Most successful websites start with a clear, well structured architecture. It’s safe to say that no well-established and highly visible website would hold its position in Google’s Top 10 without a clear, organized structure. The website tree — or site architecture — is the foundation of every project. Well-designed structures and logical page hierarchies are one of our biggest competitive advantages (at least we like to think so).

Where does website structure planning begin?

The better your site structure is planned, the greater the chance it will rank higher in search results for key keywords. In other words, structure is designed to help visitors navigate easily and quickly, while ensuring that every important keyword has its own dedicated landing page.

For example, if a user searches for “trips to Germany” on Google, they should land on a page whose title, meta data, and content are all about that exact topic.

Key stages of structure planning

  • Creating the website hierarchy

To plan the structure effectively, all potential service or product areas must first be identified and arranged into a unified site tree. In other words, a clear hierarchy and internal linking system must be created so that visitors can easily move from one page to another. Clear navigation is one of the main reasons visitors stay longer on your site.

  • Defining categories and subcategories

Once the main services and products are identified, they’re prioritized according to keyword research and client demand. Keywords with the highest search volume should have dedicated landing pages. The most important keywords become main categories, from which subcategories, sub-subcategories, and even product pages branch out.
Example: Homepage → Category: “Cheap Flights” → Subcategory: “Cheap Flights to Germany” → Sub-subcategory: “Cheap Flights to Frankfurt” → Product: “Tickets”.

  • Keyword research, distribution, and trend mapping

To make a website visible in Google search, it’s not enough to simply create landing pages — they must be aligned with keyword intent. Keyword research tools show how many times a specific keyword is searched per month. Keywords with the highest search volumes are then distributed across categories, subcategories, and other relevant pages. This process ensures that each important keyword group has a dedicated page.

  • Content planning

After completing keyword research and distribution, content recommendations are prepared for each page. Based on search demand and keyword strength, we determine keyword frequency and ideal word count — informed by competitor analysis.

What’s included in full information architecture preparation:

  • Website audit (if structure is for a new site, the audit follows after launch);
  • Identification and planning of landing pages for targeted keywords;
  • Design of systematic (repeating structure) pages;
  • Algorithm planning for automated data;
  • Defining target pages and designing basic user flow;
  • Organic traffic conversion planning;
  • Distribution of unique and recurring content;
  • Content creation process systemization (if applicable);
  • Post-launch verification of indexed pages;
  • Preparation of product upload/removal processes (for eCommerce sites).
  • The Cost of Full SEO-Based Structure Development