If you’re currently trying to figure out how to grow your website’s international presence, you’re likely asking yourself questions like:

• How do I rank in different countries or languages?
• Do I need separate domains for each region?
• How do I make sure my content resonates with local audiences?

You’re not the only one wondering where to start. Many businesses underestimate the nuances of SEO internationally, from language and cultural context to search engine preferences (because not everyone uses Google).

In this blog, we’ll break down the core international SEO strategies that help brands expand their reach globally, improve organic visibility in target markets, and build trust with new audiences. Whether you’re an e-commerce business, SaaS brand, or B2B service provider, these tips will help you avoid common mistakes. 

Deciding the foundations of international SEO

International SEO isn’t just about translating your website; it’s about optimising for the way people search in different countries and languages. There are many benefits to international SEO; it helps search engines understand which version of your site to show users based on their location, language, and intent. 

• Decide how you’ll structure your site

There’s more than one way to set up your website for multiple regions, and the right approach depends on your goals, resources, and long-term vision. You can use:

• Country-specific domains (e.g. example.fr for France) – great for local trust but harder to manage.
• Subdomains (fr.example.com) – easier to manage but may dilute authority.
• Subdirectories (example.com/fr) – cost-effective and easier for central management. 

Regardless of the route you choose, consistency and clarity are essential. Search engines must clearly understand which audience each version of your site serves.

• Use Hreflang  tags correctly

One of the biggest international SEO headaches is duplicate content – when your UK and US versions of your website compete against each other. Hreflang tags tell Google which version of a page to serve to which audience. Implementing them properly ensures that users see the correct language or regional version, thereby improving engagement and conversions.

Want to learn more about international SEO? Read our ultimate guide to international SEO for 2025.

Crafting Content That Resonates Globally

Once your technical setup is solid, the next step is international SEO localisation, not just translation. 

• Think local

Cultural nuances matter. For instance, a phrase that works perfectly in the UK might fall flat in Germany or Japan. Localisation means adapting your messaging, tone, and examples to fit cultural expectations. Even simple things like using local currencies, time zones, and date formats can make a difference. 

• Research regional keywords 

Keyword intent varies across markets. A word that’s popular in the UK might not be used at all in the US. Use local keywords or native-speaking SEO specialists to identify how your target audience searches. This ensures your content feels natural and ranks better in local search engines.

Tracking and Measuring Global SEO Success

Once you’ve launched your international SEO strategy, ongoing monitoring is crucial. 

• Use specific analytics

Set up country and language filters in Google Analytics and Google Search Console to monitor how each region performs. Track impressions, clicks, and conversions by country to see where you’re gaining traction and where to optimise further.

• Evaluate Local Backlinks and Authority

Backlinks still matter, but focus on earning them from local, credible sources in each market. A mention on a French news outlet or a German business directory sends strong local trust signals to search engines.

• Stay Consistent With Branding

While you’re tailoring your content for local audiences, keep your brand voice consistent. The goal is to connect on a local level without losing the identity that makes your brand unique.

Our final thoughts

International SEO bridges the gap between your business and the global audience you’re ready to reach. By combining technical precision with cultural sensitivity, you can create a website that not only ranks internationally but also resonates with diverse audiences.

The process may feel complex, but each step moves you closer to establishing global authority and achieving sustainable organic growth. Remember, the brands winning internationally aren’t necessarily the biggest; they’re the most adaptable.

Want to see how international SEO can help your brand expand globally? Book a discovery call with our team to explore strategies tailored to your business goals, or check out our case studies to see how we’ve helped brands achieve better global reach.

The post International SEO Tips for Better Global Reach appeared first on ROAR Digital Marketing.

International SEO is the process of optimising your website so it can be discovered and ranked in search engines across different countries and languages. It ensures your content is visible to the right people, in the right place, at the right time. 

If you’re wondering why international  SEO is important, the answer is simple: without it, your global efforts may fail to reach their potential. In this blog, you’ll learn what makes it essential, how it works, and the benefits it can bring to your business. 

What is international SEO?

International SEO involves tailoring your website to cater to diverse audiences worldwide. It consists of utilising strategies such as hreflang tags, country-specific domains or subfolders, and culturally adapted content to help Google (and other search engines) display your pages to the relevant international audience. 

