Earlier, having a neat-looking website and strong marketing was all you needed to run a successful business. However, over the last couple of years, the focus has shifted to organic search and high SEO ranking.
You now need a perfect website architecture that allows the search engine to crawl your platform and decide whether it meets the industry’s standards. If your website hasn’t been performing well, it might be time to review its structure and make some vital changes.
In this article, we’ll talk more about site architecture and its importance in search engine optimization. We’ll also cover the aspects you need to pay attention to, no matter if you’re building or re-building the website.
If we solely focus on SEO, there are three main reasons why your website needs to be properly structured:
While the last one might not directly influence your SEO, it will significantly improve your visibility and augment organic traffic.
Essentially, two types of website structure exist — flat and deep. The flat structure implies users can reach any page on the site in four clicks or less. On the other hand, a deep website structure means you’ll need more than four clicks to reach the wanted page.
As far as SEO is concerned, the flat website architecture is better simply because Google spiders will find all the pages on your site. Additionally, having a shallow site structure enables link juice to flow through the pages and increase their rankings.
Although some people wouldn’t agree with the flat structure approach, the importance of link juice is undeniable. Therefore, having a well-developed interlinking and backlinking scheme helps the value or link authority pass from one page onto another, resulting in better ranking and higher domain authority.
If you’ve decided to up your game and work on reaching the first Google page more, certain aspects of the website — like website hierarchy, internal and external linking, URL structure, backlinks, and overall optimization — are non-negotiable.
Below, we will discuss what you should pay attention to when re-creating your website structure further.
One of the first things to check is the website hierarchy. The homepage should be the starting point from which visitors can find other pages. If the order makes sense, your customers will be able to easily navigate the platform.
URL structure is another aspect that can heavily influence your website’s success. When creating URLs, make sure they match all the categories on your site and follow the same structure. Having URLs with different forms won’t bode well for your site.
We’ve already mentioned the importance of link juice. The easiest way to achieve a perfect juice flow is to ensure your internal linking is flawless. If all your pages are interlinked, the Google spiders will easily crawl through your website.
Additionally, your platform should feature external links that lead to high-authority pages and websites. That way, the link authority will pass from one page to another. These links are also known as backlinks, incoming, or inbound links.
Their significance surpasses internal links because Google sees backlinks as votes by other sites, which guarantees your website is of high quality. Pages that feature many backlinks tend to have a better organic search engine ranking, which we aim to achieve.
Whether you’re doing a redesign or starting from scratch, website navigation is something you must think about. Having a clear navigation system in place will ease your website’s crawlability, and it will heavily influence user experience.
So, when working on website navigation, create a diagram and visually organize all the information. Not only will it anticipate user experience, but it will also help generate a hierarchical system and improve the site’s performance.
The entire point of SEO is to have a fully-optimized platform, which now has a much broader meaning and implies many actions, including keyword research, user intent, mobile-friendliness, page indexing, analytics, etc.
Naturally, you should always have in mind that you’re creating content for your audience’s needs, not Google’s. Still, if you want your platform to survive in this highly-competitive climate, you need to respect the ground rules of SEO and make sure all your website pages are on the same level.
Structural inconsistency can only harm your site’s rankings and performance. If you notice your platform has some deep categories with heaps of sub-pages and others with only a few, you need to recategorize the entire website and turn it into a coherent entity.
Additionally, not having a consistent website architecture will make it more difficult for users to find what they’re looking for. So, when generating content for your website, make sure the same form is used. For example, all articles need to have headers, sub-headings, footers, navigation bars, sidebars, etc.
Earlier, people could easily manipulate search engines and ramp up their rankings with keyword stuffing, dozens of links, etc. However, the engines now use more sophisticated algorithms, which help them recognize spam content easily.
Therefore, you should be thoughtful and moderate when keywords are concerned. You don’t want to gather negative points for using irrelevant or misleading keywords to attract visitors or rank higher.
If you’ve realized you need a website re-build or if you’d like some help with tackling SEO practices, we’re more than happy to lend a hand. Our team of experts uses the best SEO tools to help clients create websites with higher quality and better chances of reaching great rankings.