What is the Impact of Site Architecture on SEO?
Careful structuring your your website creates a seamless and intuitive user experience (UX) that search engines and your users will appreciate. Site architecture is an important part of technical SEO. Rather than publishing random posts and pages, you establish a SEO-friendly site architecture, guiding users to your content, while helping Google crawl and index your pages.
Website architecture is how you structure, categorise, and interlink the content on your website. It is also referred to as SEO architecture. A good website focuses on user navigation and helping search engine crawlers understand the relationship between your website pages.
By creating a hierarchy on your website, you send clear signals on what content is the most important and how it relates to your other website pages. It provides a signpost for your visitors, while helping search engines understand what is on your website, enabling them to find, crawl, index, and rank your content on search engine results pages (SERPs).
Site architecture is essential in how visitors experience your content and how search engines crawl your website. Site architecture has two important functions:
You have published a website to present your services or products to your potential customers. Site architecture provides a foundation for user experience (UX). When visitors land on your site, they will find it easier to find what they are looking for, increasing the chances of converting them into a customer.
When users arrive on a website that they find frustrating, they do not stay long, increasing your bounce rate, with the chance they they will not return to your site in the future.
Site architecture should mirror your sales funnel, making every step of your visitors journey effortless. This can be taking them from reading your blog to signing up for a deal or moving to make a purchase.
Site architecture improves your ranking in SERPs. When you structure your site with hierarchy, clear topic clusters, and internal links, search engines find it easier to crawl and index your web pages, understanding the content you have published.
When search engines can understand your website, they are more likely to rank your pages, displaying them in SERPs, boosting your brand visibility.
When you connect your website pages to create topic clusters, you help search engines recognise your business as an industry authority. When the information is scattered throughout your website with no relationship between pages, it is harder to search engines to evaluate your expertise.
Create hub pages covering a subject in broad terms, then linking it to detailed information. This helps you highlight important content , positioning the pages to rank for high volume keywords. These hub pages attract high funnel traffic.
When you highlight important content you get your visitors to go deeper into your website. At the same time, pages with long tail keywords attract customers at different stages of their journey, enabling them to bypass content that is to generalised for them, giving them quick answers to their questions.
In order to update your site architecture for SEO, it is worth your while to hire a professional and experienced digital marketing agency. It is a very complicated SEO tactic that requires an understanding across numerous technical disciplines. Partnering with a SEO agency that can assist with strategic planning, technical implementation, and project management to ensure you get the most out of your website, avoiding any pitfalls along the way.
Complete the form and a member of our team will be in touch shortly to discuss your enquiry.