Guide · 10 min · Updated 20/05/2026
Site architecture: the IA that ranks
Information architecture is SEO architecture. Get it wrong and no amount of content rescues you.
Rule of three
Every page reachable from homepage in three clicks. Beyond three clicks, crawl frequency drops and link equity dilutes. Three is the working ceiling, not a target.
URL structure as IA
URLs should reflect IA: /services/web-design, not /pages/12345. Predictable structure aids both users and crawl efficiency.
Common questions
How deep is too deep?
Above 4–5 clicks from homepage, you're in long-tail territory. That's fine for niche content, not for the conversion pages.