As a business owner with a web presence, you might have read and heard a lot about the importance of structuring your site in a way that helps to place it higher in the search engine rankings for popular and relevant keywords. What does that mean in practice?
Any reputable online digital marketing experts will tell you that the interests of the search engines and those of ordinary users go hand in hand, so an ‘SEO-friendly’ site structure will also ultimately be a user-friendly one.
With that in mind, here are some of the things you’ll need to think about from an SEO perspective when planning the structure of your site.
How does good site structure make a difference?
The importance of a clear site structure should never be understated. Yes, it’ll help your site’s visitors to quickly adjust to your site and find what they’re looking for, but it’ll make the job of search engine crawlers easier, too.
A well-structured site therefore tends to be ranked more quickly and easily, which is an especially important consideration if your site has multiple levels of page hierarchy, as tends to be the case with ecommerce sites and business catalogues.
A carefully thought-out site structure also aids your efforts to avoid duplicate pages and therefore duplicate content, which can attract search engine penalties. If your users find your site easy to browse thanks to it being well structured, it’s more likely that they will actually purchase your products or services and come back to your site time and time again.
Which parts of my site structure do I need to focus on?
As you might imagine, the way in which website structure intersects with the fields of SEO and web design makes it especially crucial to work with online digital marketing experts who possess the right expertise in both areas when you are structuring your own site.
Thankfully, our seasoned professionals here at PENNInk Productions are precisely that. They will therefore be able to work with and guide you on the vital structural elements to incorporate into your site. These are likely to include the homepage, the main sections and finally the pages – such as the item descriptions, blog articles and the likes of the ‘contact us’ page – that constitute the lowest level of hierarchy. Subsections and sub-domains may also be needed for larger sites.
Amid all of that, you’ll also need to appropriately research and distribute the right keywords throughout these various levels of your site, and optimise such easily overlooked aspects of your site navigation as your page URLs and internal linking with SEO and user-friendliness in mind.
That’s a lot to attempt to cover in a single blog post, so to get started, why not contact our online digital marketing experts directly?
Work with some of the most renowned specialists in website design and SEO
Whether you are looking to redraw and re-jig an existing site structure or wish to have a new online presence for your business established from scratch, PENNInk Productions can provide the highly informed and tailored website design and SEO solutions to suit.
Simply call 020 8144 7931 today to get talking to our professional and friendly team.
Edward Solomon has over 15 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.