Do you have a content problem?
Content chaos is the silent productivity killer plaguing websites of all sizes. Information is scattered across dozens of disconnected pages. The same content is duplicated in multiple places. And with every new addition websites become more unwieldy than a toddler on a sugar high.
What makes this especially frustrating? Your team is creating valuable content. You're investing in your digital presence. But the traditional page-by-page approach to websites is working against you.
This guide is here to help.
The Structured Content Solution
Structured content is the answer to your website organization problems. Instead of thinking about your website as a collection of pages, think of it as a network of interconnected content pieces—each with a specific purpose, consistent format, and clear relationships to other content.
"If you’ve ever used Netflix or Amazon, congratulations! You already have firsthand experience with structured content. It's essentially just a categorization system you probably use all the time, without even thinking about it."
Diane Samuelson
Lead Project Manager at Yoko Co
If "structured content" sounds technical and intimidating, consider your Netflix experience. Behind that streaming interface lies a sophisticated content structure that you navigate effortlessly every day (or whenever a new episode of Bridgerton drops).
- Content is classified into clear categories ("Action," "Comedy," "Documentaries")
- Each title has a consistent set of attributes (release year, synopsis, cast, etc.)
- Relationships between content drive recommendations ("Because you watched..." “More movies starring Nicolas Cage…”)
This structure feels natural because it mirrors how we think. You don't need to understand the technical implementation to appreciate how easily you can find and enjoy the Great British Bake Off.
Your website can—and should—work the same way. Minus the biscuits.
What makes structured content so great, anyway?
Traditional websites are built around pages: homepage, about page, contact page. This approach often works for small sites, but as content grows, it can lead to siloed information that's difficult to maintain and navigate. This is where structured content can make all the difference. Here's how:
- It Mirrors How People Actually Think
Visitors don't think in terms of "pages"—they think in terms of topics, questions, and connections. Structured content organizes information the way human brains work. - It Creates Consistency by Design
When content is centrally managed and reused (rather than duplicated), consistency happens automatically. All you gotta do is COPE - “Create Once, Publish Everywhere.” - It Empowers Discovery
Well-structured content creates multiple pathways to discovery. Whether someone is browsing by topic, searching for specifics, or following related content links, they can find what they need. - It Increases Your Digital ROI
The same content can be efficiently published across websites, social media, email, and other channels—without duplication of effort. - It Future-Proofs Your Digital Presence
As new platforms emerge and user expectations evolve, structured content adapts more easily than page-based approaches.
The best part? Implementing structured content doesn't require technical expertise from you. It starts with a simple shift in how you think about your content—from isolated pages to connected pieces in a meaningful system.
How Structured Content Applies to Your Website
The first step is shifting from "page thinking" to "content thinking." Rather than focusing on one page at a time, content thinking focuses on content types, or the distinct categories of information you share (services, team members, case studies). Think about the content you have and then ask yourself:
- How do you naturally mentally organize this content? Why?
- What are the things that make some content different from others?
- What similarities do you notice across individual pieces of content?
- How do you want people to go about finding your content?
- How do different content pieces relate to each other?
This shift in thinking is your first practical step. But to make this approach work, you need a system for organizing and connecting all these content pieces. That's where taxonomy comes in.
“When you use taxonomy correctly, it makes navigation effortless for users. They find what they’re looking for intuitively, and everyone is happy. And bad taxonomy? Well… let’s just say you’re probably gonna get some angry emails.”
Ray van Hilst
Director of Client Impact at Yoko Co
Taxonomy & Attributes
In short, taxonomy helps users find a thing, and attributes help them understand what it is. To explain this, let’s go back to our Netflix example:
Taxonomy is the classification system that organizes titles into categories. In this case, Netflix might want to organize their titles by type, genre, or audience. Within these categories, there are specific groupings, called “Terms.”
Attributes are the specific characteristics or properties that are applicable to each title. For example:
- Movie Title
- Director
- Synopsis
Each of these attributes will have a value, but that value will likely be unique to each item of title – that uniquity is a major part of what separates attributes from taxonomy. They help you understand what the item is, but probably don’t help you locate it in the first place.
