Website structure is a term that refers to the form your pages and links create. Imagine drawing a map of your website on a piece of paper with lines representing links between them. This link web is your structure and how it is executed matters for the site relevance. It is also important that it is clear and logical to simplify navigation.

A good site structure makes it easier for your visitors to find what they are looking for, increases conversion and CTR, prolongs dwell time and makes the website easier to crawl. Since a good structure equals good UX, your website structure has an influence on your rank in search engines.

The optimal website structure should:

  • have a clear sense of hierarchy with a home page, 3-5 categories and then subcategories
  • have an effective internal link strategy
  • use content silos where applicable
  • use breadcrumb navigation