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  • Site structure: How to create a proper website structure


    Each site needs a certain construction. Otherwise, it will be just a collection of pages and blog posts. Your users need a clear system to navigate your website, to navigate from one page to another.

    And Google uses your site structure to determine which content is important and which content is less important. In this guide, we'll tell you everything you need to know about the structure of the site.

    Table of Contents

    Why is the structure of your site?

    Structuring your website is crucial for both usability and search. Many sites lack a system to direct visitors to the product they are looking for. In addition, having a clear site hierarchy leads to a better understanding of Google robots, so it is very important for your SEO.

    1 Important for ease of use

    The structure of your website is of great importance to the User eXperience (UX) on your website. If visitors can find the products and information they are looking for, the likelihood of them becoming customers will increase.

    In other words, you should help them navigate your website/store easily. The good information architecture of the site will only help in this.

    Navigation should be easy. You must categorize your messages and products so that they are easy to find. A new visitor should instantly understand what products you are selling or what your website is about.

    2 Important for SEO

    The logical construction of a website or online store gives more chances to take a better place in the search results. Here are three main reasons for the additional features:

    1. This helps the search engine "understand" your website

    Structuring your website will give search engine robots important tips on where to find the most appropriate content. The structure of your website will tell search engines what your website is about and what you sell. It also helps the search engine find and index content for specific products.


    Therefore, a good structure can lead to an increase in the rating on Google and Yandex.

    2. The competent structure does not allow you to compete with your own content

    You may have similar content on your site. Perhaps you write a lot about SEO. You may have multiple blog posts about the structure of the site (each of which deals with a different aspect). Therefore, the search engine will not know which one is the most important.

    This way you will compete with your own pages for the highest ranking in the SERP. You must tell the web spiders which page you think is most important. This requires a good construction of internal links and taxonomy structure, it is necessary to make all these pages work for you, not against.

    3. Required in case of changes on your website

    The products you sell in your store probably change over time. The content you write also changes. A new collection will be added as the old one will be sold. Or you have decided that outdated information should disappear from your site.

    You don't want the search to show outdated products or articles.


    This will be easier to do if your site has a clear structure.

    How to set up an orderly structure of your website

    So, how do you plan to put in order the hierarchy of the site? First, we'll explain how the perfect site structure should look, and then show you how to achieve this for your own site.

    The ideal structure of the website

    The structure of your site should look like a pyramid. At the top of the pyramid is your home page, and below the home page are several categories. For larger sites, you should make subcategories or custom taxonomies (more on that later). Within categories and subcategories, there will be any number of posts on their pages or product pages.

    The division of your pages into categories

    If you have not yet divided blog posts or product pages on your site into several categories, you definitely need to do it and even better to do it at once. Don't forget to add these categories to the main menu of your website.

    What values should be the category

    Make sure that all categories are roughly the same. If there is too much material in one group because you are blogging on a specific topic, you need to divide it into two other categories.


    A good rule of thumb for the required size of categorization is that no category is twice the size of any other.

    If you have one such topic, splitting it into two separate parts will result in a more accurate reflection of the content on your website.


    Note that if your category name is reflected in the permanent link structure on your website, you should make sure that the URLs are redirected properly after the category is split.

    Internal Linking Structure

    The binding structure is of great importance. Each page at the top of the pyramid must reference specific subpages.

    Conversely, all subpages must reference the page at the top of the pyramid.

    At the top of your pyramid should be important content for you (articles with a cornerstone), and it should be articles you refer to, from all your materials.

    If you combine pages that are closely related to each other in content, you increase the possibility of a good ranking. This method of building internal links will help search engines to calculate the main pages for each object.

    Taxonomy and tags

    There are two standard ways to organize: you can use the above categories (which will give you a pyramid structure) and you can use tags. For the site will be very useful to add tags. Tags and proper classification of the material will give your site a certain relationship (at least Google it helps to navigate).

    The difference between categories and tags is in the device. Categories are the hierarchy, you can have subcategories and sub-categories, whereas tags do not have this structure.


    Categories are the content of your website and tags are the zip code. Is that clearer?


    Don't create too many tags. If every post or article gets another new unique tag, you will achieve nothing. Make sure that the tags are used more than once or twice. They need to group items by a specific label.

    Make sure your tags are accessible to visitors, preferably at the bottom of each article. They help to expand the topic of the material.

    Corner (cornerstone) content

    Material pages, which are important, I call a material with a cornerstone (Cornerstone content). Cornerstone articles are the most important articles on your website. The content of these pages is content that accurately reflects your business or the mission of your business.

    As we discussed earlier, articles with a cornerstone should be relatively high in your site's structure, focusing on the most "top" and competitive keywords.

    I recommend thinking about the four specific pages you would like to show the world to tell about your website or company: these should be the main, most important articles. In most cases, the home page will link to these articles.

