SEO-optimized website structure design - Information architecture

This program helps students understand and build a website structure optimized for SEO, ensuring it is both user-friendly and aligned with Google's ranking criteria. It begins with a case study from HubSpot, where the website architecture, with over 1000 landing pages, each focusing on a primary keyword and 3–5 secondary keywords, creates a keyword silos system that generates over 4 million organic visits per month. The core of the course delves into the principles of SEO-standard website architecture design. Students will learn how to build concise, clear URLs with a domain.com/category/subcategory/keyword structure, avoiding deep nesting or the use of dynamic parameters. In addition, the course emphasizes the importance of keyword silos through the topic clusters model: pillar pages combined with supporting content, strategic internal linking, and parent-child content hierarchy. Technically, students will practice implementing breadcrumbs to improve navigation, building XML sitemaps categorized by content type, and applying schema markup to optimize display structure. In the workshop, learners will directly design the site architecture for a sustainable fashion brand with 5 product categories and an accompanying content marketing strategy. By the end of the program, students will grasp the core principle: each page serves a specific set of keywords, and each keyword needs a dedicated page to achieve maximum SEO effectiveness.