Oct 7, 2023
When we talk about Information Architecture (IA), we're really talking about laying down the right paths on your website. It’s about how we label, group, and arrange the pages, making it a breeze for visitors and Google to find their way around. Think of it like setting up signposts and clear paths in a big park - the easier it is for people to find the duck pond or the ice cream stand, the happier their day out will be. And in the digital park we’re building, internal linking is the network of pathways that help everyone find their way.
Now, let’s bring SEO into the picture. The way we set up our Information Architecture or website structure is like giving Google a map of our site and what searches each part of the site are most relevant for. A good map means Google can easily find all the spots and tell others about it too. I've seen plenty of times where a messy map (read: poor IA) has left businesses in the lurch, with important pages like location pages getting lost in the shuffle.
For those diving into local SEO, location pages are your star attractions. They’re often the first stop for visitors, and with the right setup, they could be where visitors decide to stick around. By fine-tuning your Information Architecture to boost internal linking to these pages, you're not just moving up the ranks, you're making sure Google and visitors alike know where to find the good stuff.
And here’s where the magic happens: when a visitor lands on a location page that speaks their language, the connection is instant. Unlike a generic page, a well-crafted location page echoes the local vibes, making the visitor feel right at home. It’s not just about pulling in more traffic; it’s about bringing in the right kind of traffic to the pages that are geared up to convert.
Case Study: Steering the Right Pages to the Top with Improved Website Structure
Introduction:
I had the privilege of collaborating with a client keen on elevating the visibility of their location pages in search engine rankings for targeted local keywords. Operating in five major cities within their state, the goal was to have their location pages clinch the top spots for the following search queries:
Car accident lawyer
Car accident lawyer near me
Personal injury lawyer
Personal injury lawyer near me
Injury attorneys
Challenge:
Initially, the spotlight was stolen by their generic service pages which ranked for these coveted keywords across all cities. The location pages, which were more relevant and personalized, lingered in the shadows of search engine results pages (SERPs).
Our Process:
We embarked on a mission to recalibrate their Information Architecture to redirect the spotlight onto the location pages. Here's a snapshot of our strategy:
URL Optimization:
Revamped the URLs to encapsulate the most pertinent keywords, ensuring they resonate with the local search queries.
Anchor Text Enhancement:
Transitioned from non-descriptive anchor text to location-specific phrases that better reflect the content of the target pages.
Internal Linking Refinement:
Fortified the internal linking framework within the content, directing more pathways to the location pages and enriching the context for both users and search engines.
Outcome:
The fruits of our labor were harvested within a month. Our client witnessed a remarkable ascent in rankings for their location pages, soaring from the abyss of position 30+ to the illustrious top 5 in three out of the five cities—with minimal additional effort. This case vividly illustrates the profound impact a well-orchestrated Information Architecture can have on local SEO, driving more qualified traffic to the pages that matter most, and significantly enhancing the potential for conversions.
Considerations for Website Structure & Information Architecture for Location Pages
Now that you've identified the necessary location pages and considered your URL structure, it's time to organize the information on your website effectively. Although the following recommendations are based on common site structures, it's essential to review your existing content, its presentation, and any internally competing pages before finalizing your information architecture. The number of locations and the ability to update your main navigation are also important factors to consider.
Main Navigation
Both users and search engines should easily find a link to your location pages in the main navigation. Whether you choose a dropdown menu with all your location pages or a link to a hub page that links out to every location page depends on your specific needs.
It's fine to have a generic service page in your main navigation that focuses on a state or county level. This approach might attract more traffic from cities you haven't mentioned or if someone includes the state or county name in their search. However, it's crucial to ensure that your internal linking and additional SEO efforts are directed more towards your location pages.
Internal Linking
Having a clear strategy for your location pages is crucial. This includes creating opportunities for other service pages to link back to your location pages. Ideally, the anchor text should mention both the service and the location.
Having an understanding of your competitor's internal linking can also be extremely helpful. Using a site crawler like Sitebulb or Screaming Frog can help you understand the tactics your competitors are using. For example, if your competitors have microsites for each location with lots of internal linking while you have a single relevant page with 3-5 internal links, your site structure may put you at a disadvantage. It could be worth it to create additional content just to provide yourself with more internal linking opportunities.
Putting It All Together: Your Blueprint for Local SEO Success
Alright, let’s tie it all up. Having a solid Information Architecture (IA) for your location pages isn’t just about ticking a box; it’s about laying a strong foundation for your local SEO efforts. As we’ve seen, a well-thought-out IA is like having a well-organized store where both Google and your visitors can easily find what they’re looking for.
As you roll up your sleeves to work on the website structure for your location pages, remember, that every little change could lead to better visibility and more happy visitors. The insights shared here are meant to be a helpful guide, steering you through the process and helping your local SEO strategy really shine.