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Web structure: what is it and why is it so important

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Web structure: what is it and why is it so important

The web structure of the different pages that make up a site is directly related to both the information architecture and the correct distribution of the content. Its main function is to facilitate its usability and improve positioning.

Therefore, if you are in the process of creating a website from scratch or renovating it, you have to take into account the web architecture. In this article I will give you some keys to define a VP Manufacturing Production Email Lists structure so that your site is not an amalgam of messy pages and blog entries. Keep reading!

list_altIndex of contents
What is the web structure? Definition
Why is the web content structure important for SEO positioning?
Importance of web content structure for user experience (UX)
How to configure the architecture of a website?
5 tips for a good web structuring
What is the web structure? Definition
According to the first meaning collected in the Dictionary of the Spanish language of the RAE, a structure is the “arrangement or way of being related to the different parts of a set”.

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In this way, web structuring could be defined as the way in which the pages that make up a website are organized and distributed, as well as how they are related to each other.

A bad web architecture will affect the navigability, since the user will have the sensation of being lost, it will be difficult for him to find what he is looking for quickly and, finally, he will leave the site. And this is something that search engines like Google do not like either, which penalize this important aspect of SEO.

Why is the web content structure important for SEO positioning?
For a website to scale results in the SERPs (Search Engine Results Pages or search engine results pages) all aspects of SEO must be worked well. And one of the most important is to structure a website correctly for two main reasons. I detail them below!

1. To help Google understand what a website is about
A correct web structuring gives signals to Google (the king of search engines with 92.17% of the market, according to StatCounter ) about the objective of the site and where the most relevant content is. Also, a well-implemented website structure will help Google find and index the content of products or services more easily.

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2. So that your own content does not compete with each other
Many sites have very similar content of their own, so in the eyes of Google they are “fighting” each other to rank higher in the search engine. Thus, a good SEO web architecture is essential so that Google knows which content is the most important and that cases of SEO cannibalization do not occur .

Importance of web content structure for user experience (UX)
The main objective of almost all websites is for the user to be able to find what they are looking for quickly and easily, so good navigability that invites the user to visit the website is essential.

This will increase the chances of getting a conversion or a lead (subscribing to a newsletter, completing a contact form, requesting a quote, etc.), as well as increasing the loyalty options, that is, visiting the site another time.

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How to configure the architecture of a website?
To configure the content structure of a website, several aspects must be taken into account:

1. Pyramid content structure
A good and logical organization of the content is essential. Imagine the home page as the top of a pyramid and, below, the categories and subcategories.

For example, this rental website for individuals has only three categories (renting, models and offices) that hang from the home page, with their corresponding subcategories:

Web structure pyramid content structure

2. Division of content into categories
The content must be well categorized. For example, if we have a website for the sale of pharmaceutical products, the ideal thing is that the main categories (for example, hygiene) and subcategories (for example, oral, corporal, capillary, etc.) appear on the menu. In this way, the user can quickly access what interests him. For proof, the following:

web structure division of content into categories

3. Balancing the size of the categories
It is recommended that the categories are evenly matched to each other in size. If the size of one is more than twice that of another, the ideal is to divide it into two independent categories. Of course, you have to check that the new URLs are properly redirected after the split.

4. Structure of internal links
A correct SEO web structure cannot be understood without an adequate internal link structure, something known as “interlinking”. The top pages should link to the subpages and vice versa. If, in addition, the home is well optimized, its authority will be transferred to the others. This phenomenon, known as “link juice”, helps the site rank well in search engines.

5. Taxonomy: order first
Taxonomy (science that deals with the principles, methods and purposes of classification) has the mission of facilitating the organization of content and the search for information, both by the user and by search engines. This is done in four steps:

Defining and delimiting the entity of the site.
Extracting its categories.
Controlling your terminology.
Establishing the relationship between terms and categories.
There are two crucial ways to classify information: ranking and labeling.

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5.1. Rank content into categories and subcategories
Although it may seem obvious, it is necessary to carry out a preliminary study of the content that is going to be introduced on the site to optimally rank it. A good example is the Amazon website , where the products follow a logical hierarchical structure:

web structure balance of category size

5.2 Label content
Labels, on the other hand, are not hierarchical. However, they relate content to each other (whether or not they belong to the same category or subcategory). For example, in a blog on a website about the Canary Islands, the user can read an article about hiking in Tenerife and then go to the label “Tenerife” to discover more content about that island (beaches, restaurants, nightclubs, etc.).

6. Key content
Key content pages (“cornerstone content”) are the building blocks of a website. Therefore, they should reflect your mission. For example, on the website of a digital Forex Email List agency, the cornerstone content would have to be the services offered (SEO, SEM, design, development, social networks, etc.).

Key content

5 tips for a good web structuring
As the Greek philosopher Heraclitus of Ephesus said, “everything flows, nothing remains.” That is why the web structure should be dynamic. And, like everything in life, businesses evolve and change over time. If this is not taken into account, the site may be a hodgepodge of inconsistent pages.

1. Delete and redirect
If there is any product or service on the site that is no longer offered, it is advisable to remove the corresponding page. However, it is possible that said page (and, consequently, the site) is benefiting from a link that helps positioning. In these cases, the ideal is to implement a redirect.

Thus, the old URL should be redirected to the new one with a 301 redirect. For example, if it is a product, the ideal is to redirect the URL to another similar product, to its category or, as a last option, to the homepage.

2. Evaluate the menu
Making an outline of the website is very useful, since that is where you can really evaluate which are the right pages for it. If any is not convenient, both Google and the user should be able to find it through a link on another page or on the site map.

web structure evaluate the menu

3. Rethink the taxonomy
The web structure can change over time, either by dividing categories with a lot of content or by merging categories with little. In both cases, you have to do redirects.

4. Communicate the changes to Google
If an HTML sitemap has been built manually, it must be updated after varying the structure of web pages. Of course, you have to submit the XML sitemap to Google Search Console.

5. Banish duplicate content
That content is repeated in different parts of the site should not be a problem for the user, since he will find what he is looking for. But for search engines it is a problem, because duplicate content penalizes the site.

When thinking about a website architecture, it is necessary to consider that a page or article has pillar content (main) and others are linked from there providing more information without competing with the main one.

For example, a pillar content page on SEO should be complemented with other more specific ones (SEO On Page, SEO Off Page, Link Building …).

In short, the importance of a good web architecture is beyond doubt: users will feel more comfortable browsing and quickly and easily find what they need. In addition, search engines will be more clear about the theme of the website and what is the most relevant content, which will help a better SEO positioning.

And you, do you have a good web structure on your site or do you need a little push in this regard? Tell us about your case in the comments section!

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