The Importance of Site Structure in SEO | Google's ranking Algorithm
What Does It Entail
The infrastructure of your website includes several key components that impact its overall performance and SEO. Here are important terms related to infrastructure:
- Mobile-First: A design approach where the mobile version of a website is prioritized in the development process. Google considers mobile-friendliness a ranking factor, as an increasing number of users access the internet via mobile devices.
- AMP (Accelerated Mobile Pages): A technology that enables web pages to load faster on mobile devices. AMP pages are stripped down versions of regular web pages, designed to improve loading times and enhance user experience on mobile.
- Redirects: A method used to send users and search engines from one URL to another. Common types of redirects include 301 (permanent) and 302 (temporary), which can affect how search engines crawl and index your site.
- Robots.txt Files: A text file that instructs search engine crawlers on which pages of your site should not be indexed or followed. Properly configuring your robots.txt file ensures that search engines focus on your most important content.
- XML Sitemap: An XML file that lists all the URLs of your website, helping search engines understand the structure and content of your site. Submitting a sitemap to search engines can improve your site's indexing.
- Hosting Server Location: The physical location of the server where your website is hosted. Hosting your site on servers closer to your target audience can improve loading times and enhance user experience.
- Domain Reference: Refers to aspects related to your domain, such as its age and name. Older domains with a reputable name often rank better in search results, as they are considered more trustworthy by search engines.
What Could I Do to Approach This?
1. Implement Mobile-First Design: Ensure your website is mobile-responsive, providing an optimal experience for users on all devices. Use tools like Google's Mobile-Friendly Test to evaluate your site's performance.
2. Adopt AMP Technology: Consider implementing AMP for your key pages to improve loading times for mobile users, which can enhance user experience and reduce bounce rates.
3. Set Up Proper Redirects: Use 301 redirects for any permanent URL changes to retain link equity and guide both users and search engines to the correct content.
4. Optimize Robots.txt: Regularly review and update your robots.txt file to ensure search engines are indexing the most relevant pages while avoiding unnecessary ones.
5. Create an XML Sitemap: Generate an XML sitemap for your website and submit it to search engines like Google and Bing to help them discover and index your content efficiently.
6. Choose the Right Hosting: Select a reliable hosting provider with servers close to your target audience to minimize loading times and improve overall performance.
7. Monitor Domain Health: Keep an eye on your domain's age and reputation. Consider acquiring an established domain if you are starting a new site, as it may rank better than a new one.
8. Regular Performance Testing: Use tools like Google PageSpeed Insights and GTmetrix to assess your site’s loading speed and identify areas for improvement.
9. Utilize HTTPS: Ensure your website uses HTTPS for secure connections, which is a ranking factor and also helps to build trust with users.
10. Minimize Page Size: Optimize images and scripts to reduce the overall size of your web pages, improving loading times for users.
What Results Should I Expect?
Best Possible Results
1. Improved Loading Speed: Faster loading times can lead to lower bounce rates and increased user satisfaction, positively impacting your SEO rankings.
2. Enhanced User Experience: A mobile-first approach and secure connections can create a better user experience, leading to higher engagement and retention rates.
3. Increased Visibility: Optimized infrastructure can result in better indexing by search engines, enhancing your site’s visibility in search results.
Worst Possible Results If Poorly Executed
1. Slow Loading Times: If your infrastructure is not optimized, you may experience slow loading times, leading to high bounce rates and lower search rankings.
2. Security Vulnerabilities: Without proper security measures (like HTTPS), your site may be vulnerable to attacks, which can damage your reputation and SEO performance.
Focusing on infrastructure is essential for improving your site's performance and enhancing your SEO efforts. By prioritizing mobile-first design, implementing AMP, and optimizing various technical components, you can create a robust online presence that drives traffic and boosts your rankings.
To continue on with this series, learn about the basics of Technical SEO and its importance here.
If you want to return to the overview page to see how Google themselves consider websites for their rankings, click here.
