Having good website architecture makes it easier for users and search engine crawlers to find and move through your site without any difficulties, effectively improving your Search Engine Optimisation (SEO). With more than 3.5 billion Google searches per day, to rank high enough to reach your target audience is hard but following Googles rules and having an SEO strategy will help boost your rankings. 

Your website is the foundation for the success of your business,  it’s the one platform that you fully control and can express your brand voice and values. Therefore, making sure people can find your website and the pages within is extremely important. SEO has the reputation of being scary, complicated and expensive however the importance of it outweighs the negatives, by investing in your SEO it will help your website perform better but also increase your sales. In today’s digital world, businesses must analyse their SEO efforts to stay ahead. 73% of marketers use SEO tools to refine their content and enhance their Google rankings – making small modifications to the content on your website can improve your organic website traffic. This blog outlines 5 ways to improve your Website’s SEO:

1. Learn From Your SEO Analytics

The best first step that you can take in improving your SEO is to understand Google Analytics. It’s a helpful tool to fully understand what is happening on your website and helps to make data-driven decisions. The metrics included in Google Analytics will help you understand your SEO rankings but also show the audience visiting the website and how campaigns are performing. 

The metrics will show the website performance which can show what works for your audience and what doesn’t. Therefore you can make an informed decision for the type of content to keep and implement on your pages. There are a range of metrics that can help you improve your SEO, below is a breakdown of 3 metrics that should be considered when trying to improve your website SEO:

  • Average time on page – this looks at the number of times visitors spend on a page which can provide you with insights on whether the information on that specific page is valuable or not. For example, if the time that users are spending on a specific page is significantly lower than others this indicates the content on the page is not liked by your audience. 
  • Bounce Rate – The percentage shown for the bounce rate shows how many users leave a page on site without visiting anything else on the website. It’s a telltale sign that if your bounce rate is high (over 65%) then something on that page should be improved. 
  • Traffic Sources – This metric shows which sources are bringing traffic to your site. Which can provide valuable information on what channels/sources are working better for your brand. For example, if most of your traffic is coming from Facebook, this could be due to a campaign performing well or this is where most of your audience is seeing your brand.

2. Improve Your Website SEO Architecture

Site architecture is fundamentally the structure of your website. This includes everything from pages, menu layout and the internal links you use between your website pages. A good site structure will create a great user experience. When you take away the aesthetics of a website (colours, fonts, graphics etc.), a good website design is about the structure. People’s minds love cognitive equilibrium, which is being able to logically put pieces together and finding what they want. Therefore a strong site structure is cognitively satisfying to users. 

Essentially, your website architecture is the overall map of your website, as it shows the connections between pages and the more content on the site, the more complex it can be. Take for example a complex website like apple.com/uk/. It’s a massive website filled with loads of content from different products, with subpages and internal links. Their site architecture serves a purpose to their users as it is laid out extremely well so visitors can find exactly what they are looking for. But also it is well structured enough that Google will favour it. 

Another reason why your website architecture is vital for your SEO is that the good structure will provide site links. Sitelinks are a huge SEO advantage as it is like a listing format that shows your website main page links on Google search results. See the example below from our Client, The Lead Generation Company, their website site links in the green box:

Sitelinks increase the navigability of your website and points users looking for your site or search terms to the relevant information they are looking for. Having site links has found to increase brand reputation, clickthrough rate and shorten the conversion funnel. You can’t simply ask Google or fill out a form on Google Search Console for site links, instead, Google’s algorithm automatically awards websites with great site architecture with site links. 

The first step to improve your site architecture is to assess what your site is doing at the moment and go through the site like a user would and experience that customer journey for yourself. This will identify if the navigation through the site is easy or difficult and what areas of the website to improve. Check to see if the right subpages are under the correct headings and if the format of the site is well organised. To enhance your site architecture a couple of main things you should do including making improvements to the website menu so it is clear and users can navigate through your site. Also, the main menu on a website is one of the first things Google will crawl when analysing the page. Secondly, if your website includes blog posts it’s best practice to include links to your own website within the copy as this helps improve user flow. Finally, the website footer, a lot of people forget about this however it’s like a final call to action on your website. It’s very simple and easy to optimise the links here and has a big impact on your overall website structure. 

3. Use Clean URLs and Meta Descriptions To Improve SEO

Your website URLs and meta descriptions are crucial factors in helping search engines understand your content and showing it to relevant searches. The aim is to make both of these as concise and clear as possible while including your targeted keywords. URLs and meta descriptions should be rich in your brand’s keyword/s and avoid stuffing meta descriptions and make them short and straight to the point. 

While SEO meta descriptions won’t increase a page’s search rankings on their own, the results of well-crafted meta descriptions can boost a page’s rankings on search engines. When a link is frequently clicked on in search results it then sends a signal to search engines like Google telling them that the page is important and a good result that users are preferring.

4. Optimize Images For SEO

Image optimisation is often overlooked when it comes to improving your Website SEO,  when done properly it can drive a lot of traffic to your website. The benefits of using visual content are endless including breaking up the test, which helps give a better understanding of context and aligns with Google’s future goal of visual searching. 

One of the best ways to improve your website’s SEO is by optimising your image alt text. Don’t overthink when writing alt text – it should be descriptive, distinctive and relevant. Alt text should describe the image in detail and provide the context of how it relates to the copy content. Specific details will help the image rank better by search engines. Also, just like keywords, the alt text should be used sparingly, meaning you should only use them when explaining an image that is relevant to the page content. 

5. Make Sure Your Site Is Mobile-Friendly

60% of Google searches come from mobile devices and this is why all websites should be mobile-friendly. You want to focus on mobile SEO the same as you would for desktop. Before making drastic changes, check to see if your website is mobile-friendly already. An easy way to do this is to use Google’s mobile page testing tool

For mobile-friendly websites, you should focus on user experience and responsive design. The responsive design of a website is a crucial component to make sure the website adapts to any device used by someone. Mobile, tablet or desktop, your audience should get the best and same experience on all three. Without a responsive design, you will drive more leads away from your business if they can’t easily access and read the information on your website. Another factor to watch out for on mobile is that the font size isn’t too small or big. Whether you choose a bolder font or a more prominent font size, you should adjust and test this for legibility on a mobile device.


You can’t change your SEO rankings overnight but making minor adjustments over time can gradually improve your website’s SEO ranking. Search engines are constantly evolving and so should your website. Content is king and producing updated, quality and original content is the key to improving your rankings. As well as content keep an eye on your analytics as this will show areas for improvement and places of your website architecture that may need updating. 

If you need help updating or structuring your website that will engage with your audience and rank higher on Google, we’ve got you covered. Our vastly experienced team can ensure that your site is in the best possible shape to encourage relevant traffic to visit your site, resulting in more conversions for your business. Our team will optimise your website fully after conducting a full audit of your site – Contact us today.

Jam Digital

If you need support or advice with your digital strategy, Jam Digital can help. Partnering with Jam can offer your business the opportunity to optimise your time and budget through our team of experts, focussing on generating the best results for your business.

For more information and advice on Digital Marketing contact Jam Digital Marketing today on 0330 094 7323, email: info@jamdigitalmarketing.co.uk  

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