Structure & Performance
Structure Optimization
Fix the information architecture that quietly caps everything else.
You probably need this if…
- Important pages sit four or more clicks from the homepage
- Multiple URLs target the same query and none of them win
- Navigation has grown to twelve items nobody wants to cut
- A past migration left redirect chains nobody mapped
Built for
- Sites that grew page by page with no architectural plan
- Companies whose service pages compete against their own blog
- Businesses preparing for a redesign or migration
What you actually receive.
- Full URL inventory classified by purpose and commercial value
- Keyword cannibalisation map with consolidate, redirect, or differentiate calls
- Taxonomy and navigation redesign with click-depth targets
- Internal linking model that concentrates authority on revenue pages
- Redirect specification for any consolidation, chain-free and validated
- Hub-and-spoke content architecture for the topics you intend to own
How the work runs.
Inventory
Every URL gets classified by purpose, traffic, conversions, and target query. Sites routinely discover that a third of their pages serve no defined purpose at all.
Resolve Conflicts
Where several pages chase one query, I decide which survives based on links, conversions, and intent fit. The rest get merged or redirected, never left to compete quietly.
Rebuild The Map
Navigation and internal links are redesigned so that commercial pages sit shallow and authority flows toward them. Click depth is a target I set explicitly, not a side effect.
Migrate Safely
Every consolidation ships with a validated redirect map and a post-launch check. Structure work that loses traffic on release day is a failure regardless of how clean the diagram looks.
What changes when this is done.
- One page per query, with the winner chosen deliberately
- Commercial pages within three clicks of the homepage
- Internal links that concentrate rather than scatter authority
- A migration plan that will not cost you traffic
How do I know if I have a structure problem?
Search Console shows the clearest signal: if Google keeps swapping which of your URLs ranks for one query, you have cannibalisation. Click depth over three levels on commercial pages is the second reliable indicator.
Will consolidating pages lose my existing traffic?
Properly executed consolidation preserves and usually concentrates traffic, because link equity merges into one stronger page. Traffic loss happens through broken redirect chains and missed URLs, which is why the redirect map is validated before release.
Can you do this during a redesign?
That is the ideal time, and it is significantly cheaper than fixing structure afterwards. Bring me in before the wireframes are approved rather than after the build is finished.
Next step
Talk Through Structure
Send your URL and what is going wrong. You get a written assessment within one business day — specific to your site, not a template.