10 Ways Website Structure Can Affect SEO.

Article — The success of a website is heavily influenced by search engine optimisation (SEO). Site structure includes many elements that contribute to effective SEO and are all key factors when looking at ways to improve your visibility.

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Head of SEO at Spicy Web

Search Engine Optimisation (SEO) plays a crucial role in determining the success of a website. While many factors contribute to improved SEO, one aspect that often gets overlooked is the website structure. How a website is organised and structured can have a significant impact on its visibility and ranking on search engine results pages (SERPs).

Here are the top 10 ways that your website structure can affect your visibility, and tips to optimise for maximum SEO impact:

1. Indexibility

A well-structured website makes it easier for search engines to crawl and index its pages. By organising content into logical categories and using clean URLs, search engines can navigate and understand the site's structure more efficiently. This, in turn, helps improve the indexability of the website, ensuring that all pages are correctly discovered and ranked by search engines.

2. Site Architecture

The architecture of a website refers to how the different pages are interconnected. A clear and hierarchical site structure makes it easier for search engines to determine the importance and relevance of various pages. By prioritising essential pages and providing a logical flow of content, a well-structured architecture helps search engines understand the website's overall theme and focus, leading to better ranking opportunities.

3. User Experience

The website structure not only impacts search engines but also has a significant influence on the user experience. A well-organised website makes it easy for visitors to navigate and find the information they are looking for. A clear and intuitive menu structure, along with proper interlinking between pages, enhances user experience and reduces bounce rates. When users can easily navigate through a website, they are more likely to spend more time on the site, visit additional pages, and potentially convert into customers or subscribers.

4. Page Load Speed

    Website speed is a crucial factor in SEO, and the structure of a website can impact its load time. A well-organised structure allows for optimised code and file organisation, reducing the load on servers and improving page load speeds. Faster-loading pages not only provide a better user experience but also contribute to better search engine rankings. In fact, Google has explicitly stated that page speed is a ranking factor, with faster websites rewarded with higher search results.

    5. Mobile Friendliness

      Mobile-friendliness is a critical aspect of SEO. The structure of a website can influence its mobile responsiveness and adaptability. By employing a responsive website design and organising content in a manner that is easily viewable on different screen sizes, ensures that mobile users have a positive experience. This, in turn, can lead to higher rankings in mobile search results, as search engines prioritise websites that offer a seamless user experience across devices.

      SEO Mobile responsive

      6. URL Slugs

      A URL slug refers to the end part of a URL after the backslash (“/”) that identifies the specific page or post. For example, the URL slug for this page is /notes/seo-website-structure. The structure of the slug plays a role in both user experience and SEO. A well-written and descriptive URL helps users understand the content of a page before clicking on it, which can increase click-through rates. Additionally, search engines use URLs to understand the topic and relevance of a page. Including keywords in the URL, using hyphens to separate words, and avoiding unnecessary parameters or characters can all contribute to better search engine rankings.

      7. Internal Linking

      Internal linking refers to linking to other pages within your website. A well-structured internal linking strategy helps search engines discover and prioritise important pages on your site. It also provides a clear pathway for users to navigate through related content. By linking relevant pages together to create content hubs or clusters, you can improve the overall authority and visibility of your website, as well as distribute link equity throughout your site.

      8. XML Sitemap

      An XML sitemap is a file that lists all the pages on your website and provides search engines with important information about your site's structure and content. By having a well-optimised XML sitemap, search engines can easily crawl and index your website, ensuring that all your pages are included in search results.

      9. Social Sharing

        Social sharing plays a significant role in SEO, as it helps increase the visibility and reach of your website's content. A website should have social sharing buttons integrated into its pages, making it easy for visitors to share your content on social media platforms. Each page has unique Open Graph meta tags with information that should match what the page is about. When your content is shared via social media it signals to search engines that your content is valuable and relevant, potentially boosting your rankings.

        10. Proper Use of Headings

        A crucial aspect of website structure is the proper use of headings. Headings (H1, H2, H3, etc.) not only make your content more organised and easy to read, but they also provide search engines with an understanding of the hierarchy and structure of your content. By incorporating relevant keywords into headings helps to optimise your pages for SEO while helping users to navigate through your content, making it more user-friendly and improving the overall website experience.

        Proper use of headings for SEO


        Website structure plays a crucial role in SEO. By organising your content, optimising your code structure, and improving user experience, you can greatly impact your website's search engine rankings and improve your online visibility.

        Author: Jase Porter

        Author of article: Jase Porter, Head of SEO.
        Jase Porter has worked in the SEO game since 2005 working for large agencies and a multitude of clients from over 100 niches.

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