A logical structure
for your website.

What does this structure look like?

For a shop, the “Office chairs” category can link to suitable products and a home-working buying guide. The guide helps people compare; the product page holds current specifications, price and purchasing options. Each page has its own purpose.

For a service business, the services overview links to “Air-conditioning installation”. Visitors can then read about costs, preparation and maintenance before requesting a quote. These are illustrative examples, not existing customer cases.

• Overview: which products or services are available?
• Offer: which product or service fits the question?
• Answer: how do you choose, what does it cost and how does it work?
• Next step: view a product, order or request a quote.

When does a question deserve its own page?

When the question needs a standalone answer that someone would read separately from the main page. Smaller questions often fit better under a clear subheading on the service page, saving readers from clicking through for every sentence.

Two pages with almost identical text and intent add little value. First assess whether existing information can be expanded. More pages are not an end in themselves; the aim is more complete information that is easier to navigate.

How do you make internal links useful?

Write link text that describes the destination, such as “how to choose an office chair for working from home”. Place the link where the explanation raises a follow-up question. A long list of links at the bottom cannot replace connections within the text.

Google can use standard links with an href to discover pages. Important information should therefore be accessible through navigation and content. A search field or a button that only retrieves content through JavaScript does not replace those links.

What belongs on a good answer page?

Give a direct answer first. Then explain the conditions, examples and exceptions the reader needs. Identify the business providing the information and add sources when relying on external data.

Use descriptive headings, a title that summarises the topic and a logical next step. Structured data can describe visible information, but cannot replace it.

How do you keep the structure useful?

For every new page, review related existing information. Link back to the overview or service, check links and update outdated content. Check mobile readability too.

This Cognito website follows the same principle: the services overview links to SEO, GEO and delivery components. Knowledge articles explain the concepts and link to those services. Visitors get both an explanation and a concrete next step.