The structure of the company in the form of a diagram in html. Correct text structure. Internal and external structures

We have released a new book “Content Marketing in social networks: How to get into the head of subscribers and fall in love with your brand. "

This article is dedicated to those who cannot understand in any way what it is and how it is composed. I hope that by the end of the article you will not only become the owner of new knowledge, but also be inspired to create the structure of your site with your own hands. Let's start with the basics.

Types of site structure

Linear structure. Elementary logic - each page links to another page and to the main page. It is good to use this structure on presentation sites, portfolios and other specific products that aim to familiarize the visitor with all the pages in a certain sequence. The page weight here flows from the main page to the last page through all the others. Only the home page can be successfully promoted, so this structure is not very suitable for attracting visitors. Let's leave it to those who use sites for their own purposes and are not going to receive traffic from search. Such a structure in the form of a diagram:

Linear with branches. The principle is the same, but here you can use several products on one site, which you will also introduce page by page. For example, it can be an online library of some author with several books. Here, the weight is again transferred from the main page to the last page, although there are already several such pages. And again, an unsuccessful option for promotion.

Block structure... Here all pages link to several others that are equivalent to each other. It is good to use this structure for a specific product, when each page can be used as a description of a particular property / value and their combinations. With the distribution of weight, everything is quite good here, the pages are already linked and give their weight to the main page, which allows you to promote it more efficiently. But such a structure is very specific and it cannot be applied everywhere. Example site structure:

Tree structure... It is the tree structure that is the most versatile option and it is this that you will use in 99% of cases. The point is that for each direction you will have your own branch, for each service or product you will have a separate branch. That is, the same sections and subsections that are familiar to us. This structure allows you to transfer additional weight to both the main and sections (each page of the section will link not only to the main, but also to its own section, it is enough to set up breadcrumbs.

• site.ru/divani/
• site.ru/divani/tkani.html
• site.ru/divani/kozha.html
• site.ru/pyfiki/
• site.ru/stylya/
• site.ru/stylya/derevo.html
• site.ru/stylya/plastic.html
• site.ru/stylya/rotang.html
• site.ru/stylya/metall.html

I think it is already clear that it is the tree structure of the site that is more effective. Therefore, it is attractive and interesting for us both from the point of view of promotion and from the point of view of convenience.

How to create the structure of your site. Types of sites and their structure

We have decided on the kind of structure that we will use. Now you need to understand what exactly your site should have: how the pages, sections, subsections, etc. will be organized. It all depends on the type and purpose of the site. I must say right away that it is the logical structures of the sites that are presented here. The location of the blocks on the visible part of the site - the one that you see on the monitor screen (buttons, etc.) - can be anything, the main thing is that it seems correct to you.

Business card

The standard structure is usually simple and consists of only two levels:

1. home
2. the rest of the pages

Commercial site

Here it is already more difficult - it will be necessary to introduce additional page levels. Which? It will be clear from the semantic core. Below I will tell you how to form a structure for a commercial site. In short, the main pages will be the main directions of your activity, the pages of the second level - their varieties. This solution is ideal for service sites and any other commercial sites without online store functionality. The structure of the selling site:

Information site and blog

The structure of an information site is similar to the structure of a commercial one, with the only difference that the levels will be represented by sections (sections, not 1st level pages) and pages. If you imagine this on the site, then the pages of a section are a page containing many links to pages belonging to it (listing). The section page itself may not provide any useful additional information. Example:

On the pages of commercial sites, this usually does not exist (you can get to the subpage from the menu) and the page itself is an important information unit. Service site example:

And, of course, on information sites, a page with an article is available from a subsection, and from a section, and, in some cases, from the main one.

