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  • Writer's pictureDamian Blades Media

Improving your SEO with Website structure

SEO for those who do not know stands for Search Engine Optimisation. Most people get sick of hearing about it. As a business owner you will generally get 20 emails a week from someone with a non-domain email address telling you “how they will get you ranking page 1 in a week!”. Lets get things straight… no one and I mean no one can get you ranking in a week for a valuable keyword. Maybe for the most obscure keyword you can think of that loosely relates to your business, but not a top level fat head keyword which actually values!

Now that is dealt with, SEO is an ongoing thing and something you will forever be doing as Google constantly changes their mind on what makes a site better than the next. One thing that will be set in stone is structure. In this blog we are going to talk about the different parts of a page structure and why it is important.

The Terms


Your title is the title of your website in search. Great place to pack in some key words. Original format would look something like this

Keyword | Business Name | Location

Google is becoming more conversational in nature and nowadays you can break away from this format and make it a conversation, for example:

Find out why we make the best burgers in Bournemouth

The title needs to be relevant to the page and be punchy in nature.

<Meta Descriptions>

Meta descriptions are used to give an overview of the page. You don’t have a lot of space here so selling yourself and getting to the point is important!

For example:

<Title> Find out why we make the best burgers in Bournemouth</title>
<Meta Description>100% prime beef, loaded fries and sauces galore. Come and visit Bournemouth's premier burger joint. </Meta Description>

Make sure to include keywords in here and focus on your USP!


Google will look at a page and search for the <H1> tag. This will tell Google what the page is about. Like the title tag it needs to be short and sweet and read like conversation, not key word stuffing. You only want one of these.

<H2> <H3>

These are like your <H1> tag but they do not carry as much weight to Googles search. However it still defines this is what this section is about.


Paragraphs are paragraphs. Code these anyway you like and consider naming them in importance of the information. Keep them punchy and use your keywords in your paragraph. Make it read organic, like a person would read it, not a robot.

This is the basics of your website structure. Around this you will fit your content including images, video and audio.

Building the structure.

On the back end of your website you need to start with the title and description. These are coded into the back end of the website and will not be visible in the live view. On a general search query Google will show this as the information for that page. You need to make this unique for every page otherwise you will have conflict and result in a lower rank.

Top Tip:

If you are duplicating a page do not forget to change the URL name, title and description. Copying your home page to use for your contact us and having it show up like this may make you look a little silly…

Welcome to our home page

We are a Bournemouth based business.

Live view

Your website wants to follow a simple layout

<H1> Welcome to our website</H1> 
<P> We are a Bournemouth based company<P>

<H2> Located in Bournemouth Town Centre</H2> 
<P> Find us located 5mins from the town centre<P>

<H3> Contact Us today</H3> 
<P> Call us on 01202 000 000<P> 

Start with the most important things first and work your way down. Every page on your website should be about the things you offer. Consider it as benefit 1, 2 ,3. With the first benefit being the reason you continue to read the other two. Finding your most important information halfway down doesn’t work. Also don’t use more than one <H1> tag as Google will struggle to read them in order. You don’t want…

<H1>Welcome to our website</H1> 
<H1>We are specialists in photography</H1> 
<H1>Located in Bournemouth</H1> 

To read as

<H1>We are specialists in photography</H1> 
<H1>Located in Bournemouth</H1> 
<H1>Welcome to our website</H1>   

Add as many paragraphs as you like. There is no magic number of words but Google likes to see around 300 words on a page. Anything over 250 means you won’t be flagged on low word count. You can put multiple <P> tags on a page. Most websites will have a few to help with formatting

Top Tip

Consider making multiple <P> tags with around 57 words per tag. Google will find this easier to read over more words in one tag.

Sorting the structure out of your page will help your rankings and something you can do without an expert on side. However, if you ever get stuck we are always here to help!

Looking for an SEO expert in Poole?

Contact Blades Media, SEO experts on your doorstep. 01202 287 088

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