Site architecture: how to create a structure that gets SEO results

Correctly built site architecture improves user experience (UX), search engine indexing, and boosts ranking positions. It determines how easily users and search bots can navigate the resource, helps build topical authority, and provides a foundation for future content growth. For a site to work effectively, its structure must simultaneously: be clear and convenient for people; align with the logic of search engines; emphasize expertise in the subject matter; allow for future scalability. In other words, navigation, internal links, URLs, and page organization should be harmoniously arranged and reinforce the main idea of the site. This not only helps people quickly find the information they need but also facilitates the work of search engines. In this article, we will examine the main principles of building site architecture and the steps that will help create an effective structure capable of improving your search rankings. What is Site Architecture? Site architecture (or site structure) is the way pages on a web resource are organized and interconnected. When developing the structure, it is worth considering three key goals: Convenient navigation for users — so people can quickly find the pages they need. Transparency for search engines — so they can crawl the site without obstacles. Support for topical relevance — so the organization of pages emphasizes expertise and content importance. The best site architecture combines SEO, UX, and growth potential. If visitors cannot find the information they need, they go to competitors. Similarly, if search engines struggle to understand the structure, the site risks losing rankings. Why Site Architecture is the Foundation of SEO A well-thought-out site structure directly affects search engine optimization results. It determines how efficiently Google’s crawl budget is distributed, how link equity is passed, and how users interact with your content. Architecture and Crawl Depth Crawl depth is the number of clicks from the homepage to a specific page on the site. The fewer the clicks, the more important the page is considered. Pages “buried” deeper than the 4th level lose significance for search engines, become less accessible to users, and have lower chances of ranking high. Additionally, Google has a limited crawl budget. If pages are hard to find, some content may remain unindexed. Impact on Link Equity Link equity is the value a page passes to another through hyperlinks. Internal links allow “boosting” pages that have not yet gained sufficient visibility. For example, a page with a popular product can link to a guide article on the same topic, passing it some authority. This way, search engines see the connection between pages and increase their relevance. User Interaction and Conversion Paths Clear and logical navigation reduces bounce rates, increases time on site, and motivates users to move toward conversion actions: purchases, registrations, or leaving contact information. A poor structure, on the other hand, disrupts the conversion path and creates a negative impression of the brand. Good Architecture = Higher Rankings A clear hierarchy, understandable navigation, and relevant internal links simplify the indexing process for search engines and help them understand the site’s topic. Using structured topical clusters highlights expertise and increases search relevance. This is the first step toward high rankings. Typical Site Architecture Models and When to Use Them There are four main site structure models, each with its own advantages and application areas. Choosing the right model is important, as the structure determines SEO effectiveness and the resource’s ability to attract clients. Most common site architecture models: Hierarchical Sequential Matrix Database-driven Hierarchical Site Structure This is the most common model used by businesses, catalogs, and corporate resources. It is intuitively clear and resembles a tree. Scheme: the homepage acts as the “root,” from which categories, subcategories, and individual pages branch out. Advantages: Clear navigation; SEO-friendly URLs; Easy scalability (new sections can be added without problems). Disadvantages: On large sites, it is important to monitor that the hierarchy does not become too deep (more than 4 levels), otherwise issues with crawling and indexing may arise. Sequential Site Structure The sequential model is suitable where a user must follow a clear scenario. This could be a checkout process or an online course. Scheme: the site has a defined beginning and end, and the user is guided to go through all steps sequentially. Advantages: The user does not miss important steps; Simple and clear transition logic. Disadvantages: The structure is too rigid: the user cannot “skip” steps, which may increase the bounce rate; If a user lands “in the middle” of the process, navigation becomes inconvenient; Search engines may have difficulty crawling such a site because dynamic navigation is often used. Matrix Site Structure This option is suitable for news portals, large online stores, and sites with a large amount of diverse content. Scheme: the site is organized as a grid, where content can be accessed through multiple paths. The user can reach the same page via several routes. Advantages: Fast access from different entry points; Convenient filters and search; The user controls their own navigation. Disadvantages: Search engines find it harder to index content due to unclear hierarchical signals; A large number of navigation paths can confuse the user. Database-Driven Site