What is Structured SEO?

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In the world of Search Engine Optimisation (SEO), there’s a lot more to consider than just keywords and backlinks. One of the often-overlooked aspects of SEO is structured SEO. But what is it, and why is it so critical for your website’s success? Let’s delve deeper to understand this concept.

What is Structured SEO?

Structured SEO refers to the way in which web pages are organised and constructed for search engines, particularly Google, to read and understand them effectively. The structure of your website plays a pivotal role in how it ranks in search engine results.

For instance, you might have a website with excellent content and quality backlinks, but if it’s not structured correctly, Google may have difficulty crawling and indexing the pages. This can lead to lower rankings and diminished visibility on search engine results pages (SERPs).


Importance for Local Businesses

Structured SEO is especially crucial for two types of websites:

  1. Local Businesses
  2. E-commerce Websites


Local Businesses

For local enterprises, structured SEO is often targeted at geographical areas such as counties, towns, or cities. The goal is to make it easy for local consumers to find your business when they search for services or products in a specific location.

For example, if you’re a web design company based in Lancashire, you might have a page titled “Web Design Chorley,” which would be a child page under the main category of “Lancashire.” This helps Google understand that you offer web design services in the Chorley area, which is part of Lancashire.

Similarly, a builder operating in Greater Manchester could structure their website with pages like “Builder Wigan,” “Builder Manchester,” and “Builder Bolton,” all of which would be child pages under a parent category of “Builder Greater Manchester.”


Structured SEO in Action: An Example

Imagine you’re a builder operating in Greater Manchester. Your website might have the following structure:

  • Home
    • Builder Greater Manchester
      • Builder Wigan
      • Builder Manchester
      • Builder Bolton

This hierarchy makes it easier for Google to understand the geographical areas you serve, which can improve your local SEO rankings.


Importance for E-commerce Websites

E-commerce and Product Categories

In the context of e-commerce websites, structured SEO revolves around product categories. This organisation helps both users and search engines navigate through various product offerings easily.

For instance, if your online store sells gym equipment, you might have a parent category called “Free Weights,” under which you could have child pages for “Dumbbells” and “Barbells.” Similarly, “Chest Press Machine” and “Leg Press Machine” could be child pages under a parent category of “Selectorised Weights.”


Structured SEO in Action: An E-commerce Example

Your online gym equipment store might have the following structure:

  • Home
    • Products
      • Free Weights
        • Dumbbells
        • Barbells
      • Selectorised Weights
        • Chest Press Machine
        • Leg Press Machine

This structured approach not only enhances user experience but also helps Google to crawl and index your website more effectively.



Structured SEO is an essential aspect of any effective SEO strategy, especially for local businesses and e-commerce websites. By organising your website in a structured manner, you make it easier for search engines to understand the content and context of your site, which can result in higher rankings and increased visibility.

Whether you’re a local business aiming to capture a regional market or an e-commerce platform looking to categorise your extensive product range, structured SEO can provide a robust foundation for your online success. So, don’t overlook this crucial aspect when planning your SEO strategy.

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