Website navigation is the process of navigating a network of useful resources on the internet with the help of hypertext or hypermedia. Web navigation started with the internet era in 1989 and it quickly became evident that it was going to play a significant role in the scheme of the World Wide Web. Fast-forward today, it still holds.
Websites nowadays have become a sophisticated collection of web pages stitched together indefinitely. SEO basic, such as an easily accessible and clearly defined navigation structure, helps the user navigate the sites’ complexity to reach the intended information.
Navigation can make or break a website’s overall performance when it comes to retaining visitors, keeping them engaged, and driving them through the conversion funnel. Moreover, sites compete with each other in the search results page to gain maximum traffic. In such a competition, a poorly designed navigation might lead to losing traffic to a competitor.
Importance of Website Navigation
Have you ever strolled through a website only to get lost in the maze of information with nowhere to go? If yes, then you have undoubtedly experienced the horror of a poorly designed navigation. Poor navigation not only makes a user abandon the site but also leaves them unsatisfied. A simple navigation structure might help visitors quickly find the information, without breaking the chain. It can result in user satisfaction and better conversion. Moreover, the user feels good when they are in control of their seamless journey through the website.
Having a well laid-out navigation also helps search engines to discover and crawl more pages on the website. It could result in an increasing number of indexed pages. Increasing the number of indexed pages for the client is imperative for any SEO company in India.
Different Types of Website Navigation
Websites most commonly use one of the three types of navigation structure for maximum efficiency, which we are going to discuss below.
1) Hierarchical Navigation
Hierarchical navigation is the most favoured navigation structure, especially for big e-commerce websites. It has a top-down approach. The top consists of general pages and bottom ones are more specific pages in a hierarchy.
2) Global Site Navigation
Global site navigation is the navigation structure designed to be present on all the pages of a website such as a header and a footer navigation bar. They mostly represent the top section or essential pages on the site.
3) Local site navigation
Local site navigation are mostly links embedded in the content leading the visitor to discover more related pages on the site. It effortlessly drives the user to the resources for which they are visiting a particular website.
Features of a good website navigation
In the real world, every business does not sell the same product or service, nor do they have the same sets of customers. Even the business goals are unique. Some might have transactions as their goal while others have signed up for a newsletter as their primary goal. One cannot have a “one size fits all” strategy for all the websites. This could hurt the website traffic.
A rule of thumb in the SEO is that no matter on which page one is, the entire website should be accessible from three clicks from the current page.
Good website navigation largely depends upon the combination of three factors. Having a thorough understanding of the elements could help formulate an optimal navigation strategy for a website. These three factors are:
Understanding users and anticipating their navigation journey can help in defining clear and appropriate links on the website. This could significantly enhance the user experience of the site leading to more conversions and sales on the website.
Now that we know how a good site navigation leads to a positive effect on the business, let us see how to improve website navigation.
How to Improve Website Navigation
Links to Homepage
Each page on the website must contain a link to the homepage. It could be from the logo, other content page or footer. Users tend to return to the homepage once the information is consumed. The homepage acts as a central place, from where users can navigate to different regions on the website with ease.
Mobile-friendly navigation is essential for good user experience and also for indexing of pages. Since July 2019, Google has moved to mobile-first indexing, i.e., it will rank pages based on the mobile version. If the navigation on the mobile site is complicated and confusing, it might lead to a lousy user experience, affecting the indexing of pages.
Keeping the form and placement of links consistent on a website increases the likelihood of user engagement. Constantly changing links can frustrate and irritate the user leaving them unsatisfied and in a confused state.
The clickable elements on the page should have a clear, self-explanatory title. Such a title communicates the type of information a user will encounter once he clicks on the link. Similar to constantly changing links, a clickable link leading to an unrelated page could also agitate the user and possibly create a lack of trust.
Make sure all the clickable links found on the website are correctly functioning, even the links from the drop-down menu of the header section. Most of the time, users directly go to sub-category pages from the main menu. Hence these pages should be highlighted and accessible.
Placement and search box features are essential for a better user experience. The placement of the search box should be highly visible to the user. When a user searches, it should always return relevant results. Even if the product is not available, it should at least display the most closely related product. Showing no results could discourage users.
Breadcrumbs indicate where exactly one is on the website. It adds convenience and control to navigation. It enables users to navigate back to any other page in the user journey with the help of a single click.
Image links with Alt text
Using Alt text is a good practice, but more so if the image is a part of navigation. Having a descriptive Alt text helps the user to recognise which page the underlying link is going to lead. It also helps visually impaired users to navigate the website easily.
Footers are mostly used to link privacy and legal pages, but can also be used to link essential pages of the sites. Websites such as e-commerce sites have heavy content and have made most use of this space by linking to high-value pages on the site.
Use Call to Action
Using the right Call to Actions on the website can improve the click-through rate and user engagement. CTA encourages the user to take desired actions such as filling up of a form or signing up for website newsletter; thereby aiding to better conversions and sales.
Measuring and Changes in the Navigation structure
Optimising websites to improve navigation is a continuous process. You have to continuously keep track of user behaviour on the site, especially user journey and heat map reports. User journey can highlight the pages from where users are dropping off, whereas heat maps reports can provide valuable insights about the user interaction on the page. These information hints at the likeability of particular features after the UI, UX changes on the website.
Website navigation plays a significant role in the success of business online. Often it is the most overlooked part of the web development process with design and multimedia taking all the credit for a successful website. Sometimes developers have a hard time understanding importance of website navigation. Optimising navigation structure for a smaller site by implementing an on-page SEO technique is simple. However, more significant sites might need to hire SEO services to resolve the problem related to poor navigation structure.
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