Structure This model is suitable for sites with large volumes of dynamic content, such as marketplaces, product catalogs, or platforms with constant updates (Amazon, eBay). Scheme: pages are generated “on the fly” from different database elements — price, availability, reviews, features. This means the page does not exist as a single file but is assembled from modules upon user request. Advantages: High scalability; Changes in the database are instantly reflected on the site; Users receive relevant results based on their query. Disadvantages: SEO complexity: dynamic URLs can create duplicates or “clutter” the index; Requires a more complex technical infrastructure. Other Approaches to Site Architecture Once the basic site structure model is chosen, its effectiveness and user experience can be further improved by applying additional concepts. Flat vs. Deep Site Architecture A flat structure implies that most pages are accessible within three clicks from the homepage. Advantages: Low crawl depth, easier for search engines to quickly find and index pages. Optimal for small and medium sites. Disadvantages: Less suitable for large resources with a huge amount of content. A deep structure has pages located 4+ clicks from the homepage. Advantages: Helps distribute navigation into “chunks” and prevents users from being overwhelmed by too many choices (e.g., Amazon catalogs or news archives). Disadvantages: Difficult for search engines to crawl, may be inconvenient for visitors who have to make many clicks. Hub-and-Spoke Model Also known as a topical cluster. The center is a “hub” (pillar page) that broadly covers a topic. Around it are spoke pages that go into subtopics and link back to the main page. When to use: Creating authoritative content for broad topics (e.g., “social media marketing”). Advantages: Helps build expertise and relevance for competitive keywords. Limitations: Less effective for e-commerce, but ideal for informational content sites. Siloed Architecture Content is grouped into thematic “silos,” each responsible for a specific category or audience. Formation of silos: Through internal links between pages of the same topic; Through parent and child URLs (e.g., /seo/website-structure/ → “/seo/” is the silo’s main page, and “/website-structure/” is the child). Advantages: Strengthens contextual relationships between pages; Helps search engines better understand structure and topics; Makes it easier for users to find related content. Disadvantages: Overly rigid silos may limit connections between related topics; Pages with few internal links may get low indexing priority. Faceted Navigation This is a type of interface that allows users to filter search results by categories: color, size, brand, etc. Most often used in e-commerce, classifieds, catalogs, or booking systems. Advantages: Personalized and convenient experience for users; Quick access to the desired products or services. SEO Challenges: Noindexing: add noindex for technical pages or duplicates to avoid “cluttering” the index; Canonicalization: canonical tags are needed to specify the main page among duplicates (e.g., /sweater?color=blue and /sweater?size=medium); Dynamic URLs: maintain clean URLs, avoid overly complex query strings to prevent duplicates. Faceted navigation improves user convenience but requires careful SEO optimization to avoid losing crawl budget. Best Practices for Building an SEO-Friendly Site Architecture When developing site architecture, it’s important to consider several aspects to maintain a balance between user convenience, SEO effectiveness, and potential content growth. Create a “Flat” Structure with a Clear Content Hierarchy Sites work best when there is a clear hierarchy of pages, where the most valuable and long-lasting content receives priority. A common practice is that any page should be accessible from the homepage within three to four clicks. This not only improves usability but also helps search engines quickly find the necessary pages without navigating long chains of internal links. Why it matters for SEO: A flat structure simplifies crawling and indexing by search engines. Why it matters for UX: Users can navigate and find what they need more easily if navigation is logical and intuitive. Why it matters for growth: New pages can easily fit into the existing system, where each piece of content has its place. Build a Logical URL Structure Logical structure means all URLs are organized sequentially and reflect the relationships between pages. General categories are closer to the root, while more specific topics are further down. Essentially, the URL structure should mirror the site hierarchy: /category/topic/page This also helps with breadcrumbs — navigation chains that naturally reflect the site structure. Users landing on an internal page can easily return to a broader category. For SEO: URLs clearly indicate the page’s content and help search engines understand topic depth. For UX: Users can immediately understand the content and site structure. For growth: New content easily follows established rules, maintaining order and manageability. Use Thoughtful Internal Linking Strategically placed links between related content increase topical authority and help users navigate between pages of interest. This boosts engagement: visitors stay longer if they constantly find new relevant information. Internal linking also revitalizes older content, signaling to search engines that it remains relevant. How to make internal links effective: Hub pages should have logical connections to spoke pages; Anchor text is important — it signals to search engines