SEO · 6 min
Structure a site so that every important page is reachable in a few clicks, each page owns one intent, and related pages link to each other. Structure decides what gets crawled, what gets understood and what gets found.
How it works
Site structures that mirror internal departments make sense to employees and confuse buyers, who arrive with a problem rather than a knowledge of how you are organised. The top-level sections should match the ways people actually approach the subject.
A page that tries to serve an explanatory question and a commercial one usually ranks for neither, because the content required for each pulls in opposite directions. Splitting them and linking is almost always stronger than combining them.
A page six clicks from the homepage is crawled less and ranked more weakly, not because depth is penalised but because signals thin out along the path. Hub pages that link to their whole cluster are the cheapest fix available.
A hub that links to its cluster, cluster pages that link back and sideways to genuine siblings, and contextual links inside the prose where they help a reader continue. This is what makes a group of pages legible as coverage of one subject rather than as isolated documents.
Short, descriptive, lowercase, hyphenated, and free of dates or organisational structure that will change. Every URL change costs a redirect and a little of the signal that URL had accumulated, so the cheapest URL is one that never has to change.
If adding a page in the right place requires a developer, pages will end up in the wrong place. A structure the content team can maintain is the one that stays correct.
Important pages should be reachable within about three clicks of a frequently-crawled page. Deeper is workable with strong internal linking, but it needs a deliberate reason rather than being an accident of growth.
Avoid dates, which make content look stale and break when it is updated. Categories are fine if they are stable, but any element likely to be reorganised becomes a future redirect.
Structure a site so that every important page is reachable in a few clicks, each page owns one intent, and related pages link to each other. Structure decides what gets crawled, what gets understood and what gets found.
You have read what we think. If you want to know what it means for your case specifically, describe it and we will tell you which parts of how to structure a website for search actually apply — and which do not.
