Website Structure

URL Structure

URL structure

What is a URL and why do you need to structure your website? A URL is the address of a web page that is visible to the reader as well as the search engines, so you will want to keep them as short as possible while still making them clear and descriptive.

Example: our home page URL is “” where as the URL for this page is “”.

You should use them to help the reader or the search engine, understand what a page is about and to tell them if the page is within a category, this is particularly helpful on larger websites and blogs.

Internal linking

Why use internal links and what are the benefits. When building your website, special attention should be placed on your internal and external links. Keeping readers on your website is very important as Google monitors the number of pages visitors view during their visit and which pages they go to. This metric along with your bounce rate, can have a significant effect on your overall search engine ranking positions (SERP’s) and there for, affect the amount of traffic that you get to your website. By using internal linking correctly you can significantly increase the amount of time a visitor spend on your website and the amount of pages they view.

There are a few different schools of thought when it comes to internal link, some say that you should have no more than three internal links with in your page content, while others advise to link almost every other word. The simple answer to this is to place an internal link to additional content where you believe it will be beneficial to the reader, this, rather than trying to have a set number or internal links, is the best way to go. This is also the case for external links, if you feel that there is external content that would benefit your reader then link to it, being careful to make sure that the link opens an addition widow, you don’t want customers leaving your site and then struggling to get back. Google love this type of external linking as it show you understand the whole of the subject your are writing about and that you are giving the reader the addition information without the need to duplicate the content.

Internal links

The other major benefit to good internal linking is that it gives the Google spiders easy ways to get to all the pages of your website, this with the addition of varied anchor text from your content can really help with your overall SEO strategy. As well as the anchor text you should make sure that all links both internal and external contain titles. These can be used to give readers more information about where the link will take them. Accurate and well written link titles can significantly increase the amount of links visitors click on, and therefore increase the number of pages they view.

A great example of how internal linking can be used to increase page view numbers and SEO is the old blog and website favorite, the top ten list. By compiling a top ten list on a particular subject and then creating a spate page for all ten, you will then be able to link to each page rather than creating on lone webpage. This has the benefit of getting visitors to view ten different pages rather than one, gives you great anchor text, help with spidering and also allow you to be clearer and target lore keywords as you have 10 page titles to use rather than one.

External Links

Where you have used external links, I would always recommend adding Google analytics event tracking to them as this will let you monitor which ones are being used by your readers, this is especially useful if your website has external links that you are using for affiliate marketing (See our page on how to track events with analytics for more details)

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