You can decide what sections and subsections you will have both when working out the concept of the site (when you think about what you will write about and how it will be more convenient for the reader to find what you need on the site), and when evaluating the SN (for those cases when the site is created for the semantic core for making money on advertising). The structure of the information site on the diagram:

Online store

This is a completely different level of site organization. To cover all possible queries that may enter into search bar your potential buyers, you will need to implement not only the system of sections and subsections, but also add filters to the site. The main thing is to correctly determine what will go into the filters, and what will be the main property of the product being sold. So, for example, for a sofa store, it would be logical to divide sofas into leather and fabric (material), and not into blue and red (color). Although, if your feature is multi-colored sofas, then it would be better to divide them by color, making the material a secondary feature and take it out into the filter. Filters are needed when several qualities are inherent in one product at once that people are interested in in their queries, for example, "color + shape" (white round bed) or "size + shape + material" (large corner leather sofa).

If you understand that you cannot create pages with all kinds of combinations of product parameters with your own hands, you need filters. If your products have only one or two parameters (for example, if you are selling a specific type of product - bamboo blankets, and the only parameter that changes is size), you can do without filters. Filters can be the same for each level and section of the catalog, they can be developed separately - it all depends on the specifics. Simplified structure of the website of the online store:

Designing the site structure. Master class for commercial SY

To get an understanding of how to highlight different levels of pages, I will show how this is done using a specific semantic core as an example. I must say right away that I selected words only for example, so there is no point in trying to find signs of an ideal self-expression there. We will compose the correct logical structure of the site, this is a structure in which page levels are determined using simple human logic.

Now there are many different programs that help in, but I believe that in order to understand how the development of the site structure is generally conducted, you first need to learn how to do everything with your own hands and brains, and only then trust the programs. Therefore, I show it on my fingers. In general, we have the following list of words in our work:

Now you need to think about which groups can be distinguished. To do this, we enable logic. We will distribute on individual groups those words that have the same essence. For example, we can separate pregnant women from children, inexpensive photo shoots from free ones, a photo shoot in the studio from a photo session on discharge, etc. Here's what you get:

Interesting

By the way, it often happens that the logic lets SEOs down even at the clustering stage. There are such interesting ideas as “well, there is also about the door, so I think - it will not be superfluous”, this is when it comes to keys like “buy metal doors” and “buy doors”. Remember, if there is a specific parameter in the key phrase (metal, for a wedding, with ruffles), then such words must be separated from words that do not have any parameters. Keys without parameters will always be one level higher than keys with parameters.

So, we got several groups:

So, the SY was clustered. What to do next? We begin to create the structure of the selling site. We take into account that some groups may obey one another. For example, a photo session with her husband belongs to family photographs, so it is better to subordinate this group to the “family photographer” group. The logic here can be different, I did what I think was right. For example, it seems to me that it is better to single out the group "child photographer" in top level and subordinate to him to give the groups "newborns", "for discharge", "kindergarten", etc. Although it would be just as logical to allocate the page "photographer for the celebration" to the top level, and to give the page "statement" to this page, along with the pages "wedding", "birthday" and the like.

As a result, you get a similar logic diagram site:

Here, in a separate column on the right, there are pages with information (what and how). Such pages are most often placed at the top horizontal menu, and the rest of the groups are already showing the product with their face and talking about what the photographer is capable of. Those pages are highlighted in orange that are not provided for by our semantic core, but at the same time can be at the request of the customer. They also need to be taken into account when creating the site structure. Now we have for each group of requests separate page that can be successfully promoted.

If you have groups of requests of the same order in your work (the theme of the holidays is wedding, discharge, graduation), you do not have to come up with a special structure with sublevels - just make everything subordinate to the main page. If you see that you have groups of requests of a different plan (wedding, in the forest, with your husband), think about how you can organize such groups so that it does not become a mess on the site. Select the groups "with whom", "where", "when" and add specific pages to each group on the next level. With whom? With husband. With kids. With a horse. With girlfriends.

Even if you don't have a group for the "with whom" page keywords... This will be a competent structure of the site.

Where and how to draw the site structure?

If you decide to try to make a website structure with your own hands, you need a handy drawing tool. I advise an accessible program for creating the structure of the site (and not only) draw.io, in which the diagrams for this article were made. Lots of opportunities and few challenges. The main thing is that you have an active gmail account.

