{"version":"1.0.0","segments":[{"startTime":0.133,"endTime":3.699,"body":"So you want to charge more money"},{"startTime":0.133,"endTime":3.699,"body":"for the websites you're building,"},{"startTime":4.633,"endTime":7.099,"body":"then you know that you have to provide"},{"startTime":7.433,"endTime":9.666,"body":"more value to charge more."},{"startTime":10.199,"endTime":12.399,"body":"Well, you should be anyway."},{"startTime":12.933,"endTime":16.433,"body":"We talked in last week's"},{"startTime":12.933,"endTime":16.433,"body":"episode, episode 40,"},{"startTime":16.733,"endTime":19.666,"body":"about adding value"},{"startTime":16.733,"endTime":19.666,"body":"to the website's rebuilding."},{"startTime":20.033,"endTime":24.199,"body":"And the first thing on"},{"startTime":20.033,"endTime":24.199,"body":"that list was improving upfront planning."},{"startTime":24.866,"endTime":28.166,"body":"Yes, the super boring part of any web"},{"startTime":28.166,"endTime":31.699,"body":"design process, and I love planning,"},{"startTime":32.466,"endTime":36.166,"body":"but doing the upfront work"},{"startTime":32.466,"endTime":36.166,"body":"does a lot to improve the website"},{"startTime":36.166,"endTime":39.633,"body":"you're building"},{"startTime":36.166,"endTime":39.633,"body":"and helps you to have happier customers."},{"startTime":39.899,"endTime":41.699,"body":"So it's all worth it."},{"startTime":41.699,"endTime":44.199,"body":"I swear today"},{"startTime":44.466,"endTime":48.966,"body":"we're going to dove a bit deeper"},{"startTime":44.466,"endTime":48.966,"body":"into that planning process"},{"startTime":49.233,"endTime":55.199,"body":"and talk about how you can create"},{"startTime":49.233,"endTime":55.199,"body":"one of the first steps to any website."},{"startTime":55.199,"endTime":57.666,"body":"Build the site map."},{"startTime":57.666,"endTime":60.366,"body":"Now, deciding on a website structure"},{"startTime":57.666,"endTime":60.366,"body":"with a site"},{"startTime":60.366,"endTime":62.733,"body":"map not only makes your job easier"},{"startTime":63.366,"endTime":67.333,"body":"because it's all laid out"},{"startTime":63.366,"endTime":67.333,"body":"upfront , but it helps your customer feel"},{"startTime":67.333,"endTime":72.299,"body":"aligned with the process"},{"startTime":67.333,"endTime":72.299,"body":"and help to clarify the website's goals."},{"startTime":72.933,"endTime":76.733,"body":"Now, are you ready to learn the most"},{"startTime":72.933,"endTime":76.733,"body":"effective way to create a site map?"},{"startTime":77.266,"endTime":78.099,"body":"Let's dig in."},{"startTime":83.133,"endTime":85.399,"body":"When creating a new website structure,"},{"startTime":85.666,"endTime":89.233,"body":"whether this is their first website"},{"startTime":85.666,"endTime":89.233,"body":"or a total redo,"},{"startTime":89.566,"endTime":93.399,"body":"a lot of lower level"},{"startTime":89.566,"endTime":93.399,"body":"web designers will just recreate"},{"startTime":93.399,"endTime":98.299,"body":"the current website structure"},{"startTime":93.399,"endTime":98.299,"body":"or come up with simple pages to include."},{"startTime":99.033,"endTime":101.566,"body":"Why is this a problem?"},{"startTime":101.566,"endTime":105.433,"body":"Because it doesn't take into account"},{"startTime":101.566,"endTime":105.433,"body":"the goals"},{"startTime":105.433,"endTime":108.266,"body":"or the objectives of the new website,"},{"startTime":108.899,"endTime":111.499,"body":"especially if this is a website rebuild."},{"startTime":112.033,"endTime":115.733,"body":"There's a reason"},{"startTime":112.033,"endTime":115.733,"body":"that they're rebuilding the website."},{"startTime":116.433,"endTime":120.199,"body":"Something isn't working for that business,"},{"startTime":120.633,"endTime":124.233,"body":"and chances are it's not just the design."