I've got a lead generation site for forklift parts--liftxparts dot com. You can think of it similar to car parts, where we have sections for specific brands (e.x. Toyota forklift parts) and sections for specific categories (e.x. forklift filters).
Right now, the site is structured in two main levels: the top level is a dozen or so brands (separate pages for Toyota forklift parts, Clark forklift parts, etc), and then the second level is the categories (separate pages for a dozen or so different categories like forklift filters, forklift engine parts, etc.).
If you check out one of the pages, like Clark forklift parts for example (our top landing page)--liftxparts dot com/clark-forklift-parts.html, you'll see that on the brand pages (they're all structured the same), we list all the different categories (with links to the same second level category pages) and "search" buttons. All pages point to the same lead capture form.
This has been working pretty well--about 90% of visitors end up on our lead capture form, and a high percentage of those convert. We're working on increasing organic traffic now and I'm thinking our structure could use some improvement.
Looking at the analytics, there are a lot more impressions for keywords like "clark forklift" than "clark forklift parts". One gap I've uncovered is while our average position, and by extension CTR, for phrases like "clark forklift parts" is quite good, it's not so good for broader and higher searched terms like "clark forklift". Should we add another level of hierarchy targeted to just general brands? So now we have content for clark forklift parts, but should we add a page for terms like "clark forklift"? Or should we just add some broader content to the existing brand pages? The pages are quite long already, I'm afraid adding more content to the bottom of the page isn't very functional.
Our thinking is that we can increase average position for higher searched terms by adding content targeted to those terms. The question is how exactly to go about it and how to work it into our current site structure?
Any feedback related to our site structure or even just related ideas about other ways to approach our goal of increasing organic traffic would be very much appreciated!