Challenge: Disorganized Site Structure Hurting Local SEO
Challenge: Disorganized Site Structure Hurting Local SEODuring an SEO audit, Hurrdat found that Diventures’ swim and other service location page URLs were not organized under the /locations/ folder. This URL structure could’ve been sending Google lower relevance signals and, therefore, reducing visibility of those pages in local search results. Hurrdat identified how to restructure the site hierarchy in a more logical and scalable framework to improve local search visibility for the swim school.
Solution: Changed URL Structure for Service Location Pages
Hurrdat restructured Diventures’ swim and service location page URLs to align under the /locations/ directory. This process included:
- Redirecting old URLs to the new structure
- Updating internal links to reflect the changes
- Optimizing anchor text
- Adding new strategic links from relevant pages across the site
Hurrdat’s SEO Manager, Molly Q., further explains the team’s approach:
Our SEO team conducted a deep dive into the site’s traffic patterns and URL structure. We noticed that location pages were a major driver of organic traffic and visibility for the site. This insight revealed an opportunity to restructure service location pages under the same /locations/ hierarchy to leverage the strong performance of these pages. By integrating the swim and other service pages into the /locations/ hierarchy, the site capitalized on an already well-performing section of the website. Our approach ensured more relevance for local search queries, increased traffic potential, a higher likelihood of ranking improvements, and a scalable structure for future growth, making it easier to add new service location pages while maintaining consistency.
Results: Increase in Organic Clicks & Impressions Month Over Month
A month after we launched the URL changes, we observed a significant improvement in local search visibility for all service-specific location pages.
- 96% increase in organic clicks MoM
- 50% increase in organic impressions MoM
After the first month, impressions and clicks kept increasing, matching the start of peak swim season searches.
Key Takeaways From Reorganizing Swim School Site Structure
During this project, we learned:
- A well-structured URL hierarchy positively impacts organic visibility by improving relevance signals and crawlability
- Reinforcing swim pages with targeted anchor text across the site helped drive further engagement
Our findings suggest that the improved URL structure not only benefited Google’s crawl efficiency and rankings but also helped capitalize on seasonal search demand. By implementing structural SEO changes ahead of peak search periods, seasonal industries can amplify organic growth.
Need help with technical SEO from industry experts? Hurrdat Marketing’s expert team can help. We offer comprehensive digital marketing services, including SEO and web development, to increase your website’s performance. Contact us today!