},{"startTime":124.566,"endTime":127.966,"body":"They don't like"},{"startTime":124.566,"endTime":127.966,"body":"what they actually don't like"},{"startTime":127.966,"endTime":131.633,"body":"is that their leads have slowed down"},{"startTime":127.966,"endTime":131.633,"body":"or their sales have slipped."},{"startTime":132.533,"endTime":136.566,"body":"While a lot of businesses"},{"startTime":132.533,"endTime":136.566,"body":"think they just need a refresh."},{"startTime":137.166,"endTime":141.699,"body":"What they don't understand is that"},{"startTime":137.166,"endTime":141.699,"body":"their website is probably disorganized,"},{"startTime":141.933,"endTime":146.733,"body":"or it's Frankenstein in a way that doesn't"},{"startTime":141.933,"endTime":146.733,"body":"make sense to their target customer."},{"startTime":148.199,"endTime":149.999,"body":"That's where you come in"},{"startTime":149.999,"endTime":155.499,"body":"before you start with anything,"},{"startTime":149.999,"endTime":155.499,"body":"including the site map."},{"startTime":155.899,"endTime":160.199,"body":"You have to ask what the purpose"},{"startTime":155.899,"endTime":160.199,"body":"of the new website will be."},{"startTime":160.766,"endTime":164.299,"body":"Are they trying to increase"},{"startTime":160.766,"endTime":164.299,"body":"certain aspects of their business?"},{"startTime":164.866,"endTime":167.966,"body":"Do they want to downplay another aspect?"},{"startTime":168.566,"endTime":170.999,"body":"What's their top selling service"},{"startTime":171.299,"endTime":173.766,"body":"that they need to keep at the forefront?"},{"startTime":174.899,"endTime":177.233,"body":"Knowing the real reasons why"},{"startTime":177.233,"endTime":181.066,"body":"a business wants to redo"},{"startTime":177.233,"endTime":181.066,"body":"their website will help you"},{"startTime":181.066,"endTime":185.699,"body":"to structure their website"},{"startTime":181.066,"endTime":185.699,"body":"to deliver on those changes."},{"startTime":185.999,"endTime":191.266,"body":"For instance, I had a client that wanted"},{"startTime":185.999,"endTime":191.266,"body":"to downplay her physical location"},{"startTime":191.599,"endTime":194.633,"body":"in order to increase her online"},{"startTime":191.599,"endTime":194.633,"body":"product sales."},{"startTime":195.033,"endTime":197.866,"body":"We changed up her"},{"startTime":195.033,"endTime":197.866,"body":"site to include a shop option"},{"startTime":198.099,"endTime":201.399,"body":"as the very first thing"},{"startTime":198.099,"endTime":201.399,"body":"and her navigation."},{"startTime":201.766,"endTime":205.199,"body":"And we turned her location"},{"startTime":201.766,"endTime":205.199,"body":"into more of a destination"},{"startTime":205.199,"endTime":209.099,"body":"feel with a plan"},{"startTime":205.199,"endTime":209.099,"body":"your visit page that then linked"},{"startTime":209.166,"endTime":211.599,"body":"to three different sub pages."},{"startTime":212.166,"endTime":215.833,"body":"Her location was well-established"},{"startTime":212.166,"endTime":215.833,"body":"in the local community, but"},{"startTime":215.833,"endTime":219.133,"body":"she wanted to appeal to people outside"},{"startTime":219.133,"endTime":222.766,"body":"of the locale to gain a broader audience."},{"startTime":223.999,"endTime":226.499,"body":"Simply changing up her website structure"},{"startTime":226.799,"endTime":231.399,"body":"makes it more clear"},{"startTime":226.799,"endTime":231.399,"body":"that she offers direct e-commerce sales."},{"startTime":231.566,"endTime":234.999,"body":"You now know the goals for our business"},{"startTime":231.566,"endTime":234.999,"body":"and you understand"},{"startTime":234.999,"endTime":238.266,"body":"the purpose the website is fulfilling."},{"startTime":238.266,"endTime":242.199,"body":"Now you have to break down"},{"startTime":238.266,"endTime":242.199,"body":"exactly what the website needs to include."