Depending on the specific industry, every website is going to vary depending on the necessary resources and information that you must provide your customers. This includes but is not limited to, contact forms, calls to action, resources for clients, and a list of your products, goods or services as well. Regardless of the business in mind, it is imperative to structure your website with optimization in mind.
However, the one thing that should remain fairly consistent across all websites, platforms, and industries; is website structure and hierarchy.
The Importance of Website Structure & Hierarchy
Google uses robots to crawl through billions of webpages in search of the most relevant and useful information to users all around the world, this relates directly to website structure as the more information that is present on your website, the higher your page will score on Google search. This is important because Google systematically goes through each of your web pages, noting the route it takes, the accessibility, and if the information from the prior page backs up the former. Website hierarchy is a term used to describe the “layers” of your website. This includes the navigation on your website which houses a websites home page, parent page, and child pages.
The home page is the page that all users land on when they type in your URL (https://www.yourwebsite.com). At the top of every page, you should notice a navigation section with options such as “Services,” “About,” & “Contact.” Giving users access to the entirety of your site from the home page is a great way to increase the optimization of your site, per Google’s crawling methods. Including information about the main aspects of your business is not only helpful to the consumer but also increases the likelihood of conversions for every site visit you have.
A parent page is any page that a user can access from the home page, that has other pages underneath it. This is referring to the “layers” of a website, with each parent page it is important to have additional child pages underneath it (if the page calls for it) to provide additional information on your product, good, or service. When clicking on a parent page, you might notice the URL change to display the page you are looking at. For this example, we will use a service page (https://www.yourwebsite.com/services). When Google crawls your site, it takes all of the content on each page and at every level to determine, how useful the information is to the current individual searching for similar businesses in your area.
A child page (also known as an inner page) is the location where you want to put ultra-specific information relating to each good, product, or service offered. This page can be used to differentiate each of your products or services on an individual level, for example, if you are an appliance distributor, it is good to list all of your products on one page, but it is better on an optimization level if you create a dedicated page for sinks, faucets, toilets, etc, etc.
Once on this page, you might notice the URL shift again for the 3rd time to something along the lines of (https://www.yourwebsite.com/services/sinks). By creating a clear path for your pages, you can greatly reduce your bounce rate, as a clean and well-designed site can your website visibility, by creating relevant content for your webpages, Google will score your page higher which can help drive more traffic, conversions, and potential business your way.
Boston Web Marketing: SEO and Marketing Professionals
Are you concerned that your site may not be built out with optimization in mind? Boston Web Marketing can work alongside your internal team of Marketing professionals when it comes to optimizing your web pages and get them back in front of the eyes of those you are trying to reach. Need a site consultation? Give Boston Web Marketing a call today at 857-526-0096!