5 Ways Website Structure Can Affect SEO

By Richard Smith

There are times when we overcompensate for weak SEO by getting too much into keyword research. While keywords are undoubtedly important, there are certain physical elements which can determine the success of a search engine optimization campaign.

On scrutinizing further, we can consider website structure as one important SEO metric— mostly overlooked by even the bigger names in the industry. In this post, we will be talking about 5 specific ways how website structure can have an impact on Search Engine Optimization— regardless of the search engine. Although website structure often falls to wayside, it does have hard-hitting repercussions— especially if we are considering long-term SEO goals.

That said, before delving into the nooks and crannies of website structure we need to clearly understand the concepts and necessities of the same. While the structural aspect of a website largely differs from the concept of designing, it originally stresses upon how the pages for a specific website are interlinked in general. Be it organizing the same for Google’s Spiders to crawl or for users to navigate seamlessly— website structure is of paramount importance when it comes to SEO campaigns.

Here are some of the SEO metrics which are affected:

Understanding Site Crawlability

If we are looking to get rid of indexing issues— crawlability needs to be looked at— rather closely. It is known that if a robot comes across a dead end while crawling a website— the SEO gets impacted— negatively.

Site crawlability, in simpler terms, refers to the ability of a search engine or its robots to meander through the website— subpages and specific topics to be precise— mainly for completely understanding the website. The robots expect a properly constructed website to be able to cater to myriad user requirements— allowing them to navigate seamlessly from one page to the other.

When it comes to structuring the website, we must avoid dead ends— like pages which do not navigate anywhere. One way to improve site crawlability is to add internal links for every page. This in turn creates a bridge of sorts— offering related posts and breadcrumbs for the robots to look at and follow.

Some of the best examples of perfectly crawlable websites include streaming clients like 123movies, Hotstar, Netflix, Hulu and a few other recognizable ones. The best thing about these websites is that every page returns a new address or page— specifically within the same website. Streaming websites are therefore perfectly crawlable and enjoy the cream of indexing benefits.

Attending to Internal Links

If a user visits any website— he or she must be able to navigate across the pages with ease. This is usually made possible via internal links. As an advice, a user must take a minimum of three clicks for landing on a select page. However, we must segregate and categorize the links accordingly without wrecking the stability of a website.

Internal linking has its set of advantages when it comes to search engine optimization: