This is a post expanding on the backend / developer site structure.

Is it perhaps the most important thing of a site. It aids the following factors;

1. User navigation
2. SEO factors
3. Search engine indexing
4. Useability
5. Conversions

photo credit: Andrew*

Having implemented a decent front end site structure will improve your return on investment depending how much you are willing to spend to make sure your site performs as it is intended. With such a wide effect it is required to have a decent front end site structure.

Before you build the site you should plan a sitemap. This sitemap should be hierarchical and will allow you to build a design which should cater for the nature of the site. This is why it is important to not just jump straight in at the design level.

URL Structure

Having a decent URL structure will allow for better indexing, linking and relationship between pages. If done right it should be picked up by Google and should give you the facility to (for example) get ‘More results from tdcreative.net »‘ in the organic SERP’s.

Ideally, pages should have levels which relate to the sitemap. A folder-like-hierarchy should be present in the URL. This should make it apparent to the search engines how pages are related to eachother. Try and avoid complicated dynamic URL’s if you can.

Linking Structure

This section is explained as an example. There are many other ways to do it. In relation to your sitemap, all top level pages should be presented along the top of the web page. This signifies to search engines that these pages are important and should carry a relatively large weight on your site. All second level pages should be listed along the left hand side of the page. This is done for two reasons;

1. Makes for easy sub navigation for users and pages are placed in a logical place.
2. Search engines realise these second level pages are related to the parent page.

You should really try and avoid going any deeper than 3 levels. For web2 sites such as forums and blogs, pagination functions may push pages back many levels, but the more important and active posts are pushed to the front (thus carrying more weight). However, saying that, web2 sites such as blogs and forums work different in terms of indexing, weight and the importance of a page than to normal static sites.

Page Elements

Implementing correct page elements also help two factors;

1. Human Logic
2. Search Engine Optimisation

Implementing heading one and heading two tags are imperative to being indexed correctly. Basic SEO states you should use a <h1> tag for your main keyword you want to be found under. (NO - <h1> is not the answer to everything…this is a very very basic and obvious yet misunderstood page element). You should use the <h2> tag for keyword variations on the page.

How does this help human logic? We have always been tought that you should title work. The same applies here. There is no difference here, our brain still wants to read in a way that is familiar to us.

If you have anything to add, please comment