This case is situated within the context of an organizational website that was already in active use.
The website had been designed and developed prior to the integration of SEO principles and information-structure considerations as part of a broader digital strategy.
Many organizational websites are originally developed to support basic information dissemination or brand representation, with primary emphasis placed on visual presentation or internal usability rather than search-oriented information architecture.
In this case, the website contained an existing body of content; however, the page structure, content hierarchy, and internal linking logic were not aligned with either user navigation behavior or search engine interpretation.
The website structure had already been established and could not be fully redesigned
The content management system (CMS) imposed technical limitations
Time and human resources available for website modification were constrained
The implementation of SEO improvements in this case was governed by several constraints:
A complete website redevelopment was not feasible
Modifications had to preserve existing functionality and organizational brand integrity
Decisions needed to prioritize long-term structural sustainability over short-term performance gains
These constraints required an approach to SEO that emphasized structural judgment and prioritization rather than isolated tactical adjustments.
Rather than beginning with keyword optimization or the creation of new content,
the process started with a systematic evaluation of the existing website structure
to identify elements that limited accessibility, clarity, and interpretability.
The execution approach included:
Analyzing the site’s information architecture and content hierarchy
Improving content categorization and internal linking where system constraints allowed
Prioritizing adjustments that would most significantly enhance both user experience and search engine understanding
Each decision focused on addressing structural necessity rather than attempting comprehensive optimization across all elements.
This approach resulted in a clearer and more coherent website structure:
Content became easier for users and search engines to navigate and interpret
Redundancy and informational ambiguity were reduced
A more stable foundation for long-term SEO development was established
The outcomes were evaluated not solely through ranking metrics, but through the website’s improved structural integrity and content governance.
This case illustrates that SEO is not merely a process of keyword adjustment or tactical optimization, but a form of long-term information system design.
Working within the constraints of a legacy website requires structural thinking,
careful prioritization, and an understanding that choosing not to modify certain elements may, in some contexts, be more valuable than attempting to optimize everything.
Aur-Anggoon Aiempaphad (Peach)
Digital Marketing & PR Practitioner
Practice-led | Execution-focused
89/213 Soi Sukhumvit 64, Phra Khanong Tai,
Phra Khanong, Bangkok 10260
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