Unlike traditional SEO, which focuses on improving visibility in a single market, international SEO considers multiple languages, search behaviours, and even cultural nuances. This makes it a powerful tool for businesses seeking to expand globally. 

The key benefits of international SEO

• Reach new audiences: tap into new countries where your product or service can grow further. 
• Build trust locally: Building trust locally increases credibility and relevance.
• Increase traffic and conversions: search engines prioritise pages for tailored regions, thereby increasing the likelihood of the pages appearing in SERPs, allowing people to convert. 

Want to learn more about international SEO? Read our Ultimate International SEO Guide.

Why International SEO Matters for Businesses

Global competition online is fierce. Even if your product or service is available worldwide, search engines won’t automatically prioritise your site in other regions. 

International SEO helps overcome this by: 

• Ensuring your site is technically prepared for multi-language, multi-region audiences. 
• Reducing duplicate content issues with hreflang tags 
• Improving user experience by delivering content in the user’s language and context 

This makes it easier for people to find and purchase from you, regardless of what they’re searching for. 

Common Mistakes Without International SEO

• Relying on automatic translation tools that miss the cultural context 
• Using one website only, not considering country-specific search behaviours 
• Ignoring local search engines

These mistakes can cost you visibility, traffic, and credibility in new markets.

Our final thoughts 

International SEO is a growth strategy that helps you scale and reach, as well as connect with the right customers in different regions.

By understanding and applying international SEO principles, you’ll give your business the best chance to grow globally with confidence.

Explore more insights in our blog: International SEO Strategy For Multilingual Sites

The post Why Is International SEO Important and How Can It Help You Grow Globally? appeared first on ROAR Digital Marketing.

Top tips that will improve your blog writing skills

• Know what kind of blog you’re writing

Not all blogs are created equal. Before you start typing away, ask yourself: What’s the purpose of this post? Is it meant to teach someone how to do something? Share your expertise? Promote a product or service? Perhaps it’s a case study showcasing real-world results.

Each type of blog has its own style and tone. An educational post should be clear and straightforward, whereas a sales-focused one may require more persuasive language. A case study, on the other hand, works best when it’s story-driven and packed with evidence. Once you know the type, you can shape your writing to match, making your blog far more engaging and effective.

• Grammar is important 

Spelling mistakes and grammatical errors can instantly undermine your credibility and distract readers from your message. They make your content feel rushed or unprofessional, which can hurt user experience and trust. The good news is there’s no excuse for poor grammar; tools like Grammarly and built-in spellcheckers make it easy to polish your writing and keep your blog up to standard.

• Research, research and more research

You might be thinking, “Why do I need to research something I already know?” But research is one of the most important steps in blog writing. Without it, you risk creating content that no one is searching for, or worse, that no one wants to read.

Think of it this way: the purpose of your blog isn’t just to share what you know, it’s to connect with what your audience is actually looking for. That’s where keyword research comes in. By identifying keywords with informational intent, decent search volume, and relatively low competition, you can give the exact topics your audience cares about. This ensures your content isn’t just well-written, it’s discoverable, relevant, and valuable.

Discover more about keyword research in our blog: How to do keyword research for content writing.

• Write for the digital age

You don’t often see people reading content from anywhere but a digital device like a phone or laptop. We need to be cautious when writing our blog content. 

When users read online, they are more likely to scan a blog, rather than read every last word. This means the layout needs to be considered so that they scan the most important parts. 

• Stand out with personality

With so many blogs covering similar topics, it can be hard to make yours stand out. The question is: why should someone read your blog over the dozens of others? The answer lies in your voice and perspective.

Facts and information may be similar across articles, but your personality, opinions, and unique stance are what set your content apart. Don’t be afraid to share your viewpoint, challenge common assumptions, or add a fresh angle. When you bring your authentic perspective to the table, readers not only learn something new but they also connect with you, and that’s what keeps them coming back.

• Make your intros irresistible

Your introduction sets the tone. If the first few lines don’t grab attention, readers won’t stick around for the rest. A strong intro might start with a question, a surprising fact, or a bold statement that speaks directly to your audience’s pain points. Think of it as your hook: if you don’t get it right, everything else loses impact.

