Boosting SEO traffic with Information Architecture

The Goal

This free online video games company suffered from plateauing traffic and competing pages. Categories and video game pages began dragging each other down the rankings leaving competitors to win in the process. They contacted Crunchy Links to recover their traffic and fix their issues. 

+ 238%

Organic Clicks

+ 84%

Non-branded traffic

+ 78%

Organic Click-Through-Rate

+ 89%

Organic Impressions

Information architecture is the way

Data and testing is a part of everything we do. In this case, the website acted exactly as an ecommerce site. So we tested simplifying their information architecture.

Our Process

We focused primarily on categories that were cannibalizing each other, and losing traffic. Then we nested the video game pages under the category pages. A pretty simple concept. 

The Nitty gritty

Usually the higher up in your site’s architecture a page is, the more likely that page will be able to rank for more competitive keywords. But that’s not always the case. Subfolder paths are also used by search engines to determine relationships between pages. So if a category page ranks for a keyword a product (or in this case a video game) page should rank for, that’s an indication search engines don’t know which to rank for what keyword. 

This common problem breaks down into 3 potential causes: 

  1. User Intent 
  2. URL Structure 
  3. Internal Linking

In this case, the user intent was pretty clear. But the other two factors weren’t. So once the new url structure was in place, the internal links were replaced. This allowed search engines to understand what page should be ranked where. 

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