AI Site Architecture: Build Content Sites That Scale and Rank

You’ve written 50 articles. Good ones. The kind that should rank.

They don’t.

I watched a friend go through this last year. He had better content than sites ranking above him. More depth. Better research. Actual expertise.

But his site was a mess. Articles scattered everywhere. No logical structure. Google looked at his site and saw a blog with random posts, not an authority on his topic.

That’s the problem nobody talks about when they say “just create good content.”

Structure matters more than most people realize:

• Google can’t figure out what your site is about
• Visitors can’t find what they need
• You can’t scale without creating more chaos
• Link equity gets stuck instead of flowing through your site

When architecture is right, everything clicks. Content connects naturally. Authority compounds.

I use Claude to plan site architecture before I write anything. What used to take me weeks of spreadsheet work now takes a few hours.

Here’s the exact process.

What’s In This Guide

Why Architecture Matters

Look at these two approaches to the same content:

Site A (the mess):

/blog/dog-training-tips/
/articles/how-to-train-puppy/
/posts/leash-training-guide/
/content/best-dog-treats/
/blog/puppy-biting-solution/

Site B (structured):

/dog-training/
/dog-training/puppy/
/dog-training/puppy/biting/
/dog-training/leash/
/dog-training/treats/

Same content. Different outcomes.

Site B signals to Google: “I cover dog training thoroughly. Here’s how everything connects.”

Site A signals: “I have random articles. Figure out what I’m about.”

Google doesn’t just rank individual pages anymore. It ranks expertise. Sites that show organized, deep knowledge on a topic outrank sites with scattered content, even when that scattered content is better on a page-by-page basis.

Architecture is how you show that organized knowledge.

What Architecture Affects

That last row matters more than people realize right now.

AI systems like GPTBot and ClaudeBot crawl websites looking for structured, authoritative content to cite in their responses. Sites with clear architecture get cited. Messy sites get skipped.

Your architecture is the first impression for both Google and AI systems.

The Architecture Framework

Before you open Claude and start planning, you need to understand these basics.

Information Hierarchy

Every content site needs a clear hierarchy from broad to specific:

HOME (broadest - your brand promise)
  |
  +-- PILLAR/HUB (topic level - major categories)
  |     |
  |     +-- CLUSTER (subtopic level - focused areas)
  |     |     |
  |     |     +-- ARTICLES (specific content - individual pieces)
  |     |
  |     +-- CLUSTER
  |           |
  |           +-- ARTICLES
  |
  +-- PILLAR/HUB
        |
        +-- ...

Why this matters for your business:

This hierarchy tells search engines and AI systems what your site covers and how topics connect.

When you have clear hierarchy:

• Google understands your topical coverage
• Visitors know where to find what they need
• Link equity flows from broad pages down to specific ones
• New content has an obvious home (so you can scale without chaos)

Depth vs. Breadth

Two concepts most people mess up:

Too shallow: Everything sits at the top level. No hierarchy signals to Google. Visitors overwhelmed with choices.

Too deep: Important content buried 6 clicks in. Crawlers may never find it. Visitors give up.

Too narrow: Few categories. Not enough topical coverage to show expertise.

Too broad: Too many categories. Diluted focus. Visitors don’t know what you’re actually about.

The 3-Click Rule

Here’s the principle I follow on every site:

Every piece of content should be reachable within 3 clicks from the homepage.

Home -> Pillar -> Cluster -> Article (3 clicks max)

This makes sure:

• Crawlers find and index all content
• Visitors can navigate without frustration
• Link equity flows throughout your site
• AI systems can map your content relationships

If you’re building architecture where content sits 5-6 clicks deep, restructure. That content won’t rank and visitors won’t find it.

Flat vs. Deep: Finding Balance

There’s an ongoing debate about flat vs. deep architecture.

Flat architecture puts everything close to the homepage. Every page is 1-2 clicks away.

Deep architecture creates more hierarchy. Content lives 3-4 levels down.

The answer depends on site size:

Small sites don’t need deep hierarchy - it feels forced. Large sites need hierarchy to stay organized.

Planning Your Topic Universe

This is where people skip ahead. Don’t.

Before you design URLs or navigation, you need to understand the complete landscape of what you’ll cover.

I call this mapping your topic universe. It’s the foundation for everything else.

Step 1: Brain Dump Everything

Start with a raw list of everything you could write about in your niche.

Don’t filter. Don’t organize. Just dump.

Prompt - Topic Brain Dump:

You are a content strategist analyzing the [NICHE] space.

Generate a brain dump of every topic, subtopic, and article idea
someone could write about in this niche.

Think about:
- Beginner questions ("What is...?", "How to get started with...")
- Intermediate skills ("How to improve...", "Advanced techniques for...")
- Expert content ("Deep dive into...", "The science behind...")
- Buyer content ("Best X for...", "X vs Y comparison", "X review")
- Problem-solution content ("How to fix...", "Why X isn't working")
- News and trends ("2026 changes to...", "Future of...")