},{"startTime":242.566,"endTime":247.399,"body":"Page wise step one Review"},{"startTime":242.566,"endTime":247.399,"body":"the current pages"},{"startTime":247.733,"endTime":251.633,"body":"If your client has an existing website,"},{"startTime":247.733,"endTime":251.633,"body":"you can certainly start"},{"startTime":251.633,"endTime":256.099,"body":"with the existing structure,"},{"startTime":251.633,"endTime":256.099,"body":"but don't stop there."},{"startTime":256.666,"endTime":261.499,"body":"Treat this as you would a new website"},{"startTime":256.666,"endTime":261.499,"body":"and ask what pages"},{"startTime":261.733,"endTime":265.299,"body":"you would need to align"},{"startTime":261.733,"endTime":265.299,"body":"with the goals that you discussed."},{"startTime":265.799,"endTime":268.399,"body":"What will drive their customers"},{"startTime":265.799,"endTime":268.399,"body":"to make purchases?"},{"startTime":268.699,"endTime":272.633,"body":"And what pages do you need to make"},{"startTime":268.699,"endTime":272.633,"body":"that structure make sense?"},{"startTime":273.433,"endTime":276.266,"body":"Look at the pages on the current website"},{"startTime":276.566,"endTime":280.033,"body":"and ask yourself"},{"startTime":276.566,"endTime":280.033,"body":"if they're actually needed or not."},{"startTime":280.799,"endTime":283.166,"body":"Do you have pages that are extraneous"},{"startTime":283.399,"endTime":286.999,"body":"or covering outdated services"},{"startTime":283.399,"endTime":286.999,"body":"they no longer want to offer?"},{"startTime":287.666,"endTime":290.633,"body":"Are there pages"},{"startTime":287.666,"endTime":290.633,"body":"that seem like duplicates of one another?"},{"startTime":292.099,"endTime":292.599,"body":"Now, let's talk"},{"startTime":292.599,"endTime":295.199,"body":"about that last question"},{"startTime":292.599,"endTime":295.199,"body":"for just a second."},{"startTime":295.666,"endTime":299.133,"body":"Taking a step back"},{"startTime":295.666,"endTime":299.133,"body":"and evaluating a website's current"},{"startTime":299.133,"endTime":302.766,"body":"structure can have one major benefit."},{"startTime":303.366,"endTime":306.399,"body":"It can help to prevent duplicate content"},{"startTime":307.266,"endTime":312.466,"body":"a lot of businesses add to their website"},{"startTime":307.266,"endTime":312.466,"body":"over time, trying to adjust"},{"startTime":312.466,"endTime":316.599,"body":"for changes in their internal processes"},{"startTime":312.466,"endTime":316.599,"body":"or in the market."},{"startTime":317.633,"endTime":320.299,"body":"But what can happen is that you have pages"},{"startTime":320.666,"endTime":325.166,"body":"that cover"},{"startTime":320.666,"endTime":325.166,"body":"many of the same or similar topics."},{"startTime":325.799,"endTime":330.266,"body":"If the website is a bit older"},{"startTime":325.799,"endTime":330.266,"body":"or was written for location based SEO"},{"startTime":330.266,"endTime":335.966,"body":"strategies, you might also have"},{"startTime":330.266,"endTime":335.966,"body":"multiple pages with the same content,"},{"startTime":336.466,"endTime":339.799,"body":"just with the city name or service"},{"startTime":336.466,"endTime":339.799,"body":"swapped out."},{"startTime":340.666,"endTime":344.999,"body":"Now, while that was a valuable"},{"startTime":340.666,"endTime":344.999,"body":"SEO tactic at one time,"},{"startTime":345.432,"endTime":348.432,"body":"it doesn't really have that same effect"},{"startTime":345.432,"endTime":348.432,"body":"anymore."},{"startTime":348.866,"endTime":352.932,"body":"And honestly,"},{"startTime":348.866,"endTime":352.932,"body":"duplicate content can harm your SEO."},{"startTime":353.799,"endTime":358.799,"body":"Break down"},{"startTime":353.799,"endTime":358.799,"body":"all of the pages a website has and asks."