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Search engine optimization (SEO) is a powerful tool that helps you in advertising your website online. Your website optimization or SEO helps your website result to be displayed on the search engine result page when a person searches with terms related to your website. Keywords represent one of the main components that decides which results will go up on the result page. The webmaster chooses the keywords for the website. If the customer puts in the same or similar keywords into the search bar, then the chances of displaying the web results of your website are very high. But this is only one of the many factors that lead to a better ranking of your website. Your website’s structure also has a great impact on your web optimization.

Site Navigation
A lot of webmasters make the mistake neglecting site navigation. They just happen to put up a bunch of stuff on the website and not consider if it is easily accessible to the user of not. The various search engine algorithms give sufficient weight to website navigation. This means that if your website has a complex design that is not user friendly, then your webpage ranking can go low on the result page. This also has a negative impact on the user as he/she might not want to come back to your website again.

URL Structure
Google algorithms give importance to the URL structure of the webpage. Being the largest search engine giant in the market, Google's considerations cannot be overlooked. If your webpage URL consists of numbers, then it will rank lower in the result page. Your webpage URL should reflect the content of the webpage. The URLs should be short and easily understandable by most people. Cryptic URLs do not help raise the site's ranking in search results.

Coding
HTML and CSS coding languages are easier to read as compared to JavaScript, Flash and Ajax. The search engine algorithms read through your websites coding while preparing the search result page. If they do not understand the coding of your website, it will lead to a lower ranking of your website.

Header List
For each of the main pages of your website, make a header list on top of the home page. This makes the navigation for your website easier and makes all the webpages more accessible. This will also lead to a higher ranking of your website on the search result page.

A Shallow Structure
Your website should have a very “shallow” structure. In other words, the pages on your website should not be deeply rooted within the website. If certain pages are deeply rooted, then the algorithms will find it difficult to reach through them and that will lead to a lower ranking of your website.

Internal Linking
According to Moz, internal linking has three benefits:
1. It makes the navigation of your website easier.
2. It establishes a hierarchy for the website which gives it a good structure.
3. It helps in spreading ranking power around websites. 

The basic idea is that each page of your website should be linked to at least one another page of your website. This should involve web pages containing main content as well as subcategory pages.

A well established and uncomplicated site structure can not only fetch you a better ranking on the result page but also ensures that customers keep visiting your website.
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