How do I view the structure of a competitor's site?

Yes, in website promotion they often turn to the analysis of competitors and, in general, it is also useful to analyze the structure of the site. Only by understanding how a competitor succeeded can you make your site successful by leveraging its findings and avoiding mistakes.

To understand what the structure of someone else's site is, you can check it manually.

Go to the site and evaluate first visually which pages and sections a competitor may have. To understand if the visual elements really have some kind of hierarchy in the site structure, look at the page urls. That is, if you see that the "Openings" page in the menu has a subpage "Openings expansion", this does not mean that the second page is subordinate to the first one in the site structure (as I said, the visual elements of the site can be located as you like, this not an indicator as such, it's just that more often the structure is displayed in the visual component of the site). To find out if this is really so, look at the URL of the page "Expanding openings", if you see the folder "Openings" in the address of the page, then it really obeys this page in structure: site.ru/proemy/rasshirenie-proemov. If you see an url like site.ru/rasshirenie-proemov, then in the structure this page is itself, which is wrong.

except self-study structures, it is possible to use services and programs, but they should be treated with caution, not all of them work correctly.

I hope that now it has become clearer for you how to compose the structure of the site yourself, and you will be able to apply the knowledge gained.

27-07-2016, 16:46

We can say that the success of its promotion and its further destiny in general depend on the correct structure of the site. Even if, before creating your web resource, you have carefully thought out all the components, it will not be superfluous to pay attention to this issue again and touch on the topic of the structure of the site how to do it right.

Search engines are quicker and easier to recognize information in a clear structure. This applies both to the site itself and to the texts posted on it. For website promotion, it is important that its structure is correct. This will ensure the success of its promotion.

Description of the site structure example: types and features

To do right choice site structure, you need to know the advantages and disadvantages of each type of structure. So, there are four main types of structure:

Linear site structure

The name of this resource structure speaks for itself: all information on the site is presented in a linear form. This is a kind of chain, consisting of components connected to each other. Sections are not highlighted here, the user does not have the ability to move from one page to another as he pleases. He can only follow a specific route.

Therefore, the logical structure of the site, the presence of the name of each page and the link to the main page are of great importance. It is also advisable to indicate the number of pages in general and indicate the one on which the visitor is at this time.

The scope of use of sites with such page placement is very limited.

Business card site structure. Here's a prime example of a linear site structure. Also, a site with such a structure would be great for creating online books, and besides, it is very easy to implement.

• a variation of the above-considered site structure is a linear resource structure with branches. It is like a road with many branches from it. The user moves from one page to another in a strictly defined order. However, if necessary, he can always switch to another branch and return without effort.
• The main advantage of a branching linear structure is the relatively simple ability for webmasters to create one based on a conventional linear structure. As the site is promoted, this is quite often needed. The content grows a lot and the question of improving navigation arises. Therefore, such a process is important, how to draw the structure of the site.
• linear structure with alternative options- another subspecies of the linear structure of the site. It differs from linear in that the user has large quantity opportunities to search for information, or rather - given a choice between two branches. For example, the division on the site of corporate and private clients.

Most often, this structure is used to register website visitors. In this case, all users start from the start page. But then there is a separation - individuals are offered one form to fill in information, and representatives of commercial structures fill out a completely different form.

Tree structure of the site

It is the most optimal structure that webmasters often use in their work.

The main advantage of such a structure is its versatility. It is perfect for any kind of resource: for a home web page, and a business card site, and a corporate site, catalog or portal, the structure of the site of an online store. It is also possible instant access to any section or page of the resource.

