Search Engine Optimisation (SEO) is a necessity for any business who wants to compete in the online marketplace, and improve their visibility within the search engine results page.
Enterprise sites deal with thousands upon thousands of customers each day, meaning that both on and off-page SEO best practices are mandatory to ensure that you’re achieving your sales goals and holding your market share.
As Google rolls out updates throughout the year, it’s more important than ever to stay on top of the fundamentals to ensure your site doesn’t lose visibility.
Google crawls pages by following links from the navigation of your site and internal links from page to page. Google works out the importance of a page by how many links are pointing to it and how many clicks it is away from your homepage.
The larger your website, the deeper your pages will get within the website architecture and the harder they are for a crawler (and a user) to find. If you’re finding this to be the case, it may be time to rethink your IA or navigational structure.
You don’t want to overwhelm your users with a huge navigational menu, containing too many categories and subcategories. Instead, your website navigation should ideally allow someone to land on any page within your site within 3 clicks.
This navigation doesn’t always have to be at the top of your website, it can also be included in a sidebar. Sidebars are a common addition to many websites and can be included to the left or the right of the main content.
Another option is to include links within the footer of your site. Footers with many links to important pages and content on your site are known as ‘fat footers’. This allows for more links that aren’t included in the main navigation, and gives a better user experience.
Breadcrumb navigation is also a good option for increasing your site’s crawlability and user experience. These tend to appear at the top of the page and are hierarchical navigation links that tell you where the page is found within the architecture.
In order to ensure that no pages on your site are missed, it’s extremely important to follow SEO best practices.
We can improve your website architecture by improving your site’s navigation and continually auditing the site to identify any crawlability pitfalls.
We can also ensure we are maintaining your site’s visibility by conducting keyword research projects and using them to improve your on-page SEO, whilst also making any fixes behind the scenes.