Website URLs

 

The reverse tree Architecture

The goal of Reverse Tree Architecture is to enable one website to be relevant, and potentially acquire rankings in search engine results pages, on generic & long tail keywords.

The home page of the website and the top category pages should be optimized on the generic keywords, the deeper pages of the website should cover the long tail keywords.

This organisation is based on the following rules:

  • Each category, subcategory and article should be clearly identified by its name

It's quite logical, and also ensures we have static URLs with keywords rather than dynamic URLs with parameters.

  • Generic keywords should be used at the higher level of the architecture, the lower level should cover more specific key sentences.

The higher sections of the website usually have more link popularity and a higher Page Rank. They have more chance to acquire good rankings.

  • Use hyphens (-) to separate words instead of underscores (_)

Hyphens are considered word separators by search engines, rather than underscores ... and they look better.

  • Do not repeat important keywords 10 times in your URL!

Your website could be considered "spammy" and your rankings will definitely suffer from this "marking".

  • Do not set up an architecture which has more than 4 levels

If it is too deep.  It will confuse internet users,  and search engines won't give any position to a page which is lost at the 32nd level of a website.

To go further, the Yahoo crawler, Slurp, will stop indexing pages starting on the 3rd architectural level.  it is hence impossible for an e-merchant whose product pages are  located at the bottom of its architecture, to have its pages crawled, and indexed. (Cf the SSP Solution)

 

Case study

 

Let's imagine a car dealer website:

In this case, the website architecture is to be based on the type of car,  then the make and finally the model.  Another possibility is the make, then the car type and finally the model.

Case 1 (generic, type, make, model)

www.Mycarwebsite.com --> Home page - Optimisation on generic keywords (cars, car sale, car dealer)

www.Mycarwebsite.com/truck --> 1st level - Optimisation on the car type key sentences (buy truck, truck for sale,...)

www.Mycarwebsite.com/truck/ford --> 2nd level - Optimisation on the Ford car type key sentences (buy ford truck, ford truck for sale,...)

www.Mycarwebsite.com/truck/ford/f-150.htm --> 3rd and last level - Optimisation on the car model key sentences (buy ford f150, ford truck f150 for sale,...)

 

Case 2 (generic, make, type, model)

www.Mycarwebsite.com --> Home page - Optimisation on generic keywords (cars, car sale, car dealer)

www.Mycarwebsite.com/ford --> 1st level - Optimisation on the car make key sentences (buy ford, ford for sale,...)

www.Mycarwebsite.com/ford/truck --> 2nd level - Optimisation on the Ford car type key sentences (buy ford truck, ford truckfor sale,...)

www.Mycarwebsite.com/ford/truck/f-150.htm --> 3rd and last level - Optimisation on the car model key sentences (buy ford f150, ford truck f150 for sale,...)