Importance Of Site Structure for SEO

December 28, 2020

One of the most critical technological SEO fundamentals is getting the layout of your website correct, but it’s often ignored.

A random selection of pages and articles shouldn’t be a website. It should be a structured set of content that is simple to navigate and understand for search engines and users.

What Is Site Structure?

The layout of your website is the manner in which material is grouped (pages and posts). This is often referred to as the design of your website and is all about how users and search engines are connected together and confronted with your content. It’s the framework of your web.

A good website layout makes it easy for users to access your content and understand what your site is about between pages and search engines.

Think of it as how pages on your website connect to each other, specifically how your homepage is branched out and divided into deeper folders.

And planning a site structure includes considering your:

  • URL structures
  • Navigation menus
  • Categorization
  • Breadcrumbs
  • Internal linking

The Importance of Your Site’s Structure

Site structure is an essential component of success, whether you have a small website or a massive website, as the site structure impacts both users in terms of usability and user-friendliness, and search engines in terms of crawlability and technical aspects.

So let’s take a look at the reasons why you need to take the time for these two main reasons to better describe this

Site Structure for Users

The primary aim of your website is to bring your goods or services, such as your next client or client, in front of your target audience. That means your users are supposed to be at the center of everything you do.

And when we look at why the layout of your website is so important to your users, we can break it down into three main things:

Site Structure Is Important for UX

The framework you chose has a direct effect on the usability of your website, and this means making it easier for users to find the goods, services, or details they are searching for.

The simpler it is for someone to find what they have landed on your platform for, the greater the possibility of becoming a customer or partner.

A Good Site Structure Makes It Easier to Navigate

You’re making it easy to navigate when you carefully design the layout of your site to help users find what they want as quickly as possible.

Since one of the main functions of content on a website is to help drive prospects through the sales funnel, it makes sense that by optimizing your navigation, you would want to make it as easy as possible for a customer to flow through the sales funnel.


A strong layout for the web groups content and makes it easy to navigate pages with as few clicks as possible

Nobody wants to waste an age digging for the content they’re looking for. A strong site layout makes it easy to locate pages and posts with as few clicks as possible, keeping users active and preventing them from bouncing.

Site Structure for Search Engines

Although it’s important to have a good site layout to present a better user experience, it’s also a key part of achieving SEO success.

Structure your site in the right way, and knowing and rating your content higher on the SERPs is simpler for the search engines.

For search engines, the main reasons why site structure matters are:

Topically Grouped Content

Topical SEO is a big deal, and the layout of your site is a key way to demonstrate how various pages and posts are linked.

Often referred to as topical significance or topical authority, grouping together similar pieces of content helps place you as specialists in your field to search engines, showing that you cover a subject in great detail.

This lets search engines know what your website is about and provides meaning to the keywords for which you can rank.

Highlight Your Most Important Content

The correct layout of the web allows you to highlight and position your most valuable pages (often called pillar pages or hub pages) as the pages that should be rated for competitive, high-volume keywords (think generic terms).

A strong layout makes it easier for your site to crawl and find new pages quicker.

A strong web layout makes it easier for your site to crawl and locate new pages (and improvements to existing pages) faster for search engines.

If Google is unable to crawl all the pages on your website, it will fail to index them. You should not, however, face this problem with the correct structure, as all content should be connected to at least one other article.

Your Site Structure Passes Link Authority

A main ranking consideration is backlinks. You need to ensure that you correctly delegate link authority across your site to optimize the benefits of your link building strategy.

You want to have different pages answering various questions to receive high-quality backlinks. This way, in your domain, you have many pages that are useful to users. This way, you can also obtain more appropriate, high-quality backlinks.

The proper layout of the web assists you to do this effectively.

Assists in avoiding cannibalization of keywords

Cannibalization of keywords will prevent the ranking of your site as well as when two or more pages that have the same intent compete with each other. Because of a specifically specified position on the web for a specific subject or piece of content, the correct site layout will make it easier to avoid this problem from happening.

What does the layout of a good site look like?

We’ve already defined that a good site structure should:

  • Group topically related content together
  • Highlight your most important pages
  • Keep content simple and organized in a logical hierarchy


See how content is grouped around key pages that come off from the site’s homepage? Content is placed in a logical hierarchy, and it’s clear to see how this could easily be expanded as the site grows.