Logic Inbound reveals in this free eBook the same tools, techniques and strategies they used to help one hormone doctor increase her new patient appointments by 1000%.

So you have great content, all of your pages work and you’re getting amazing backlinks. If only SEO was so simple – that’s what it would take to rank. The thing you may be missing is site structure! The structure of your site will drastically impact how people view it and how Google analyzes it.

What is Site Structure? 

Site structure is the organization of your content in conjunction with its links. 

The more organized and and easy it is for users to find the page they’re looking for on your website the better. The more cluttered everything is (ever seen those horrible one-page never ending scroll sites?) the more users will hate your site and the more Google will penalize you.

An Example of Good Site Structure 

The ideal site looks a bit like this:

At the top of the structure will be your site link (check out

Once someone jumps on to the website and makes it past the first link they can then look at the other branches of your pyramid.

I hovered over “services” for example (above) and you can see we have all the services grouped together. Now, if I hover over “About Us” 

It’ll go to a different set of links, so on and so forth.

To properly organize your site you need to make it easily crawlable by Google and in turn easy to navigate by your users. 


The deeper in the site and more clicks it takes to access something the less valuable Google will think it is. The closer it is to the home page the more powerful it can be.


Good Site Structure + Good User Experience = More Appointments

Imagine if our site was one big scroll wheel. If we condensed all of our content on one page then it would by SUPER hard to find what you were interested in. Frustrating users can be the fastest way to lose a sale and potential patients will bounce off your site.


On top of that, losing points with Google will make it harder to get users on your site in the first place.


Worst of all, bad site structure means that even if someone wants to schedule an appointment,  it’ll take them a while to find the “contact us” or “make a payment” sections of your site. Thus slowing down your sales cycle.


Do Yourself a Favor, Make Sure the Content is Neat! 

This is one of those things you’ll want to review quarterly to make sure you’re on top of it because a fast growing site can get disorganized fast! 

No More Than 2 to 3 Clicks From One Page to Any Other Page

As I said if a piece of content is more than 3 clicks away from the home page it’ll lose value and deem it less important. Why would you hide something that’s important? So as a general rule you never want any piece of content to be more than 3 clicks away (2 clicks if you can help it) from the home page. 


If you have too much content then this is where recategorizing your site comes into play.


Main Categories, Sub Categories and How to Balance Your Navigation Bar

Take a look at your site and look at your site and look at all the related content. Now clump all that content into its own group.


Now take the next step and create the primary pieces of content – what do you think users would be most interested in? In fact, take a look at your competitor list and best of all ASK YOUR AUDIENCE ?.


Now you can use this content to refresh your navigation bar.


Make sure the navigation bar has your phone number in it and is fixed, so when people scroll the site it’s easier for them to click on other pages PLUS your phone number is ALWAYS in front of them! ?


URL Structure

Now that you have your content in order, make sure you fix your URLs!  If you’re trying to get to our blog for example, how would you feel if it was:


That URL is too long and just looks plain ugly. That’s why our blog’s web address is:


If you go to any blog post within our blog, you’ll notice the URL is something like:


The above link is for a blog post, and it contains the main keyword for the blog post (SEO for doctors). We design our URLs this way so they’re:

  • More readable
  • More Google-friendly
  • Not nested deeply into the site, so Google treats them as important pages
  • The keyword in the link may help in Google rankings


Internal Linking

Want to keep people hooked?


That should be what the goal of your site is anyways 🙂


One of the best ways is to use internal links like I did above. This way when you mention something related on your site people can quickly click on that link without having to go to your navigation bar. 


Make sure its an anchor text link (has a word in it like I did with hooked). 


The best sites have the best internal links and can be super fun to read, ultimately leading the audience down their preferred rabbit hole.

To create an internal linking structure:

  1. Take a look at your content and draw a user funnel.
  2. Figure out which piece of content fits in what stage of the funnel
  3. Make sure that each internal link leads to the next funnel buyer stage

Boom you’re happy, Google is happy and everyones happy ?





Google will follow your site links. Since every link transfers power, the more you internally link to a certain page the more power Google will think you want it to have. Think this through.


Site Links

What are site links? Simply put, they’re additional links that are shown when your site comes up in Google search results. Here’s an example to understand this concept better:


This is an example of our websites site links. 

But, how do you get these, how do you control these!? 


Well at the end of the day Google is actually the one that decides what pops up. Or as they say:

“At the moment, sitelinks are automated. We’re always working to improve our sitelinks algorithms, and we may incorporate webmaster input in the future. There are best practices you can follow, however, to improve the quality of your sitelinks. For example, for your site’s internal links, make sure you use anchor text and alt text that’s informative, compact, and avoids repetition.”


You can try to influence this structured data based on your navigation bar and the order of the content you show on your site.


How Good Site Structure Will Help You

Following these tips on great site structure will:

  • Earn you points with Google
  • Make your vendors, partners and other websites love you more on the internet and
  • Help you potential clients navigate your content better and ultimately do more business with you!

As stated in the beginning site structure can quickly get out of hand depending on how fast you’re looking to grow your site. So make sure to review this quarterly and you’ll never have to worry.

As Jim Rohn says: “If you wait too long the weeds will take the garden”.