The best intros spark curiosity and clearly tell readers what they’ll gain by continuing. Make it obvious why your post is worth their time.

• Edit ruthlessly

Great writing doesn’t happen in the first draft. The real magic is in the editing. Once you’ve written your blog, take a step back before hitting publish. Re-read it with fresh eyes, cut out filler words, tighten up sentences, and check that every paragraph serves a purpose. You can even get someone else to proofread it with a fresh set of eyes.

Editing isn’t just about grammar; it’s about making sure your content delivers value. A clean, well-edited blog feels professional and polished, and that goes a long way in keeping readers engaged.

Our final thoughts 

Improving your blog writing skills isn’t about following a strict checklist; it’s about understanding your audience, showing your voice, and making sure your content is both useful and enjoyable to read. By knowing the type of blog you’re writing, keeping your grammar sharp, grounding your content in solid research, writing for the digital experience, and letting your personality shine through, you’ll create blogs that not only rank but resonate with your users. 

Ready to keep improving? Explore more insights on blog writing in our blog: what is seo blog writing?

The post How To Improve Blog Writing Skills appeared first on ROAR Digital Marketing.

That is the truth, and explains why website copywriting is so important for any site. To put it simply, website copywriting is any of the text which is on your website – words that persuade, inform and guide users around your site. 

Every homepage headline, product description or even ‘about us’ page you’ve ever read was written with a purpose. Written well, it’s the difference between a visitor clicking away in a second or becoming your next client, illustrating the importance of good website copywriting. 

In this blog, we’ll break down what website copywriting actually means, why it matters for your business, and the key things to know if you’re just getting started.

What exactly is website copywriting?

Website copywriting is the text that sits on your website with the goal of engaging, educating, and converting visitors. Unlike blog writing, which often leans towards education or storytelling, copywriting is more direct; it’s designed to influence behaviour. 

Your copy needs to not only sound good, but also be clear, relevant and persuasive. Whether it’s your homepage headline or the call to action button at the bottom of a service page, every word plays a role in engaging the user. 

The core elements of good website copywriting 

Writing effective website copy doesn’t mean stuffing in keywords or writing long sentences. It comes down to a few simple principles:

1. Clarity – People should instantly understand what you do and how you can help them. If your copy makes them stop and think too hard, they’ll leave the page straight away. 
2. Focus on the benefits – your visitors don’t just want to know what your product or service is, they want to know how it will benefit their business.
3. Call-to-actions (CTA) – Your copy should lead people to take the next step, whether that’s signing up for a newsletter or booking a call. 

Want to learn more about copywriting? Read our blog: What is SEO Copywriting Services?

Why is website copywriting important? 

Website copywriting is a distinct type of copy. It is goal-oriented.

People don’t spend long on a website before deciding whether to stay or leave, so every word on your site needs to work hard. At the same time, your website is the core of your brand’s online presence, which means it has to communicate a lot of important information clearly and quickly.

From menus and buttons to forms and navigation bars, every interactive element needs copy that steers visitors in the right direction. On top of that, your content should be optimised for search engines, since many potential customers will discover you through Google and other platforms.

Because your site is often the first and broadest place for your audience, it has to engage a wider variety of people than your email list or social media ever will. And ultimately, great website copy isn’t just about attracting attention; it’s about driving visitors to take action and become customers.

Our final thoughts 

Website copywriting isn’t just about filling space with words; it’s about guiding your visitors, earning their trust, and showing them exactly why your business is the right choice. Clear, benefit-driven copy can make the difference between someone bouncing off your site in seconds or taking the next step towards becoming a customer. 

If you approach your website as more than a digital brochure and instead see it as a conversation with your audience, every headline, button, and paragraph becomes an opportunity to move people closer to action. Start small, focus on clarity and value, and remember, great website copy is one of the most powerful tools you have for turning clicks into clients.

Ready to transform your content? Read our blog on the purpose of a content audit on your website.

The post What Is Website Copywriting appeared first on ROAR Digital Marketing.

You may have already noticed that ranking in the UK differs from ranking in the USA. 

