Website Architecture Newbie – What's the best structure for SEO?
I'm planning the structure of a website for the very first time, so I figured I could use some help.
Let's say I run a Digital Marketing Agency called Leads.com. Leads.com wants to be an online authority on the subject of digital marketing in general and more specific on, among others, the subject of SEO.
The concept of 'Content Pillars', as I understand it, advices to create one 'Pillar Page' that explores a subject in-depth. A number of primary and secondary 'Cluster Pages' - in the form of shorter articles, blogs and vlogs - will then link to and from this page to create a powerful 'Pillar Cluster'.
NB: If I understand correctly, it is best to keep different Pillar Clusters as separated as they can be, so that Google will not be confused about the topic that is adressed within one specific cluster.
Now (assuming this is a decent strategy), I'm faced with a dilemma when choosing which page will function as my Pillar Page. There are undeniably tons of options, but the following two seem to be most prominent nowadays:
Option 1: Use your Product Pages as Pillar Page(s)
In this option, the parent-child structure will look something like this..
www.leads.com/digital-marketing
- www.leads.com/digital-marketing/seo
-
- www.leads.com/digital-marketing/seo/7-tips-for-seo-2023
As a layman this seems the most obvious choice, as you want your product page (which should drive the most revenue) to gain clout. However, a disadvantage may be that the customer journey becomes somewhat chaotic. Another possible disadvantage may be that the majority of the visitors coming in from a content-strategy are not yet in the buying phase.
Option 2: Create a Learning Hub which houses the Pillar Page(s)
In this option, the parent-child structure will look something like this..
www.leads.com/learning-hub
- www.leads.com/learning-hub/seo
-
- www.leads.com/learning-hub/seo/7-tips-for-seo-2023
The Learning Hub/Knowledge Center idea, derived from the 'They Ask, You Answer'-method, has gained popularity pretty fast. Advantages are the well-structured organization of content and flexibility when it comes to matching the right CTA with the right buying phase.
A disadvantage may be that your main product page will not function as a pillar page and therefore will not gain much authority. And that linking from and towards that page is dangerous as you'd only want to have one pillar page for one specific topic.
Concluding...
I do not know which of these methods is most viable. Could well be I'm missing a reasonable alternative, combination or made some false assumptions. Or that there is no right answer and different approaches work in different scenario's.
Or, lastly, it's just about creating so much content that the website architecture becomes subordinate. However, I would like to hear from some experts before moving on.
Cheers!
Choosing between Option 1 and Option 2 for structuring Leads.com involves a trade-off between direct revenue focus and educational clarity. Opting for product pages as pillar pages (Option 1) aligns with immediate revenue goals but risks a disjointed customer journey. Educating users in a dedicated Learning Hub (Option 2) enhances content organization but may sideline the authority of product pages.
Option 1 centers on driving revenue directly from product pages, appealing to visitors familiar with Leads.com's offerings. However, the potential for a confusing customer journey and targeting an audience not in the buying phase are notable drawbacks.
Conversely, Option 2 prioritizes educational content in a Learning Hub, providing clarity and structure. Yet, it risks diminishing the authority of the main product page. A hybrid approach, balancing educational and product-focused content, or A/B testing, may offer a solution.
Ultimately, the decision hinges on Leads.com's priorities, user behavior, and SEO considerations. Gathering user feedback and testing different structures will guide the evolution of an effective website architecture.