Once the template was in place, I could focus on improving the names of the sections and categories. Getting this right is critical for the success of the site as it will help the site to gain good rankings. Here the keyword list we built in Chapter 1 comes into play. It will be used to help us to filter and select the main structure and keywords of the site.

The right structure should reflect the "theme" of the site. So, from a long keyword list and with some help from Amazon (look inside the books on the topic of our site, it will give you some hints to create a good structure), the base of the sections is built as follows:

As you can see, this is a large topic to build a site on and these are only the sections. Now, it's time to pick a section and make the category listing that is put into that section.

Here is an example for the Structure section:

The rest of the categories will reflect a lot of the keywords that can help to attract traffic to this site. As you can see there is a lot of interaction between the categories, which is required to give the search engines an idea on what this site is about.

Even if you have a small site, make sure that the sections and categories are named according to your keyword strategy. It makes it a lot easier for you to structure the content within your site and, if you use other publishers, they will be able to place their articles in the right spot as well.

The way these categories and sections are shown on the site and reflected in the sitemap (that will be installed later) is determined by the menus. In the menu, the site's structure becomes clearer. Keep in mind that this part of building your site is not just for the search engines, it is also for your visitors as it will improve the usability of your site. Your visitors need to be able to find their way through your site as quickly and easily as possible. If you can achieve this, you have a clear structure for search engines in place as well.