Over the past few years, one of the most overlooked areas for an effective SEO strategy is the site’s architecture. This is one of the most crucial aspects of your site’s SEO performance, however most don’t understand exactly what type of site structure influences SEO.
At the core of site structure is a great user experience. If you remove all of the design elements, colors, branding, fonts, graphics, and white space, all you are left with is structure. Have you noticed that some certain websites have an intuitive feel to it? That’s because these companies have continually optimized the user experience that is logically and cognitively satisfying to users according to their behavior flow.
In turn, because the site is more satisfying to users, search engines will be able to index and rank it better as well. Google’s algorithm uses information from searchers to rank your website. If your site has poor CTRs, high bounce rates, low engagement, it will not perform well in the SERPs. By contrast, when a user finds a site that they like, spends a lot of time on it, and finds what they are looking for, Google will rank this one higher. For more resources on website UX/UI, please check out Supreme Optimization’s posts on ‘6 Web Design Trends in 2016 for the Life Sciences Industry’ and ‘5 Challenges Life Science Companies Face During Web Development and Solutions’