SEO and site structure: what to consider already at the development stage

Competent SEO optimization begins not after the website launch, but long before it — at the stage of architecture planning and development. Fixing structural errors after release requires significant resources and sometimes a complete redesign of the project. Let’s look at the key aspects that must be considered to lay a solid SEO foundation.

Architecture and page hierarchy

Logical structure is the foundation of successful promotion. Search engines index websites with a clear hierarchy better, where each page is no more than 3–4 clicks away from the main page. Plan the structure according to the “from general to specific” principle: home → category → subcategory → final page.

Avoid creating “orphan pages” that have no internal links. Each page should be connected to other relevant sections, creating a natural web of links that helps crawlers effectively scan the site and distribute link equity.

SEO-friendly URLs and URL structure

Semantic URLs are not just an SEO requirement but also a usability factor. A URL should reflect the content of the page and the site’s hierarchy:

• Use transliteration or English words
• Separate words with hyphens, not underscores
• Avoid dynamic parameters whenever possible
• Keep URLs short and clear

Correct: /catalog/laptops/apple-macbook-pro
Incorrect: /page.php?id=12345&cat=3

Define a unified URL format at the start: with or without www, with or without a trailing slash. This will prevent duplicate content and indexing issues.

Technical SEO readiness

Loading speed

Include performance optimization in the architecture from day one:

• Set up a CDN for static resources
• Implement lazy loading for images
• Minimize CSS and JavaScript
• Provide caching at the server level
• Optimize the database and queries

Page load speed directly affects ranking, especially in mobile search results.

Mobile version

Mobile-first indexing is the current Google standard. Develop the site immediately with a responsive design or a separate mobile version:

• Adapt the interface for touch controls
• Ensure text readability without zooming
• Check that all content is available on mobile devices
• Optimize image sizes for different screens

HTTPS protocol

An SSL certificate is a mandatory requirement for modern websites. Google clearly uses HTTPS as a ranking factor, and browsers mark HTTP sites as insecure. Set up a secure connection before launch and configure proper redirects.

Markup and metadata

Header tags

Implement a proper heading hierarchy in the CMS:

• H1 — one per page, reflects the main topic
• H2–H6 — logically structure the content
• Do not skip levels (H1 → H3 without H2)

Title and Description

Develop a system for automatic generation of meta tags with the option for manual editing. The Title should be unique for each page (50–60 characters), and the Description should be appealing and informative (150–160 characters).

Schema.org markup

Implement structured data during development. Use appropriate schemas for different page types:

• Organization — for the homepage
• Product — for product pages
• Article — for articles
• BreadcrumbList — for navigation chains
• FAQ Page — for FAQ pages

Structured data helps search engines understand content and obtain rich snippets in search results.

Internal linking

Design an automatic internal linking system:

• “Related products” or “Read also” blocks
• Navigation chains (breadcrumbs)
• Filters and faceted navigation
• Tag system for blogs

Use anchors naturally and diversely. Internal links distribute link equity and help users find relevant content.

robots.txt and sitemap.xml files

Robots.txt

Create a robots.txt file that properly manages indexing:

• Block service sections (admin panel, cart, filters)
• Disallow duplicate versions of pages
• Specify the path to sitemap.xml
• Do not block CSS and JS — Google must see the full page

Sitemap.xml

Implement automatic sitemap generation:

• Include only important, unique pages
• Add priorities and update frequencies
• For large sites, create an index sitemap
• Automatically update when new content is added

Error handling and redirects

Design an effective error handling system:

404 page — should not be just an error message. Add a site search, popular sections, and contact information.

301 redirects — set up redirect management in the admin panel. When the site structure changes, old URLs should correctly redirect to new ones.

Canonical URLs — use the canonical tag for pages with similar content (for example, different filters of the same category).

Content strategy

At the development stage, provide for:

• A convenient content editor with formatting options
• Fields for image optimization (alt, title)
• A system of tags and categories
• The ability to add FAQ blocks
• Tools for working with media content

Analytics and monitoring

Integrate analytics systems before launch:

• Google Analytics 4 or Yandex.Metrica
• Google Search Console and Yandex.Webmaster
• Position tracking tools
• Website availability monitoring

Set up goal, event, and conversion tracking immediately. It’s impossible to collect retrospective data later.

Scalability

Provide for future growth:

• The database must handle increasing content volume
• The server architecture must be scalable
• The CMS must work efficiently with thousands of pages
• The caching system must reduce server load

Conclusion

SEO optimization at the development stage is an investment that pays off many times over. Fixing structural errors after launch is more expensive and time-consuming. Work on SEO together with developers, designers, and content managers from the first day of the project.

A solid technical foundation allows you to focus on creating quality content and building backlinks, instead of fixing critical technical issues. Modern SEO starts with code, not with text.