International SEO involves separate domains or country-specific landing pages. However, you may currently be stuck in the strategy phase, trying to decide what the right structure even looks like. 

We get it – expanding internationally is a huge opportunity, but it’s full of complexity. And if you don’t get it right, you risk wasting budget, missing conversions, or worse, confusing your users, and even Google. 

 This guide will break it all down, 

• What international SEO really means in 2025
• Key approaches and how to choose the right one
• The tools and tactics that’ll make your life easier 
• And what not to do if you want to scale successfully 

By the end, you’ll have a much clearer view of where you are now, what gaps might be missing, and the next strategic steps to take.

The post Ultimate Guide to International SEO for 2025 appeared first on ROAR Digital Marketing.

At ROAR, we regularly audit display campaigns for clients who are frustrated by minimal site traffic and weak conversion rates, despite racking up millions of impressions. One recent shift in our approach led to a 26% increase in leads and conversions simply by becoming smarter about how impressions were measured, targeted, and optimised.

If you’re running display ads but aren’t seeing measurable momentum, you’re not alone, and the solution is simpler than you think.

The post Why Smarter Google Display Campaigns Drive Better ROI for Brands appeared first on ROAR Digital Marketing.

Pick the Right Format

Short, skippable videos promote action; tiny bumpers boost recall.

Choose based on outcome, not preference.

Core Options

• Skippable In-Stream = best for leads/sales with conversion bidding.
• In-Feed = discovery in YouTube search/feed; strong titles and thumbnails matter.
• Bumper (6s) = fast awareness and frequency.
• Shorts (9:16) = vertical, hook in 3 seconds; works with Demand Gen.

Set Up the Foundations for Success 

Link accounts. Track conversions. Keep targeting simple.

• Link YouTube to Google Ads via Tools & Settings within Linked Accounts.
• Set up Conversions – You can either import key events set up in GA4 or used the preferred method of creating Google Ads conversions.
• Landing page that matches the message of your ad with a headline and CTA that mirror each other.

If you’re also looking to improve your YouTube SEO, we’ve compiled some secrets to quality optimisation here.

Build your YouTube campaign

Create without a goal if you want full control; otherwise, choose “Drive conversions.”

Settings That Work

• Bid strategy: If you’re looking for action, then start with Maximise Conversions, then test Target CPA after 30–50 conversions. If you’re looking for awareness, start with Target CPM, which balances for reach and frequency.
• Budget: This should be at least 10x  your Target CPA per day (for learning stability).
• Networks: Keep YouTube videos on; add YouTube search for In-Feed when relevant.
• Targeting: One type per ad group for clean learning (Remarketing / Custom intent / In-market).
• Brand safety: Use Standard Inventory to avoid unsuitable content, and exclude sensitive placements as needed.

Make Creative That Earns the View and the Click

Lead with the outcome. Show, don’t tell. Ask for one action.

Simple Creative Rules

• Hook in 3s (problem, bold claim, or pattern break).
• Show value by 5s (demo, proof, or benefit).
• One CTA (book a demo, try free, receive free audit).
• Specs: 1080p, captions on, 16:9 + a 9:16 cut for Shorts.

Optimise Weekly (Small Tweaks, Big Wins)

Avoid wild swings; making one change at a time allows you to see where positive or negative impacts are being made.

What to Watch

• Is the View-through rate (VTR) less than 25%? Fix the first 5 seconds.
• Is the In-Feed CTR less than 1%? Refresh thumbnail and title.
• Is your CPA High? Tighten audience or improve landing page speed/clarity.
• Is Frequency high? Cap for awareness; don’t saturate.

Our final thoughts 

Creating YouTube ads is straightforward when you anchor on goal, format, clean setup, and consistent optimisation. Start simple, measure what matters, and refresh hooks regularly. With stable budgets and message-matched pages, you will see results compound.

Are you still struggling with how to create YouTube Ads? Book a discovery call with our team to explore strategies tailored to your business goals.

The post How To Create YouTube Ads appeared first on ROAR Digital Marketing.

Whether you run an ecommerce website where users use check out on another domain or a business with multiple subdomains, understanding how to set up cross-domain tracking in GA4 is essential to gain accurate insights. 

In this post, we’ll walk you through what it is, why it matters, and how exactly you can implement it.  