Taxonomy Tips
Here are a few ideas to help you start to develop your own taxonomy system.
- Focus on user needs, not organizational structure
Your internal department divisions rarely match how users think about your content. Build taxonomies around user mental models instead. - Use the “10 rule”
A taxonomy term is usually worth considering if it contains at least 10 pieces of content, or 10% of your content. Too few items make a category unnecessary, and having too many categories can quickly get unwieldy. - Use familiar language
Avoid jargon and internal terminology. Use the words your audience would naturally use when looking for information. - Allow for multiple pathways
The same content often belongs in multiple categories. A title on Netflix might be categorized by audience, genre, and type, all at once! Allowing a user to use filters to only see Family comedy movies helps them find what they’re looking for very quickly. - Build for the future
Consider how your taxonomy might need to expand as your content grows. How would Netflix categorize a short film? Or a live sporting event? Does the taxonomy system easily allow for this?
Real-World Examples: How Structure Transforms User Experience
The hardest thing about structured content is navigating the disconnect between the conceptual stage and the final form. So, let’s demystify this and take a look at some real-world examples.
Oceanic Society
The Oceanic Society offers wildlife conservation trips worldwide. By structuring their content around trip types, locations, and wildlife experiences, we created multiple pathways for discovery. A visitor interested in sea turtles can find all turtle-related trips, regardless of location. Or someone planning a trip to Belize can easily see all available experiences there. This interconnected approach makes relevant information instantly discoverable.
Animal Welfare League of Arlington
The Animal Welfare League of Arlington deals with constantly changing content—pets available for adoption. We helped organize their adoption profiles by taxonomies and attributes like size, age, gender, and special needs. This allows potential adopters to filter for exactly what they're looking for and makes it simple for staff to update information as circumstances change (and fur babies find their forever homes!).
“Structured content makes running a website so much easier. It keeps teams sane by prompting them to include key details, stick to an organization system, and make updates quickly. Do it right, and I promise your future self will be infinitely grateful.”
Bree Richmond
Director of Strategy at Yoko Co
Practical Implementation Steps
Okay, at this point, you probably understand structured content, you get taxonomy, and you’re an attribute pro. What now?
Step 1: Identify Your Content Types
Rome wasn't built in a day, and neither was Netflix's recommendation algorithm. Start with one content type and build from there. Your future self will thank you for not trying to boil the ocean. A good content type candidate is something that:
- Can be applied to multiple pieces of content
- Could benefit from standardization
- Aligns with how a user might mentally group your content
Step 2: Map Your Classifications
For each content type, list 3-5 ways people might want to filter, sort, or browse this information. Consider:
- Categories or types within this content (genre, audience)
- Audience segments who use this content differently (kids, families, adults)
- Status indicators (new, most watched, exclusive)
Step 3: Define Consistent Attributes
For each content type, make a list of all of the information that should be included on each individual item. This might include things like:
- Description
- Featured Image
- Date (for events)
Step 4: Plan for Growth
Ensure your structure can evolve without requiring a complete overhaul. Test your structure's flexibility by asking:
- If we added ten new pieces of content, would they fit into our structure?
- If we added a new service line, would it fit into our structure?
- If we wanted to reach a new audience, would we need to adapt to accommodate them?
Step 5: Measure and Communicate Success
Track the impact of your structured content implementation to build support for broader adoption. Look for these metrics before and after implementation:
- Time spent updating content
- User engagement with structured content vs. traditional pages
- Search rankings for targeted terms (structured content helps search engines find your content better, too)
From Structure to Success
The shift to structured content transforms how your organization creates, manages, and delivers the best experience for your users. You’ll help them find what they’re looking for faster and with less frustration, which leads to better engagement, improved conversion, and, ultimately, a bigger impact for your mission. That’s why getting it right is so important.
As for your content team, the benefits are equally significant. They'll spend less time on repetitive updates, have clearer guidelines for content creation, and enjoy more efficient workflows. This translates to more time creating valuable new content instead of maintaining existing information.
You don't need to be a technical expert, you just need to start thinking differently about your information— and you can transform content chaos into clarity.
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