Do you need structure?

How Page Structure Boosts SEO

Growing up in East Texas with purple hair tied into a Pebbles Flintstone ponytail on top of your head with a gold chain wrapped around it, you tend to pop out. If you ask me as a writer and content marketer, there is nothing wrong with being the streak of color everyone sees among a wall of sameness. But my grandma didn’t see it that way back then. (She’s on board now.) Then she desperately wanted me to conform. 

The words, “You need structure,” were uttered over far more dinners than I care to talk about.  But she wasn’t totally wrong. Structure is good for a lot of things. A structured bag tends to be more organized and useful than even the largest bag with no structure. Structured dresses highlight assets and deflect areas you might not be fond of. 

There is a time and place for structure, and when you’re trying to boost your blog, it’s the time and place. Do you need page structure?

What Is Page Structure?

Does that subheading stick out to you? I know, I know, I’m answering a question with a question, but stay with me for a minute. 

If you’re like most people, the larger letters caught your attention and you skimmed the subtitles before you read the article. The letters look large because my subtitles are always in a “heading case” and the paragraphs are in “normal text.” 

In theory, SEO page structure would make use of multiple header settings and only use each one once. Following this guide, your page would be structured something like this: 

Can you spot the cases I’m using and where? You’ll notice I’m only using a few of these cases and theory says not to repeat them but I am. If you haven’t figured out which case I’m repeating yet, don’t worry! I’ll tell you below.

Page Structure Improves User Experience & Boosts SEO Ranking

Remember earlier I said most people skim the section titles before reading the article? It’s true the larger text catches your eye, but skimming the subheadings lets you know if this article is what you’re looking for. (Spoiler alert: If you’re not a writer, it’s worth working with one. Obviously if I’m on the fence about an article being for me interesting headings make me stick around.)

If the article doesn’t seem like it’s what you want, you leave the site. When you leave a site after a few seconds, the site’s bounce rate goes up, and SEO ranking goes down. 

Because I know the larger text catches your eye and you’re skimming to see if this article is what you’re looking for, I’ve used “Heading 1” for all section titles. This technically breaks SEO theory, because I’m repeating a case. But user experience matters, and I don’t want you to think one section is more important than another. 

If an article has no structure, it’s going to look dense and daunting on a screen. People will bounce. And even if I am your special dedicated reader who really needs the information you’re providing and is willing to wade through it, I have no idea if this is the content I need without subheadings to tell me!

Your page structure is a map that boosts your ideal client’s experience on your blog. If we’re talking about closing and sales, a well structured, well written blog obviously makes you look more professional. But just as a matter of search engine optimization and making you visible, having a clear maps reduces your bounce rate.

The Virtual Spider Man LOVES Page Structure

Google’s virtual spider man—as I like to refer to the AI bot who scans all of the pages on the interweb and decides how to rank them—loves page structure.  The artificial intelligence is able to quickly scan the titles. Virtual Spidey Man likes to see multiple “header cases” being used and loves them for them to be easy to read. 

That being said, our friend the spider has gotten smarter over the years. He’s going to check to make sure those headings are relevant by scanning the rest of the article. WIthout good page structure, you’re only getting ranked if you’ve already got a built in platform and celebrity status. If you’re reading this, I’m going to assume that’s not you.

Are You Using Keywords in Heading Cases?

We’ve talked about keywords and why they’re important before, but keywords in a title or  section heading are much more meaningful and matter more for SEO than keywords embedded in the small text.

Using keywords in the text could just be a casual mention, but using keywords in a section heading usually means you’ve got a whole section dedicated to KEYWORD.

Hopefully, this has helped.

But if you need more help with SEO join my SEO & Marketing Community!

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