How to Build A Google-Friendly Website Architecture

Your estate agency website might look great. 

It might even have plenty of helpful content. 

But if Google can’t understand how it’s structured, it’s hurting your rankings in the search results.

Website architecture is simply how your pages are arranged and connected. 

It’s the digital version of laying out your shop window — except instead of just passers-by, you’re arranging it for both users and Google’s crawling bots.

If pages are buried too deep, poorly linked, or disorganised, Google might struggle to find and understand them. 

Why It Matters for Your Estate Agency

Estate agent websites tend to grow considerably over time — more properties, more pages, maybe an expanding blog or area guides. 

But if all this lovely content isn’t structured properly, things get messy fast.

Good website architecture helps with:

• Search engine optimisation: Google can index and rank your pages more easily.
• User experience: Visitors can find what they’re looking for quicker.
• Conversions: A well-structured site builds trust and keeps people engaged.

If your entire site revolves around just a few generic pages, you’re missing opportunities to target specific keywords — especially local ones that landlords, buyers and tenants are actually searching for.

Building a Google-Friendly Architecture

Let’s break this down into four simple things your estate agency can implement:

Build Topic Clusters (Content Silos)

Instead of putting all your services under a single “What We Do” page, group content by theme or location. For example:

• /lettings
• /lettings/redland
• /lettings/clifton

or:

• /sales
• /sales/valuation-guide
• /sales/moving-home-checklist

This structure — often called a content silo — helps Google understand what each section of your site is about. It also creates clear pathways for your visitors to explore.

Use Internal Links

If someone is reading your “Landlord Services” page, link them to relevant content like your “Lettings in Bishopston” area page or your latest “Buy-to-Let Market Update”.

Internal links do two things:

1. They guide users to more relevant or supplementary information.
2. They help Google understand which pages are related — and which are most important.

Keep URLs Short and Descriptive

Clear URLs are easier to read, easier to share, and more Google-friendly. For example:

• ✅ /sales/clifton
• ❌ /page.php?id=492

Stick to lower case, use hyphens (not underscores), and try to include the location or service when relevant.

Prioritise Key Pages

Make sure your most important pages — your main service areas, contact page, and local area guides — are accessible within two or three clicks from the homepage.

You can do this through:

• A clear top-level navigation menu
• Featured links on your homepage
• Sidebar or footer links to popular pages

If a key page is buried under five levels of submenus, it’s likely being ignored by both users and search engines.

Quick Wins for Your Website

Here are a few easy things you can do this week:

• Review your navigation menu — is it easy to follow?
• Break up big service pages into smaller, focused ones (e.g. “Lettings in [area]”)
• Add 2–3 internal links to every new blog or guide you publish
• Use breadcrumb navigation so users always know where they are
• Shorten messy or unclear URLs

You don’t need to be a web developer to improve your website architecture. It’s all about helping people (and Google) find the right pages quickly and easily.

If your site is structured logically, grouped by topic, and linked together well, you’re already ahead of most local competitors. Google will thank you — and so will your future clients.