Another critical component of an architecture audit is a keyword review. Basically, this involves the following steps.
Step 1: Keyword research:
It is vital to examine your topic and keyword strategy as early as possible in any SEO Services effort.
Step 2: Site architecture :
Coming up with architecture for a website can be very tricky. At this stage, you need to look at your keyword research and the existing site (to make as few changes as possible). You can think of this in terms of your site map. You need a hierarchy that leads site visitors to your high-value pages (i.e., the pages where conversions are most likely to occur). Obviously, a good site hierarchy allows the parents of your “money pages” to rank for relevant keywords, which are likely to be shorter tail. Most products have an obvious hierarchy they fit into, but for products with descriptions, categories and concepts that can have multiple hierarchies, deciding on a site’s information architecture can become very tricky. Some of the trickiest hierarchies, in our opinion, can occur when there is a location involved.
In an ideal world, you will end up with a single hierarchy that is natural to your users and gives the closest mapping to your keywords – but whenever there are multiple ways in which people search for the same product, establishing a hierarchy becomes challenging.
Step 3: Keyword mapping :
Once you have a list of keywords and a good sense of the overall architecture, start mapping the major relevant keywords to URLs. When you do this, it is very easy to spot pages that you were considering creating that aren’t targeting a keyword (perhaps you might skip creating these), and, more importantly, keywords that don’t have a page. If this stage is causing you problems, revisit step 2. Your site architecture should lead naturally to a mapping that is easy to use and includes your keywords.
Step 4: Site review:
Once you are armed with your keyword mapping, the rest of the site review will flow more easily. For example, when you are looking at crafting your title tags and headings, you can refer back to your keyword mapping and see not only whether there is appropriate use of tags (such as the heading tag), but also whether it includes the appropriate keyword targets.