The whole of the logical structure of information, contents, navigation and functionalities is defined as information architecture and essentially consists in grouping information by semantic fields. If the structure of the site is well organized, the contents will all be linked together with a logical sense and with a “waterfall” scheme that defines its importance. The consultant from SEO agency will carry out an accurate analysis of the navigation menus and the logical-semantic flows of the contents of the entire site, and will identify the points to be optimized; the result will be a user-friendly site, which will help users to better understand where to find the content of their interest and to navigate it intuitively.
A good information archiving positively influences the positioning of a site and should be the basis of the whole SEO strategy; the main indications to follow are:
Organize concepts in a horizontal network of contents, using no more than 3 levels of depth: Google spiders have a limited time to crawl a website, and struggle to reach the deeper pages of the third level, with the risk that are indexed.
Create a network of internal links with a logical structure: this system facilitates users in navigating between the categories and subcategories of the site and provides them with quick access to less relevant sections; it is also useful for Google robots that use internal links to navigate between pages and index them.
Each page must have unique content and respond to only one URL. In sites that use a CMS, especially in e-commerce systems, it is easy for pages to be duplicated because the contents are similar; however, this has negative effects on indexation. Duplicates should be avoided, first of all because they generate confusion in users who instead need to find all the information they are looking for in a single page; also because duplicate content is considered a serious mistake by Google, since it has two different URLs or two identical meta-descriptions.
Optimize the off-page site
Off-page optimization of SEO services consists in creating relationships with other websites: it is done by inserting direct links to the site on authoritative pages, on social networks and on blogs. This practice is called link-building and is an important signal for search engines to reward the authority of a site by giving it a higher position in the SERP.
Authoritative links
Creating links between your site and others can bring many advantages, first of all the increase of the authority and reliability index of the domain. You can move in two directions: by inserting links on the site that direct outside, and by asking third-party sites to link to your own.
The outbound links are links placed on its website that lead away, are used for example in quoting sources in an article and are useful when the linked sites have an authority higher than their own, because they indicate to Google that your content is they base on reliable sources and therefore increase the authority index.
Use of the Inbound Links
The inblund links, also called backlinks, define the practice of inserting a link that leads to your site on an external page, which thus helps to increase visibility and traffic. Also in this case the authoritativeness of the site on which it is inserted is of crucial importance, and the relevance to the topic it deals with, since from this Google understands if the contents are of quality and the links created naturally. If the backlinks are inserted in irrelevant pages or in spam sites, they can have negative effects, because Google penalizes the practice of buying links in bulk. Google then evaluates the links and tends to index both the source and the destination.
