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Guide To How A Website Should Be Structured When It Comes To SEO

Structuring a website correctly will help your SEO and its online ranking.

Requirement for Success

When creating a website there are many factors that come into play when you want to make deliver a successful website. A few of those factors include being regularly updated, great content, layout, good use of colors, etc. However, when creating a website there is something you should always work towards, which is that your website is built on the premise of good SEO.

What is SEO?

SEO stands for the practice of utilizing search engines to market your to show your brand off to the internet. SEO or search engine optimization is something that can often be considered the same as ads. The difference is that you do not have to pay for the ad instead. Let’s say you search for a popular service like let’s say for example a towing company. You can see that on the first page some of the links are listed as advertisements. Then a high-ranking website link or organically ranked website is listed right below them.

However, SEO can have a bigger effect than advertisements when it comes to search engines. Generally, advertisements are usually meant to sell something. Whereas with an organically ranked website the content you can have is more flexible. People are also not always looking for something to buy as well.

How SEO affects your website

Optimizing websites are often important because you can increase traffic and make using your website easier for the user. Often millions or even billions of people are using the internet each day, searching for a lot of different things.  If you appear near the front page of each search you are bound to get more traffic daily.

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While not having SEO MAY NOT particularly hurt your business, you often miss many opportunities. For example, SEO boosts people’s awareness of your brand and further increases website traffic.

Bad SEOAnother effect that optimizing for search engine has is that it forces you to tidy up your website. This allows for the website itself to be much more easily accessible and comfortable to be in. An example of a bad SEO site would be This website has information all over the place and would be hard to read through the information. If you however would make this SEO friendly, then a lot of the items would be sectioned off into other webpages more neatly.

How SEO works

In order to know how SEO works, we must first know how the search engine works. Search engines don’t always work the same way, but they always have three primary functions.

One important function of a search engine is its ability to crawl websites. When a search engine crawls websites, it means that it is finding new content using robots. Content can range from a lot of things, it can be a new webpage, a blog, a video, and etc.

However, the robots will then index that content to draw from later. An index is a database of the search engine, serving to be what it gathers content from to show to the user.

The last important function of the search engine is its ranking of websites. The ranking serves to be a sort of measurement of how relevant a website is to the search content-wise. This means that if your website looks nice, but it does not have good content it is not going thrive. Now you may ask how the search engine can tell if the content is relevant, but we’ll get to that later.

SEO itself is basically adapting your website to capitalize on these functions. The way web developers can optimize your website to work with these functions can vary in many ways. From instructing the “crawlers” on how to scan the content to having keywording for the search engine to understand the content.

How Keywords work

Keywords may not sound important at first, but without them, SEO can not work at all. Because of this, it is important to understand them as they build this very practice.

If you know how search engines work, you will know search engines will not use the entire query. Search engines are not as smart as people may think, and so they must rely on simpler methods instead. Searching their index with the entire query will cause it to miss some important content instead. So instead search engines make use of keywords and key phrases to search their index and list relevant content.

Optimizing your website to the engine mainly means keywording your content properly, so the engine understands content in your website. When the search engine understands roughly what topic your website is about, it can rank your website more accurately.

To utilize keywords for yourself is not as simple as just inserting keywords that relate to your content. If you try to rely on simple keywords on your website, you will find that it won’t be effective. This is because there’s going to be lots of competition for it already, like “shoes” or “whales”. Key phrases or long-tail keywords are a good alternative to using short keywords as it results in less competition.

You also tailor to audiences that are specifically interested in your content. The drawbacks to doing this are minimal as well surprisingly, as you might think that people won’t be too specific. However, search engines autocomplete can often lead people who are not sure exactly what they’re looking for, directly to you.

Javascript/Flash Usage

JavaScript while having big pros, such as more animated and interactive websites has some serious cons as well. Website crawlers often are pretty good at what they do, but they are not smart. In the past crawlers often had trouble with JavaScript content in websites. Now in recent times since search engines like Google and Bing adjusted for these problems, they are not as impactful. However, there still can be issues causing the crawler to skip over JavaScript content.

