What is Website Structure?
Website structure is how pages on a site are organized and connected through internal links and hierarchical relationships. Search engines use this structure to crawl, understand, and rank your content, while users rely on it to find information and complete desired actions.
Ecommerce SEO Glossary > General SEO > Website Structure
What You Need to Know about Website Structure
Shallow Site Architecture Improves Crawling
Sites with flat structures—where pages are three or fewer clicks from the homepage—help search engines discover and index content more efficiently than deeply nested architectures.
Internal Linking Distributes Authority
Strategic internal links pass authority throughout your site and signal content relationships to search engines, helping important pages rank better in competitive searches.
Clear URL Hierarchies Signal Content Organization
Logical URL structures that reflect site hierarchy make it easier for search engines to understand page relationships and for users to navigate your site.
Siloed Content Creates Topic Authority
Grouping related content into topical silos signals expertise to search engines and helps sites compete for broad keyword categories in their market.
Poor Structure Causes Indexing Issues
Orphan pages, broken links, and overly complex navigation prevent search engines from discovering valuable content, limiting your site’s ranking potential.
Mobile Navigation Impacts Rankings
With mobile-first indexing, navigation that works poorly on mobile devices can hurt your entire site’s search performance, not just mobile rankings.
Frequently Asked Questions about Website Structure
1. What’s the ideal website structure for SEO?
A flat structure where important pages are within three clicks of the homepage works best. This architecture helps search engines crawl efficiently and distributes authority effectively.
2. How does website structure affect rankings?
Structure determines how search engines discover and understand your content. Well-organized sites with clear hierarchies and strong internal linking typically rank better than poorly structured competitors.
3. Can I fix a bad website structure without a redesign?
Yes. Strategic internal linking, improved navigation, XML sitemaps, and consolidating thin content can significantly improve structure without a complete rebuild.
4. How many main categories should my site have?
Keep main navigation categories between five and seven for most sites. Too many categories dilute authority and confuse users, while too few limit your ability to organize content effectively.
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