Lattice structure (coordinate systems)

This is a complex resource structure, where all the components are located in separate branches, through which the user can easily navigate. This kind of structure is most often used for links or article directories. At first glance, it may seem that the lattice structure is very convenient and acceptable for users, but still it is better not to use it for ordinary websites due to the fact that:

• creating a lattice structure is very difficult, since you need to dig into the code or customize the CMS for it. However, using a CMS will help you with how to find out the structure of the site;
• the use of a lattice structure can easily confuse not only the user when he is looking for information, but also the webmaster himself when posting content;
  - it is better not to use the lattice structure for large sites, as there are a lot of hyperlinks on them.

It will be easier to perceive such a resource if you present an example of the site structure in the form of a diagram.

Mixed structure (cobweb)

It consists of two or more components of the above structures in one, but it is rarely used due to the complexity of the implementation. This structure is already much more complex than all those discussed above. All pages in it are also placed on various branches. Lattice is used, as a rule, only in catalogs. At the same time, you can navigate between branches at a deep level using links to headings from other sections.

You can also develop the structure of the site yourself or use the program to create the structure of the site.

What is a landing page?

The structure of the selling site can be a landing page. This is very effective method advertising, promotion and even sales. Landing page is a site that consists of only one page, or just a page on the site, created to sell a certain product or service.

What is the correct site structure?

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The semantic core plays an important role in organizing the structure of the site, therefore, it is necessary to first conduct a thorough analysis of target queries on the specified topic. An even and logical distribution of queries is very important not only for search engines, but also for site users. After you have clustered how to build a site structure, feel free to go directly to the process of creating a resource.

The site should have headings and subheadings, which will contain only articles that are relevant to the topic. It is important that they match semantic core, that is, you need to split the list of keywords into clusters. The formation of information content, taking into account SEO principles, greatly simplifies the further promotion of the site and increases the level of ranking for search queries.

Andrey Tyslenko - an expert in organizing business management

The article was written under the impression of a very powerful workshop on enterprise management. He gave me a lot. Actually, I am in a hurry to fix the principles at this training in order to better comprehend them and not forget.

What management textbooks are silent about

It seems that the principles of creating a correct and effective structure have long been spelled out in management books.

Here are the types of structures. Here are the techniques for modeling business processes. Here are the methods of motivation.

True, most managers fail to do it as on paper - well, apparently, they themselves are to blame. And the system is correct.

In fact, most textbooks are written so that those who wrote them could pass the exam. And they have a rather indirect relationship to the real situation.

Just a few facts:

• The author of the most famous book on management, from where a good half of the other books were written off - Michael Mescon, as it turned out, had little practical experience. He only ran his own consulting firm of several people and wrote bestsellers.
• Business planning methods (IDF technologies), although they allow you to correctly display the ongoing processes, but for this (detailed) description, it is required to perform colossal work, the costs of which can overlap the profit. And, what is especially important, the models do not provide an opportunity to optimize the system “on the machine” - there are no clear methods.
• The market in which the company operates and its internal environment are constantly changing. In this regard, planning and risk accounting, development strategy turn into very poorly functioning tools. It is correct to take into account the general vector and manage deviations from it. But it is difficult, including difficult in description and modeling.

Conclusion from training number 1:

It is necessary to be as critical as possible about familiar things and not trust any sources at all until they are verified by experience and common sense.

How to build a company that won't steal?

In Russia, managers start stealing in 4-5 years of work. In America they say that they are doing well in this regard, they steal there for 6-7 years.

- Andrey Tyslenko.

With the growth of staff to at least 25 people, the owner's powers ( general director) partially flow to other managers or ordinary employees - appear internal manipulators... The result can be a complete weaning of the business or its "milking" by giving contracts at unfavorable prices to dummy management firms.

The best way to combat this almost inevitable phenomenon is tight control at key points, in particular:

• Purchase and selling prices (not lower / not higher - for everyone!).
• Investments in business expansion, purchase of new equipment (each step is discussed at a special internal committee).
• Budget indicators (accounts payable and receivable not higher / not lower - always!).

It is also very important to achieve complete coincidence of the structure drawn on paper with the one that exists in reality. A subordinate should not be allowed to have two different direct supervisors (officially or not). It should not be allowed that the head of one department could influence another.

