Bad Layouts Kill Sales

Bad Layouts Kill Sales

December 17th, 2012
Is Your Website's Structure Hurting Your Search-Driven Sales?

Website structure is crucial to SEO-- bad layouts decimate sales. A search-friendly website structure is key to digital marketing success. Maximize yours with these tips.

1. Simple Navigation
 
Keep your navigation structures simple to use. Search Engine Journal reccomends steering clear of navigation structures that are built entirely in Flash or JavaScript. Instead, stick with navigation schemes based in XHTML and CSS. These navigation structures are more easily read by the search engines, making it more likely that your pages will be displayed in the SERPs where appropriate.
 
Additionally, pay attention to your website’s depth. When it comes to websites, “depth” refers to the number of clicks needed to reach any page on your site from your home page. Shallow navigation structures improve your website’s usability, making it far less likely that visitors will give up trying to find the content they were looking for in your buried pages. 
 
2. Link Internally
 
When adding new content, link it to related content elsewhere on your site. If you have a "deep" website, linking internally between pages improves its search engine friendliness.
 
Here are some of the key advantages:
 
  • Internal links make it easier for users and search crawlers to find your best content.
  • Internal links provide readers with additional materials that may pique their interests.
  • Internal links increase both time on site and pages per visit.
 
3. Smart URL Structures
 
Create a standard URL path for each section of your website and stick with it. For example, keep all of your blog posts within the /blog/ section of your website. If you're using a Web Content Management System (CMS) like Drupal or WordPress, you may need to tweak a few settings to get the greatest SEO benefit possible. Search Engine Journal has a great guide on how to do this, so we've linked to it down below.

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