    Websites must have at least one or two articles optimized for your keyword and a maximum of eight to ten. If you want to write more than ten such informative articles, you should start a second website.

    Category pages or tag pages can also help focus on the mission or most important products of your website or company. If you want to optimize your category pages to become the cornerstone of your content, it's important to provide amazing introductory content.

    You should ensure that this category page gives a compelling overview of the subject and motivates visitors to read even more articles in this category on your sites.

    Practical tips and quick wins

    The structure created must be dynamic. Over time, your business will change, and of course, the structure of the site should reflect these changes. If you don't think about the hierarchy of your website on a regular basis, it can grow into a monstrous collection of pages. Your pages or products over time will no longer be suitable for existing navigation.

    Delete and redirect!

    Many online stores sell different collections of products (clothes, shoes, food, services) every season. The old goods will eventually be sold out. And if you are not going to sell the same product, again and again, you will have to delete the corresponding page.

    Technologies are constantly evolving, and it happens that the article material is irretrievably outdated, delete this page!

    It is quite possible that you have been a valuable reference that is no longer needed, page. To use these links, even if the page no longer exists, you must redirect the URL.

    It's not that hard to set up page redirects. Preferably, you should redirect the old URL with a 301 redirect to the product that replaced the previous product or to the linked page if there is no replacement.

    This can be a specific product category page or, in a pinch, your home page. Thus, an outdated page will no longer interfere with the structure of your site.

    Evaluate your menu

    When your business goals or website change, the menu should change as well. When you start to restructure your site, it would be good to get a visual representation (such as an organogram).

    Start with your desired (one or two levels) menu and see if you can fit into it pages created over the years. You will find that some pages are still relevant, but most are not suitable for your new menu.

    No problem! Remove them, just make sure that they are not referenced by linked pages and that they are not in the Sitemap files either. Perhaps the organogram will reveal problems in the structure of your favorite site.

    Rethink the classification of your site's menu

    Creating an overview of your categories, subcategories, and products or articles will help you revise your site's taxonomy. You may have noticed that one product category received more pages than others. Or maybe you've written a lot of material about one particular subject and little about other topics.

    If one category grows noticeably larger than the other, the pyramid of your site can go out of balance. Think about dividing this category up into several different ones. And if several product lines have information about themselves, less than others, they should be combined. Try to create eight to ten top-level categories (maximum) to keep the structure balanced. Don't forget to redirect from deleted pages!

    It is necessary to inform every search engine about it. It is unlikely that you have created your site map manually, so I will update it with the changed structure of the website and resubmit it in Google Search Console and Yandex webmaster.

    Duplicate content

    You already know that the same content can be displayed on several pages of your site.

    As a reader, you don't mind: you will get the material you were looking for. But the search engine must choose what that one page and show in the search results for a specific query. Well, they don't want to show the same content twice.

    What's more, when third-party websites link to your product from the first URL and other sites link to the second URL at that time. Moreover, these duplicates themselves link to the same top-level page, your rating for the relevant keyword will be just unfairly inflated.

    The structure of the site, conclusions

    As we can see, there are several serious reasons why the structure of the site is important.

    A good site structure helps both your visitors and search engines navigate the site.

    This makes it easier to implement changes and prevents competition with your own content.

    Therefore, use the tips and tricks of this guide to check and improve your site structure in a timely manner.

    Edited by DeZire

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      27. Meta description
      On e-Commerce sites, meta descriptions serve a very important purpose. In many cases, the correct meta-description forms a short excerpt (snippet) which is displayed by search engines in the results of the request and serves to obtain primary information about the content of the website page.
      Be sure to add a product-oriented meta description to your product pages so that search engines use the correct text in their search results!
      This list can make a hundred tips, and I'm sure as an online store owner, you can come up with even more. Feel free to share your tips in the comments or on social networks. I'm looking forward to them!
  • Technology

    • Search engine marketing (SEM): the methods, techniques, safety

      What is search marketing? A few years ago, this term simply did not exist. However, the rapid development of Internet technologies has led not only to the emergence of this trend but also to its amazing popularity. At the moment, search marketing is known as an effective way of promotion, which includes a range of activities aimed at achieving only one goal - to attract customers.

      Table of Contents
      Definition Relevance Goals and Tasks Methods and Technologies Search engine optimization Contextual advertising Social networks Search marketing security Prohibited method: Disadvantages Definition
      If you have not encountered this term before, it's time to get acquainted with it. Search engine marketing involves promotion in search engines in order to attract the target audience. I must say that this is a whole system in which several specialists are involved. They are marketers, programmers, copywriters, designers, etc.
      Compared to other methods of search engine marketing on the Internet has a major advantage. It allows you to reach out to an audience that is interested in the proposal addressed to it. This is due to the fact that it comes to the search engine for an answer to your request. Offering what potential visitors need, you both benefit. Customers get what they're looking for, and you get real customers.
      Search marketing is still a fairly new technology. Therefore, users have a logical question: why is it needed and whether it is needed at all? Let's find out.
      So, the main task of search marketing is to attract potential consumers. And not random, but only interested. After all, the offer is addressed only to those who are already looking for a product or service that you are ready to offer.
      However, in order for a user to notice your website among dozens of competitors, it is necessary to use various methods of search marketing. After all, as a rule, scrolling through the issue, the user rarely browses more than ten sites. Competently using the latest technology, you can be in the top ten and get ahead of competitors in the fight for the attention of potential customers.