Leadership potential is the foundation

It is also important to understand that the potential of a leader (including a line manager), his ability to manage a company or a part of it depends not only on the management rules hammered into his head.

A lot of factors affect his abilities:

• Age.
• Psychotype.
• The presence or absence of social anchors (family, loans and in general everything that encourages more active making money).
• Experience and so on.

The combination of all these factors ultimately determines whether a person can lead a unit or not. It is unacceptable when subordinates have this potential - a generalized assessment of a person is higher than that of a boss. This is a direct path to the emergence of internal manipulators.

Even at the training, I received a number of "chips", which I will not share here. These are such effective and non-standard tools for managing an organization and solving its problems that I will definitely not forget them, there is no need to fix them.

Yes, and upload them to open access(for free) it would be black ingratitude towards Andrey Tyslenko, the coach from whom I received them. I will send those who are curious to his books ("Business Systems. Theory and Practice", "Management. Organizational Management Structures"), which I myself intend to thoroughly study in the near future.

The structure of a site, whatever it is intended for, is extremely important. She plays a big role in promoting search engines ah, but the search is carried out by people, and the navigation of the site should be convenient first of all for them. It often happens that a person, having entered a site of interest to him, cannot find for a long time necessary information.

Not everyone in this situation will spend time to understand - it is easier to turn to another resource. That is why many similar sites have different traffic rates and search engine rankings.
More successful sites, with equal or less content, have more user-friendly navigation and a well-thought-out structure.

Requirements for site structure (including online store)

If earlier the uniqueness of the content of the site was considered the most important, now great importance is attached to the logical structuring of the material, which makes it easier for the user to perceive. Sites where material is presented in the form of solid text instantly cause a feeling of fatigue.

It is much more convenient, and Yandex confirms this, if the information is split into fragments (sections, subsections) that concretize general information... According to Google, it is important to have descriptive names for optimal search engine crawling of sites. It doesn't matter if we're talking about the structure of a wordpress site or the structure of a site. educational institution.

The correct structure of the online store

Above is a diagram of a logical online store structure: It clearly shows how, ideally, the pages should be located and the mechanism for getting to them. The rule of "three clicks" is still relevant, for an online store it is: " Home page with catalog - Section of interest - Specific product. "

For an information site, three clicks will include: "Main Page - Desired Category - Article Directly". To further simplify navigation and add opportunities for search engines to see your site will help the use of the so-called "breadcrumbs" - navigation chains.

Important points in website development

• A logical menu with the most understandable section names;
• Splitting a voluminous information array into sub-items;
• Rule of "three clicks";
• Mandatory use additional options in the organization of navigation - "bread crumbs", interconnection, numerical program control;
• Logical and even distribution of requests from, since the site is made not only for search engines, but also for visitors.

The semantic core plays an important role in building the structure of the site, therefore, a preliminary thorough analysis is required. search queries on the topic of interest. The formation of information filling, taking into account, will simplify the further promotion of the site, increasing the level of ranking for target queries.

All people are constantly in search of any chips and know-how. They are looking for interesting moves so that the result will increase tenfold.

And as our practice has shown, if all this increases profits, then only in small size... When only the basics can really make a difference. And as a rule, such topics are always left behind the scenes. And in vain! Time to change priorities.

Today's article will focus on getting started - what is the right structure for a high converting landing page.

I know that I know nothing

If you have read up to this point and still do not know for sure you need it at all landing page or not, then our article will help you.

It is no longer a secret for anyone that the selling and (he is a one-page site) is created not by the will of his own imagination, but based on clear data based on analysis. That is, it is not so much creative work as an accurate calculation.

So I'll add a fly in the ointment to this barrel of honey. Namely, what needs to be done before creating new document titled “Site Prototype”:

1. conduct ;
2. identify expectations, stereotypes, fears, pains and objections;
3. divide the target audience into segments and determine their selection criteria.

All these points are directly related not only to the creation of a landing page, they will be useful to you in many other aspects of your business.

