A properly architected website structure and navigation improves the chances of success for any size and type of business. There are numerous reasons for having well planned out and structured site navigation.
Search engines such as Google place a tremendous amount of value when evaluating websites on structure and navigation. Planning a business website structure includes logic, keeping objectives in mind, and most importantly the keywords most relevant to the business.
Site structures are important! The way pages link to each other and how the URL structure is created has a lot to do with the success of online marketing efforts. All too often website structures are created by website designers, who are not necessary business people. They do not understand the specific industry necessarily or the target audience.
Why Website Navigation Structure Is Critical To Online Success
A website navigation structure is critical to online success for numerous reasons, but here are the most important reasons to remember.
Page and site indexing by major search engines.
Only indexed pages by search engines such as Google appear in search results by people searching online for information, products, and services. Major search engines scan websites and index site pages, if the website is deemed worthy. The more quality of content and website, the higher the rankings in search results.
Link building and link popularity benefits.
Link building success comes from having quality and relevant websites link to “your” website. It is a critical factor in deciding how high a page appears in search engine results pages (SERPs). Well-architected websites attract more incoming links from other quality websites, increasing the likelihood for gain in site traffic.
Usability and conversion rates.
One of the fastest way to loose website visitors and annoy them is through confusing site navigation. Website visitors do not want to be lost on a website. Successful websites have clear and easy to use site navigation structures.
As a business plans their website navigation and site structure, they will need to know which are their most important pages. These pages can be product pages with e-commerce websites, or landing pages with form mailers for leads, and so on. It varies depending on the type of business and what the business wishes to offer their target audience. These offers should be easy to find for site visitors.
For best results, a business can always work with professionals who can analyze their current website or go over the offers and incentives to structure it properly for conversion and online success. A digital agency that has plenty of experience should be able to review everything with their client to structure the best possible navigation architecture.