Site structure is an essential aspect of search engine optimization (SEO). The structure of your website shows Google and other search engines what articles and pages are most important. It also signals what your business is about and therefore which searches you should rank for.
Site structure also helps your users navigate your site. Especially when you have a lot of content, it’s important to keep an eye on the structure so that your most important content remains easy to find and access.
Keep the Most Important Front and Center
Your most important content should be the featured, easy to find content at your site. Even if this content is older than other information, make sure it does not lose prominence.
As you add new content, be sure to link to this foundational content. The more links that point to content, the more highly it is ranked by search and more likely users will access it.
Content that has one or a few internal links is harder for search engines to find. Therefore, Google will regard these articles as less important, and rank them accordingly.
Be Intentional About Usability
Visitors want to be able to find stuff on your website with ease. Your main navigation should give clear access to the information visitors need most. It should also reflect the structure of your site.
Usability means that users can easily find and access what they want most. They don’t have to guess through a series of navigation choices. Content is in HTML format (not PDF, Word, Excel, etc). And content is presented in a way that is easy to scan online.
In addition to the main navigation, use breadcrumb navigation. Breadcrumbs are important for user experience and SEO. They show how a page fits into the structure of your site and give users another way to easily navigate your site.
If you have a blog, be mindful of the tags you create. If every post receives one or multiple new unique tag(s), you’re overdoing it. You’re not adding structure, because posts don’t become grouped or linked. Create tags that will help users (and search engines) find similar content.