5 Tips to Optimize Your B2B Tech Website Structure for Better SEO

Optimizing your B2B tech website’s structure is crucial for improving its search engine visibility and user experience. A well-organized site helps search engines understand your content and makes it easier for users to find the information they need. This article provides seven tips to optimize your website structure for better SEO, including organizing content thematically, enhancing user experience, leveraging internal linking, conducting regular audits, using schema markup, collaborating across teams, and investing in professional tools and services.

Summary:

1. Organize content thematically to showcase topical authority
2. Enhance user experience with intuitive navigation and site structure
3. Leverage internal linking to distribute link equity and reinforce topic relationships
4. Regularly audit and optimize your site structure
5. Use schema markup to provide context about site structure
6. Collaborate across teams to align site structure with business goals
7. Invest in professional SEO tools and services

1- Organize content thematically to showcase topical authority

Create topic clusters with pillar pages and cluster content

Creating topic clusters is an effective way to structure your B2B tech website for both SEO and user experience benefits. A topic cluster consists of a pillar page that covers a broad topic in depth, linking out to several cluster pages that delve into more specific subtopics. This structure helps demonstrate your expertise and authority on the subject matter to search engines.

According to SEMrush’s guide, “Topic clusters are focused around one central topic and offer multiple internal linking opportunities to keep readers on your site.” By organizing your content into topic clusters, you make it easier for users to find relevant information and navigate between related pages, reducing bounce rates and increasing engagement.

Let’s consider the example of a B2B tech company that offers cloud-based project management software. They could create a pillar page titled “The Ultimate Guide to Project Management in the Cloud,” which provides a comprehensive overview of the topic. This pillar page would then link out to cluster pages that cover specific aspects of cloud-based project management, such as “Benefits of Cloud-Based Project Management,” “Choosing the Right Cloud-Based Project Management Tool,” and “Best Practices for Implementing Cloud-Based Project Management.” By structuring their content in this way, the company demonstrates their expertise in the subject matter and provides a user-friendly experience for potential customers seeking information on cloud-based project management solutions. what should be the first step of a structured seo plan lead to.

Implement a logical URL structure reflecting content hierarchy

Implementing a clear, consistent URL structure that reflects your website’s hierarchy is important for both user experience and SEO. A logical URL structure makes it easy for users and search engines to understand the relationship between pages and navigate your site effectively.

As recommended by SEMrush, “Ideally, your site structure would put cluster content in the same subfolder as the pillar for that topic… This is known as URL siloing. It helps establish the topical relevance of subfolders and, where possible, it makes sense to structure your site this way.” By organizing your URLs in a hierarchical manner, you provide context to search engines and improve your chances of ranking for relevant queries.

For instance, a B2B tech company that provides marketing automation software could structure their URLs as follows:

• https://www.company.com/marketing-automation/ (pillar page)
• https://www.company.com/marketing-automation/email-marketing/ (cluster page)
• https://www.company.com/marketing-automation/lead-nurturing/ (cluster page)
• https://www.company.com/marketing-automation/analytics-reporting/ (cluster page)

This URL structure clearly communicates the relationship between the pillar page and its associated cluster pages, making it easier for search engines to understand the site’s hierarchy and for users to navigate between related topics.

2- Enhance user experience with intuitive navigation and site structure

Use descriptive, keyword-rich URLs for better context

Using descriptive, keyword-rich URLs is an essential aspect of optimizing your B2B tech website’s structure for SEO. By incorporating relevant keywords into your page URLs, you provide search engines with context about the content of each page, improving its chances of ranking for related queries.

In addition to using keywords, it’s important to create URLs that are easy for users to read and understand. Descriptive URLs not only help search engines but also make it easier for users to navigate your site and share links with others. This can lead to increased user engagement and a better overall experience on your website.

For example, a B2B tech company that provides cybersecurity solutions could use the following URL structure for their blog posts:

• https://www.company.com/blog/top-cybersecurity-threats-for-smbs
• https://www.company.com/blog/how-to-create-a-strong-cybersecurity-policy
• https://www.company.com/blog/benefits-of-cloud-based-cybersecurity-solutions

These URLs clearly communicate the topic of each blog post, making it easy for users to understand what they can expect to find on each page and for search engines to identify the relevance of the content to specific search queries.

Implement a user-friendly navigation menu

A well-designed, user-friendly navigation menu is important for enhancing the user experience on your B2B tech website. By providing a clear and intuitive navigation structure, you make it easy for visitors to find the information they need, reducing bounce rates and increasing engagement.

Your navigation menu should highlight your most important pages and ensure they are easily accessible to users. Consider organizing your menu items by topic or product category, and use labels that clearly communicate the content of each page. By making your navigation menu a central part of your site structure, you not only improve user experience but also make it easier for search engines to crawl and index your content.

