How does a bad website structure affect your SEO ranking?

How does a bad website structure affect your SEO ranking?


Structure of a website is always taken for granted or rather overlooked in most cases. This is exactly where the problem lies. Having a good website in place is critical as it helps better your ranking in the search engines. Today, through this article we have explained the reasons for having a good website and techniques for building a good website.


Why is it essential to have good website structure?


Although performance of SEO is a critical aspect for better ranking, it is yet imperative to have a well structured website and the reasons are


A well developed website = A great user experience

A website needs to be designed well for it to be appealing and encourage users to stay longer on your site. It is a known fact that the more appealing your website is to the users, the more appealing it is to the search engines that use Google's algorithm to rank your site. In case the website has a poor click through ratings, automatically the performance of search engine ranking declines. Plus having a well structured site will keep the users interested and stay longer, resulting in reduced bounce rate and improved rankings.


A good website = Better website crawling
Googlebot is a web crawling bot or spider that discovers update pages on Google and eventually adds them on the Google index. So, the better the website structure, the easier it is for crawlers to access and index the pages. Website with good structure will have better chances of being accessed and indexed by crawlers. However, it is important to note that crawler's do not automatically discover all that's there on your website. Which is why having sitemaps is essential for a website to be indexed and easily crawled by the Googlebot.


A good website structure = Good SEO
Having a good website is a fundamental necessity for achieving good SEO ranking. Only a good website can help you gain better rankings on Google. In case of a poor website structure, your website will end up not performing well in terms of SEO ranking. Strong site structure facilitates strong SEO foundation that ultimately helps you get good amount of organic search.


A good site structure = Site with sitelinks.
A good site structure offers website with sitelinks that gives a huge boost to SEO. Sitelinks show your websites main page and several other internal links in the SERP listing. These sitelinks enhance the navigation ability of your site, and highlights all the relevant information to users. This in turn helps increase your brand image and improves your SERP. Further, you will also enjoy increased click through rate, and conversion. However, if you happen to have a poor site structure, there is a high chance of your website not receiving any sitelinks and the absence of these sitelinks will heavily affect the web-traffic, CTR, and conversions.


Techniques of building a site structure


Plan the site hierarchy
You should always plan the site hierarchy in a way that, the most important search ranking pages are placed at the top, and build downward towards the least important pages. So, usually it should begin with your homepage at the top which is an important landing page. Keeping your home page on the top is essential as one can always navigate back when required. The next layer should be the category pages, following sub-categories, and lastly your products. It is critical to plan your site hierarchy before creating your website to avoid jumble of pages.


Ensure URL matches the site-
Ensure the URL matches your site structure or hierarchy. For instance if your selling trendy white summer tops on your merchandise website, your url should ideally look like www.merchandisewebsite.com/tops/summer-tops/white-.... The url clearly shows the category, sub-category and products, making it easy for the crawlers to read and for users to navigate around your website.


Develop a low depth website -
For crawlers to easily crawl through your entire website, ensure to develop a website that has low depth of not more than 3 clicks. This basically means you should ensure that every page on the website is accessible with just few clicks on your homepage. The lesser the depth, the more easy it is for Googlebot to crawl through your website, ultimately offering better ranking. Another good reason for a low depth website is to create good user experience. If a user finds navigating your website difficult they would probably not stay long and move on to a competitors' site and could in turn affect your website SEO ranking


Make use of internal links -
Internal link is a connection between two pages of the same website. This technique is highly beneficial for SEO. The reason being internal links help in easy navigation and reduces the need of too many clicks to reach any page on your website. Further this makes it easy for crawlers to crawl through the site. Other than this, internal links offer better user experience for users.

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