},{"startTime":359.932,"endTime":361.366,"body":"Is this a duplicate"},{"startTime":361.366,"endTime":364.599,"body":"in any way of a main page or service?"},{"startTime":365.232,"endTime":367.599,"body":"If so, rip it out."},{"startTime":367.599,"endTime":372.432,"body":"Less is more when it comes to you, X"},{"startTime":367.599,"endTime":372.432,"body":"and SEO these days."},{"startTime":373.099,"endTime":376.566,"body":"Now step two,"},{"startTime":373.099,"endTime":376.566,"body":"you want to start your new site map."},{"startTime":377.066,"endTime":379.832,"body":"You know the website's"},{"startTime":377.066,"endTime":379.832,"body":"goals and objectives."},{"startTime":380.166,"endTime":384.466,"body":"And now you have a pretty good idea"},{"startTime":380.166,"endTime":384.466,"body":"of where you're starting from."},{"startTime":385.032,"endTime":388.366,"body":"Now it's time to lay out the structure"},{"startTime":385.032,"endTime":388.366,"body":"of the new site map"},{"startTime":389.566,"endTime":390.999,"body":"with all site maps."},{"startTime":390.999,"endTime":393.599,"body":"You want to start with the home page."},{"startTime":394.032,"endTime":398.599,"body":"Every website has a home page, after all,"},{"startTime":394.032,"endTime":398.599,"body":"and the most important pages"},{"startTime":398.832,"endTime":401.732,"body":"will be linked"},{"startTime":398.832,"endTime":401.732,"body":"directly from that homepage."},{"startTime":402.432,"endTime":405.999,"body":"So go back to your notes from step one"},{"startTime":402.432,"endTime":405.999,"body":"and ask yourself"},{"startTime":406.499,"endTime":411.032,"body":"What are the most important pages"},{"startTime":406.499,"endTime":411.032,"body":"this client currently has?"},{"startTime":411.732,"endTime":414.699,"body":"What can we trim out"},{"startTime":411.732,"endTime":414.699,"body":"and what do we need to do"},{"startTime":414.699,"endTime":418.466,"body":"to reflect new services"},{"startTime":414.699,"endTime":418.466,"body":"or company changes?"},{"startTime":419.366,"endTime":424.366,"body":"Now go to your site, map, outline"},{"startTime":419.366,"endTime":424.366,"body":"and add the five main five"},{"startTime":424.366,"endTime":427.832,"body":"to eight navigation items that you'll link"},{"startTime":424.366,"endTime":427.832,"body":"and your main"},{"startTime":428.032,"endTime":430.532,"body":"top level navigation."},{"startTime":431.232,"endTime":436.699,"body":"These don't have to be the final pages,"},{"startTime":431.232,"endTime":436.699,"body":"but start somewhere with what you think"},{"startTime":436.699,"endTime":441.199,"body":"are the most important products, services"},{"startTime":436.699,"endTime":441.199,"body":"or pages to include."},{"startTime":441.599,"endTime":445.299,"body":"Now why only eight navigation links"},{"startTime":446.332,"endTime":449.466,"body":"When you"},{"startTime":446.332,"endTime":449.466,"body":"provide too many options up front,"},{"startTime":449.999,"endTime":453.766,"body":"you can cause your user"},{"startTime":449.999,"endTime":453.766,"body":"a lot of confusion."},{"startTime":454.399,"endTime":456.932,"body":"Keeping your main navigation simple"},{"startTime":457.199,"endTime":459.399,"body":"will help them to get through your website"},{"startTime":459.932,"endTime":462.666,"body":"and dig in to the main pages"},{"startTime":463.499,"endTime":466.399,"body":"from those main pages you can link."},{"startTime":468.032,"endTime":471.099,"body":"Further into your website to sell products"},{"startTime":471.399,"endTime":474.132,"body":"and services"},{"startTime":471.399,"endTime":474.132,"body":"that they might be interested in."},{"startTime":474.799,"endTime":478.266,"body":"The key here,"},{"startTime":474.799,"endTime":478.266,"body":"though, is to narrow down the choices"},{"startTime":478.566,"endTime":483.699,"body":"so they actually make a choice instead of"},{"startTime":478.566,"endTime":483.699,"body":"getting overwhelmed and bailing."