Website Architecture is Vital for SEO: Lessons from Real-World Experiments

As an SEO Pro, one of the things that I usually do is test theories. Our entire website is often in flux because I’m always experimenting and refining our approach. This constant testing not only helps me stay ahead of the curve but also provides real-world insights that I can share with our clients.

Fevi Yu
February 25, 2025

We had a corporate client sign up for an SEO Campaign and I tried my best to convince them to change their navigation from the simple, single-level navigation to a more categorical SEO-focused one. It was never approved. I finally have proof that my approach would’ve increased their search engine positions.

Recently, I updated our website’s navigation—and the results were nothing short of eye-opening.

Here is a screenshot of our previous navigation:

With our trusted mega menu in place, we consistently ranked in the top 5 for the keyword “washington dc seo”—oscillating between #1 and #5 over the last five years, depending on algorithm updates—always securing a first-page position. We were also ranking #1 for “basic website package,” a keyword that brings in roughly 10 inquiries per month.

Here is a screenshot of our marketing-focused navigation:

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The Shift: Testing a Single-Level Navigation

In an attempt to simplify our design, we replaced our robust, multi-level mega menu with a single-level navigation. I often refer to this as “marketing-focused” navigation because most marketing professionals favor a simplified, uncluttered design that they believe enhances user experience. However, this new navigation lacked any dropdown levels or hierarchical depth.

The shift to a single-level navigation immediately sent our rankings on a downward spiral. Our carefully built content silos and internal linking strategy were disrupted:

“Washington DC SEO”:

Before the change: Ranked in the top 5 (averaging around #3).
After the change: Dropped to #21 (3rd page).
After reverting: Recovered to #11 (top of the 2nd page).

“Basic Website Package”:

Before the change: Held the #1 spot.
After the change: Plummeted to #26 (3rd page).
After reverting: Improved to #13 (top of the 2nd page).

…and many more keywords and positions were disrupted. But these two bring in most of our inquiries.

Reinstating the Old/New Website Architecture

Upon noticing the significant ranking drops—and after neglecting our navigation for about two months—we swiftly reverted to our original mega menu structure. The recovery was almost immediate. Within just two weeks of restoring the old navigation, our rankings have began to climb back up, demonstrating the undeniable power of a well-planned, SEO-centric site architecture.

This experiment has reinforced a vital lesson: while marketing may favor a simple, uncluttered design, SEO depends on having well-defined categories and a structured approach. In the realm of search, every landing page matters—not just the homepage. A strategically designed website architecture, complete with deep internal linking and clear content silos, is key to achieving long-term SEO success.

Here are the reasons why Internal Linking and a Well-Defined Structure Matter:

Enhanced Crawlability: A multi-level menu helps search engines efficiently crawl and index your site.
Content Siloing: Clearly defined categories improve the relevance signals sent to search engines, boosting overall rankings.
Distributed Link Equity: The old mega menu wasn’t just about aesthetics; it ensured that link equity was distributed across important pages, reinforcing their authority.

Key takeaway: Never underestimate the impact of your site’s optimized navigation. Even small changes can lead to significant shifts in search rankings. Ensuring that every landing page is optimized through a thoughtful, in-depth structure can make all the difference.

<span style="font-size:20px;">by</span> Fevi Yu

by Fevi Yu

SEO Consultant since 2008

Fevi Yu is a seasoned SEO consultant, digital agency founder, and the visionary behind the Basic Website Package—an innovative web and SEO solution crafted for business owners aiming for immediate results. She’s also the creator of the Unlimited WP Maintenance Package, which provides comprehensive WordPress support to enhance website performance and ensure long-term success. This article was written with the assistance of generative AI for enhanced clarity and precision.

Aneth Coloma

Social Media Manager

Aneth is our Social Media Manager. She’s a creative-technical hybrid with almost 10 years of experience in digital marketing with a focus on social media. From writing to design, she can handle all aspects of social media content creation and her ability to analyze social media insights can help grow a brand’s online presence. She takes initiative, drives results, and stays current with evolving trends.