Improve Site Performance with the Website Content Pyramid

Your website structure refers to how your site is set up. That is, the logical hierarchy of pages and how they are linked together.

It’s critical when building a new website or reviewing your existing website, that you look at your site structure because of the benefits that a well thought out structure will bring to your online performance and conversions.

It’s important, even before considering doing seo for your business.

In this post, I’m going to introduce you to a very simple model called the Website Content Pyramid that will help you better understand how to set up your site and publish your content.


Why is a Good Website Structure Important?

There are quite a few benefits that come from haveing a good site structure. This include:

Improved Usability

Having a logical hierarchy of pages makes it easier for people to understand your products, services and content.

Better Keyword Targeting

It allows you to better target product or service categories to relevant high volume keyword phrases.

If these were all collapsed into a single page, it makes it much harder to optimise pages to target related keyword phrases with targeted onsite optimisation and by writing relevant comprehensive on page copy.

Better Indexing and Sharing page Rank

A good site structure helps Google better crawl and discover pages, and channel the page rank (Domain authority) of the home page to the internal pages of the site, helping them to rank.

A good way to think about this is imagining the domain authority flowing like water to the internal pages, with the links being the channels through which it flows.

Use the Website Content Pyramid to build Good Site Structure

The content pyramid describes the most common way for structuring new websites, with certain levels of the site having their own goals.

These pages are:

  • The home page
  • The category pages and
  • The destination or product pages.

Here is a visualisation of how this works.

The Website Content Pyramid

Follow the simple rules below to ensure that your site and content are structured correctly.

The Home Page

• Remember that typically, most visitors enter by the home page
• It is your opportunity to establish what the site is about
• Tell people what you offer
• Frame the user experience
• Keywords targeted by the home page tend to be broader, market defining keywords with high search volumes and less specificity, i.e., Insurance, Men’s clothing Digital Marketing

Category Pages

• These are designed to lead visitors closer to their goal
• On an eCommerce site, it is the product category pages which have the goal of helping people find the exact product they want to buy.
• On a Service site, it is the service category pages which help people select the service they want to purchase
• These pages are linked to from the homepage. The best practice is to link to between 5 & 7 of these from the home page
• Keywords targeted by the category page tend to be more specific with moderate to high search volumes i.e. Car Insurance, Men’s Suits, SEO

Destination or Product Pages

• Destination pages are typically where the most important content exists
• A user will typically navigate from the home page via the category page to one of these pages to buy something
• On an eCommerce site, it is the product page
• On a Service site, it is the service page
• These are typically linked to from the category pages
• Keywords targeted by the destination page tend to be very specific with low search volumes i.e. Vintage Car Insurance, Brioni Silk Men’s Suit, Ecommerce SEO Audit

Further Reading

Two excellent pieces of reading that go into comprehensive detail are listed below.