To adjust for these issues that can occur, there are a few things you can do. The first thing you should do is limit the number of user events on your website. The robots will usually not be able to do anything that’s intractable, so dependency means a lot of missed content.

Flash tends to suffer a lot of the same problems as JavaScript does as well even in the past. If you want to use Flash on your website now, it’s not a good idea as browsers are eliminating the flash player, and support will be limited by 2021

Website Optimization

To actually optimize your website what you can do is to have a proper structure for your website. Having a proper website structure will make it easier not only for users to navigate but for search engines to crawl.

One if not the more easy but important thing you can do is to have a hierarchy for your website. Having proper hierarchy is not only beneficial to you when creating the website, but also to users and search engines. When creating a hierarchy, you want each webpage to be able to link to other more specific webpages. This lets users and search engines understand the website structure and makes it easy to navigate and search content.

However, when you click on a topic you want, it starts to go much more into detail. Having a hierarchy is not only necessary for the website itself, but for the URLs as well. You want to make sure your URL matches your hierarchy because it also helps the search engine’s ability to crawl.

Website SEO Structure

Another thing people forget when optimizing their websites for search engines is to also make their images SEO friendly. Images can play a huge role in loading time and end up affecting your search engine rankings. Loading times are a factor that search engines also take into factor when ranking a website. So make sure your images are the right size, around 30 to 100kb is recommended

One way to know if your websites have a good site structure is if it has site links. Site links are links that the search engine can use to display right below your link when it appears. If you search up Twitter for example, below the link to the websites will be other links listed.  Because site links aren’t something that is programmed but are given means that search engines like your website structure are given.

So, it’s generally a good idea to follow the structures of websites that have said site links, and eventually, get one yourself.

Examples of Well-Structured Websites

I could tell you all about how to structure your website, but it’s also important to look at examples too. One example of a well-structured website would be Scholar’s Edge. Right on the home page, you can see that it is meant to let people choose the content. This website also contains a proper hierarchy as well. Choosing a link to go to will often lead to more in-depth content, like Features & Benefits.

Not only that but is URL has a proper structure like most websites should have. You are always able to tell what webpages you are in, and how deep you are in the website currently. The last thing about the website is that it does not throw images everywhere. Its images aren’t too big in terms of data size, and there are not many on each page.

Bad SEO practices

Sometimes good intentions can often lead to bad results. People when trying to optimize websites for search engines end up doing the opposite, known as the “black hat SEO” or negative SEO. Knowing them and taking steps to avoid them is important information and a way to protect your rankings.

One general bad practice with SEO is trying to take advantage of the system, for example, keyword stuffing. Keywords that I have mentioned before are an important part of becoming SEO friendly. Search engines scan your websites for keywords as they inform the search engine what’s relevant to the user’s search. However, there are consequences to abusing this by stuffing all kinds of keywords on your websites. Search engine robots can detect this abuse, even if it’s accidental, and end up lowering your rank instead.

Another bad SEO practice you have to be careful with is having low-quality links on your website. You may not be aware of this, but other websites can still very well affect how your own websites rank. Links to low-quality websites often bring down your own website ranking, so check on links you used in your website.  It’s also important to check regularly too, as competitors can and will take advantage of your links if needed.

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Web Design, Current Trends, and Online Marketing Blog Posts:

Visualwebz LLC is a Top Digital Marketing Agency in Seattle and provides a range of digital marketing services.

We have summarized a number of areas small businesses should be aware of when it comes to having an effective online presence.

Digital Marketing Tips and Insights

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More Blog Posts on Web Design, Online Marketing, SEO, and related areas:

Google PanelGoogle Adwords | Google Trends | Rich Snippets |  | Internet Companies | HTTPS | | E-Commerce Website Developers | | 20 Years of Google | AI | Google Algorithms | Phishing & Compromising websites | Business Ranking in Seattle |  Smart Homes | Ruby on Rails | Web Design History | Micro-animations & Micro-interactions | Drop shipping | Check our multi-page generator that helps create multiple landing pages | Structured Query  Language.

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