What is Cross-Domain Tracking in GA4?

Cross-domain tracking in GA4 ensures that when your website visitors move across different domains that they are recognised as the same user in the same session. 

Without this, GA4 would essentially treat a visit to your second domain as a new session, drastically skewing your data. 

It’s very useful for these particular scenarios:

1. Ecommerce checkouts that are hostess externally to the main website
2. Tracking users across booking platforms
3. Measuring behaviour data across a blog subdomain
4. B2B businesses that have lots of smaller micro sites. 

I Understand, But Why Does This Matter?

GA4 is the most recent version of Google Analytics, its predecessor was called Universal Analytics. Previously, Universal Analytics needed something called a ‘linker parameter’ to enable cross-domain tracking. 

Google Analytics 4 does not need a linker parameter, it has a built in cross-domain tracking configuration implemented either through Google Tag Manager or the gtag.js. 

In order for this post to be as useful to you as possible,  especially if you’re just starting out in the wide world of website analytics, I’d encourage you to check out our beginners guide to connecting Google Analytics 4 before you go any further. 

If you already have your website tracking working properly, please continue! 

How to Set Up Cross Domain Tracking Using Google Tag Manager

If you’re already using Google Tag Manager, this is the easiest and most efficient way to implement cross-domain tracking for your business.

Step by Step Instructions for Google Tag Manager

1. Open your Google Tag Manager account 
2. Navigate to your GA4 Configuration tag
3. In ‘Fields to Set’, add a new filed:
   1. Copy the following as the ‘Field Name’: linker:autolink
   2. Use your other domains or websites as the ‘Value’: For example, ‘blog.yourdomain.com’ or ‘yourdomain.shop’. (If you have multiple domains, you must add them as a comma-separated list)
4. Stay in Google Tag Manager, find the ‘Tag Settings’ and ensure that ‘Cross-domain tracking’ is turned on. 
5. Publish the changes you have made to the container and test them using the preview mode and tag assistant. 

How to Set It Up Using gtag.js Instead

To be honest and frank, if you have little to no experience with tracking and analytics then we would not recommend that you use the gtag.js method at all. 

This requires you to manually change code on your website and this can have unforeseen complications that might hinder your website performance if done incorrectly. 

In this instance, we’d highly recommend engaging an agency that is more proficient and has the knowledge and technical experience to carry this out for you. 

Our Final Thoughts 

Learning how to set up cross-domain tracking in GA4 isn’t just a technical task or exercise, it’s a necessary step for every business that wants to understand the full user journey across multiple websites and domains. 

Whether you’re using Google Tag Manager or the manual gtag.js method they key here for you, is to make sure you’re tracking users properly and accurately. Your reports need to reflect real data and behaviour, not broken sessions. 

• Cross-domain tracking in GA4 ensures accurate user data by recognising the same user across multiple domains or subdomains – without this session data is not accurate.
• The easiest way to set up cross-domain tracking is using Google Tag Manager
• Manually setting it up is possible but not recommended for beginners, as it involves editing your website code and carrying more risk – working with an agency or specialist is advised. 

Do you want more tips on how to get the most out of your GA4? Explore our blog for more guides on tracking, tagging and analytics.

The post How to Set Up Cross-Domain Tracking in GA4 (And Why It Matters) appeared first on ROAR Digital Marketing.

 In other words, if you’re wanting better visibility for your website, core web vital metrics are an important aspect to achieve this. So, let’s discover how you can improve your core web vitals which will help you discover how to pass core web vitals.

How to improve core web vitals

There are 5 main ways to improve your websites core web vitals:

Improve Your Hosting and Server Response Time

A slow server = a slow website. If your LCP is struggling, the first thing to look at is your hosting setup. You can:

• Switch to a faster web host or use a dedicated server 
  • If you’re using shared hosting, your site may be competing with hundreds of others for speed.
  • Upgrading to a faster host or getting your own dedicated server means more power just for your website – which helps it load faster. 

• Implement server-side caching 
  • Caching stores a ready-to-go version of your site, so the server doesn’t have to rebuild it every time someone visits – this reduces load time and speeds up delivery to the user.