},{"startTime":484.032,"endTime":489.099,"body":"Now Step three"},{"startTime":484.032,"endTime":489.099,"body":"do some comparative research."},{"startTime":489.732,"endTime":492.599,"body":"You've got your basic structure in mind"},{"startTime":489.732,"endTime":492.599,"body":"for the main pages."},{"startTime":492.999,"endTime":495.132,"body":"Now I want you to take a step back"},{"startTime":495.632,"endTime":497.666,"body":"and do some comparative research."},{"startTime":498.132,"endTime":502.499,"body":"Now, why do I do this after I've done"},{"startTime":498.132,"endTime":502.499,"body":"the first round of navigation items?"},{"startTime":503.299,"endTime":507.432,"body":"I have found over the years"},{"startTime":503.299,"endTime":507.432,"body":"that it helps me to stay focused"},{"startTime":507.432,"endTime":510.332,"body":"on the business's unique goals"},{"startTime":510.599,"endTime":513.099,"body":"to do my first draft of the site map"},{"startTime":513.666,"endTime":516.032,"body":"at least the main navigation items first."},{"startTime":516.466,"endTime":520.066,"body":"This allows me to flesh it out"},{"startTime":516.466,"endTime":520.066,"body":"without all of the other noise"},{"startTime":520.066,"endTime":522.232,"body":"of other websites in their industry."},{"startTime":523.066,"endTime":527.266,"body":"But then I need to reaffirm"},{"startTime":523.066,"endTime":527.266,"body":"that I'm doing the right thing,"},{"startTime":527.599,"endTime":531.299,"body":"or I'm not missing something obvious"},{"startTime":527.599,"endTime":531.299,"body":"that I didn't think of."},{"startTime":531.799,"endTime":535.366,"body":"So go to three to five competitor websites"},{"startTime":531.799,"endTime":535.366,"body":"for your clients."},{"startTime":535.699,"endTime":539.899,"body":"Chances are they've already given you"},{"startTime":535.699,"endTime":539.899,"body":"the websites of their competitors."},{"startTime":541.232,"endTime":543.632,"body":"What pages do they include?"},{"startTime":543.632,"endTime":548.166,"body":"What do they list first,"},{"startTime":543.632,"endTime":548.166,"body":"and how deep is their own navigation?"},{"startTime":548.832,"endTime":551.299,"body":"Is there something"},{"startTime":548.832,"endTime":551.299,"body":"you feel like you're missing?"},{"startTime":552.432,"endTime":558.132,"body":"So now get that site back out"},{"startTime":552.432,"endTime":558.132,"body":"and reevaluate, ad or adjust the pages,"},{"startTime":558.599,"endTime":563.332,"body":"but ensure that you're still focused"},{"startTime":558.599,"endTime":563.332,"body":"on the business's main goals."},{"startTime":564.099,"endTime":568.732,"body":"After all, not all businesses are created"},{"startTime":564.099,"endTime":568.732,"body":"alike, even in the same industry."},{"startTime":569.132,"endTime":573.732,"body":"Competitors can help you get a good idea,"},{"startTime":569.132,"endTime":573.732,"body":"but just because they did,"},{"startTime":573.732,"endTime":578.432,"body":"something"},{"startTime":573.732,"endTime":578.432,"body":"doesn't mean you have to step four"},{"startTime":579.332,"endTime":582.132,"body":"fine tune the deeper structure."},{"startTime":583.066,"endTime":586.132,"body":"So now that you have your main navigation"},{"startTime":583.066,"endTime":586.132,"body":"decided on,"},{"startTime":586.399,"endTime":590.099,"body":"it's time to fine tune"},{"startTime":586.399,"endTime":590.099,"body":"the deeper page structure."},{"startTime":590.599,"endTime":593.932,"body":"If the website your building"},{"startTime":590.599,"endTime":593.932,"body":"only has five to seven pages,"},{"startTime":594.266,"endTime":596.466,"body":"you might be able to skip the step"},{"startTime":597.366,"endTime":599.899,"body":"now on each of these main navigation"},{"startTime":597.366,"endTime":599.899,"body":"pages."