Foundations
Site Architecture & Internal Linking
How pages are grouped, how deep they sit, and how link equity moves between them. Most sites lose more here than they do on backlinks.
What usually goes wrong
A site grows by adding pages, and nothing ever gets rearranged. Ten years later the pages that earn the money sit four clicks from the homepage, behind categories that made sense to whoever wrote the first menu.
You would notice
- Important pages sit deeper than three clicks from the homepage
- Two or three pages compete for the same search
- The menu grew by addition and nobody ever removed anything
- Some pages are reachable only through the sitemap
The work
Site Architecture & Internal Linking, line by line.
Each line is work that gets done and can be checked afterwards. None of it is a promise about where you will rank — nobody can honestly make that one.
- 01Click depth and orphan pages mapped from a real crawl
- 02Category and hub structure reworked around how people search
- 03Internal links added where the equity should flow
- 04Breadcrumbs and navigation that agree with the URL structure
- 05Thin and overlapping pages merged or retired
In practice
Where the depth actually sits
Illustrative example. Click depth is measured from a real crawl, not from the menu.
Questions
Asked often enough to answer here.
Does this mean rebuilding the site?
Almost never. Most of it is grouping, internal links and redirects, which is work on the content rather than on the code.
Will the URLs change?
Only where the gain is worth the risk, and always with redirects mapped and tested first. A URL change with no plan behind it costs more than the structure it fixed.
How is this different from a UX redesign?
A redesign asks what a visitor should see. This asks what a crawler can reach and how authority moves between pages. They overlap, but they are not the same job.
Also in Foundations
Work that usually travels with it.
- Technical SEO AuditA full crawl of the site against how search engines actually read it: status codes, canonicals, indexability, duplicate paths, and what is quietly blocking the rest.
- Core Web Vitals & SpeedLCP, INP and CLS measured on real page loads rather than a lab score, then the render path fixed where the numbers say it hurts.
- Structured Data & SchemaValid JSON-LD for the page types that earn rich results, and removal of the markup that only earns warnings.
- Indexation & Crawl BudgetGetting the right pages indexed and the wrong ones out, with robots, sitemaps and parameter handling that agree with each other.
Contact
Want site architecture & internal linking on your site?
We will look at it and come back with what we would do and what it would cost. If we are not the right fit for it, we will say that instead.