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Learn step-by-step how to restructure site architecture for SEO success, improved crawlability, and revenue growth for US eCommerce and B2B sites.
Crawl, map URLs, and assign TOF/MOF/BOF priorities.
Use intentional links to funnel authority to revenue pages.
Track revenue impact with GA4, server-side tracking, and tests.
Site architecture is the backbone that connects content, users, and search engines. Improving site architecture for SEO success reduces crawl waste, improves indexation of revenue-driving pages, and clarifies attribution across marketing channels. For US-based eCommerce and B2B sites, this means prioritizing pages that move users through the funnel (TOF → MOF → BOF) rather than chasing vanity traffic.
Start with a crawl (Screaming Frog, Sitebulb, or a cloud crawler) and combine that with Google Search Console data for the United States. Identify indexation gaps, deep-click pages (depth > 4), and pages with low funnel value but high crawl frequency. Export a URL map and categorize pages into TOF (informational), MOF (comparison), and BOF (product/pricing/checkout).
Create a simple table that ties page groups to business outcomes (example estimates in US context):
| Funnel Stage | Page Types | Primary KPI |
|---|---|---|
| TOF | Blog, guides, long-form content | Sessions, assisted conversions |
| MOF | Category pages, comparison pages | Engagement, lead form submissions |
| BOF | Product pages, pricing, checkout | Purchases, LTV influence |
Prioritize BOF pages for shallow depth and strong internal linking. For Shopify or WooCommerce stores, ensure collection/category pages are no more than two clicks from the homepage to reduce friction for purchase-focused traffic.
If you want a reference on Prebo Digital's service model for strategy and build phases, see our Services Overview for how architecture fits into broader growth retainers.
Use predictable, RESTful URLs and a logical taxonomy. For example, /products/sku, /collections/category-name, /blog/topic-post. Avoid deep parameterization and excessive faceted URLs without canonicalization. For large catalogs, consider server-side filtering or canonical patterns to prevent index bloat.
Prebo Digital’s technical-first approach emphasizes clean data and attribution; our homepage outlines how strategy ties to execution if you want an overview: Prebo Digital.
Internal linking should be intentional: point contextual links from high-authority pages to BOF pages using relevant anchor text. Use breadcrumb trails, related product blocks, and contextual CTAs that help users advance down the funnel. For B2B sites, ensure case studies and solution pages link to demo/contact pages to shorten the sales cycle.
Address technical signals: XML sitemaps, robots.txt, canonical tags, hreflang (if applicable), and structured data for products and FAQs. Page speed impacts both SEO and conversion rate in the United States; target a mobile Largest Contentful Paint under 2.5s where possible. Use server-side tracking and clean analytics pipelines to attribute organic traffic to revenue correctly - learn more about our tracking approach on the About page: About Prebo Digital.
Standard SEO metrics (rankings, sessions) are helpful, but revenue-driven teams should track: organic-assisted revenue, conversion rate by landing page, and MER for channels feeding TOF content. Use GA4 with server-side tagging and an attribution model that reflects reality for US traffic. A simple conversion tracking diagram:
| Layer | Function |
|---|---|
| Crawl & Index | Robots, sitemap, canonical control |
| Measurement | GA4 + server-side, clean UTMs, conversion events |
| Attribution | Multi-touch model tuned for US purchase behavior |
Tip: For US eCommerce sites using Shopify or WooCommerce, prioritize product discoverability and ensure checkout-critical pages are excluded from indexing where appropriate (e.g., search results, filtered faceted pages).
Treat architecture changes like experiments. Track organic traffic to modified sections, monitor crawl behavior in Google Search Console, and measure revenue impact over a 90-180 day window for meaningful results. Use A/B tests for on-page layout or internal link prominence to validate lift in conversion rates.
If you're implementing architecture changes as part of a broader growth retainer, our approach follows Strategy → Build → Test → Scale → Report, with monthly check-ins and measurement. Learn how Prebo Digital collaborates with in-house teams on technical builds: Talk to a tracking expert.
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Marion is an award-winning content creator with over a decade of experience crafting high-impact B2B and B2C content strategies. Her content journey began in the mid-00s as a journalist and copywriter, focusing on pop culture, fashion, and business for various online and print publications. As the Content Lead at Prebo Digital, Marion has driven significant increases in engagement, page views, and conversions by employing a creative approach that spans ideation, strategy and execution in organic and paid content.
Disclaimer: This content is for educational purposes only. Product availability, pricing, and specifications are subject to change. Always verify current details on the retailer's website before making a purchase. We may earn affiliate commissions from qualifying purchases.
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