Having a correct website structure is crucial for both you user friendliness as SEO. Many websites miss this, which means that visitors cannot find what they were looking for. This ultimately also has a major impact on the conversion rate of a website.
In addition, Google also uses your website structure and internal links to crawl your website. If Google cannot find a number of pages due to your website structure, this is a missed opportunity.
In this article I will take you through the website structure. I explain what it is and why this is important for your users and SEO.
Website structure for user-friendliness
The website structure is extremely important for the overall user-friendliness of a website. When users can easily find what they were looking for, this often stimulates the number of conversions. You navigate your visitors through your website through a transparent website structure.
On the other hand, if this is not the case, chances are that they will go to your competitor. A complicated website can lead to frustration and a negative experience with your company and brand.
Website structure and SEO
The website structure has a huge impact on the SEO of a website. There are roughly three reasons for this:
- It helps Google to understand a website: The way your website structure is structured gives Google hints about what pages are about. In addition, the structure shows which pages are the most important and which are less important. If many internal links point to one page, this is an indication that valuable content is displayed here.
- 2. It prevents keyword cannibalization: Keyword cannibalization is the phenomenon that two pages within a website "fight" for the same keywords. This is prevented by a good website structure where each page has its own keywords. Keyword cannibalization is common on websites with articles on almost the same topics. When Google knows exactly which page is about which topic, this does your SEO well. It allows the pages to rank for the right keywords without having to fight each other.
- Changes to a website are processed faster: Websites change continuously: Products are removed or added, articles are posted or blogs are changed. If your website structure is in good order, Google will crawl your website more often and more easily. This means that changes within your website are picked up and indexed faster.
These are three crucial reasons that the website structure is important for the seo of a website. But what does a correct website structure look like?
The right website structure
The ideal website structure has a number of characteristic features. I will explain this one by one below.
From the homepage
From the homepage the visitor should be able to easily go to a number of important pages. This is done in a kind of pyramid shape. The category pages of a website are often made accessible from the home page.
From the category pages it is possible to go directly to the different products. For larger companies it often means that the visitor must first go to a subcategory.
Each category must have approximately the same size. When one category is much larger than another, it must be subdivided into two categories. You can assume that one category cannot be twice the size of another.
Internal link structure
The internal links of a website have a large share in the overall website structure thereof. With internal links you can send visitors from one page to another relevant page. This ensures that the visitor can easily find what he or she is looking for.
It is important that you find internal links on every page. This makes it always possible for the visitor to go through the website. For example, from the home page there are links to the category pages of a webshop. From the category pages of this webshop you can then put links to product pages.
These internal links are not only used by visitors. The internal links are also used by the Googlebot. The Googlebot uses the internal links in the same way as the website visitors: To go from page to page. If there is a page on a website without links to it, it cannot be indexed correctly either.
To allow the user to continue on the website you can put links to other products on the product pages. In this way you make every page of your website accessible to the user and crawler.
The website structure has a huge impact on the SEO of the website. By clever use of the website structure, the right pages can occupy a more important place on the website (and in the search engines). In addition, the user-friendliness of the website can be improved.