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To strategically organize web content, one of the primary questions to ask is, “Is the site easy to navigate and can users find the information they seek?” To help improve the chances of your website ranking higher in the search engines, it is important to ensure that the site is easy to navigate. This is accomplished by arranging information in a logical pattern, by thematically arranging content silos through URL structures and internal linking by applying appropriate keywords for page theming, etc.

This gives structure as opposed to scattering random articles and disorganized thought-flow on the site. The purpose of good website organization is to ensure solid structure and consolidation of content in a logical pattern, so as to be straight-forward to navigate, both for users and search engines as they crawl and index your page(s).

Topic Scattering Analysis

Topic Scattering Analysis is the process of analyzing the existing content on your website to identify areas where content for specific topics is scattered across multiple pages/sections, and purposefully organizing that content into larger cohesive units of information. The analysis begins by checking whether or not the topic is being covered in multiple silos or sections of the site, then organizing the information and content in a way that makes sense and is easy to digest.

Topic Scattering Analysis is crucial for consolidating the information and content on your website and providing search engine spiders logically structured information to digest.

Content Consolidation

As you evaluate topics on each page, analysis must be made to see if there is any opportunity to merge the information onto one location. For example, if you have a page covering details on a wooden table, and on another page with details about a red table, it might be helpful to combine and consolidate the information into one space, if the content does not benefit from having two distinct pages for fairly similar information. Combining content enables Google to consolidate ranking signals on important pages and can crawl your site more effectively.

Themeing Evaluation (Siloing)

  • Themeing or siloing refers to the organization of a website’s content by concentrating related topics within a well-thought-out directory structure which houses content that targets keywords with progressive specificity.
  • www.example.com/widgets: A section which would target top-level and generic keywords about widgets.
  • www.example.com/widgets/counterfeit.html: A section which would target secondary keywords having do to only with counterfeit widgets.
  • www.example.com/widgets/counterfeit/how-to-recognize.html A very specific page targetting keywords which have to do with learning how to identify counterfeit widgets.

Content Separation

This exercises the same concept of logically arranging information on your website, except instead of consolidating data onto one page, it analyzes where separation of content can be made. In the case where too much information is being packed onto one page, you have to evaluate the content distribution and see if there might be a better placement on the site. Analyze which topics might be expanded, which subject you could be separated onto different pages, for a more user-friendly website.