Semalt Speaks On 5 Benefits Of A Standard Global URL Structure
It's no news that a poor URL structure significantly affects customer satisfaction. One way to ensure you have a good URL structure is by standardizing your global website URL structure. Are you using the same URL structure for all your global website?
Don't be scared; this article is broken down into tiny bits you can chew up and enjoy. This article goes into the benefits of having a standardized global URL structure for your organization across a worldwide network of sites.
Over the years, Semalt has seen many global companies, both large and small cable together local language sites. We've also seen sites that use different URL structures depending on the section of the site.
Here we will be showing you five benefits of using a standardized URL structure, and we will be giving you some tips along the way. If you're planning on improving your website, these tips will help you minimize a haphazard approach to your local language URL structure.
If you think that is not a big deal, we will ask that you reconsider. In reality, it creates many hurdles in many areas of website management, which will end up costing you a lot of money.
What is a URL structure?
For this article, we will define a URL structure as part of a URL that follows the domain name. It consists of a consistent folder structure and a final webpage that maintains a specific network across all market versions.
Sometimes, there is a lack of order in URL structures. These reasons range from acquisitions, different CMS versions, and a simple lack of coordination or future state planning.
Here are some examples of a uniform URL structure
then a different URL structure will look like this:
Global SEO structure or International SEO
This involves optimizing your site so that search engines can quickly identify which countries you are targeting and what languages you use for business. Without this function, there would be language barriers all through the world on search engines and websites. As your business expands, the chances are that your audience will extend beyond your physical location. Your website will need to evolve and have several customized versions for those different locations to meet their needs. You would have to modify the nature of your content as well as the language.
There are a few URL structures that we can employ to target a particular county with your website. Some of these methods include using a country code top=level domain, a subdomain, subdirectories or subfolders, a gTLD with a language parameter, or we could entirely use a different domain name.
Since search engines interpret each of these different URL structures differently, so we choose each technique based on its features that suit your website best. As professionals, we lay out each method's pros and cons and make the best option available.
When doing this, you must maintain a uniform URL structure. Although you will have several websites, they should all look similar, and we will explain why this is beneficial below.
What are the benefits of having a Standard Global URL structure?
Easier Hreflang Element Implementation
When you're dealing with SEO, having a uniform and non-localized URL structure makes implementing hreflang elements a lot easier. All of the other alternative versions of the URL are the same.
When you're able to maintain an overall structure in the folder and page naming on your sites, most CMS can search and replace for the domain or country language folder. Besides, it can create in page or XML sitemap files.
When some of these sites use different structures or naming of the folders or the files, they will need to either put additional logic or have to manage their hreflang elements manually to implement them. One benefit of this is that Google's Geographical Targets are much more straightforward than consistent country and language folders.
You can see each of the site versions into your Google Search Console (GSC) accounts. Once this is done, you can use the country targeting function to indicate it is for a specific country.
In reality, the less uniform your site structure is, the longer it will take to create and map countries in GSC.
When comparing your website's page performance, having a uniform URL structure makes it much more comfortable. When you're an eCommerce website, having the same product with dozens of URL variations across your website makes it difficult to compare the performance of a specific content asset or product between several of your website.
This is especially the case since many global and analytic teams do not fully understand all the variations in the URL structure across pages. For example, if you create a segment using the country naming folder in the URLs and assume that all pages have the folder following the domain, the segment will not work with the JP structure. Let's take a look at the link below.
This wouldn't work because it doesn't have the "/jp/" folder following the domain.
It also doesn't work if you have an ES URL structure. For example, www.semalt.com/services/es/web-audit1.html in this link, the /services/ comes before the /es/ folder.
Simplified content management
We've mentioned that having an organized URL structure can help you manage your content better. If you are using standard CMS for all your sites, you should have uniformly created URLs. Many websites have the "parent-children" content generation, which is set up in the CMS. However, things can slip through the cracks as companies attempt to match their website to their cooperate silos.
It is common for many large or quickly growing companies to create new sites or microsites when attempting to create a new segment of content specific to a country. While they do this, it is possible that these new URLs do not align with the leading site's standards.
Having all sites comply with a uniform structure, and naming convention minimizes many orphan or non-aligned pages across the global zone. But there may be some pages that don't go live on all international sites. Particular contents do not apply to specific locations due to the local area's regulations or the contracts with their local resellers.
Even in such a situation, a website must maintain a uniform URL structure and naming habits as they make it easier to manage the contents featured across the site.
Easier DevOps management
Companies that have seen the dangers, costs and challenges of a non-uniformed structure have established strict rules that prevent such a mess from ever repeating itself. These rules make managing the site much easier.
By using a consistent structure, you create room for more convenient migration from staging to production. They also influence the global updates deployments of websites. Since the URLs maintain the same structure, they minimize the testing requirement and redirect if the URL changes.
Easier localization management
Similar to the DevOps benefits, a localization team can leverage translation management tools to help identify changes or updates to URLs in a country that need those changes.
That makes cloning a common language easier as it has been validated for linguistic and messaging accuracy. At this stage, it only requires to be adapted for additional countries. This goes to say that you should try to avoid translating your content using translations tools or merely copying and pasting the same translation on multiple sites. You should try and adopt the translation for local business, etc.
When you have a standardized URL, managing your web projects seems more straight forward.
The lack of standardized URL structure and content segmentation outlined in this article demonstrates why your SEO team and Dev Operations team need to work hand in hand. This article also shows the importance of enforcing a uniform and robust web content management standard.
This goes beyond solving an SEO problem. The type of issues that arise due to substandard URL structures can create issues that impact a website's link building efforts, and more importantly, consumer satisfaction.
These problems are very avoidable, especially when teams know the downstream implications of letting these issues go unchecked. Updating the URL structure on multiple websites is no walk in the park. It is a massive project, but it equally has great rewards that go beyond SEO alone.
Since it affects multiple websites of yours, it is a must-do item if you plan on making your website go global. If you can conveniently pull this off, your website will be at your expectation.
With your website in English alone, how do you reach your clients who speak other languages? If you want your website to cut across multiple countries and languages, you must do this.
With our help, doing this is a lot easier. Semalt is here to help, and we look forward to hearing from you.