When most people think of SEO, they think of keywords.
The truth is that keywords are only a drop in the SEO sea.
Website structure is one of the most crucial aspects of a site’s SEO performance.
It’s also one that is often overlooked.
Before diving into the tips, let’s examine why structure is so important.
Just like a book or movie script, the structure of your site needs to be logical and flow from one page to another.
Not only it improves the user experience but also helps search engines with crawlability.
A disorganised, un-structured site does 3 things:
• confuses people making them leave your site in a hurry
• wrong content may be crawled and indexed
• some pages may not be accessible to Google bots
The first point has a lot to do with dwell time which is the length of time spent on your site.
Put simply, it signals to Google how useful your content was to readers.
So if your website is not user-friendly then people won’t have the patience to stick around.
This, in turn, negatively impacts your dwell time metrics.
To learn how to create the best website structure that provides you with the best possible result then keep reading.
A pyramid structure is a type of method used to structure your site effectively so that it appeals to both Google and users.
Your website should contain several levels and resemble something like this:
• Main sections or categories (navigation or menu bar)
• Subcategories (submenu)
• Individual pages or posts
The top-level should always be your homepage and below that are the main sections or categories.
Subcategories provide users with a range of options within a category.
E-commerce sites with multiple products use a lot of subcategories. This is known as a mega menu.
Lastly, you have individual pages or posts which are information specific to a category or subcategory.
A great structure for SEO means that your content is free from duplication.
Meaning pages, products, posts with content that have the same or similar wording.
Duplicate content can cause issues for search engines as they don’t know which page to crawl first.
This may come as a surprise but search bots like Google can only search a set number of URLs in a given period.
To avoid valuable content being overlooked, you can do one of the following:
• apply a REL canonical tag (ask your web developer for help if you need it)
• create content that is unique so your website becomes crawlable and valuable to users.
Think of your homepage as the highlight reel.
You want people to see the best of your testimonials, most-read blogs, etc.
Even though you may have these listed on your menu, you should give readers multiple routes to your content.
This goes for other pages as well.
So let’s say you’ve written a blog on ways to maximise your income stream, then link that to your service page.
People explore websites in different ways which is why you need to make your text, icons, images and buttons clickable.
“give readers multiple routes to your content.”
An effective structure is a well-balanced website.
If you have run an e-commerce site selling multiple products, ensure that you don’t have a subcategory dedicated to a single item.
Unless of course, you’re expanding your stock line then consider merging it with another category.
Put simply, these do not belong together and are best suited elsewhere like the footer.
The thing to remember is that the About page is where you talk about what your business can do for clients and then a little about yourself.
As with all copy, use a header hierarchy (H1, H2, H3) to separate topics in order of importance.
Improving your SEO has a lot to do with structuring your website so that search engines and readers can navigate seamlessly.
Remember, everything has to flow from the top down – just like a pyramid.
Give readers multiple routes to the different sections of your site.
Group similar content together and create equal subcategories.
Lastly, ensure there is no duplicate content.
Slickplan is a website planning tool that allows you to structure your site with ease.
So if you’re a visual type of person then this is perfect for you.
Now go forth and start structuring your site that appeals to humans and search bots.
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I’m a friendly and experienced Brisbane-based copywriter helping businesses and brands by positioning them as the solution to their customers.
I write all forms of content using clever, educational and conversational copy at an affordable price.
As a Justice of the Peace (QUAL) you'll find me volunteering regularly in my local community.
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