• Use a content delivery network to serve content closer to your users. 
  • A CDN stores copies of your site on servers around the world. When someone visits your site, they get the version closest to their location, making things load much faster.

Struggling with site speed or Core Web Vitals issues? Our SEO specialists can help you identify and fix them. Get in touch with the team today. 

Optimise and compress your images

Images are often the largest element on a page, which makes them a big factor in your LCP score. To speed things up:

• Use formats like WebP or AVIF – these load faster.
• Make sure images are under 100KB 
• Compress images using tools like TinyPNG or ShortPixel
• Service responsive images with the correct dimensions for each device – don’t load huge images on small mobile screens.
• Lazy loading defers the loading of offscreen images until users scroll to them, improving initial page load speed.

Every extra second a mobile page takes to load significantly increases the chance of a user bouncing — and that means fewer conversions, with some sites seeing drops of up to 95%. A critical reason to optimise and compress your images to ensure you don’t slow down your page speed.

Minify CSS, JavaScript, and HTML 

Reducing the size of your code helps pages load faster:

• Remove unnecessary characters and white space 
• Combine non-critical CSS and JavaScript 
• Eliminate unused CSS

You can also use a plugin to automate this, alternatively, ask your web developer. 

Make your website react faster 

When someone clicks a button, the site should respond quickly. If there’s a delay, it feels slow. 

• Cut down on heavy JavaScript – too much code running in the background can cause delays. 
• Load only what you need – don’t load code for every page if it’s not being used. 
• Remove unused scripts – Get rid of any plugins or extras you don’t need. 

The less work the browser has to do, the faster your site feels.

Stop your page from jumping around 

Ever clicked on something just as it moved? That’s what layout shift means – and it’s annoying. 

• Set size for images and videos – this helps the browser know how much space to leave while they’re loading. 
• Leave space for ads or pop-ups – don’t surprise users with shifting banners or boxes.
• Use stable fonts – This prevents fonts from popping up late and pushing content down. 

Now you know how to improve core web vitals, you should discover how to measure core web vitals

Our Final Thoughts

Core web vitals may seem technical and overwhelming at first, but they are a crucial part of building a high performing, user friendly website that ranks well in SERPs. By focusing on the core web vitals, you’re essentially improving the speed and responsiveness of your website which matter to both users and search engines. 

Although improving your core web vitals doesn’t happen overnight, by implementing the 5 steps mentioned above, you’re already putting your website in a better position to perform well.

And remember, every second counts. A faster, smoother website leads to better engagement, more time spent on a page, and ultimately higher conversion rates. Not only that, but Google has identified that core web vitals are a ranking factor! So, ignoring them could result in falling behind your competitors and let’s be honest, why wouldn’t you want web pages with good page performance? 

If you are struggling with your core web vitals report, or SEO in general, why not take a look at our SEO management services and get in contact with our team for expert advice. 

Photo © by Vitaly Gariev from Pexels.

The post How to Improve Core Web Vitals appeared first on ROAR Digital Marketing.

In essence, both ROAR and our clients have renewed clarity in how and why our respective websites are structured in the way they are. And unfortunately, the outcome hasn’t always been the kindest. Though, the overall feedback for this exercise has been overwhelmingly positive not just for SEO, but for the entire marketing team. 

Because, while this is an old technique by today’s standards, ultimately when done well, logical website structure gives every page a clear purpose. Reviewing your existing structure can help you better align your content to your users and unlock some fresh opportunities for organic search performance. 

What I’m trying to say is that sometimes the often overlooked, simplest and well established techniques are some of the most powerful to bring back into the fold. Here’s how and why: 

What is website structure in SEO?

Website structure and SEO is all about how your website is organised and how they interact and link together. Both in terms of navigation and deeper into your content. It’s effectively a sitemap, sure, but it’s also the foundation of your internal linking strategy, the start of your topical clustering and how both users and search engine bots will navigate through the website. 

That’s why the importance of a clearly defined website structure supports not just your SEO, or solely your website users but your marketing function too. It makes it clear what the purpose of each page is, what it should ideally need to rank for and helps bring a level of clarity to all stakeholders in the marketing department. 

