How Keywords Help Determine Site Architecture

Keyword research is a gem of the Internet age. Never before has there been so much information available about the mindset of your potential customers.

In the past, marketing managers relied on very narrow slices of data (such as surveys and usability tests). While these are still useful, keyword research is a new dimension that provides insight into a much broader audience.

When you’re planning to launch a new Web site, you need to figure out how to structure that site. There are many different factors to consider, such as your market space (obviously), the specific products and services you’ll offer, and what your competitors are doing. You should also consider how to build a site that’s easy to use and helpful for users.


Keyword tools provide a rich array of unique data — the vocabulary your potential customers use when searching for products, services, or information related to your business. This data has been used to help write title tags, headings, and on-page content.

However, the value of this data is much greater. It can help you build a contextually rich site that users will love.

This shouldn’t be the only tool in your bag, though. Use your own good judgment. And if the site is for a larger organization, tactics like usability studies, card sorting, and customer surveys should also play a big role.

But keyword research can get you started. Twenty years ago, marketers would have given their right arm to have this type of data, even without search engines to optimize for.

Using these types of tools to design for users is a great thing. From an SEO perspective, it provides you with a site that’s more likely to attract links, and that the search engines will see as well structured. These are big benefits that will help provide a big return for your business.
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