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Information architecture and internal linkage

Information architecture refers to the way you organize the pages of your website. The way you organize your website and the links that link your pages can affect the classification of different content on your site in response to searches.

The reason is that search engines largely see links as "trust votes" and a way to help understand both the content of a page and its importance (and how much it should be). reliable).

Search engines also examine the text that you use to create links to pages, called anchor text. Using a descriptive text to link to a page on your site helps Google understand what this page is about (but in a particular post-penguin world, make sure it is not too aggressive to destroy your words in the text of the links).

In the same way that a CNN link indicates that your site could be important, if you create an aggressive link to a specific page from different areas of your site, this tells the search engines that this page is very important for your site. . In addition, the pages on your site that generate the most external votes (links from other trusted sites) have the greatest power to help other pages on your site appear in the search results.

This refers to a concept called "PageRank". PageRank is no longer used in the same way it was initially implemented, but if you want to understand the topic in more depth, here are some good resources:

A good explanation without PageRank mathematics.

A detailed breakdown of how PageRank (for several years) has worked with a series of useful images

The original academic article published by the founders of Google.

Let's take a quick look at an example to help you understand the concept of link impartiality (or the quantity and quality of the links pointed to a page) about the architecture of the site and how to create the links internally. Imagine that we have a snow removal site:

We publish a surprising study on the impact of snow on winter construction in cold climates. It is linked from the entire web.

The study is published on our main snow removal site. All other pages are simple sales pages that explain various aspects of our company's snow removal offers. There are no external sites linked to any of these pages.

The study itself may be well placed to rank well in the search results for different expressions. The pages oriented to sales are much less. By linking our study with our most important sales pages, we can convey the trust and authority of our guide for these pages. They will not be as well positioned as our study to appear in the search results, but they will be much better positioned than if they did not have authorized documents (on our site or on other sites). An important additional note here: In this example, our most linked page is our fictitious study. In many cases, your most linked page will be your home page (the page that people connect to when they talk about you, when they have the press, etc.). Your home page is very important.

Information architecture can be an extremely complex topic, especially for large sites, and you will find a number of excellent additional resources below, with more specific answers at the end of this section. :

You want to understand the most linked pages (use tools such as Ahrefs, Majestic SEO or Moz and check the reports of the "most important pages" to determine them).

Keep the most important search pages (the pages you use to target your most valuable keywords) in your information architecture: create links to them in the navigation elements and, whenever possible From your most linked pages (for example, make sure that your home page and the studio version of our snapshot of your site refer to the most useful pages of your site from the research point of view - your "money pages").

In general, you want a "flat information architecture" for your site, which means that you should keep all the pages of your choice in the search engines as little as possible on your home page and on the pages you want. More related pages. Watch this video above for a more detailed explanation of how to smooth the structure of your site.

Below you will find a series of additional resources related to the information architecture (most of which are old resources, but the established principles are still largely valid):

Architecture of information for SEO from the Moz blackboard and the presentation of Richard Baxter in Moz

RKG guide for site architecture

The KISS Metrics publication on the structure of the site.

WordTracker guide to create a site structure that Google will love.

Distilled publishes a useful article about mapping the information architecture of your site.