The word "structure" is an abbreviation of the phrase "slender architecture". Perhaps this is a reflection of the true essence of this term. However, when we talk about the structure of a paper book or a website, we are talking about fundamentally and functionally different things. If the structure of the book is a reflection of its semantic essence, then the structure of the site is a powerful tool for its search promotion.
This fact became apparent in recent years, with the introduction of new algorithms of search engines Yandex and Google. For a simple user, the convenience of the resource design is an element of user comfort. Clear navigation, everything is located in its place, a sufficient number of necessary elements. A person should like such a website, which helps to increase the session time and the depth of page viewing. The more internal pages the user reads, the higher the "usability" of the project. This is one of the most important elements in the ranking of sites.
Usability is the property of a product to be suitable for high-quality use. The degree of usability can be different, depending on the usability and usefulness of the product.
If we talk about a website as an Internet product, it also has its own usability.
The robots of the search engines Google and Yandex closely monitor and record who, how much time and what you were doing on the site. The better the previously "accumulated" usability, the higher the positions are assigned to the site in the search results. And if the time of viewing the pages of a resource directly depends on its convenience, then usability is directly determined by the well-thought-out navigation and the structure of the web site.
This is the external side of the influence of the site structure on the quality of its promotion in the search. Only competent SEO optimizers and webmasters know about the other side. We are talking about the deep connection of the semantic core of the site with its structure.
What does a beginner do when deciding how to create a website? He comes up with the design of the project, writes five informational articles (usually just copies them from other resources, slightly correcting them) and then groups them into a structure. As a result, the resource does not even get into the TOP 100 search results.
An experienced webmaster initially forms the semantic core, determines the number of high-frequency, medium-frequency and low-frequency search queries for which it is planned to promote the project. And only then, on the basis of a ready-made semantics core, texts are ordered from a professional copywriter for the specified key phrases.
High-frequency queries are queries that are requested by users in search engines more than 10000 times a month (although there is no clear definition of the boundaries for this criterion).
Midrange queries are user queries that are entered into the search bar in the range of 1000 to 10000 times per month.
Low-frequency questions are questions that are requested in search engines, no more than 1000 times in thirty days.
In fact, a serious website is created precisely for the sake of its subsequent entry into the TOP 5 (top five). These are the principles of Internet marketing. Naturally, we are talking about a professional approach, and not about amateur resources that are made only to "show themselves" and "surprise friends".
For example, take any online store. Its owner is a merchant who is faced with the task of actively selling a certain number of products and making a good profit. The semantic core of this commercial project consists of queries such as "buy this", "buy this in Moscow". Web pages are created for such selling requests for specific products.
At a higher level, sections are placed-lists of similar products. And finally, the main page-it determines the general direction of the store's turnover.
For a good promotion of selling search queries, a proper and functional structure must be developed. So that the potential client does not randomly wander through the pages, but immediately realizes: here is underwear, here are socks, and there are trousers. Search engines Yandex and Google appreciates the website, when a visitor on it all clear.
On the other hand, every decent supermarket has more than just retail space. As a rule, there are: a cafe, a cinema, and administration offices. If a person has nowhere to turn, for example, with a complaint, then he has a distrust of this store (in our case, a web site).
In SEO terminology, there is such a thing as a site trust - this is a certain factor that affects its ranking and the complexity of search engine promotion.
Therefore, websites that do not have contact information (contacts, reviews, technical support, "order a callback", "frequently asked questions") are more difficult to promote - they arouse suspicion among search engine robots.
I would like to focus on one more important point.
Search engines algorithms of operation and filtering are constantly changing.
As a result, many "old" resources created more than a decade ago on antediluvian platforms fall not only out of the TOP 10 search results, but are no longer shown in the TOP 100. This is especially noticeable in Yandex.
The main reason is the "outdated" structure and navigation of the site. Yandex begins to perceive multi-page projects (with more than two hundred pages) as single-page projects, and sometimes various analytical tools fix that Yandex "does not find this domain name".
In this case, the only way out is to create a new project on a modern CMS, transfer all the content to it and reconnect the domain name.