Let’s take the example of a B2B tech company that offers a suite of AI-powered analytics tools. They could organize their navigation menu as follows:

• Products
  • Predictive Analytics
  • Customer Segmentation
  • Sentiment Analysis
• Resources
  • Blog
  • Case Studies
  • Whitepapers
• Pricing
• About Us
• Contact

This navigation structure clearly outlines the company’s main product offerings, provides easy access to resources for potential customers, and includes pages like pricing and contact information. By presenting a logical and user-friendly navigation menu, the company improves the overall user experience and makes it easier for visitors to find the information they need to make informed decisions.

Ensure pages are no more than 3 clicks from the homepage

Implementing a “flat” website architecture, where pages are no more than three clicks away from the homepage, is an effective way to improve user experience and make it easier for search engines to crawl and index your content. By minimizing the number of clicks required to reach any given page, you reduce the risk of users getting lost or frustrated and abandoning your site.

A flat site structure also benefits SEO by making it easier for search engines to discover and index all of your important pages. When search engine crawlers can easily navigate through your site and understand the relationship between pages, they are more likely to rank your content favorably in search results.

For a B2B tech company that provides enterprise resource planning (ERP) software, a flat site structure could look like this:

• Homepage
  • Products
    • Financial Management
    • Supply Chain Management
    • Human Capital Management
  • Solutions
    • Manufacturing
    • Healthcare
    • Retail
  • Resources
    • Blog
    • Webinars
    • Customer Success Stories
  • About Us
  • Contact

In this structure, all important pages are accessible within three clicks from the homepage, making it easy for users to find the information they need and for search engines to crawl and index the entire site efficiently.

“A good site structure helps both users and search engines find the pages and posts they’re looking for in the least amount of clicks, which helps to keep users engaged and prevents them from bouncing.” – SEMrush’s guide

3- Leverage internal linking to distribute link equity and reinforce topic relationships

Link to relevant, high-value pages with descriptive anchor text

Internal linking is a powerful tool for optimizing your B2B tech website’s structure and improving its SEO performance. By linking to relevant, high-value pages using descriptive anchor text, you can distribute link equity throughout your site and reinforce the topical relationships between pages.

When creating internal links, focus on using anchor text that accurately describes the content of the linked page. This helps both users and search engines understand the context and relevance of the link, increasing the likelihood of the linked page ranking well for related queries. Additionally, by strategically linking between pages within your topic clusters, you can further demonstrate your site’s expertise and authority on specific subjects.

For instance, a B2B tech company that offers customer relationship management (CRM) software could create internal links as follows:

• On a blog post about “The Benefits of AI-Powered CRM,” link to a product page for their AI-driven CRM solution using the anchor text “our AI-powered CRM software.”
• On a case study highlighting a successful implementation of their CRM software, link to a related blog post titled “10 Best Practices for CRM Implementation” using the anchor text “best practices for CRM implementation.”
• On a pillar page about “Mastering Customer Relationship Management,” link to cluster pages on topics like “Lead Management,” “Sales Automation,” and “Customer Support” using descriptive anchor text for each link.

By creating relevant, descriptive internal links, the company reinforces the relationships between their pages and helps search engines better understand the structure and content of their site.

Use internal links to guide users through the conversion funnel

In addition to distributing link equity and reinforcing topic relationships, internal linking can be used to guide users through your conversion funnel. By strategically linking from informational pages to product pages and conversion points, you can improve the chances of turning visitors into leads and customers.

When planning your internal linking strategy, consider the user journey and the different stages of the buyer’s process. Link to relevant resources and product pages that can help users make informed decisions as they move closer to conversion. By providing a clear path to conversion and making it easy for users to navigate your site, you can improve your chances of driving meaningful business results from your SEO efforts.

Let’s consider the example of a B2B tech company that provides cloud-based accounting software. They could use internal linking to guide users through the conversion funnel as follows:

1. On a blog post titled “The Advantages of Cloud-Based Accounting for Small Businesses,” include a link to a whitepaper on “Choosing the Right Cloud Accounting Solution” with a clear call-to-action (CTA) to download the resource.
2. Within the whitepaper, include links to product pages that highlight the features and benefits of their cloud accounting software, along with a CTA to request a demo.
3. On the product pages, provide links to customer success stories and case studies that demonstrate the real-world impact of their software, along with a CTA to start a free trial.

By strategically linking users from informational content to more product-focused pages and conversion points, the company can guide potential customers through the buying journey and increase the likelihood of converting them into paying clients.

To summarize the benefits of internal linking for your B2B tech website:

• Distributes link equity throughout your site
• Reinforces topical relationships between pages
• Guides users through the conversion funnel
• Improves user experience and navigation
• Helps search engines understand your site’s structure and content

4- Regularly audit and optimize your site structure

Resolve keyword cannibalization by consolidating duplicate pages

Keyword cannibalization occurs when multiple pages on your website target the same keyword or topic, potentially confusing search engines and diluting your ranking potential. To optimize your B2B tech website’s structure and improve its SEO performance, it’s essential to identify and resolve any keyword cannibalization issues.