      The theoretical definition does not always give an accurate understanding. Let's try to find out how search engine marketing works and what it's for.
      So, suppose that a budding entrepreneur decided to open his own business – to sell lingerie in an online store. This is a popular product that is in demand.
      However, in any area, you need advertising that allows you to attract customers. Because their absence means no profit. For start-up entrepreneurs, all costs are on the account, and any advertising is not cheap.
      There are many companies that offer search marketing among other services. You can even link the amount of payment to the result or make parts. That is, first the entrepreneur receives real customers, and then from the profits makes the rest of the payment for such an unusual method of advertising. Convenient to all.

      Goals and Tasks
      Knowing the definition is not enough. You need to know for what purposes search marketing is used.
      Sales. This is the most obvious task that this method of promotion performs. It is necessary to attract interested buyers to the site who will make a purchase. Image. The more often a person will see the logo of your company, the more likely that he will remember you and sooner or later become a client. Reputation. If we are talking about the promotion in social networks, a large value can have reviews. It is advisable to find a way to encourage buyers to leave real reviews. The more positive opinions can be collected, the greater the level of confidence in the company among potential customers. Competition. The market for goods and services is currently oversaturated. That is why it is especially important to compete and win customers over to your own side. Information. You can offer users up-to-date information about the products and services they are interested in. Even if they don't buy anything right away, your company will become an expert for them. In the future, they can return, choosing you among the many competitors.
      Methods and Technologies
      You need to understand that SEM (search engine marketing) is the whole complex of actions, which may include website optimization, contextual and launching viral advertising, and on the Internet resource work more effectively, attracting target customers and converting them into real buyers. So, what are the technologies of search marketing?
      Contextual advertising. Targeted advertising. Search engine optimization. Social network. Let's talk more about some of the technologies listed above.
      Search engine optimization
      This is only part of the marketing campaign. It involves working directly with the promoted site. Moreover, search engine optimization can be both internal and external. In the first case, work with texts published on the website, metatags, links, etc. In the second case, efforts are aimed at increasing the number of links to third-party resources.

      There are a considerable number of factors that allow you to improve the position of the site in search results. A simple user does not need to know all of them. To do this, there is a separate profession, representatives of which are engaged in search engine optimization.
      Contextual advertising
      This system for placing paid ads, created by the search engines. Each user can create their own ads and thus attract the target audience to their own website.
      The advantage of contextual advertising is that the user does not pay for the fact of placing an advertisement. Payment is charged only if the user clicked on the ad and went to the specified site.
      Another important feature is that to get to the top lines do not need long and painstakingly to optimize the site. You can buy this place for a fee, exhibited by the search engine. It is difficult to predict how high the conversion will be in this case.
      Social networks
      These sites are incredibly popular among the population. It is not surprising that this is quite successfully used by marketers. In this case, often published interesting for users' materials, to support communication in thematic communities, etc. In a sense, marketing in social networks can be called hidden. In addition, this method of advertising is not suitable for all companies. Not every product can be advertised with beautiful photos on social networks and enticing texts.

      Search marketing security
      This question becomes relevant if illegal methods of promotion are used. Conventionally, they are called "gray" and " black".
      Above were described exclusively "white" methods of search marketing, which are loyal to the search engines. Such a conscientious promotion requires a lot of time and effort, but ultimately increases the reputation of the site and gives a reliable result.
      Why then use "gray" and "black" schemes? For the reason that not all site owners are willing to invest a lot of time, effort, and money in the fair promotion. However, you need to understand that when using unscrupulous methods then it will be extremely difficult to restore the reputation of the site or even impossible.
      Prohibited method:
      spamming; automatic link exchange and purchase; placement of links to non-thematic sites. Some of these methods can produce results, but they can also lead to a site ban. Then it will disappear from the search results. Is it worth the risk, each site owner decides for himself.

      Delayed result. It may take several weeks of hard work to see the first results of search marketing. We must understand that this is a task that involves long-term implementation. Do not take it, waiting for lightning-fast results. Dependence on competitors. Even if as a result of well-organized search marketing you will be able to be in a good position in the issuance, all at any time can change because of the actions of your competitors. Complexity. It is almost impossible to carry out the whole complex of measures to promote the company on the Internet alone. This requires a whole team of professionals, not random people. Financial cost. You will have to pay for both professional services and search marketing. For example, if we are talking about contextual advertising. You need to understand that the promotion cannot be absolutely free.

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