For enterprises, websites are not only online business cards, but also the core position for customer acquisition and transformation.Reasonably arrange the columns of the corporate websiteIt is the "skeleton project" to build this position-it determines whether users can quickly find the content they need, and also affects the search engine's judgment of the website structure and the efficiency of inclusion. When building websites, many companies often fall into the dilemma of "wanting to display too much content, but not knowing how to classify it", which ultimately leads to chaotic columns, user loss, and greatly reduced SEO effectiveness.
1. The core principle of corporate website column arrangement: user first +SEO adaptation
1. User perspective: Take the shortest demand path as the core
The ultimate audience of a corporate website is the user, and the first principle of column arrangement is to adapt to the user's browsing habits and demand logic. For example, when a user enters a technology company's website, what they most want to quickly find are "product features","application cases" and "contact information", rather than secondary content such as "employee activities" and "leadership speeches" within the company.Shortening user pathsWhen setting columns, we are required to place 80% of users 'high-frequency needs on the front page or first-level columns to reduce the number of clicks users.
2. SEO perspective: Consider keyword layout and inclusion friendliness
From an SEO perspective, columns are an important carrier of keyword layout. Reasonable column settings can help search engines quickly identify the core themes of the website. For example, setting the core business keyword "Industrial Automation Solutions" as a first-level column not only conforms to user search habits, but also increases the weight of the keyword. At the same time, it is necessary to avoid overlapping content between columns, otherwise it will lead to search engines 'determination of content homogeneity and affect the inclusion effect.
2. Specific steps for rationally arranging columns on corporate websites
1. First sort out the core requirements: Double alignment of corporate business + user pain points
Before setting up a column, two research tasks need to be completed:
- Take stock of the enterprise's core business modules: list the enterprise's main products, service types, core advantages, success cases and other core assets, and clarify the core content that needs to be displayed;
- Investigate users 'high-frequency needs: Summarize the high-frequency keywords and demand points when users search for enterprise-related content through search engine drop-down boxes, related searches, and competitive website column analysis, such as "product prices","after-sales service","technical documents", etc.
2. Build a basic column framework: mandatory columns + personalized expansion
The basic column framework of a corporate website needs to be both universal and personalized. The following are references for mandatory and optional columns:
- Required columns: Home page, About us, Product/Service Center, News, Contact us-these five columns are the basic path for users to understand the enterprise, and are also the core indicators for search engines to determine the integrity of the website;
- Personalized columns: Expand according to the type of enterprise business, for example, manufacturing can add "Production Strength" columns, e-commerce companies can add "Customer Evaluation" and "Promotion Activities" columns, and B2B companies can add "Solutions" and "Industry Information" columns.
3. Optimize column levels and naming: flat structure + keyword matching
Column levels are key details that affect user experience and SEO:It is best to control the column level within 3 floors(Home → Level 1 column → Level 2 column) to prevent users from clicking multiple times but still unable to find content. At the same time, column naming should take into account user-easy-to-understand and SEO keyword layout. For example, replace the internal term "WMS Solution V3.0" with "intelligent warehousing system", and replace "Customer Support Center" with "after-sales service process" to allow users to understand it at a glance., can also match the keyword search logic of search engines.
3. Avoiding common misunderstandings: Don't let the column layout drag down the effectiveness of the website
Many companies easily fall into the following misunderstandings when arranging columns, and need to focus on avoiding them:
1. Too many and miscellaneous columns: piling up content causes users to lose
Some companies want to put all business details in a first-level column, resulting in more than 10 options in the homepage navigation bar, but users cannot find the key points after entering the website. The correct approach is to merge secondary content into the secondary column, such as merging "Employee Style" and "Corporate Honor" into the secondary column of "About Us".
2. Obvious column naming: replacing user language with internal terms
Some companies like to use internal project codes or industry slang to name columns, such as "Plan X" and "Zhongtai Services". Ordinary users cannot understand their meaning at all, which will not only reduce user stay time, but also be detrimental to search engine keyword matching.
Website columns are not a pile of business, but a navigation map of user needs--Li Ming, a senior expert in SEO
3. Column logic is confusing: Cross-placement of content affects user paths
For example, placing "product cases" in both the "Product Center" and "News Information" columns, or placing "contact information" in the "About Us" three-level column will disrupt the user's browsing logic and cause the user to quit the website halfway.
All in all,Reasonably arrange the columns of the corporate websiteIt is a systematic project that needs to take into account user experience and SEO rules. Only by taking user needs as the core, combining the characteristics of enterprises 'business and search engine rules, and building a column framework with clear logic and reasonable levels can the website become both a "demand navigation station" for users and a "visitor guide" for enterprises.
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