SEO keywords + Web architecture

If you have come to this class it is because you want to know how to select SEO keywords. Web architecture is the first job that must be done when facing any project, before even installing WordPress or any other CMS that you want to use. In addition to being used when planning the development of content for the web, it will help us in the future when carrying out SEM campaigns, selecting hashtags for social networks, organizing YouTube channels, putting titles to videos and much more.

If you have not done it yet, we recommend that you watch the previous theoretical class to understand the different factors that SEO depends on. In it we explain that having a coherent keyword structure in the menu is essential for the proper development of an SEO project:

What are SEO keywords?

It is the text that your customers enter in the search box to find information about your products or services. The content of your website should be designed for these keywords, so that the search engines show it in the first positions.

What is web architecture?

Web architecture, also called information architecture, is the organization and structuring of information in online projects. This web architecture tries to improve both SEO and the user experience, improving navigation within the site and trying to lead users towards conversion.

Steps to create a correct web architecture:

  • Create a Google Ads account
  • Create a keyword list
  • Organize the list by terms (create the web architecture)
  • Organize content creation

Create a Google Ads account

Due to the amount of Google tools that we are going to use in any SEO project, we highly recommend creating a specific gmail for each website or project. From seosve we usually create a Gmail to install all the tools that the client needs and once everything is configured we pass it on to change the password. Other specialists in Digital Marketing prefer to manage all the properties themselves but we do not want to have hostage clients, but to help them in their digital strategy. To create this Google Ads account you will need the gmail that you are going to use for the project. You can create a gmail account at the following link: https://www.google.com/gmail/

Once you have a gmail ready, it’s time to create a Google Ads account. To do this, you must access this URL: https://ads.google.com/intl/es_es/home/

Create a keyword list

Once we have created our Google Ads account, we will have access to the Google Ads keyword tool. This tool has been used by SEOs since the beginning of time to know the words that users use to search. You can find more information about this tool at the following link: https://support.google.com/google-ads/answer/7337243?hl=es

Organize the list by terms

Once you have the complete list, it is time to decide where each word goes. To do this, you must select 2 or 3 general terms from which to start and “fill in” the pages (or main categories) with increasingly specific terms. You can use the previous excel as a guide. Here’s an example using keywords from the seosve.com project:

  • Digital marketing
    • SEO
      • SEO keywords
      • Linkbuilding
    • Social media

SEO information architecture is the most complicated practical exercise and from which we start all our SEO courses. Both students and clients find it difficult to carry out this exercise, since it requires 1st to put themselves in the user’s shoes and 2nd to imagine how the web is going to be structured from the future.

We want you to notice that we have not yet performed any action in wordpress. The reason is that we cannot set up a website until we have the information and content architecture. Stay tuned to the course that everything will come.

Organize content creation

With our menu created and our assigned keywords, it will be time to prepare the content for each of the URLs that we are going to prepare. We must have the minimum account we will need for each URL / keyword:

  • At least 300 words of SEO-friendly text.
  • At least 1 image edited to load fast on the web.

As we have the information architecture ready, we can start with this work, although you may prefer to wait for the web design to know the size of the images, texts, etc. From seosve we usually do both tasks in parallel.

Remember that normally an SEO project starts from 40 URLs and that more URLs have to be added constantly to get new keywords. You do not need to develop the contents for 100 URLs from the beginning. You can start with less and complete your architecture little by little.

This SEO web architecture is a hypothesis. That is, it is an idea based on data that we have to test. Once we upload the content and start working, we will have new keyword metrics that we can consult on Google Webmasters. At the end of the course we will upload a training on web analytics and SEO so that you know if your strategy is paying off.