SEO Website Structure: Optimising for Better Performance

Building a website with a solid SEO website structure is absolutely essential for ranking well on search engines. However, studies show that a staggering number of websites struggle to meet essential criteria, such as Google’s Core Web Vitals. A mere fraction of websites manage to secure a spot in the coveted top 10 search results within a year of publication. The solution? Optimising your site for SEO from the very beginning.

Creating a website with SEO in mind from the outset can dramatically improve its structure and, consequently, contribute to faster rankings on Google. In this article, we will explore the steps needed to build a website designed to rank well. Specifically, from structuring the site to incorporating essential SEO components like schema markup, we will cover it all.

Why SEO Website Design Matters

It’s tempting to focus purely on the aesthetics of a website, but if the site doesn’t rank well on Google, all the effort goes to waste. An SEO-friendly website design ensures that both users and search engines can navigate your site easily, boosting its visibility and user engagement.

SEO web design focuses on creating websites that comply with best practices for search engine optimisation. A well-designed site optimised for SEO yields several benefits, such as:

• Improved crawlability: Search engines can index your site quickly.
• Enhanced user experience (UX): Users can navigate your site easily, improving engagement and reducing bounce rates.
• Faster page load speeds: This is crucial for both SEO and the user experience.
• Minimising keyword cannibalisation: As a result, a clear structure prevents multiple pages from competing for the same keywords.

• Sustained long-term SEO benefits: Furthermore, starting with a strong foundation makes future optimisation more straightforward.

When built with SEO in mind, websites tend to rank faster and are better positioned to sustain growth in the long run. In contrast, adjusting SEO elements on an older site with hundreds of pages can be much more challenging.

Key Elements of SEO-Friendly Website Design

For a website to be optimised for SEO, developers must ensure the following elements are incorporated into the design:

• Indexable site structure: Therefore, search engines need to crawl and index your pages efficiently.
• Mobile responsiveness: Moreover, with mobile-first indexing now in place, this is non-negotiable.
• Fast page load times: Additionally, this is a key factor in SEO rankings and user experience.
• Schema markup: In particular, it is a form of structured data that helps search engines understand the content on your pages.
• Clear navigation: Including a minimal depth of navigation ensures users can find pages with ease.
• Internal linking: Linking between pages to ensure a logical flow and aid in crawling.

By embedding these principles into the site design from the start, you will ensure that the site is set up for success in the long term.

Types of Website Structures for SEO

There are four main types of website structures, each serving a unique purpose. Therefore, the structure you choose will largely depend on the type of website you are building and how your users are expected to interact with it.

1. Hierarchical Structure

This SEO website structure is the most common and is often used by websites with lots of content. In this structure, pages are organised into categories, which are then divided into more specific subcategories. This is a good option for websites with multiple product categories or services, such as e-commerce sites.

For example, an e-commerce store selling clothing may use a hierarchical structure where high-level categories like “Men’s Clothing” and “Women’s Clothing” are broken down into subcategories like “Shirts,” “Jeans,” and so on.

Why Use It?

• It’s easy for users to navigate, making it ideal for larger websites.
• It helps search engines index pages more effectively.

2. Sequential Structure

A sequential or linear structure involves users following a prescribed path from one page to the next. This structure is simple and effective, particularly for processes like checkouts, sign-ups, or onboarding.

For example, an online course website may use a sequential structure, guiding users step-by-step through the registration process or course content.

Why Use It?

• Ideal for sites where a clear progression is necessary, such as multi-step forms or e-commerce checkout processes.

3. Database-Driven Structure

An SEO website structure with a database is often used for websites with vast amounts of content or data. Typically, this structure is bottom-up, as content grows organically over time. For example, a property rental platform illustrates this well, where users can filter through large amounts of data.

Why Use It?

• Perfect for large sites with dynamic content, such as listings or forums.
• Offers flexibility and scalability as the site grows.

4. Matrix Structure

A matrix structure allows users to navigate through a complex web of interlinked pages, without a clear hierarchy. Wikipedia is a prime example, where users can jump from one article to another through internal links, without following a linear path.

Why Use It?

• Best suited for informational sites with a large volume of loosely related content.
• Allows for maximum freedom in navigation.

How to Choose the Right Website Structure

The type of SEO website structure you choose should align with your business goals and user expectations. Here are some tips:

• Hierarchical: Ideal for large sites with a clear need for categories and subcategories, such as e-commerce platforms.
• Sequential: Best for processes or campaigns with defined steps, like registration or checkout.
• Database: Perfect for sites that require large-scale dynamic content, such as online directories or marketplaces.
• Matrix: Suitable for websites with vast amounts of interlinked content, such as Wikipedia or knowledge bases.

Best Practices for SEO-Friendly Design

• Optimise Site Structure for Indexing
  Create a clear, logical hierarchy to help search engines crawl your site. Use proper page tags, relevant categories, and breadcrumb navigation.
• Leverage Internal Linking
  Link between pages to improve crawlability and distribute link equity. Use descriptive anchor text with relevant keywords.
• Optimise Meta Data
  Craft keyword-rich title tags and meta descriptions to inform search engines and encourage users to click your results.
• Simplify Navigation Depth
  Keep navigation shallow. Major pages should be accessible within three clicks from the homepage.
• Optimise Images
  Compress images to speed up load times, use descriptive filenames, and add alt text with relevant keywords.
• Keyword Research
  Identify the keywords your audience searches for and optimise pages around them to improve rankings.
• Implement Schema Markup
  Add schema markup to help search engines understand your content, boosting chances for rich snippets.
• Create a Mobile-Friendly Design
  With mobile-first indexing, ensure your site is responsive and provides a seamless experience on all devices.
• Monitor Core Web Vitals
  Optimise your site’s loading speed, interactivity, and visual stability to meet Google’s Core Web Vitals standards.

Conclusion

In conclusion, building a website with SEO in mind from the start is a smart investment for long-term success. From creating an intuitive SEO website structure to optimising on-page elements, each component helps your site rank well. By following the tips outlined above, you’ll ensure that your site is optimised for both search engines and users, leading to improved visibility, engagement, and ultimately, success in the digital landscape.