A navigation structure has everything to do with the surveyability of a website. You've probably ended up on a website where you have no idea what page you need to go to in order to find the right information. This is extremely irritating. It means unnecessary searching, which would not be necessary with a good navigation structure. Above all, it is not only annoying for visitors if information is not easy to find, it also makes the website very difficult to read by Google.
If there's one thing Google doesn't like, it's lack of clarity. An unclear navigation structure can therefore be punished in no time with a lower position in Google and therefore fewer visitors and conversions. It literally brings your website to a standstill. That's why it's so important that people know how to navigate within your website and that this structure is also clear to Google. This benefits your online visibility and helps visitors find what they are looking for. But what is a navigation structure exactly? And how do you create one?
The navigation structure of a website shows where everything can be found. How the website is organised. It's comparable to the table of contents of a book. It tells you exactly where to go to find the information you need. This makes it much easier for website visitors to navigate through the website. This is also important. If the website is not well-organised, chances are that they will click away and look for a well-organised website. This also has an effect on your ranking in Google.
Moreover, the navigation structure is also important for the conversion optimisation of your website. After all, if users do not end up on the right page, a search will also lead to fewer conversions. As a result, Google will find the web page less and less relevant and you will fall deeper and deeper into the ranks. And believe us, it will be very difficult to climb up again.
To build the navigation structure in the right way, it is important to imagine it visually. Therefore, take an old-fashioned pen and paper and draw a tree structure. Start at the head of the tree with the homepage and then branch off to the subpages. Make a complete and structured 'tree' of all the pages that will be seen on your website. Make sure the branches are clear and also relevant to the sub-page they are mentioned on. If the structure is clear to you, it will most likely be clear to the reader and will be rewarded by Google.
Do you find it difficult to create a good navigation structure yourself? Leave it to a web designer or all-round marketing specialist.
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