“I cannot stress enough how important a solid website architecture is to the success of your entire web marketing efforts.” – Stoney deGeyter
Well! We have to agree with Stoney here. The importance of website architecture is immense in your SEO search rankings. There are various factors in the architecture of your website that makes or breaks your SEO game. Here is a list of the important ones:
The way search engines work is that they crawl all the websites visiting each page extremely quickly, thereby acting like a hyperactive speed reader. In this process, they make copies of all the pages they crawl and store them in a massive book of web which is called “index.”
Whenever a user comes with a query, the search engine go to this massive book and look for all the relevant entries. They then picks out the pages, they think would best answer your query. Therefore, the basis of all your search engine effort is to first enter into this book and for that you need to be crawled.
Considering that you are being crawled daily, you can still improve the efficiency of crawling by making sure only the right pages are being crawled. Using robots.txt, you can specifically tell search engine not to crawl certain pages and hence increase the crawlability of the relevant pages. You can also make use of sitemaps that is XML and HTML to make the crawlability easier.
With the increasing trend of business on phone, today most of the google searches happen on phone rather than on desktop. Therefore, the mobile friendly sites are being rewarded more in terms of search engine rankings. Therefore, get your site mobile friendly and you are good to go.
Remember the big book of pages? Despite of all the organising skills, Google has, it sometimes gets messy and get bloated with a lot of pages with virtually the same content. This could happen due to a lot of reasons. This could harm your search engine ranking especially when people are linking the different versions of same page confusing the google even more as it is an indicator of lack in trust and authority.
A quick fix of this is using canonicalization, using 301 redirects, rel=canonical tags, having pagination strategies and managing URL parameters.
In today’s “I want everything in a split second,” world, Google also happens to give a ranking edge to the faster websites and hence improving the speed of your website becomes a necessity. This not only improves your ranking directly but also indirectly by making the people landing on your website happy. Remember what they say, “search engine-friendly design” is also “human-friendly design!”
Secure Website (HTTPS)
Similar to the site speed boost, https is also a minor factor that gives you an edge in terms of site rankings. HTTPS makes the web a secure place to be and if you dealing with sensitive data on your website, then this will also give your business a boost by establishing you a trusted source.
Again a minor factor, but having the words you want to be found for in your domain names and page URLs can help improve your ranking.