In order to structure a site properly, we silo the content into (virtual) vertical columns, or pillars. We call these content pillars.
The advantage of this is that the search engines will clearly know what the site is about, and we believe this helps with keyword ranking in the organic search results.
We also use this research to set up “organic power centres” on your site to help bring in organic traffic.
Note though that can only set this up – it is the client who writes the content for the site ongoing – so it is up to the client to carry on what we started. We provide full instructions on how to do that.