One effective way to address keyword cannibalization is by consolidating duplicate or similar pages into a single, authoritative URL. By using 301 redirects to point multiple pages to a single, high-quality resource, you can avoid competing with yourself in search results and improve your chances of ranking for your target keywords. This consolidation process also helps create a cleaner, more organized site structure that’s easier for users and search engines to navigate.

For example, a B2B tech company that provides marketing automation software may have two pages targeting the keyword “email marketing automation”:

1. https://www.company.com/products/email-marketing-automation
2. https://www.company.com/features/automated-email-campaigns

To resolve this keyword cannibalization issue, the company could consolidate the two pages into a single, comprehensive resource on email marketing automation. They would then use a 301 redirect to point the less authoritative page to the consolidated page, ensuring that search engines and users are directed to the most relevant and valuable content.

Fix broken links and orphaned pages

Regularly auditing your B2B tech website for broken links and orphaned pages is important for maintaining a healthy site structure and providing a positive user experience. Broken links occur when a page is moved, deleted, or renamed without proper redirection, leading users to error pages and frustrating their browsing experience.

Orphaned pages, on the other hand, are pages that have no internal links pointing to them, making them difficult for users and search engines to discover. By identifying and fixing broken links and orphaned pages, you can improve your site’s crawlability, reduce bounce rates, and ensure that all of your content is easily accessible to your target audience.

Let’s take the case of a B2B tech company that offers cloud-based project management software. During a site audit, they discover the following issues:

1. A broken link on their homepage pointing to an old blog post that no longer exists.
2. An orphaned page featuring a valuable case study that’s not linked to from any other page on the site.

To fix these issues, the company would:

1. Remove the broken link from the homepage and replace it with a link to a relevant, up-to-date resource.
2. Add internal links to the orphaned case study page from relevant pages on the site, such as the blog, product pages, and customer success stories section.

By regularly auditing and addressing these types of issues, the company can maintain a healthy site structure that provides a seamless user experience and ensures that search engines can easily discover and index all of their important content.

To keep your B2B tech website’s structure optimized, consider:

1. Conducting regular site audits to identify and fix structural issues
2. Using tools like Google Search Console and Ahrefs to monitor your site’s health
3. Implementing a process for managing content updates and page redirects
4. Collaborating with your development team to ensure that site structure best practices are followed

5- Use schema markup to provide context about site structure

Implement schema for main content types and key pages

Schema markup is a powerful tool for providing additional context about your B2B tech website’s structure and content to search engines. By implementing schema for your main content types and key pages, you can help search engines better understand the purpose and organization of your site, potentially leading to improved visibility in search results.

When adding schema markup to your pages, focus on the most important content types, such as blog posts, product pages, and service offerings. Use relevant schema types, such as Article, Product, or Service, to clearly define the nature of each page and its relationship to other content on your site. By providing this additional context, you make it easier for search engines to accurately interpret and display your pages in search results.

For instance, a B2B tech company that provides AI-powered chatbot solutions could implement schema markup as follows:

1. On their main product page, use the Product schema to mark up information like the product name, description, price, and reviews.
2. On a blog post about the benefits of AI chatbots for customer service, use the Article schema to mark up the headline, author, date published, and featured image.
3. On a service page outlining their chatbot implementation process, use the Service schema to mark up the service name, description, and pricing information.

By implementing schema markup for these key content types and pages, the company provides search engines with context about the structure and purpose of their site, potentially leading to enhanced visibility in search results and rich snippets.

Monitor rich snippet performance and optimize markup as needed

In addition to helping search engines understand your site structure, schema markup can also enable rich snippets in search results. Rich snippets are enhanced search result listings that include additional information, such as review ratings, product prices, or event dates, making your pages more eye-catching and informative to potential visitors.

To maximize the benefits of schema markup, it’s important to monitor the performance of your rich snippets and optimize your markup as needed. Use tools like Google Search Console to track the appearance and click-through rates of your rich snippets, and make adjustments to your schema implementation based on this data. By continually refining your schema markup, you can improve your search visibility and attract more qualified traffic to your B2B tech website.

Let’s consider the example of a B2B tech company that offers marketing automation software. After implementing schema markup on their product pages, they notice that their rich snippets are not appearing as frequently as expected in search results. Upon investigation, they discover that some of their markup is incomplete or contains errors.

To optimize their schema markup, the company would:

1. Review their schema implementation and identify any missing or incorrect information.
2. Update their markup to ensure that all required properties are included and accurately filled out.
3. Test their updated markup using tools like Google’s Rich Results Test to ensure that it’s properly formatted and eligible for rich snippets.
4. Monitor their rich snippet performance over time and make further optimizations as needed based on the data.

By regularly monitoring and optimizing their schema markup, the company can maximize the visibility and impact of their