The hierarchy and internal linking design of a website.
I see many beautiful websites that fail to rank because their pages are scattered and unconnected—like a messy junk drawer.
This mess confuses Google and makes it hard for your users to find what they need, which is terrible for business.
I will teach you how to organize your site like a pro, turning your pages into a powerful, interconnected SEO asset.
What is Site Structure? The Website’s Blueprint
Let us begin by answering: What is Site Structure? It is the way your website’s pages are organized and linked together, usually in a clear, hierarchical model.
Think of it as the blueprint for your website, where the homepage is the roof, and the main pages are the supporting walls.
A good structure ensures all pages receive link value from the homepage, helping Google see which content is most important.
Structure and Your CMS Platform
The tools within your CMS dictate how you create and maintain this all-important structure.
WordPress (WP)
In WordPress, I use categories and tags strategically to create a logical hierarchy for my posts and pages.
I use an SEO plugin to manage internal linking and ensure my most important “cornerstone” content gets the most links.
I always make sure my URLs reflect this structure, like /category/post-name/.
Shopify
Shopify’s structure is naturally organized around Collections (categories) and Products (pages).
I keep my URL structure clean by avoiding unnecessary nesting and linking key collections directly from the main menu.
I use apps to implement breadcrumb navigation, which clearly shows the customer’s path from home to product.
Wix
Wix uses a page manager that allows me to easily create main pages and subpages, which forms my hierarchy.
I rely on a clean main menu and footer links to organize the site and help users quickly jump between sections.
I make sure to name my pages simply so the URL structure is short and readable.
Webflow
Webflow is great because it lets me build a custom folder structure that is perfectly optimized for SEO.
I group similar content into folders, for example, /services/design/ or /services/development/, which is excellent for topical authority.
I often add internal links within the body of my content to connect related pages and strengthen my structure.
Custom CMS
For a custom CMS, I design a “flat” structure where all important pages are just a few clicks from the homepage.
I use dynamic code to generate internal links for related content and keep link depth low.
I make sure my developer implements a clean URL structure that uses keywords and avoids random numbers or IDs.
Structure Strategies by Industry
I optimize the structural model to best serve the customer journey for each unique business type.
Ecommerce
For an online shop, I use a hierarchical structure that goes from broad categories to specific products.
My homepage links to main product categories, which then link to subcategories, and finally to individual product pages.
This clear path helps Google understand my product offering and improves filtering for shoppers.
Local Businesses
Local businesses often have a smaller, flatter structure because they do not have thousands of products.
I ensure the homepage links directly to all main service areas, keeping every page within one or two clicks of the home page.
This strategy pushes link authority straight to my most important pages, like the service pages I want to rank locally.
SaaS (Software as a Service)
SaaS sites require a structure that separates their marketing content from their technical documentation.
I use dedicated sections for ‘Features,’ ‘Pricing,’ and ‘Case Studies’ to keep the marketing flow clear.
I then create a separate, internal structure for the ‘Help Center’ or ‘API Docs’ which might be database-driven.
Blogs
For a blog, I create wide, not deep, categories that cover my main topics fully.
I link all my new blog posts back to relevant, authoritative articles called “cornerstone content.”
This method boosts the authority of my most important topics and helps all my articles rank better.
FAQ Section: Your Quick Structure Checklist
What is a “flat” site structure?
A flat structure means every page is easily reachable with a small number of clicks from the homepage, usually three or less.
This design is great for SEO because it distributes link authority across the site very effectively.
What is an “orphaned page”?
An orphaned page is a page that has no internal links pointing to it from anywhere else on the website.
This page is bad because search engines cannot easily find it, and it receives no link authority from the rest of the site.
Should I use Categories or Tags for my structure?
I use Categories for the main, broad topics that define my entire website, creating the core structure.
I use Tags for very specific, non-structural details that might cross categories, like an author name or a product feature.
How can I check my website’s current structure?
I use a tool called a website crawler, like Screaming Frog, which maps out all my pages and shows me the link connections.
Alternatively, I review the ‘Links’ report in Google Search Console to see my most linked-to pages.
