Now, more than ever, SEOs are facing challenges with site navigation and structure. As Google continues to get smarter in its ability to understand page content, authority, and trust, more pages of your site have the opportunity to rank for different keywords. However, without the proper link juice being passed to these "rank pages," the chances of ranking become slimmer. Without influence in the design phase, there is little SEOs can do to correct a weak site structure outside of completely overhauling your website (a task that would likely also require cooperation from your web developer). However, a site built around an SEO strategy can greatly improve your chances of ranking for multiple keywords in multiple markets. Home builders certainly face this challenge when building in multiple communities throughout a major metro area. On the one hand, it's tempting to compete for the traffic coming from metro-related keywords. On the other hand, the sum of traffic from every smaller city could be just as beneficial. But typically, we only see the home page ranking, and we can only optimize a home page for a couple of keywords. Without a hierarchical site structure, all the link juice and page authority of the home page gets divided into every page of the site. With a home builder site that contains multiple communities, floor plans, photo galleries, and inventory pages, the page authority passed down from the home page is whittled down to almost nothing. A better SEO strategy for a builder website would involve determining pages that could be designed, built, and optimized for specific keyword phrases. Instead of linking to every page of the site from the home page, link only to this second tier of pages--the ranking pages--in order to preserve more of the page authority and link juice coming from the home page. A simplified illustration of that concept would look something like this: Keep in mind that the optimization and structure of a site won't necessarily be enough to earn you a spot on Google's page 1. You will likely also need to employ a content amplification strategy through link building, inbound marketing, and possibly blogging. Building a site around an SEO strategy will, however, put you in a much better position for being successful in the search rankings.