Site Structure & Internal Linking in SEO: Why It’s Important

No matter how long you have been in the SEO field, you have probably heard about the importance of the structure of a site to organic search performance.

With every passing year, I find it closer to the top of my list of important things to work on when working with a site.

At its core, site structure is simply the act of organizing a website.

The goal of this organization is to create a site that is easily navigatable by users while simultaneously allowing search engines to crawl the site easily.

One of the first things an SEO learns about when being introduced to the practice is on-page optimization which has a heavy reliance on-page organization through the use of heading tags (H1, H2, H3, etc.).

A site’s structure is an extrapolated version of this organization.

For example, I like to think of a website like a house. The ideal house has the appropriate number of rooms that are easily accessible.

In this analogy, pages are represented as rooms. To make the house livable you want to make sure that hallways. Without these hallways, you would only be able to access the rooms by the exterior windows.

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