We’re just starting on a new website for a consumer services company, and as we’ve been working through the site map and content plan, I remembered the value of this post from Search Engine Land.
Particularly worth a read – or re-read – is the section titled, “Treat Most Web Pages As A Point of Entry.”
It points out the pages particular segments of your audience might link to or find based on their search terms.
The section on “Faceted Classification & Duplicate Content Delivery” gets a bit heavy on the technical side of things, so you may want to skip it, but it’s important to understand that technology choices – even the way basic page structure is coded – will affect your site’s effectiveness as a marketing tool.