},{"startTime":600.166,"endTime":604.566,"body":"You want to list out in the sitemap"},{"startTime":600.166,"endTime":604.566,"body":"any sub pages"},{"startTime":604.832,"endTime":608.499,"body":"that you might link to"},{"startTime":604.832,"endTime":608.499,"body":"from that parent page"},{"startTime":609.166,"endTime":611.266,"body":"that will remind you what links"},{"startTime":611.532,"endTime":615.032,"body":"and buttons to add on to that parent page."},{"startTime":615.266,"endTime":618.299,"body":"To take users to the sub pages,"},{"startTime":618.566,"endTime":620.999,"body":"but also help you place any pages"},{"startTime":621.299,"endTime":625.032,"body":"that just weren't important"},{"startTime":621.299,"endTime":625.032,"body":"enough for the main navigation."},{"startTime":625.999,"endTime":626.632,"body":"Let's break"},{"startTime":626.632,"endTime":630.432,"body":"down an example for a service"},{"startTime":626.632,"endTime":630.432,"body":"based business."},{"startTime":630.632,"endTime":634.766,"body":"one of their main navigation"},{"startTime":630.632,"endTime":634.766,"body":"links could be a service page."},{"startTime":635.332,"endTime":637.932,"body":"From there, you may link to pages"},{"startTime":638.199,"endTime":641.199,"body":"for each of their provided services."},{"startTime":641.766,"endTime":646.366,"body":"You'll want to make to note"},{"startTime":641.766,"endTime":646.366,"body":"those sub pages in the site map"},{"startTime":646.566,"endTime":650.199,"body":"and plan to add links on the service page"},{"startTime":650.399,"endTime":653.766,"body":"to those sub services."},{"startTime":653.766,"endTime":658.166,"body":"Now, step five,"},{"startTime":653.766,"endTime":658.166,"body":"decide on the URL structure,"},{"startTime":658.899,"endTime":662.566,"body":"so you now have the pages"},{"startTime":658.899,"endTime":662.566,"body":"you want to include in the main navigation"},{"startTime":662.899,"endTime":665.132,"body":"and all of their sub pages decided."},{"startTime":666.166,"endTime":668.099,"body":"For many Web designers,"},{"startTime":668.099,"endTime":671.265,"body":"they could stop there"},{"startTime":668.099,"endTime":671.265,"body":"and pass it off to the client for review."},{"startTime":672.165,"endTime":676.365,"body":"But I highly recommend"},{"startTime":672.165,"endTime":676.365,"body":"you do this next step first"},{"startTime":676.665,"endTime":680.132,"body":"and showcase the actual"},{"startTime":676.665,"endTime":680.132,"body":"you or all of these pages."},{"startTime":680.865,"endTime":686.365,"body":"Not only does seeing the actual slides"},{"startTime":680.865,"endTime":686.365,"body":"tend to help clients understand"},{"startTime":686.365,"endTime":692.399,"body":"the page structure better, it helps you"},{"startTime":686.365,"endTime":692.399,"body":"to begin the SEO strategy of the website."},{"startTime":693.565,"endTime":695.332,"body":"Now it's a highly debated"},{"startTime":695.332,"endTime":699.099,"body":"How much are URL structure impacts"},{"startTime":695.332,"endTime":699.099,"body":"your SEO anymore?"},{"startTime":699.532,"endTime":702.799,"body":"It's still a determining factor"},{"startTime":699.532,"endTime":702.799,"body":"in your UX,"},{"startTime":703.332,"endTime":706.032,"body":"which is a factor in your SEO."},{"startTime":706.032,"endTime":707.132,"body":"And let's be real."},{"startTime":707.132,"endTime":710.332,"body":"You girls tell users and Google"},{"startTime":710.765,"endTime":713.132,"body":"quickly what a page is about."},{"startTime":714.265,"endTime":718.065,"body":"I always recommend that you use plain"},{"startTime":714.265,"endTime":718.065,"body":"English names."},{"startTime":718.365,"endTime":721.899,"body":"The shorter,"},{"startTime":718.365,"endTime":721.899,"body":"the better for your internal URLs."