Search Engines & Performance

03 / Technology & Structure

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Key question

Does the machine understand your page?

A website can look as good as it likes: if search engines cannot read it, it remains invisible. Clean structure, meaningful URLs and structured data make content understandable for machines, and usually for people too.

Learning objective: You can structure a website in a technically sound way, implement structured data, and check the key technical aspects.

Structure helps everyone.

3.1 / Structure and Addresses

Order you can read.

Structure helps people navigate and search engines understand.

01

Headings

One H1 per page, followed by H2 and H3 in a logical order. Choose based on importance, not size.

02

Addresses

Short and descriptive, such as /kitchens/bespoke instead of /page?id=47.

03

Internal links

Pages link to one another using descriptive link text, not 'here'.

A shallow structure is better than a deep one: every important page should be reachable within a maximum of three clicks from the homepage.

One H1 per page.

3.2 / Structured Data

Facts in machine code.

Structured data describes content according to Schema.org vocabulary: this is a business, this is its address, these are the opening hours. It sits invisibly in the code, usually as JSON-LD.

Search engines use them for richer results, such as opening times, reviews, or event dates. In Framer, structured data can be added in the page settings within the head section.

Facts in machine code.

Try it out
Structure & Technology

Fill in the details and copy the JSON-LD. In the technical check, tick off what your website already fulfils.

JSON-LD für den Seitenkopf

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Schreinerei Holzwerk",
  "url": "https://holzwerk-riehen.ch",
  "telephone": "+41 61 000 00 00",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Baselstrasse 12",
    "postalCode": "4125",
    "addressLocality": "Riehen",
    "addressCountry": "CH"
  },
  "openingHours": "Mo-Fr 07:30-17:00"
}
</script>

Technik-Check

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3.3 / Sitemap, Robots, and Redirects

The house rules for crawlers.

The sitemap lists all the pages that should be found. The robots.txt file specifies which areas should not be crawled. Pages that do not belong in the index, such as test pages, are given the noindex directive.

If an address changes, a 301 redirect points from the old to the new one, preserving links and rankings. Duplicate content under different addresses is resolved using canonical tags, which specify the master version.

Forward old addresses.

Exercise

A technical audit

Task: Conduct a technical audit of the Schreinerei Holzwerk website or a website of your own.

STEP 1

Check the headings on five pages: one H1, logical hierarchy.

STEP 2

List all addresses and suggest a descriptive one for any that are unclear.

STEP 3

Create the JSON-LD for the company in the tool.

STEP 4

Go through the technical check and note down an action for every open point.

Evaluation: Which three measures are most effective, and how much effort do they require?

← 02 / Content & Search Intent

← 02 / Content & Search Intent

04 / Performance →

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