what the linked page is about; Anchors should be thematically relevant (e.g., a page about Formula 1 driver salaries shouldn’t link to an article about internal SEO linking). Additionally, if a page receives an external link from an authoritative source, reinforce less visible but related content with an internal link from that page. This passes some “link equity” and boosts another important page in the rankings. For SEO: Links strengthen topical relevance and help search engines understand how pages are connected. For UX: Users can follow logical paths, reducing the risk of quick exits. For growth: New content revitalizes old pages, creating natural clusters. Plan Scalable Navigation and Taxonomy Site architecture should be flexible and able to grow with content or product assortment. Taxonomy should be logical but allow new products or sections to be added without friction. Navigation is key. The main menu and footer should remain stable and cover all site topics. For large e-commerce sites, news portals, or catalogs, it’s important to implement scalable navigation with filters. This avoids cumbersome submenus and helps users quickly find what they need. For SEO: Clear navigation and taxonomy signal page structure and priority to search engines. For UX: Users can quickly find what they need via menus or filters. For growth: Adding new pages doesn’t break the structure, as each receives a logical place. How Site Architecture Affects Crawling and Indexing A well-organized site is indexed much more efficiently. Google, for example, allocates a variable “crawl budget” for each site. Pages buried too deep risk remaining unindexed. Thoughtful navigation and internal linking guide crawlers to the most important pages and fresh content. XML Sitemap = Safety Net An XML sitemap should be on the site and uploaded to Google Search Console. It helps search engines find pages that are difficult to access through navigation or internal links. However, remember: a sitemap is a backup, not a replacement for proper architecture. It does not pass relevance and authority the way an internal linking system does. Pagination as a Potential Problem Dividing large amounts of content into pages can create issues with duplication and excessive site depth. To avoid problems: Use pagination only when it truly benefits the user; Ensure each page maintains a unique topic; Highlight key pages with internal links; Avoid unnecessary URL parameters; Maintain a “flat” structure; Use canonical tags for each paginated page. Orphan Pages Orphan pages are pages without internal links. They do not receive “link equity” or relevance signals, so they are poorly indexed and barely rank. To identify orphan pages, use Semrush Site Audit. After running the audit, search for “orphan” under the “Issues” tab to see a list of URLs without internal links. Then: Add a relevant link from another page (but not from another orphan); Or set a noindex tag if the page is intentionally excluded from the structure; Or remove unnecessary pages with proper redirects. Using Internal Links for Indexing Internal links are the main path for search engine crawlers. The more links a page receives, the higher its perceived value and authority. Recommendations: Add “fresh” links: new content should link to older pages to confirm their relevance; Use navigation and hub pages to highlight key sections; Anchor text should be descriptive and include keywords to explain context. Connection Between Site Architecture and Topical Authority When pages are organized into clear topical clusters, it helps a site build topical authority. These clusters are usually centered around “hub” pages, which act as semantic anchors for the entire group. A hub page covers the topic broadly, while “spoke” pages delve into subtopics only briefly mentioned in the hub. This way, the entire cluster covers the topic far more comprehensively than a single page could. If internal linking is set up correctly—hubs link to spoke pages with thematically relevant anchors, and spokes link back—a strong topical cluster is formed. It signals expertise and comprehensive coverage of the topic. Additionally, it ensures the circulation of relevant “link juice” within the cluster. This helps search engines assess the site’s expertise and improves visibility in search results for keywords related to the overall topic. Such a strategy is especially effective in highly competitive search niches. In general, the higher the competition in the SERP, the larger and better-structured the topical cluster needs to be for successful promotion. Site Architecture Cannot Be Secondary Even if a site has high-quality content or unique products, architecture must be even better because it determines how easily pages can be crawled, indexed, and ultimately achieve high rankings. Therefore, whether you are simply refining the existing structure or planning a complete rebuild, always focus on these architectural aspects: Choosing the optimal structural model for the site, Clear and intuitive navigation, A well-thought-out internal linking plan. These three elements should form the foundation of any site work. Using robots.txt for SEO In addition to quality content and technical optimization, Google pays attention to the proper use of the robots.txt file. It allows you to control which pages are indexed and which are not. Tips for usage: Block indexing of duplicate or test content. Do not block critical JS and CSS files needed by Google to render the page. Regularly check in Google Search Console to ensure the necessary pages are indexed. This article is available in Ukrainian.