Page vs Post & Technical Content SEO

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If your website uses WordPress or a similar Content Management System (CMS), the option to create an article as a page or blog post can be confusing. Even more-so, deciding on where to “put” that page on the website becomes a chore unto itself. In terms of SEO, these decisions have had a significant impact on your ranking. So, let’s dig in, and hopefully, I can clear the air a little bit for you.

Should this be a page or a blog post?

If your website uses WordPress or a similar CMS, then you have most likely asked yourself if an article you are writing should be a blog post or a page. You’re not alone, and the truth is that most website owners get this wrong. Here’s is a quick question to ask yourself that will help to determine how your pages should be set up.

Is the content timely?

If you are publishing a company announcement, an opinion on a current event, or a diary entry then you want to be posting a blog. When blogs first started, they were just online diaries. Now think about a diary from when you were a kid. Oh, you didn’t keep a diary? Well, if you were like me, then you stole your sister’s diary and read that! Either way, I’m sure you know what a diary is and you’ve stumbled across one before. Most entries started with what? A date in the corner. Why? Because the entry was about what happened that day. They are timely.

If you are creating content to support a product or service, they are most likely not blogs.

Read that again.

So, let’s jump into a couple of scenarios that might help to clear things up.

  1. You are a doctor who offers mommy makeovers as a service. You create a piece of content about how to prepare for a mommy makeover. That content is not a blog. That type of content supports your mommy makeover page.
  2. You’re a criminal defense attorney. You have a practice area page about DUI defense. You create a piece of content about the reliability of specific BAC tests. That content is not a blog. That content is a supporting article. This content supports your DUI page and is not timely.
  3. You’re a personal injury attorney. Yesterday two trains collided. You write content in regards to the accident, your opinion on liability, and also use a paragraph to discuss your train accident practice area. This one is a little more tricky, but it is a blog. Even though the blog does support the train accident practice area, the majority of the content is timely.

Proper URL Structure of Supporting Articles

So, you have a good piece of reliable content that you’d like to add. You’ve determined that it is not timely and supports a service or product. Now what?

First, you want to make sure that you are using the correct URL structure. A properly structured URL hierarchy helps search engines make sense of what pages associate with each other. Let’s take a look at a few URLs:

URLs With No Hierarchy


It is difficult to determine that these pages are apart of a more extensive page or if they are the primary content of that topic. Instead, make the supporting pages “children” of their “parent” topic.

URL With Proper Hierarchy


With the correct hierarchy, you can see that the “how to prepare” article is related to and a subtopic of “mommy makeovers.” Similarly, by looking only at the URL, you can see that “bac test results” is an article in regards to and in support of a “DUI defense” page.

Proper URL Structure of Blogs

The appropriate structure of a blog is highly debatable. Some argue that all of the blogs should be on the same level as the URL. In this manner, a blog titled “The future of permanent makeup” would have a URL structure of:
And a blog about “Outdated rhinoplasty practices banned in EU” would also have a URL structure of:

The other side of the debate is that a blog should be categorized similar to that of supporting pages. Let’s use our previous examples. Our permanent makeup blog could have a URL structure of:
And our rhinoplasty blog would follow the same concept with a URL structure of:

So, what is the best method? The answer is both or neither.

There is no one best way. If your blog is only about makeup, then having all blogs on the same level would make sense for both people and search bots. If your blog is about plastic surgery, and you have blogs about multiple subtopics, it might be best to categorize by subtopic or tag.

How do you know what will rank best for your blog structure?

If you’re wanting to know what URL structure will have the best chance of ranking well, ask Google. This scenario is when competitive analysis come in handy. Grab a dozen or so keywords that you want your blog content to achieve high rankings.

Next, search and note the URL structure of those blogs that have achieved high rankings. Notate your results and see if there is a bias within your industry for one structure over another.

Bringing It All Together

The proper URL structure is vital for the user’s experience when viewing a raw backlink as well as valuable for search engines to understand how your pages relate to one another. By giving your URL structure a logical hierarchy, you are making it easier for Google to understand your website and its pages better. Plus, finding how to structure your URLs is easy; all you need to do is a little competitive analysis.

Matthew Post

Beginning his career as a website developer and SEO in the late 90s, Matthew Post takes a data-driven approach in SEO and CRO. In 2018, he co-founded SEM Dynamics to focus on his passion for assisting local businesses increase their reach.

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