Website structure is a very important piece to a successful website. The layout of a website can mean the difference between landing a customer or not. Interestingly enough, the search engines look at how a website is structured and then make a decision for where to rank that website. With that being said, in order to rank higher in the search engines, having your website structured properly can make or break the success of your website.
As much as people like to do the changes and build their own website, we have rarely viewed a website that is built properly, ranks high in the search engines and is built by themselves. There are many checks that search engines do on a website in order to help rank them. Broken link checks, validation, cross browser compatibility, analytics, to name a few, help your website present itself in a form that is easy for search engines to rank a website. Having solid background code is one key to having a successful website.
Contact and Content Information
Contact and content information also play a critical role in a successful website structure. Having contact information listed on every page and in a high priority location, such as at the top of every page, makes your website very user friendly. It is very frustrating to be at a website and have to look for the contact information. It should always be located in as many places, within reason, as possible. Having contact information readily available builds trust on a website and building trust is also a critical piece for turning visitors into customers.
Having great content can be a superb boost for your website in the search engines. Many times if your content is targeted towards a specific topic, it is usually found in the search engines for related keywords. Sometimes creating content can be a tedious process, but if ranking in the search engines is important for your business, structuring your content can play a large role in showing up the the search results.
Easy Navigation Elements
Navigation can make or break the success of your website as well. We have all had experiences where the navigation is not clear and it can be a nightmare to try to navigate to the page you are trying to look for. This is especially embarrassing for people who are giving a presentation and they go to the website to find some information and the link they are looking for is so buried in the site that it takes them 5 plus minutes to actually find the content. Your visitors will not spend the time trying to dig out the link. Instead, they will move on to your competition. It is also important to make sure that your navigation works properly in other internet browsers. We have come across many websites that work in Internet Explorer, but not in Mozilla Firefox. Depending what industry you are in, this could be upwards of 50% of people not being able to use the navigation in the way in which you had originally intended. We like to advise people to create a sitemap page so at least there is a “least case” scenario in which the user can find all of your content easily.
Another important structure element in the “H” tags in the code of your website. Many search engines place some importance on these tags to see how the content is structured. These tags include the H1, H2, H3, bold and other tags. Structuring your content with these tags helps the search engines and visitors skim through information and determine what to read or skip.
Structuring all of these elements on your website is a piece that many “do it yourself” website places do not help their customers with. This can turn out to be the difference between ranking on the search engines and closing sales or being found no where and having the website not producing at all for your business.