Site structure is the process of organizing a website with the aim of making it easily navigable by users. It also enables search engines to crawl the website easily.
A well-defined site structure results in better indexing and increased chances of getting high rankings. On-page optimization relies on on-page organization. Topic relevance is essential for rankings and a good site structure is one way to achieve it. Determining the topics that need to be covered on a page/ a group of pages can lead to better ranking and better user engagement.
Site Structure and Internal Linking in SEO
A good site structure also increases the chances of getting sitelinks in Google search which in turn results in more prominent search listings and higher click through rates (CTR). Creating an information architecture with individual topics and content supporting these topics enables the search engines to crawl the topic clusters easily and have a better understanding of what the site is actually about. Ranking for relevant queries in search engines depends on how well a site can establish itself as an authority for a subject.
Great user experience and low bounce rates are some of the other advantages of having a good site structure. Planning the site structure well in advance, using categories for grouping together related content, optimizing these categories, using HTML (hypertext markup language) and CSS (cascading style sheets) for navigation, making use of breadcrumb menus, creating a sitemap for users, and creating an SEO-friendly permalink structure are some of the methods of optimizing the site structure.
Internal linking is very essential for search engine optimization as it helps in lowering bounce rate and increasing the time spent on the site, it helps the search engines discover more pages from the website, it allows for pages deep within a website in ranking better for related terms; and it is a method of implementing the site structure.
Thus, a precise website structure and internal linking are very important SEO practices.