clear how a page is structured, also how it’s structured thematically, that there’s central content, because the structure also gives you the opportunity to set and organize links sensibly internally, so that everything flows together. And the page can’t help but get better rankings than before. There is really no other way. #00:26:57-0#
B: Yes, and also from a different perspective. We always say, you need good content. Yes, what is good content? Yes, so we can now, we can also discuss it forever. But a core element in my opinion is that the content covers the search intent. So if someone googles "pharmacy merchandise management" and comes to a sub-page about pharmacy merchandise management, and there is useful information there, then that is good content, because it covers exactly the user’s search intention, yes? And the content that writes about all sorts of things on this site, including the occasional pharmacy, doesn’t exactly cover the search intent, yes? So really the user / First I find, that’s just also the big secret of SEO is that you are focused for customers. You say what are our customers actually looking for, yes? And our or our potential customers? And how do we align our website with this? And that is just completely different than this casual "The boss wants tiles", yes? Or the specialist department wants the PDFs. Yes, these are all some internal requests then. But with SEO, you turn the tables and say, yes, what do our clients actually want? And then, I think, you can also argue internally in a completely different way. Then you can say, yeah, all right, I can cover all your requests for all I care. But I wouldn’t like to have more traffic, leads and sales at all. So. So from me we also do everything differently. But then I can’t guarantee that the site will be more than just a business card, yes? But that it also really brings something. #00:28:33-0#
Q: Yes, you can then also use numbers to argue from the outset if you work with good tools and a good database. So you don’t have to be that bit cynical and say, yeah, if you don’t want traffic… / #00:28:48-0#
B: Yes, true. It’s also very confrontational. After all, it’s just us here. #00:28:52-0#
Q: I also like the confrontational, but you can also be constructively confrontational and say, yes, but then we’ll just do without the 10,000 visitors every month that I’ve researched here, that we could theoretically have, yes? Or we continue to pay so much for Google Ads, without building up the organic channel in parallel. Or you say, yes, but Jan from "Next Kraftwerke" does it differently, he gets a lot of visitors about it. Listen to this interview. So I think there are enough numbers by now to argue with, and don’t need to be so polemical at all. #00:29:30-0#
B: Nope, even more so. And every executive is also open to such figures. We noticed that too. If you argue from that direction, you just have a damn good case in your hand. And these arguments must get everyone who is working on a website structure from our point of view. Okay. I mean, it was. I would say, we are through, are as always curious about your feedback and also on Linkedin, because we are always active on Linkedin. Network with us, discuss with us and / #00:30:05-0#
Q: Yes, and if you know someone who might also be interested in this episode, feel free to send those through as well. #00:30:10-0#
B: Yes, perfect. That’s it this week. Make it good. See you next week. See you then. Ciao. #00:30:15-0#