Website structure: organising pages for users and search

Why site structure matters

A clear site structure helps users find what they need and helps search engines understand your content. Poor structure confuses visitors and makes it harder for search engines to index your pages.

For more on technical SEO, see technical SEO: the foundations that matter.

Information architecture

1) Organise by purpose

Group pages by what they do, not by what they are.

• Services: All service pages together (e.g. /services/web-design/, /services/seo/).
• About: Company information, team, values.
• Content: Articles, guides, resources.
• Contact: Ways to get in touch.

2) Keep it shallow

Important pages should be easy to reach.

• 3-4 clicks maximum: Key pages should be no more than 3-4 clicks from the homepage.
• Homepage links: Link to your most important pages from the homepage.
• Clear hierarchy: Use a logical hierarchy that makes sense to users.

3) Use consistent patterns

Use the same structure patterns across your site.

• URL structure: Use consistent URL patterns (e.g. /services/[name]/, /articles/[title]/).
• Page structure: Similar pages should have similar layouts and navigation.
• Naming: Use consistent names for sections and pages.

Navigation

1) Main navigation

Your main navigation should be clear and consistent.

• Keep it simple: 5-7 main items maximum. Too many options confuse users.
• Clear labels: Use descriptive labels that users understand (e.g. "Services" not "Solutions").
• Same everywhere: Main navigation should appear on every page in the same place.

2) Footer navigation

Use the footer for secondary navigation and links.

• Important links: Contact, privacy policy, terms, sitemap.
• Service links: Links to all services if you have many.
• Organised sections: Group footer links into logical sections.

3) Breadcrumbs

Breadcrumbs help users understand where they are and navigate back.

• Show location: Home > Services > Web Design shows the user's location.
• Easy navigation: Users can click to go back to parent pages.
• SEO benefit: Breadcrumbs help search engines understand site structure.

Internal linking

1) Link related pages

Link pages that are related to each other.

• Service pages: Link related services together.
• Articles: Link to related articles and relevant service pages.
• Supporting content: Link from service pages to case studies, articles, or guides.

2) Use descriptive link text

Link text should describe where the link goes [1]Source 1 .

• Not "click here": "Learn more about web design" not "click here".
• Descriptive: Link text should make sense out of context.
• Natural: Links should fit naturally into your content.

3) Link to important pages

Make sure important pages get internal links.

• Homepage links: Link to key pages from the homepage.
• Service pages: Link to service pages from relevant articles and other services.
• Contact page: Make it easy to find your contact page from anywhere.

URL structure

1) Clear and descriptive

URLs should describe the page content.

• Readable: /services/web-design/ not /page-123/.
• Keywords: Include relevant keywords in URLs where natural.
• Short: Keep URLs reasonably short and avoid unnecessary parameters.

2) Consistent structure

Use the same URL structure for similar pages.

• Services: /services/[service-name]/
• Articles: /articles/[article-title]/
• Categories: /category/[category-name]/ if you use categories.

3) Stable URLs

Keep URLs stable once published.

• Do not change: Avoid changing URLs unless necessary.
• Use redirects: If you must change a URL, set up a redirect from the old to the new.
• Plan ahead: Think about URL structure before you build your site.

For more on redirects, see redirects and URL changes: how to move pages without losing SEO.

Site structure for SEO

1) Logical hierarchy

A logical hierarchy helps search engines understand your site.

• Homepage: The top level - links to main sections.
• Category pages: Group related content (e.g. /services/, /articles/).
• Individual pages: Specific pages within categories.

2) XML sitemap

An XML sitemap helps search engines find all your pages.

• Include all pages: Add all important pages to your sitemap.
• Keep it updated: Update your sitemap when you add new pages.
• Submit to Search Console: Submit your sitemap in Google Search Console.

3) Internal linking for SEO

Internal links help distribute page authority and help search engines discover pages.

• Link to important pages: Make sure key pages get internal links.
• Use anchor text: Descriptive link text helps search engines understand context.
• Natural linking: Link where it makes sense, not just for SEO.

Common mistakes

• Too deep: Burying important pages 5+ clicks from the homepage.
• Inconsistent structure: Different URL patterns and navigation on different parts of the site.
• Poor navigation: Confusing menus or too many navigation options.
• No internal links: Pages that are not linked from anywhere are hard to find.
• Changing URLs: Changing URLs without redirects loses SEO value.

Summary

Site structure: organise by purpose, keep it shallow (3-4 clicks max), use consistent patterns, clear navigation, descriptive URLs, logical hierarchy.

Internal linking: link related pages, use descriptive link text, link to important pages, natural linking for users and SEO.

For more on technical SEO, see technical SEO: the foundations that matter. For help with content planning, see content planning: from idea to published page. For help with website structure, see content services or SEO services. You can also get in touch to discuss your site structure needs.