If we’re thinking purely from a practical perspective too, it’s the start of your plan to help share and pass link equity through your website to core service pages, avoids any orphaned content or pages, and helps prevent a poor click depth. More than that, it helps your website make sense to everyone who is going to use it. 

If you’ve never done a full structure audit before, or it’s been years since your sitemap was created, now might be the time to pause and ask: “Does our structure still make sense?”

Let’s get the conversation started with a free SEO audit. 

Why I think it’s overlooked in 2025.

There is simply just so much noise in SEO at the moment, it’s overwhelming. From ‘GEO’ to ‘AISEO’ to ‘LLMO’, I would confidently say that I’m not the only SEO in the game who is just tired of all the clickbait and doomsayers. 

Website structure and SEO just isn’t flash, new or shiny and it’s not a fast win, or a trending hack or new ultimate technique to ensure ‘we’re aligned and to focus our attention on maximum synergy with’ blah blah blah. 

And I think that’s because it’s a foundational technique, that most often gets left alone and things get piled on top to inevitably collapse. As a relatively new homeowner, I liken it to the foundations of any home. If the foundations underneath aren’t right, nothing you stack on top of it will be how you expect and could lead to disaster. 

To be frank about it, it’s easy to brush past a website structure and think, ‘oh it’s fine’, or be so wrapped up in internal jargon and industry nonsense that you convince yourself that it will be fine. 

That is until you map it all out. Until you put the gaps in front of you, analyse the cannibalisation of pages, the disjointed structure and clusters, and that’s when the pang of regret sets in. 

The reason it is still relevant today. 

At the very core of my being, I love a good logical, organisational structure. Nothing gets the engine revving more for me than naming conventions, standard operating procedures and a clear hierarchy. 

What can I say, I was born a bonafide party animal. 

That’s why it’ll come to no surprise that my idea of a good time and a new way to provide value to our clients was to send them a keyword map and ask them to  go away with their team and review your website structure. 

It’s because clarity still matters, arguably now more than it ever has before. 

Google’s understanding of content has improved massively, but it still needs a kick up the arse sometimes. Structure can be that boot up the heinie to help search engines, and users, and even you, understand how your pages relate to each other and what their purpose is. Especially if you have a content-heavy, constantly growing website. 

What we’ve seen in these exercises with our clients is that rethinking structure forces conversations about what content matters most, what your users need and how content needs to be grouped together to better support not just your growth but your brand perception too. 

It will help you and the team work smarter, not just harder. 

Simple doesn’t always correlate to outdated. 

This one hits home, it’s at the very heart of it. Website structure and SEO isn’t outdated, it’s just pretty basic. I’m not afraid to admit that because that doesn’t mean it’s less effective or ineffective, it means that it’s tried and tested. 

In the fast moving world of marketing, we sometimes need to slow down and go back to the fundamentals. Because if your website doesn’t have a clear structure that is logical, all your new content, technical tweaks, and keyword strategies are on shaky ground. 

In fact, this might just be the reset your website needs right now to help make the rest of your strategy click. 

Quick tips and our recommendations. 

I have already said it, mapping out an SEO friendly website structure really just needs a whiteboard or pen and paper, it’s that simple. But, based on a few of our learnings from our exercises here’s some tips and recommendations to get you started on the best foot:

1. Map out your core pages and group them by theme, or service on Google Sheets or Excel.
2. Identify orphan pages or duplicate content that might confuse search engines.
3. Use topic clusters and internal links to build relationships between related pages.
4. Consider your navigation and whether it supports key user journeys.
5. Don’t be afraid to consolidate low-performing content that adds no value.
6. Use tools like Screaming Frog or even a simple whiteboard to visualise your current structure.

Key Takeaways:

• It can improve SEO, UX, and content performance in one go
• It helps marketing teams gain clarity and focus
• It’s an old-school technique with new-school benefits
• It’s often overlooked — but shouldn’t be
• I’m a party animal. 

Exercises like this are what we bring to the table on a monthly basis for our clients, we’re constantly innovating and challenging our methods to achieve the best results possible. Can you say for certain that you’re doing the same? 

If your team could benefit from clarity, alignment, and a clearer foundation for growth, let’s talk. 

Photo © by Georgijevic from Getty Images Signature.

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