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How-to 10 min read July 15, 2022

How to Create a Website Structure Based on Keywords

How to Create a Website Structure Based on Keywords
More often than not, the website structure gets organized in a way that seems convenient to the website owners. However, it doesn't take into account the website visitors' preferences, which is not the smartest way to go.

The users might find such an organization system confusing, as it doesn't correspond with their understanding of the products and industry. Not only will they find it harder to navigate the website and discover what they're looking for, but sometimes it will be impossible for them.

Taking the user-first approach when creating the website structure will significantly increase the odds of them finding the information and products they are looking for.

In this article, we will discuss how to create a website structure based on keywords.
The website structure is logically organized information on a website. It's necessary for creating the most user-friendly interface that will meet users' needs.

The keywords are an excellent reference for creating the site structure. Using keywords will satisfy search engine requirements and make your website rank higher in search results.

Step #1: Keyword Selection

1. Keyword Selection Using Google Ads

Think about what keywords describe your website, products, and services. Initially, your goal is to collect a basic set of phrases.

Use Google Ads to collect the keyword list as follows:
Type the keyword in the search box.
Select the appropriate keywords.
Download relevant keywords.
Keyword Search with Google AdWords

2. Keyword Selection with Serpstat

To get started, enter the keyword in the search bar, choose the search region and get the preview report in Keyword Research → Overview and the detailed data in → Keyword selection.
Keyword research Serpstat
In the results we received, some keywords are negative. For instancce, such phrases as "free", "used", "how to repair a coat", etc. would not be relevant for an online store. Filter out the keyword list from toponyms, as well as misspelled keywords.

By default, keywords sort by the search volume, and you can change the value in the filter settings.
we set up filters and exclude key phrases In Serpstat
Export the table in a preferred format or transfer the list to the Keyword Batch Analysis for further work.

Step #2: Analyze the Competitors' Website Structure

Why do you need this? Firstly, for expanding your keyword list by borrowing well-performing and relevant keywords from your competitors.
Secondly, comparing the competitors' keywords in your business field will save you a lot of time, and help you create your website structure.

Let's examine both alternatives in detail:

Option 1: Find Potential Competitors in the Industry

If you're only planning to create a website and want to identify your potential competitors in organic search, and analyze their website structure, take the following steps:

  1. Enter a relevant keyword in the search bar.
  2. Select the search region.
  3. Go to Keyword SelectionSEO ResearchCompetitors
  4. Edit the list of competitors if necessary
find potential competitors in serpstat
Get the list of potential competitor websites, save it, or export it (we will get back to it later).
Google Spreadsheet
Now we've identified the competitors in the chosen field. Analyze their keywords and start creating your website structure. You can then expand it using Serpstat tools, but at first, we recommend analyzing your top competitors to save your time.

Based on the competitors' website structure, you can form approximate names for the filters:
We make a mind map with a tree of the future site

Option 2: Search for Competitors of a Specific Website

If you want to improve your website's rankings in search results but have no idea where to start, this option is right for you. To determine the competitors of a particular website, do the following:

  1. Go to the Domain Analysis → SEO Research → Domain vs. Domain.
  2. Type your domain name in the search bar.
  3. Select a search region.
  4. Select two domains from the proposed list or add the competitor websites you're already aware of.
  5. Click Compare.
We analyze unique key phrases for each competitor
We received a report with a number of common and unique keywords. Unique keywords will help you expand your website structure and keyword list.

Step #3: Group keywords

Now that you have a list of relevant keywords, it's time to group (cluster) them by meaning. That's where another Serpstat feature comes in handy: Keyword Clustering.

Rather than grouping hundreds (or even thousands) of keywords manually, which can take ages, you can do it automatically.

First, select the Keyword Clustering tool in the menu:
Run the clustering of phrases collected
Then, click Add a new project → Enter your domain → Choose a search region → Select strength and cluster typeAdd keywords manually or by file.

I will not go into much detail on how to set up and use the Keyword Clustering tool, you can find all the necessary information in a separate article:

How To Group Keywords Automatically With The Serpstat "Clustering" Tool

What Is Keyword Mapping And How To Do It? (A Complete Guide 2022)

Let's say we have already imported our list with relevant keywords into the Keyword Clustering tool. Now we can take a look at the clusters we received.

When setting up the clustering project, you can start by choosing a "Strong" connection strength and a "Hard" cluster type for maximum homogeneity.
This clustering method produces lots of clusters as the keywords can be merged into a cluster only if they are closely related.

If the results don't meet your needs, feel free to change these settings. No additional credits will be charged from your account.

The result will be the foundation of your website structure.
Serpstat Clustering Tool
In the finished report, we can see the list of grouped keywords.

  1. The names of the clusters are in the Clusters column. They will be helpful for creating website categories.
  2. The number in the Keywords column shows the number of keywords in each cluster.
  3. Homogeneity shows the keywords consistency of a cluster (from 0 to 100%). Keeping only related keywords in one group is necessary to add a new website category or create a filter.
  4. Connection strength indicates how close the given keyword is to the cluster's topic on a scale from 0 to 100%. A page should not contain commercial and informational queries at the same time.
The following image is an example of a "tule" keyword clustering structure.
Clustered data site structure

Step #4: Create a Website Structure

We can accurately determine the target audience's interests based on the collected keywords and clusters, for example, location, material, brand, sales, etc.

Add filters into your website structure to increase usability, which will help the users find what they're looking for. General keywords should belong to the main categories and related (more specific) queries can be used for filters (tags).

Edit and transfer the names of categories to logically complete subcategories of your website structure. Add new categories based on the results of your competitor analysis.

The final site structure of an online store can be seen in the example below.
Detailed site map with all architecture


So, to create the structure of the website, you need:
Collect keywords.
Expand your keyword list by idetifying and analyzing your competitors.
Split the collected keywords by meaning into groups using the Clustering tool.
Assign the names to the filters, and arrange the final structure of the subcategories.
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