Site Architecture & Page Design

Collaboration: Site Architecture and Search Engine Optimization

Web Site Diagnostic Audit and Modifications

In a perfect world, site architecture begins prior to website prototypes or wireframes. That is not always the case and that does not mean a site is devoid of search engine optimization opportunity – on the contrary. Much of our work is improving traffic and leads or orders with existing sites.

But as for site architecture, the importance of it cannot be overlooked. Everything is built off of your site architecture and is fundamentally important for natural rankings and web marketing – including Pay Per Click (PPC). Getting it wrong can cost time, money and business. CarbonFoot Interactive works with new and existing websites and our goal is three-fold. The first two are optimal search engine spider crawlability which precedes the second goal of search engine indexation – getting your site and specific page content into the search engine’s database. But what SEO firms often forget is our third goal – user experience and the mental models of how visitors to your site expect information to be grouped, labeled and categorized. For this a focus group is critical, or a less formal method can be used to glean insights into user’s mental information modeling.

Part of our SEO Methodology includes a diagnostic evaluation of your website and audit of best practices for search engine optimization.

We use PageRank to evaluate crawlability success and indexation over time. And, for existing sites or those in planning, PageRank ‘sculpting’ can be achieved with robots exclusion protocol and nofollow attributes without costly site re-architecture. However, the important key driver for site architecture is a human-friendly information architecture.

Our digital marketing insights for client’s site architecture include consideration for the structural design of the information you wish to present, along with the labeling, navigation systems you use, and the search and labeling mechanisms you would employ. Why? Make it easier for your customers to use and find the information they need and watch your site start delivering more leads or orders with higher conversion rates. We bridge the gap between the aforementioned goals and the front-end development and design of your site. Included in this process of course is a comprehensive keyword research process and review of web analytics data.

Search Engine Optimized Page Design

Whether we refer to it as on page optimization, on-page search engine optimization (on-page SEO) or page optimization, CarbonFoot Interactive translates your business goals into optimized site page content. We map relevant, high-value keywords to your content and optimize the page meta data, anchor text, internal links, navigation, sitemaps and naming conventions to increase the relevance score assigned by the search engines. A higher rank in search engine results pages requires high relevance of your page to a keyword or keyword phrase. This folds into an overall keyword strategy for your business which would be developed at the onset of a new client relationship with CarbonFoot and which is revisited on a quarterly basis.