Therefore, if you have not done this yet and, moreover, do not know how, then run to study our blog as soon as possible.

The correct and selling structure of the landing page

After the preparatory stage, the next on which our site will be built is the “warmth” of traffic. Yes, well, everything will depend on it!

Well, let's take a closer look at the “level of awareness” of traffic, after which you will understand why it is so important. Let's start with the first step, based on our client.

Stage 1: No problem

Customers do not know what a dirty carpet is and what it needs to be cleaned. Everything is fine with them, like in a fairy tale, no problems.

To attract these customers and create a need for them, you will need to fork out and be patient.

Most often these are customers who have just bought it. Therefore, in this case, our entire site will be saturated with the PMPHS structure.

That is, your task from the first sentence is to heat up the atmosphere and tell you that carpets need to be cleaned (processed after purchase).

Otherwise, bacteria appear there, which later settle in your body and cause illness and even death.

It sounds silly in the context of carpets, but in other areas it may well be appropriate.

Stage 2: There is a problem, there is no solution

People know that carpets need to be cleaned, that bacteria build up in them. But they don't know any other solution besides washing it in the bathroom and drying it on the street.

Use this information on your website to find a solution to this unpleasant situation.

Namely, in the first half of the site, show your solution. It turns out that you can call a company that will come and do everything at home, or come, take away and bring.

And here we show the solution only within the framework of our service. Not showing other solutions. What is the difference between this stage and the third.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Stage 3: There is a solution, we compare the options

If your potential client is not yet at this stage, which is possible provided that you are selling a new or rare solution that people have not heard about, then you need to go back to stages 1 and 2. But if the client is already at this stage, then he knows that:

1. You need to clean the carpet to extend its life;
2. It is necessary to carry out prophylaxis to avoid the accumulation of bacteria;
3. The carpet should be cleaned with special chemicals and equipment, not with soap and a vacuum cleaner;
4. Even the worst stains can be removed.

That is, for requests such as “where to professionally clean the carpet”, we can make a landing comparing the pros and cons of our product and the car wash, self-cleaning, home visits.

Since in this case the client chooses between different approaches to get rid of the tasks that I wrote above.

But you need to understand that these people are not yet ready to buy, they are rather “cold” and are still thinking:

- Maybe, after all, to the car wash or on your own?

Therefore, we make the first part of the site proof that our method is the best, and the second part we do with a hint that we are the right company to contact. And by the way, the largest amount of such traffic is on the Internet.

Step 4: Product selection

The client decided that he wants to use the services of professionals in the field of carpet cleaning, but there is no trust in any of the presented ones.

At this stage, prove that your company is the best and provides the best conditions among all others.

This means that from the first minute of getting to the site, our task is to convince that our company is the best. What are our advantages to all the advantages. That our conditions are cooler than a boiled egg. You can, for example, do this using the before / after result block (our cases).

Stage 5: Confidence and Intention

Clients who come for queries such as “clean square carpet cleaning” are looking for a specific company.

If you are not already well known, there will be very few such requests, or there will be none at all.

Such clients, as they say, are nowhere hotter. All they need to provide is our contacts and.

Where are you from?

Probably in your head now is complete chaos after reading, at least it was like that for the first time.

And I wouldn't be paying so much attention to this if the landing page structure didn't depend on Hunt Ladder.

And in order to understand at what level of awareness your client is, you need to determine the traffic sources before creating.

When a landing page is created from scratch, the answer is very vague, in the style of “Yes, we'll all try ... Although, probably one thing, either targeting, or ... Have not decided yet”.

Why is it so important?

Briefly about the main

Now you know the basics about what a proper landing page structure is and how to approach its creation.

And now you know for sure that everything is not as simple as it seems at first glance. For a logical conclusion, let's summarize everything we have learned. So.

When developing the structure, you need to: conduct, determine the level of awareness of traffic and identify objections with the criteria for choosing a client. And only after that (not earlier) to start developing.