Having good website architecture makes it easier for users and search engine crawlers to find and move through your site without any difficulties, effectively enhancing your Search Engine Optimisation (SEO). Your website is the foundation for the success of your business, it’s the one platform that you fully control and can express your brand voice and values. Therefore, making sure people can find your website and the pages within is extremely important. SEO has the reputation of being scary, complicated and expensive however the importance of it outweighs the negatives, by investing in your SEO it will help your website perform better but also increase your sales.
The main goal of SEO is making sure Google has all the correct information to present your website to potential customers, one of the main things is your website architecture. This blog will outline how to enhance your website architecture to help increase your SEO rankings.
What Is Site Architecture?
Site architecture is fundamentally the structure of your website. This includes everything from pages, menu layout and the internal links you use between your website pages. A good site structure will create a great user experience. When you take away the aesthetics of a website (colours, fonts, graphics etc.), a good website design is about the structure. People’s minds love cognitive equilibrium, which is being able to logically put pieces together and finding what they want. Therefore a strong site structure is cognitively satisfying to users.
In a world where everyone is in a rush, people don’t like searching for things for a long time. When structuring your website, you must make sure that it’s easy to navigate as it is crucial for retaining your visitor’s attention, because if you don’t, they will bounce off in seconds. If your bounce rate is high then search engines like Google will not think highly of your site and you could rank lower.
Essentially, your website architecture is the overall map of your website, as it shows the connections between pages and the more content on the site, the more complex it can be. Take for example a complex website like apple.com/uk/. It’s a massive website filled with loads of content from different products, with subpages and internal links. Their site architecture serves a purpose to their users as it is laid out extremely well so visitors can find exactly what they are looking for. But also it is well structured enough that Google will favour it.
Why is Site Architecture Important For Your SEO
When search engines like Google examine your website, it’s called “crawls” as it analyses and assesses how highly ranked your site should be. The crawls will always start with the homepage as everything comes from there, the hub of the website if you will. Designing your site so it is easy to crawl is essential to ensure that Google is able to understand the main points of your site and how it can help with people’s searches. When Google presents webpages in search results it’s because it has crawled the website and identifies the page relevant to the search term.
So how to make your website rank higher? By deliberately structuring your site in an easy-to-navigate way so Google can crawl it without any hassle. Google actually assigns each website a crawl budget which is a limited amount of time to understand your site. If your website has a definitive structure it’s then easy for Google to crawl the website more efficiently. So pretty much you need to have your website organised like a big map, allowing Google to analyse your site and how it can be relevant to search terms you want to be ranking for and enhancing your SEO.
Another reason why your website architecture is vital for your SEO is that the good structure will provide site links. Sitelinks are a huge SEO advantage as it is like a listing format that shows your websites main page links on Google search results. See the example below from our Client, The Lead Generation Company, their website site links in the green box:
Sitelinks increase the navigability of your website and points users looking for your site or search terms to the relevant information they are looking for. Having site links has found to increase brand reputation, clickthrough rate and shorten the conversion funnel. You can’t simply ask Google or fill out a form on Google Search Console for site links, instead, Google’s algorithm automatically awards websites with great site architecture with site links.
How To Enhance Your Site Architecture
If you are starting your website from scratch, you have a great advantage to plan the site structure for the best SEO possible. Before you start building your pages in a CMS, plan your structure – either on a whiteboard, spreadsheet program or word processor. Think of your website in a hierarchy structure, start with the home page then filter down the important pages you need and their subpages.
If you already have a live website, the first step to enhance your site architecture is to assess what your site is doing at the moment and go through the site like a user would and experience that customer journey for yourself. This will identify if the navigation through the site is easy or difficult and what areas of the website to improve. Check to see if the right subpages are under the correct headings and if the format of the site is well organised. To enhance your site architecture a couple of main things you should do including making improvements to the website menu so it is clear and users can navigate through your site. Also, the main menu on a website is one of the first things Google will crawl when analysing the page. Secondly, if your website includes blog posts its best practice to include links to your own website within the copy as this helps improve user flow. Finally, the website footer, a lot of people forget about this however it’s like a final call to action on your website. It’s very simple and easy to optimise the links here and has a big impact on your overall website structure.
To conclude your website architecture paves the way for SEO success. It can be argued that without a good site structure in place you will never have the success with SEO that you want. By building and enhancing your website structure gives your business a strong SEO foundation to work from and will provide a vast amount of organic search.
If you need help structuring your website that will engage with your audience and rank higher on Google, we’ve got you covered. Our vastly experienced team can ensure that your site is in the best possible shape to encourage relevant traffic to visit your site, resulting in more conversions for your business. Our team will optimise your website fully after conducting a full audit of your site – Contact us today.
If you need support or advice with your digital strategy, Jam Digital can help. Partnering with Jam can offer your business the opportunity to optimise your time and budget through our team of experts, focussing on generating the best results for your business.
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