Site structure is very important not only for search engines, but also for your audience. Since how you rank in a search ultimately will help your potential audience find you, the question can be answered very simply. The importance of site structure- and a good site structure- provides (yes, I’ll say it again)- the gold standard of customer service.
In providing access to organized information that is easy to find within your site, you are making it easier for the audience to get what they need.
Some keys for structuring your site well:
- Sit down and put together a list of services/products you provide. Ask yourself whether some of the services/products fit into different categories. Make sure each type of product or service you want to display on your site is described in detail. Remember, the more content, the better.
- Determine who your audience is- and determine what each type of audience would be looking for. One client I’ve worked with for years- they manufacture custom solutions for companies in the medical device industry, as well as companies in the food packaging industry. Although the base technology is the same, they want to showcase the solutions they are capable of providing by vertical so it is very easy to access the necessary information for the potential customer.
- Organize the pages within your site to meet what the audience is looking for. You can do this in a variety of ways- you can organize by type of product, type of service, business verticals.
Structure is very important. I have seen a lot of websites with tons of great content, but no real structure to it- a landing page and then access to lots of different pages. It appears to be a mish-mash of content. Organization is good- for the user (most important) and secondly, for search engines. Search engines index your pages based on a number of things. They want the most credible and informational pages at the top of their results. One of those ranking criteria is based on how organized your site is- how easy the information is to access.
Can your site’s structure improve? What have you found going through this process? I’m interested in hearing your thoughts.