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SEO architecture and internal linking expert

I design the hubs, URLs and internal links that decide which pages Google reaches first. Every page on Syllabus.ng sits within two clicks of the home page.

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Illustration for seo architectureHomeHub 1Hub 2Hub 3012Every page within2 clicks

What I do

01

Site structure and URL design

I turn search demand into a hierarchy: hubs for head terms, child pages for the long tail, and URLs that nest the same way. Syllabus.ng uses clean paths such as /ss1-scheme-of-work/biology, and Topship's route pages follow four fixed page types.

02

Click depth and navigation

I set a maximum click depth and build the menu to match it. Syllabus.ng's main navigation has five doors, and each one opens straight onto a hub.

03

Internal linking rules

I write the linking rules before any page is linked. Topship's route pages link to related routes and their hubs, and Syllabus.ng's class hubs link to the neighbouring classes and the main exam syllabuses.

04

Link and URL audits

I compare the URLs a crawl can find with the pages you meant to publish, then look for orphan pages, deep pages and links to redirected or missing URLs. On a content site I run, a crawl found more than 12,000 indexable URLs where about 4,000 were expected.

How I work

  1. 1

    Map demand

    List the pages searchers need and how they phrase them. Topship customers searched by route, so the pages were built by route.

  2. 2

    Design

    Fix the hubs, URL levels and maximum click depth on paper before any page is built.

  3. 3

    Write the rules

    Decide which pages link to which, with short descriptive anchors. I link only where a reader would find the link useful at that point.

  4. 4

    Build

    Ship the structure through templates, so breadcrumbs, hub blocks and related links appear on every page. At Grey I delivered the SEO programme without an engineering team.

  5. 5

    Audit

    Crawl after launch for orphans, deep pages and broken links, and log every link added so any change can be reversed.

Proof

Who I help

Sites with many similar pages such as locations, routes, products or classes, that need a hierarchy before they scale.

Sites with orphan or deep pages where good content is too many clicks from the home page.

Large or template-built sites where plugins and importers can quietly create new URLs.

Lean teams without SEO engineers who need linking rules that templates and editors can follow.

Tools and stack

  • Google Search Console
  • Screaming Frog
  • Ahrefs
  • Semrush
  • GA4
  • WordPress
  • Webflow
  • Strapi
  • Schema.org validator

Related skills

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Marketing skill

SEO, AEO & GEO expert

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Related case studies

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Questions

What is SEO site architecture?

It is how a site's pages are grouped, named and connected: hubs, child pages, URL levels, menus and links. Good architecture lets Google reach every important page quickly and shows which pages matter most. On Syllabus.ng, every page sits within two clicks of the home page, and each class hub is built to rank for its own head term, such as "JSS1 scheme of work".

How many internal links should a page have?

There is no fixed number, and I do not set a quota. I link where a reader would find the link useful at that exact point, with a short descriptive anchor and one link per destination. As a rough guide, a short post usually carries two to five internal links and a long guide six to twelve.

How deep should important pages be?

I set a maximum before anything is built, then check it in a crawl. On Syllabus.ng it is two clicks from the home page to any page: home page, class or exam hub, then subject page. A site with many similar pages needs the limit written down, or depth creeps up with every new section.

Can you change my structure without losing rankings?

Yes, with care. If URLs change, I map every old URL to its new one, redirect it with a 301, update internal links to the final URLs and re-crawl after release. Where URLs can stay, I improve hubs and links only, which carries far less risk. No one can promise a ranking outcome, so I report crawl and indexing trends.

How is this different from technical or programmatic SEO?

Technical SEO finds why pages are not crawled or indexed. Programmatic SEO builds templates for repeatable demand. Architecture sits between them: it decides the hierarchy, URLs and link paths those pages live in. On Topship, the four-level URL system came first, then the 436 route pages were built inside it.

Is your best content too many clicks from the home page?

Tell me what you are working on. I reply within two working days.

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