Why you should Organise your Website's Structure.
Your website’s structure and pages are like a restaurant menu.
Organising your website’s structure can be a large project, let alone the development of page content. Structuring your website is important for both usability and findability. A defined structure will enhance user experience and reduce your website’s bounce rate, whereas without it, your site will appear as merely a random collection of webpages. The website structure and menu should tell your story. But it isn’t just users who will read and use your sitemap, Google will too. Google’s sweeping bots and algorithms scan website structure and content to determine what is important and what should rank well on their keyword searches.
Importance for users
Website viewers will need to find the information and/ or products that they are looking for if they are to become customers of yours. Therefore, logical and well structured websites receive greater traffic conversion into sales. Your website’s navigation should be easy. Categorising webpages and products to allow your content to be easily understood by both repeating and new visitors regarding what you do or about what you’re selling.
Importance for Search Engine Optimisation (SEO)
According to Google Webmaster Guidelines, your website should "have a clear conceptual page hierarchy." A well organised website structure vastly improves search rank ability on engine’s such as Google for three key reasons.
1. It helps Google understand your website.
One of the best way for Google to rank your website higher than your competitors is to create a well defined website structure for Google to understand the location of vital information. Easy to locate products and services pages enable greater performances on search engines.
2. Competitive edge.
Information within your website will no doubt overlap amongst pages. To avoid competing with your own content, developing a strong website structure allows Google to know which pages are most important. Not only will providing Google with a clear sitemap improve your search ability, it will also prevent you from competing with yourself. Google may misunderstand which pages on your website are useful and which aren’t resulting in down ranking your important pages and reducing your findability.
3. Website changes won’t have negative consequences.
The crucial information of your services and/ or products that you sell online will inevitably change over time. So should the content of your pages. As old stocks sells out, new products and categories will be listed. Or maybe an entire page or section of your website needs to be deleted. Google may still rank your old pages and content if your website structure is poor.
Organise your website for the best possible results.