The best navigation structure for SEO

We are often only brought in on a new website project when it is about to go live or has just been launched. For a number of reasons, it is useful to incorporate SEO right from the start of the development process, but it is, of course, also possible to implement it retrospectively. Incorporating the most important keywords into the navigation structure leads to SEO success.

Menu or navigation

You should not confuse the navigation structure with menus. A menu is merely a graphical representation, which must align with the visitor’s search process. A visitor must be able to find the right information within a few clicks. Search engines use the navigation structure. The aim of SEO is to help visitors understand how the website is organised.

Structuring content

SEO always starts with a keyword analysis. Once it is clear which (long-tail) keywords are relevant, it helps to group them. In the case of bridges, you might consider the following structure:

• /bridges

• /bridges/construction
• /bridges/construction/slab bridge
• /bridges/construction/cable-stayed bridge
• /bridges/construction/truss bridge
• /bridges/construction/girder bridge
• /bridges/function
• /bridges/function/road bridge
• /bridges/function/cycle bridge
• /bridges/function/footbridge
• /bridges/function/cycle-and-pedestrian-bridge

When searching for ‘bridges’, people look for bridges based on their construction and function. 

Once the structure has been finalised, you’ll need to consider which features are required to bring it to life. The keyword analysis should also reveal the search intent associated with each keyword. In Google’s search results, you can see which types of pages appear for each search query. Think, for example, of product pages, blog articles, homepages, and so on.

When developing a new website, we provide advice on the technical setup. For an existing website, we assess how this ideal structure can be integrated within the current functionalities. Clients may find it inconvenient that part of the website needs to be redesigned. It is far more efficient to incorporate SEO as early as possible in the process, but sometimes there is no alternative. Many agencies often pay close attention to a logical menu structure, but frequently overlook search behaviour. Once visitors are on the website, a well-designed menu and click-through paths are, of course, very important. SEO comes a stage before this, which is why having a good navigation structure is crucial. 

The right balance

The navigation structure alone is not enough. SEO consists of hundreds of guidelines. The navigation structure is, however, an important one. Without good web content, unique meta tags, high link authority, structured data and so on, you won’t get anywhere. SEO requires the right balance.

Limit changes to the navigation structure 

Changes to the navigation structure can have a significant impact. Google calculates link authority on every page within the navigation structure. As soon as you change this, the link authority shifts, leading to negative effects in the search results. The damage can be minimised by adding so-called 301 redirects (placing links on old URLs that point to the new location), but you will almost always drop slightly in the search results. So think this through carefully and, ideally, set up the ideal navigation structure in one go. Expanding the structure is, of course, fine. What we mean by ‘adjusting’ is renaming existing URLs or completely overhauling them. If there’s no other option, then you’ll have to do it. Bear in mind that the desired effects won’t materialise for months, so plan these adjustments carefully. Don’t do this just before the peak season in your industry. 

Does your company also want to get more out of its website? Feel free to involve SEO Ninja in this. We have extensive experience in web development, so we know how best to integrate SEO into a website.