Why Site Structure Is Important

While most of your competitors are still trying to use a “sledgehammer” approach, and overwhelming the search engines with massive quantities of inbound links, you can gain a tremendous advantage by paying attention to how your site is linked together.

There are four primary goals in structuring, or restructuring, a web site:

  1. Improving the user experience is your first goal, because this leads to higher conversion rates, happy customers, etc. If I ever have to choose between creating a good user experience and an SEO objective, I will choose my site’s visitors every time.
  2. Improving the “crawlability” of the site and channeling “link juice” (Page Rank at Google, other search engines have their own formulas) into the most important pages – the ones that you’re trying to get ranked in search results. The method we use for this is called dynamic linking.
  3. Increasing the ranking of individual web pages within the site, and “broadening the profile” of our most important pages. By using the “anchor text” of our own internal links, and adding the right links in strategic places, we can boost our own search engine rankings.
  4. Getting more pages into the search engines’ index, also known as “index
    penetration.” Every additional page that gets indexed adds to our ability to           improve our rankings, and in fact makes it easier to increase index penetration.

It shouldn’t be terribly shocking that the four stages of the “site structure” step are mapped against these four goals.

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