Web structure: basic principles

The structure of a website is the basic framework on which the whole portal will be developed. It is essential to plan and design in advance the organization of all the sections, sections, menus and content to develop it with coherence and usability .

In this Free SEO Course  I will explain the most common configurations that give better results to optimize SEO on page.

Any web page must have the following fundamental parts:

Headboard
It is the top of the web, and includes the logo, tagline or slogan, main banner, social networks, navigation main menu and ant trail.
Content
Where the contents of each independent page are developed. It can be divided into sections and articles.
Side column
It usually contains secondary elements of navigation, banners, complementary content, links, categories or labels, search boxes and subscription forms.
Footer
Final part of the document, which usually includes links of interest, copyright or contact.

HTML5, the most current basic web programming language, allows you to divide these parts with semantic language , which makes it easier for search engines to better understand the structure of the web and, therefore, to qualify the relevance of each of them .

Thus, the header and the main content have more weight than the side columns and the footer. In turn, as we have said before, the content part can be divided into sections and articles, and the latter, have their own header to identify the title, author, date, comments or other introductory elements.

ADAPTIVE OR RESPONSIVE CONTENT

In addition to all this, the responsive design , which allows you to adapt the content to any size of screen or mobile device, has become an essential standard not only to facilitate navigation, but because Google positions better in searches from smartphones and tablets  to the adapted websites (searches from desktop computers are not affected).

This is what was known in April 2015 as Mobilegeddon , when Google introduced this positioning factor in its algorithm.

Thus, it is fundamental to structure the contents, always thinking first of all about the mobile (philosophy of “mobile first”). This allows to have a global vision of the project in any of its versions, as well as to organize the information correctly depending on where you are browsing from.

For example, the desktop design can include banners, slides and spectacular animations, but we must hide them to facilitate navigation and usability from the mobile.

Nowadays all the WordPress templates are responsive, so you do not have to worry about this issue, except for the customizations that you want to implement, for which you will need a specialized front-end programmer or developer.

We recommend these templates for WordPress , because they are the best in terms of design, code cleanliness, high loading speed and, above all, ultra-optimized for SEO .

HOW TO STRUCTURE THE CONTENT OF A WEB WELL

Organizing the content of a website can seem very simple when you have the idea in your head. However, when it comes to putting it into practice and matching it with an intuitive and friendly navigation with SEO, it can become a real headache. Let’s see the most common web structures:

LINEAR STRUCTURE

It is the most common for corporate pages where it is necessary to guide the user through a logical succession of sections and pages. Nowadays, due to browsing, usability and design issues, a single page is used that contains all the information divided by blocks well differentiated by colors and other elements.

To facilitate access, they incorporate a floating main menu that accompanies the user during navigation when scrolling, but at the SEO level it has a few drawbacks: it can be uncomfortable if it has a lot of information; the content is static and hardly changes, and the programming must include the change of url as the page is moved to be able to correctly analyze the visits to each section.

SILO STRUCTURE

It is the most exploited and most effectively at the level of SEO . It consists of organizing the contents in different well-defined sections or categories, where the content is developed independently of the rest of the sections.

It focuses much the authority of the sections and allows to better position the articles they contain. Given that the page of each category includes articles on a specific topic, Google analyzes all the content as a whole, as if it were a single article, and the links to each of the posts transfer the authority that the section acquires when winning links from other websites.

INFINITE SCROLL

Similar to the linear, in this case the dynamic content is automatically loaded when the user reaches the end of the page, loading the rest of available content. This configuration is ideal for viral content websites or online stores with a wide catalog. By avoiding user interaction to see more content (except turn the mouse wheel) leads to high levels of permanence on page.

THE BEST STRUCTURE FOR BLOGS

As you know, this SEO course focuses on the creation of websites with WordPress step by step, and as it is the most powerful content manager for the development of blogs, next we will explain how to correctly structure a blog in the form of a silo.

STRUCTURE BY CATEGORIES

Having clear what is the theme and the contents that you will develop, think first in the most general categories in which you can organize it. Try not to be more than five, since all of them must always have a lot of new content, and if they are too many, eventually you will forget some of them and they will be very poor.

It is much easier to organize the content in general themes : over time, you will realize that you will need more categories or sections, and you probably already know which ones work better and worse to restructure the content again.

Therefore, if you have many categories, you will have much more work ahead, so the fewer you have and the better optimized you leave them, reorganize will be more practical, and will be less traumatic for users who have already become accustomed to the structure of the web .

 

In the image you can see a structure in the form of silo, in which the categories are not related to each other , and on which all the articles of the same subject depend. These can be linked as long as they are natural links and complement each other at an informative level.

In this way, you concentrate the authority of each category to position for a specific topic, and in turn, it is transferred to the articles it contains. In each category you can include a second level of subcategories to better organize more specific content, but to begin with you will only need a first level.

THE MAIN MENU

Once the categories are clear, that will be the main menu of your website and around which you will build the rest of the web. For example, if you are going to write a blog about general photography, you can choose categories such as News, Tips and Tricks, Case Studies, Reviews or Photo of the week.

If on the contrary you are going to mount a blog specialized in photographic techniques, you may be interested in other categories such as Night photos, Black and White photos, HDR photos, Wedding photos or long exposure photos.

As you see, it is best to be clear from the beginning of how many topics you want to writeso that each category becomes relevant by itself, and over time you can expand or reorganize the content with new sections.

In addition, at SEO level it is better to have a relatively small menu, so that the authority is distributed in a more concentrated way in the other internal pages: if you have many links in it, the percentage of authority that reaches each of them will be much less. Keep in mind that the menu is repeated throughout your website, with what one more link in the menu is multiplied by so many categories and submenus that you have included .

The same occurs in the footnote and in the side column, where links are usually placed to other sections  to facilitate navigation in lower parts of the web. Do it alone if it is really useful, because Google can consider it an over-optimization of the web and penalize you. This is because in the past these links were abused, and the webmasters included many links to all parts of the web to improve their internal positioning.

One solution is to apply the rel = “nofollow” tag to those links (we’ll explain it in the SEO on page topic), to prevent Google from following them and passing on authority, but in the end it’s better to have the just and necessary links so that each independent page does not have an excess of links.

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