Even a sturdy ship fails to reach the shore in the absence of defined navigation.
Right from running the basic errands like grocery shopping to attending your first interview in an unknown company, navigation is everywhere.
For instance, when you go shopping, as you enter the store you get to see a wide range of products categorized under different sign boards such as kids wear, casuals, accessories etc
This strategic organization prompts the customers to make purchases as per their needs with ease. Also, a comfortable shopping experience compels the customers to revisit your store thus improving your brand name.
The same applies to your website as well, since navigation can either sail the ship or sink it..!!
Before we begin with the ways to navigate one’s website, it is essential to know what Site Navigation actually implies:
Site navigation simply refers to the internal links within a website that connect the different pages of the website.
The main purpose of this being to help your website visitors find the various in-depth topics on your website rather than just stick to the homepage.
This also makes it easy for the search engine crawlers to read all your web pages and rank them accordingly based on relatable keywords.
A point to note here is, page ranking has a massive impact on your overall website ranking.
IMPORTANCE OF PAGE RANKING
The truth is certain pages on a website have higher page ranking scores than the others. This is measured by varied parameters such as
- Page Content
- Page authority
- Internal Links
- Keyword Optimization
- Linkable Assets
It is due to this reason that one must aggregate their website content into different pages rather than just focus on the main page or the homepage.
When a particular page ranks above the other pages of your website, internal linking comes to rescue.
Well, here’s how…
When you provide links within the content of higher ranked pages, it not only grabs the attention of the website visitors towards the other pages of your website but also aids to increase the other page rank scores via link juice.
On the other hand, Link Juice refers to the page value or equity that passes from one page to the other through hyperlinks.
NEED FOR NAVIGATION
The ultimate goal of a website is to gain good web traffic adding revenue to their business.
For this to happen, one has to provide value to the customer in the form of outstanding content.
However, great content isn’t enough to book a spot in the top results of the SERP.
All it needs is a well-structured content especially when the content is deep, loaded with relevant topics and large subject matter.
All this is made possible with the help of well-planned navigation techniques by providing valuable insights in the form of internal links.
Also, it minimizes the bounce rates by gluing the users to the valuable content on your website thus not letting your efforts go in vain.
NAVIGATION PRACTICES TO ADAPT
- SITE ARCHITECTURE:
Organizing the data into different categories and sub-categories called content silos.
- CROSS-LINKING BETWEEN CONTENT SILOS:
Cross-linking between different categories may help users identify the other services that the website has to offer.
This comes into play when a particular page has increased web traffic over the other.
This is based on the principle that all the pages of a website are relevant to topics within topics.
- LINKING PRODUCT PAGES WITH CONTENT MARKETING PAGES:
Content marketing pages include blogs, product information pages and FAQ’S sections.
What many websites lack is a link to the products in these content which can prove helpful in brand awareness as well as a product purchase.
- TOOLS TO USE:
To understand the website linking one can use crawling tools such as DeepCrawl, Botify, and Xenu.
To comprehend the site architecture there are tools like DynoMapper and PowerMapper.To analyze the pages with maximum backlinks, various tools like Aherfs, Majestic, CognitiveSEO, etc are available.