What makes up a website? How does one page link to another? Why should you care? Because Google does, and if Google does, you should too.
What Is It?
Website architecture is the framework of all the text, images, content, and links that make up your site. What makes up the world-wide-web, really. The format of your site architecture determines where your content is located on your page and how it is presented to the viewer. Making sure that all of these different aspects are all pointing in the same direction is a direct way to improve the efficiency of your SEO campaign.
The best site architecture is the kind that gets your user the best content with the least amount of clicks to get there. Streamlining the way the search engine crawlers and users alike can navigate their way through your interlinked pages makes the process easier for everyone. Developing a flat site architecture can lead to gains in indexing, more traffic distributed through your more deeper content, and an overall improvement of your site’s visibility and relevance.
Why Is It Important?
To understand the importance of site architecture you need to understand the process of crawling and indexing. The search engine’s process can be simplified into the two steps of discovery (crawling) and storing (indexing) information about your pages.
Search engine programs (they go by ominous names like “Spiders” or “Googlebot”) are responsible for finding and following all of the different links and html text that your page contains. This is crawling. Making your site easier for the search engines to crawl will help ensure that all of your content is being found. If you are spending all the time developing such high quality content you better be taking the time to make sure your users can see it!
Once the search engines have crawled through and found (hopefully) all of your content, now they need to store it. This is what’s called indexing. It turns out that when a user uses a search engine to search the internet they’re not actually scanning the internet. They’re scanning the search engine’s index of what their crawlers were able to find on the internet (they store all this data on massive servers all over the world).
This is why website architecture and analysis is so critical. If your site architecture is faulty the crawlers may be failing to index all of your content. If they aren’t finding it and it’s not a part of the search engine’s index, it won’t be taken into consideration when calculating your page’s ranking. In fact, even if you have no errors that could trip up the crawlers, your site still might not be streamlined enough of a user experience to garner the ranking you feel your content deserves. That’s where we come in.
Site architecture is about more than just making your pages easy for the crawlers to navigate. It’s about presenting the right content to the right viewers at the right time. Optimizing your site as a whole takes more than just shortening the number of clicks it takes to get from your first piece of content to your last.
We understand the importance of using keyword research pervasively through all the aspects of your SEO campaign. From page authority, to site architecture – from content roadmapping to recommended A/B Testing – we know that And we are constantly working to improve the current status of your page. Analyzing the efficiency of your site and working to improve its crawlability as well as its interlinking will make your content more readily available and your page more pleasant to experience.
We have built a team of experienced experts who know the nuanced ins-and-outs of the SEO world. With the advancing development of adaptive search engine technology, the subtleties of how search engines find and navigate your pages is continuing to become more and more complex. Keeping clear of architecture pitfalls such as silos and bloated page architecture, as well as retroactively improving the older links within your pagination, are just a few ways we emphasize the optimization of your search engine interactions. They never stop growing. We never stop adapting.
Beyond all the jargon and tech talk, streamlining your site architecture can be justified by a very user-oriented rule. SEO isn’t just about getting a user to click on your link. It’s about getting them to stay on your site once they do.