Is web structure so important for SEO positioning? During the course of this post you will discover why it is important, not only for the search engines, but also for the user experience that, after all, is the most relevant for our brand.
Know our market
As a good SEO project, the first thing we have to know is what the market demands from us. And is that without knowing what the user demands us, how can we meet their needs? The best method to know what our potential users request is through an exhaustive Keyword Research.
For this there are different tools that can help us make the perfect Keyword Research to get the most out of our web structure. The most popular and best known is the Google Keyword Planner, through which we have the possibility to segment the data by country, languages, for the different months of the year to know its seasonality, etc. On the other hand, as we explained above, there are different alternative tools to the Keyword Planner so as not to fail in our web structure.
What should be taken into account to carry out a correct web structure?
Once we know what our potential users demand and how, we can start to dedicate our time to think about the best strategy to make the best web structure of our site . For this, there are different factors to consider:
Intuitive and easy
The first step for a web structure to be efficient for the user and for crawlers is to make it intuitive and easy to navigate. For this you have to know our product well and know how we are going to offer it to our user. After all, what we want is that our user does not have to think if clicking on that link will go to the desired page, but on the contrary, you have to be sure, almost without thinking, that this link leads to your wish.
Few clicks per user
It is really important that, no matter how big our web page is, a user can reach any level of that site in just 3 clicks, at most 4. This is a key factor so that the user is not navigating for a long time to reach their destination and it is also important for the search engines to “crawl” the entire site in the shortest time possible and in an orderly manner.
We recommend, before starting the construction of our site, to plan our products in different categories. The more segmented, the better, since the user will have the contents exposed in a more visual way and where it will be easier to reach their destination in a much faster way, offering a better experience.
For this reason, and with the previously carried out Keyword Research, we will be able to know the different keywords for each one of our categories and thus satisfy the needs of the users in a precise way.
However, we must bear in mind that, for many categories that we have, these have to be unique and relevant. However segmented we want to have our products, it is not advisable to have pages that contain similar products because, in this way, we will be offering duplicate content, both for the user and for the crawlers.
Other important features to consider
Not only the duplication of content is important, having pages with irrelevant content makes the quality of our site less. That is why we have to cover our pages with content that really adds relevance to our users and who, in this way, decide to consume our products.
Taking advantage of the aforementioned relevant content, it is time to add an internal link that will favor the user’s experience (showing similar or complementary products to the one we are exposing) and the crawler (providing greater notoriety in those links that we consider most important).
At this point we focus on improving the “experience of the crawlers” since each of our URLs contains a different product and that is why we want the crawlers to have the “biggest idea” of the content of the page. To select each of the URLs we must take into account the main keyword of the page, previously extracted from the Keyword Research.
Something obvious, but still not given the importance it requires. More than 60% of Google searches are done from mobile devices. That is why we have to adapt our sites to the smallest devices and take into account also if we believe that our pages are AMP or WPA (If you still know what these terms mean, you can know what is the AMP or what are the PWA by clicking on the links).
WPO: https and site speed
To conclude, we must dedicate a small section to our beloved WPO. It is vital to have a website with the https protocol since, as of July, these pages will be shown as unsafe places to navigate , in addition to indirectly affecting our positioning in the SERPS.
And what about the speed of our website? It is useless to have the best web structure if a user is not able to reach any point of the web in a few seconds. Every tenth of a second counts, and not only for the user’s experience, but also for the positioning of our site in the SERPS.
So here are some tips for before, during and after making a web structure. As an online marketing agency, we are dedicated to making the most of all the opportunities offered by the search engines so that our projects obtain the greatest possible visibility. If you feel that your project has not yet started, contact our SEO team so we can help you reach your goals online!