Data-driven website structure



Restructuring the website to increase organic performance

DNLS is a large location & venue lead generation website with over 10.000 URLs present in Google Search Console. Over the years DNLS invested a lot of time and budget in organic growth. They wanted to gain insight in how to setup a well structured URL structure, a logical site structure and a better indexable website. The main question to answer was: how can we create a logical data-driven site structure that is easy to use, navigate in and crawler friendly?

In this case you will read about:

  1. Analysing the current state of the website
  2. Site structure before KeyWI
  3. Using KeyWI to improve site structure
Results after the KeyWI analysis at DNLS

Analysing the current state of the website

The first checks in Google Search Console showed a difference between URLs in the sitemap (10.090) compared to 2 year old Google Search Console data (10.500). The difference: 4.465 URLs which were present in the sitemap were not detected in Google Search Console. After a deeper crawl KeyWI uncovered that only 2.000 URLs were indexable by Google.

Interestingly, it became clear that 2.462 of the URLs in Google Search Console don’t exist in the sitemap, and 11% of all URLs in the sitemap include a 404 page.

Next, the CTR. Of all URLs in Google Search Console (10.500) with impressions only 2.417 URLs have a CTR above 0%. That means that 8.087 URLs have not been visited in Google in the last 2 years. 

To define a new website structure with the right keywords, we focussed on keywords with a CTR above 0%, including 5.799 keywords. Obviously, we had to add more relevant keywords to this set. With KeyWI’s feature called Enhance, we increased the amount of long tail keywords in the existing set. Within minutes KeyWI added a total of 4.201 long tail keywords creating a complete set of 10.000 keywords to use as base for the new website structure.

Site structure before KeyWI

Before we used the new keyword set to create the new site structure, we had to check out the current site structure. For such a large website with many different categories, there was not a lot of hierarchy present:

Website structure with not a lot of hierarchy before using keywi
Image of the old website structure in KeyWI

First layer: 369 different categories. To give you an idea about the URL structure, in many categories it was like this:

Example 1







Example 2







Google is focussing more than ever on hierarchy and structured data. It’s important for any website to have a logical and structured hierarchy for both user experience and Google’s understanding of information relationships to ultimately rank higher in search engines. According to Google, hierarchy shows the relationship between subcategories and its relevant information in Topics.

Using KeyWI to improve site structure

KeyWI reveals insights in topic clustering that can be used for a data-driven site structure or content strategy. First, you need keywords for KeyWI to start generating these insights. We used the 10.000 keywords containing 5.799 keywords with an existing CTR above 0% CTR and 4.201 new keywords generated with KeyWI’s Enhance feature.

KeyWI generated data-driven topic clusters in a few hours. We analysed the topic clustering and search volume per location and venue type to create a logical site structure based on how people search. Some examples of the new URL structure are:






We defined the structure on venue type > city/province > location type/scenery, based on KeyWI insights and search volumes. When people do not use certain sub clusters to actually search, why create a dedicated page for it. For example, small towns with very low search volume now fall under a larger category, a province, so users can still find what they are looking for while the hierarchy is easily indexable for Google.

To give you an idea of the new hierarchy, this is how the website structure looks in the KeyWI visual after the new structure will be implemented:

Website structure after the KeyWI analysis will be implemented
Image of the new website structure in KeyWI

In this image you see a colour difference in the layers. The white clusters have another layer of sub clusters underneath, which ultimately shows an in-depth structure of the website. 

This visual shows a complete data-driven website structure according to KeyWI AI topic clustering and search volume analysis. After analysing the current state and adding more long tail keywords to the existing set we were able to help DNLS to improve it’s hierarchy.

In a few weeks we will share traffic increase with before and after results.

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Creating a new website structure can be a difficult job to do. How to define a logical site structure that is easy to use and easy to crawl by Google? In this case you will learn more about how we used KeyWI for a new data-driven website structure.

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