},{"startTime":722.365,"endTime":725.232,"body":"This helps customers"},{"startTime":722.365,"endTime":725.232,"body":"be able to remember them,"},{"startTime":725.732,"endTime":728.599,"body":"but also provides a cleaner experience."},{"startTime":729.399,"endTime":733.765,"body":"There has been a debate lately, too,"},{"startTime":729.399,"endTime":733.765,"body":"on camel case URLs"},{"startTime":734.099,"endTime":738.299,"body":"where you capitalize"},{"startTime":734.099,"endTime":738.299,"body":"the first letter of different words."},{"startTime":739.032,"endTime":741.899,"body":"But not all servers recognize"},{"startTime":742.032,"endTime":744.132,"body":"Misc mixed case URLs."},{"startTime":745.299,"endTime":750.032,"body":"The best method is still to separate"},{"startTime":745.299,"endTime":750.032,"body":"any individual words"},{"startTime":750.365,"endTime":754.632,"body":"in a new URL with hyphens"},{"startTime":750.365,"endTime":754.632,"body":"and to include the keywords"},{"startTime":754.632,"endTime":757.665,"body":"that actually reflect"},{"startTime":754.632,"endTime":757.665,"body":"what the page is about."},{"startTime":758.632,"endTime":759.399,"body":"If you want to dig"},{"startTime":759.399,"endTime":764.365,"body":"in more into your URL structure,"},{"startTime":759.399,"endTime":764.365,"body":"best practices Search Engine Journal"},{"startTime":764.365,"endTime":767.865,"body":"has an excellent URL structure"},{"startTime":764.365,"endTime":767.865,"body":"guide that I'll link to in"},{"startTime":767.865,"endTime":770.565,"body":"today's show notes."},{"startTime":770.965,"endTime":772.665,"body":"Now, when it comes to your sub"},{"startTime":772.665,"endTime":777.965,"body":"pages, it's honestly on you to decide"},{"startTime":772.665,"endTime":777.965,"body":"whether they need to be nested"},{"startTime":778.299,"endTime":781.999,"body":"under their parents pages, URL or not."},{"startTime":782.865,"endTime":786.865,"body":"If that's a page"},{"startTime":782.865,"endTime":786.865,"body":"really only exists under the parent,"},{"startTime":787.665,"endTime":790.032,"body":"then you want to nest it."},{"startTime":790.032,"endTime":793.832,"body":"If not, and if it's linked"},{"startTime":790.032,"endTime":793.832,"body":"to from other pages, you don't have to."},{"startTime":794.732,"endTime":796.732,"body":"A little confused."},{"startTime":796.732,"endTime":800.765,"body":"A good URL structure for a parent page"},{"startTime":796.732,"endTime":800.765,"body":"can look something"},{"startTime":800.765,"endTime":805.232,"body":"like your website dot"},{"startTime":800.765,"endTime":805.232,"body":"com slash parent dash page"},{"startTime":805.565,"endTime":807.932,"body":"slash sub dash service."},{"startTime":810.199,"endTime":813.165,"body":"For all of the site maps,"},{"startTime":810.199,"endTime":813.165,"body":"I build my customers,"},{"startTime":814.299,"endTime":817.065,"body":"I include the URL in the sitemap."},{"startTime":817.732,"endTime":820.032,"body":"Does this confuse some of my clients?"},{"startTime":820.332,"endTime":821.299,"body":"Sure."},{"startTime":821.399,"endTime":825.732,"body":"But it also gives us a chance"},{"startTime":821.399,"endTime":825.732,"body":"to talk about these URLs"},{"startTime":826.032,"endTime":830.465,"body":"and make sure that we're on the same page"},{"startTime":826.032,"endTime":830.465,"body":"where the main topic of a page."},{"startTime":830.999,"endTime":834.699,"body":"After all, the world needs to reflect"},{"startTime":830.999,"endTime":834.699,"body":"the main subjects"},{"startTime":834.932,"endTime":838.265,"body":"of that page,"},{"startTime":834.932,"endTime":838.265,"body":"including the URLs in the sitemap."},{"startTime":838.265,"endTime":841.965,"body":"The review helps us"},{"startTime":838.265,"endTime":841.965,"body":"to hone in and communicate."},{"startTime":843.332,"endTime":845.432,"body":"Now, Step six"},{"startTime":845.432,"endTime":848.465,"body":"Finalize the site map with the client."