What is website structure?

A well-planned structure makes it easier to find information, improves user experience (UX) and supports SEO.A well-thought-out architecture helps search engines to index your site effectively and users to navigate intuitively.

What makes up the structure of a website?

The website structure consists of all the elements which organise the content of the website in a logical and clear manner. Together, they form a coherent, intuitive architecture that facilitates navigation and improves SEO performance.

The basis is formed by:

• categories – the main sections of the site, which group thematically related sub-pages, e.g. ‘Offer’ or ‘Blog’. 
• subcategories, which are an extension of the main sections, allowing the content to be organised in more detail, e.g. ‘Summer dresses’ in the ‘Women’s clothing’ category.
• navigation menus, which guide the user through the site, and internal linking, which connects sub-pages and facilitates navigation. 
• URLs, which should reflect the site’s hierarchy and be understandable to users and search engines. The structure is also influenced by the site map (XML or HTML), which supports the indexing of content by Google’s robots. 

Types of site structure

Site structure can take different forms, depending on the objectives of the site and the amount of content. Each of these structure types has its own advantages and should be tailored to the specifics of the site and user expectations to ensure maximum functionality and SEO effectiveness. Below we describe some of the most common types of site structure.

Hierarchical (tree) structure

Thanks to its simplicity, users easily find the information they need and Google robots effectively index the content.

• The most common type of structure.
• Resembles a tree: homepage → categories → subcategories.
• Intuitive, allows for easy navigation and logical division of content.
• Ideal for blogs, company websites or small online shops.

Linear (sequential) structure

Allows the user experience to be built in a controlled and predictable way.

• Guides the user step by step in a specific order.
• Works well for processes that require step-by-step action, such as registration forms, instructions or online courses.
• Controls the user’s path through the site well.

Web (matrix) structure

Provides freedom of navigation, but requires careful planning.

• Allows free navigation between sub-pages without a rigid hierarchy.
• Popular for sites based on multimedia content, e.g. photo galleries, themed blogs.
• Requires thoughtful internal linking to avoid chaos.

Database structure

Enables effective management of large amounts of dynamically generated content.

• Common on large sites such as online shops, ad portals or news sites.
• Content is created dynamically based on a database, categories, tags and filters.
• Allows a huge amount of information to be presented in a structured way.

Mixed structure

Combines the best features of different structures, creating a coherent and flexible site layout.

• Combines different types of structure, adapting them to the specific characteristics of the site and the needs of users.
• Example: online shop with a hierarchical arrangement of categories and a sequential shopping process.
• Provides optimal solutions for complex and extensive websites.

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Why is website structure important?

A properly planned website structure is a key element that influences the success of a website in terms of usability (UX) and search engine optimisation (SEO). The logical organisation of content ensures that users can quickly find the information they are interested in and that search engine robots efficiently index sub-pages. The lack of a coherent structure leads to chaos, loss of traffic and a lower ranking in search results.

Website structure and UX

A good website structure significantly affects the user experience (UX). Intuitive and clear organisation of content makes it easy for site visitors to find what they are looking for, which reduces decision-making time and improves the user experience. A simple menu, an adequate number of categories and subcategories and a straightforward hierarchy (requiring no more than a few clicks) allow visitors to quickly access key content. 

In contrast, a complex and chaotic structure leads to frustration, increasing the risk of abandonment and increasing the rejection rate.

Website structure and SEO

Site structure also plays an important role in SEO. A well-thought-out content layout makes it easier for search engine robots to understand the hierarchy of sub-pages, index them and assess their importance. Pages with a logical structure perform better in search results because they are more comprehensible to Google’s algorithms. Proper internal linking, friendly URLs and a well-planned hierarchy allow for the effective transfer of ‘power’ between subpages, which affects their visibility in organic results.

By combining well-designed UX and SEO optimisation, page structure becomes the foundation of an effective website.

Best practices when creating a site structure

With the following practices, your site structure will become clearer, more user-friendly and optimised for SEO. This will result in higher visibility and a positive visitor experience.

1. Plan your structure before you start building your site
   It is a good idea to plan the structure of your site carefully before you build it. Start with the main categories and then create related subcategories and subpages. You can use tools such as mind maps, Excel or diagramming software. This will avoid chaos and the need to make time-consuming changes to the architecture later.
2. Keep the hierarchy simple
   Keep the site structure as simple as possible – key content needs to be accessible within 2-3 clicks from the homepage. Users don’t like long and complicated paths, and search engine robots have trouble indexing deeply hidden sub-pages. A flat structure makes it easier to navigate and promotes better visibility in search results.
3. Create intuitive and clear navigation menus
   The navigation menu is one of the most important elements of the structure. It should be simple, easy to read and understand by users. It is a good idea to highlight the most important categories and add drop-down submenus if the site is more extensive. Adapting the menu to mobile devices, e.g. in the form of a ‘hamburger’, is also crucial for UX.
4. Optimise URLs
   The structure of URLs should reflect the hierarchy of the site. Friendly URLs are short, easy to read and contain keywords related to the content of the page, e.g. name-page.co.uk/category/subcategory. This makes it easier for users and search engine robots to understand the subject matter of the subpages, and this benefits SEO.
5. Use effective internal linking
   Internal linking helps connect sub-pages and makes navigation easier for users and Google robots. Place links contextually, using descriptive anchor texts that indicate the topic of the landing page. This allows the ‘power’ of SEO to flow between sub-pages and allows users to discover related content.
6. Avoid orphan pages
   Orphan pages, i.e. sub-pages with no links, are difficult for users and search engine robots to find. Each orphan page should be integrated with the rest of the website by means of a menu, internal links or a sitemap.

FAQ – frequently asked questions

What is the structure of websites?

Web page structure is a way of organising content on a website that allows easy navigation for both users and search engine robots. Each website may have its own individually created page structure, so to find out what structure has been applied to a particular website, unfortunately we cannot generalise and must analyse the site in question.

How do I check the structure of a page?

You can check the structure of a website by looking at the site map (XML or HTML), analysing the hierarchy of sub-pages in the navigation menu and using SEO tools such as Screaming Frog or Google Search Console.

What is a linear website structure?

It is a site layout where users are guided through content in a specific order, such as step-by-step on forms, shopping pages or online courses.

How do I know which type of structure is best for me?

A hierarchical structure will work well for company websites, while a database structure is ideal for large online shops. It is a good idea to analyse your users’ needs and the specifics of your content in order to choose the most suitable type.