In order to be as visible as possible in organic search results, users and search engines have to get to your content. In order to get them to the site, and then through the site, it’s important to have an SEO-friendly site architecture. Organizing the website into groups of concepts that are aligned to the customer journey sets a solid foundation for digital marketing teams’ growth.
What do the people want?
There are a number of ways digital marketers can find out what words searchers are using o get to their content as well as discover how competitive that concept is in various markets.
Using the search engines’ tools it’s possible to do a lot of research for most websites. Starting with Google Search Console and Bing Webmaster Tools, digital marketers can find a lot of information about the specific phrases searchers use when they click through to the website. Google Search Console will also allow marketers to extract data by device, country, page or query. For most enterprise sites, this data needs to be downloaded by category. Inside Search Console, use Page filters to narrow down by a common category URL path. Using the page filter will help keep your queries topical making the next step faster.