},{"startTime":849.299,"endTime":853.632,"body":"OK, this is a bit of a given,"},{"startTime":849.299,"endTime":853.632,"body":"but your last step in creating the site"},{"startTime":853.632,"endTime":857.532,"body":"map and website structure is to review it"},{"startTime":853.632,"endTime":857.532,"body":"all with your clients."},{"startTime":858.532,"endTime":861.099,"body":"Is it hitting everything"},{"startTime":858.532,"endTime":861.099,"body":"they think it should?"},{"startTime":861.665,"endTime":864.799,"body":"Is everything in the order"},{"startTime":861.665,"endTime":864.799,"body":"from most important"},{"startTime":865.065,"endTime":867.832,"body":"to their business"},{"startTime":865.065,"endTime":867.832,"body":"and getting to clients to lease?"},{"startTime":869.232,"endTime":871.832,"body":"Talking it"},{"startTime":869.232,"endTime":871.832,"body":"through the lens of their overall goals"},{"startTime":871.832,"endTime":875.232,"body":"and objectives will help them"},{"startTime":871.832,"endTime":875.232,"body":"to understand what you're doing,"},{"startTime":876.365,"endTime":879.865,"body":"but it will also give them a clear picture"},{"startTime":876.365,"endTime":879.865,"body":"of where you're going"},{"startTime":879.865,"endTime":882.932,"body":"with their project,"},{"startTime":879.865,"endTime":882.932,"body":"especially if you're doing"},{"startTime":882.932,"endTime":885.665,"body":"some major revamps to the website."},{"startTime":886.665,"endTime":890.199,"body":"Make sure they sign off on the new site"},{"startTime":886.665,"endTime":890.199,"body":"map, too,"},{"startTime":890.765,"endTime":895.499,"body":"so that when things come up later,"},{"startTime":890.765,"endTime":895.499,"body":"you have that approval to point back to"},{"startTime":896.732,"endTime":897.332,"body":"now without a"},{"startTime":897.332,"endTime":900.765,"body":"site map and the proper"},{"startTime":897.332,"endTime":900.765,"body":"planning structure up front."},{"startTime":901.165,"endTime":904.365,"body":"You can end up building pages"},{"startTime":901.165,"endTime":904.365,"body":"that are outside of the scope"},{"startTime":904.665,"endTime":907.599,"body":"of the original project,"},{"startTime":904.665,"endTime":907.599,"body":"or you can spend time"},{"startTime":907.599,"endTime":910.999,"body":"creating pages"},{"startTime":907.599,"endTime":910.999,"body":"that a business doesn't actually need."},{"startTime":911.499,"endTime":914.332,"body":"Worse, you could be creating a website"},{"startTime":914.332,"endTime":916.699,"body":"that's more complex than it needs to be."},{"startTime":917.465,"endTime":922.232,"body":"It's 100% worth"},{"startTime":917.465,"endTime":922.232,"body":"the time to work with your client"},{"startTime":922.499,"endTime":926.765,"body":"and plan everything out"},{"startTime":922.499,"endTime":926.765,"body":"and get the structure in place"},{"startTime":927.165,"endTime":929.865,"body":"before you start writing, copy"},{"startTime":930.199,"endTime":932.332,"body":"or thinking about design."},{"startTime":933.232,"endTime":935.099,"body":"It'll only."},{"startTime":935.099,"endTime":938.299,"body":"It will not only save you money"},{"startTime":935.099,"endTime":938.299,"body":"and make your website"},{"startTime":938.299,"endTime":941.399,"body":"creation process"},{"startTime":938.299,"endTime":941.399,"body":"more profitable in the long run,"},{"startTime":942.032,"endTime":945.032,"body":"but it'll improve the end result"},{"startTime":942.032,"endTime":945.032,"body":"you're creating to"},{"startTime":946.099,"endTime":946.599,"body":"now ."},{"startTime":946.599,"endTime":949.465,"body":"Thank you all"},{"startTime":946.599,"endTime":949.465,"body":"for tuning in to this episode today."},{"startTime":949.765,"endTime":951.799,"body":"I hope to see you all again next week."}]}