In the world of digital marketing, there is an abundance of terms often used that might just go straight over your head. Here at Knee Deep design, we’re not big on overcomplicating things and confusing clients, that’s why in this latest post, we’re breaking down the basics of site structure so that you can understand why it’s important for your business.
Site structure forms a vital aspect of your overall SEO strategy. The structure of your website helps search engines to determine the pages of your site that are most important, meaning that you can influence which of your pages and articles will rank highest in the search results. Simply put, site structure allows you to organise the content on your website so that you can influence search results and ultimately benefit your users so they can navigate your content with ease.
There are three fundamental reasons why the structure of your site is important for both search engines and users.
1. The better the structure, the easier it is for search engines to crawl your site
Search engines crawl websites by following both internal and external links to determine the relationship between various pages. If your site is structured well, it will help a search engine to understand the content on your site and how it can benefit the user, improving your chances of ranking higher up the search results.
2. You won’t have to compete with your own content
Without realising, you might be competing with your own content when it comes to ranking in search results. If your site isn’t structured properly, you may have blog posts or articles that are the same topics as your products and services. It is important to prioritise which page you’d like to appear first. If you don’t specify which posts are most important, they will likely end up competing for the top spot. In order to prioritise content, you’ll need a good internal linking structure.
3. The structure of your site is important for UX
UX refers to User eXperience, just in case you didn’t already know. The structure of your website is not only important for search engine rank but also navigation. If your website is all over the place, it will deter users from converting. A good UX will encourage purchases, sign-ups and return visits, not only is that great for business but search engines like well-performing sites too!
Now, like all aspects of digital marketing, nailing your site structure can take time. Whether you opt to remove old content, revaluate categories, improve your internal linking structure or go for a complete website overhaul, it’s important to first of all, understand the importance of doing so. Hopefully, this post has helped you to do exactly that. Stay tuned for our next post where we will take a closer look at link building strategies so we can break the complicated concept of SEO down into bitesize, uncomplicated pieces for our readers.