Don't organize yet. Just list everything.

Output: A raw list of 100+ topic ideas, one per line.

Step 2: Group Into Themes

Now organize that brain dump into logical groups.

Prompt - Theme Grouping:

Here's a brain dump of topics for a [NICHE] site:

[PASTE YOUR BRAIN DUMP]

Group these into 5-8 major themes that could become pillar categories.

For each theme:
- Give it a clear name
- List which topics belong under it
- Note any topics that could fit in multiple themes
- Identify any orphan topics that don't fit anywhere

Output format:

THEME 1: [Name]
Topics that belong here:
- [topic]
- [topic]
Potential overlap with: [other themes]

[Continue for all themes]

ORPHAN TOPICS:
[Topics that don't fit cleanly - these might need their own theme or get cut]

Step 3: Define Your Pillars

Each major theme becomes a pillar.

Your pillars should:

• Be clearly distinct from each other
• Have enough depth for 15+ articles each
• Align with how you’ll make money
• Match how people actually search for this topic

Prompt - Pillar Definition:

Based on the theme groupings for a [NICHE] site, define the pillar structure.

For each pillar:

PILLAR: [Name]
URL: /[slug]/
Purpose: [What this pillar covers, one sentence]
Target audience: [Who specifically benefits from this content]
Primary keyword: [Main search term, 1,000+ monthly searches ideal]
Revenue alignment: [How this pillar supports revenue - affiliate, ads, leads, etc.]
Content depth: [How many articles could go under this pillar]

Clusters within this pillar:
1. [Cluster name] - /[pillar]/[cluster]/
   - Article opportunities: [3-5 specific article ideas]
2. [Cluster name] - /[pillar]/[cluster]/
   - Article opportunities: [3-5 specific article ideas]
[Continue for 3-5 clusters per pillar]

[Repeat for each pillar]

Final output:
- Total pillars: [count]
- Total clusters: [count]
- Estimated article opportunities: [count]

Step 4: Validate Your Structure

Before moving forward, check your pillar structure against these criteria:

If any pillar fails these checks, restructure before continuing.

Designing Your URL Structure

Your URL structure is permanent. Changing URLs later means redirects, lost link equity, and SEO headaches.

Get this right the first time.

URL Design Principles

Rules:

• Lowercase only
• Hyphens between words (not underscores)
• No dates in URLs (makes content look old)
• No /blog/ or /posts/ prefix (wastes URL space)
• Include primary keyword
• Keep under 60 characters when possible

URL Patterns by Site Size

Pattern 1: Flat (Under 50 pages)

/topic-1/
/topic-2/
/topic-3/

Everything lives at the top level. Simple, but no hierarchy signals.

Pattern 2: Two-Level (50-200 pages)

/pillar-1/
/pillar-1/article-1/
/pillar-1/article-2/
/pillar-2/
/pillar-2/article-1/

Pillar pages at top level, articles one level down. Good balance for most content sites.

Pattern 3: Three-Level (200+ pages)

/pillar/
/pillar/cluster/
/pillar/cluster/article/

Full hierarchy for large sites. Maximum organization and topical signals.

Common URL Mistakes

Mistake 1: Using /blog/ prefix

Bad: /blog/how-to-make-coffee/

Good: /coffee-brewing/how-to-make-coffee/

The /blog/ prefix adds nothing. It wastes URL space and doesn’t signal topic relevance.

Mistake 2: Dates in URLs

Bad: /2024/01/15/coffee-guide/

Good: /coffee-brewing/guide/

Dates make content look dated. You’ll want to update content later, and the URL shouldn’t advertise when it was first written.

Mistake 3: Keyword stuffing

Bad: /best-coffee-grinder-reviews-2024-top-coffee-grinders/

Good: /coffee-equipment/grinder-reviews/

Include your keyword. Don’t spam it.

Mistake 4: Inconsistent structure

Bad:

/coffee/brewing/
/tea_brewing/
/Chocolate-Drinks/

Good:

/coffee/brewing/
/tea/brewing/
/chocolate/drinks/

Pick a convention. Stick to it everywhere.

Prompt - URL Structure Design

Design the complete URL structure for a [NICHE] content site.

Site structure:
[Paste your pillar/cluster structure]

Create the URL architecture:

LEVEL 1: PILLARS
/[pillar-1-slug]/ - [Pillar 1 Name]
/[pillar-2-slug]/ - [Pillar 2 Name]
[Continue for all pillars]

LEVEL 2: CLUSTERS (under each pillar)
/[pillar-slug]/[cluster-slug]/ - [Cluster Name]
[Continue for all clusters]

LEVEL 3: ARTICLES (example URLs for each cluster)
/[pillar]/[cluster]/[article-slug]/ - [Article Title]
[3-5 example URLs per cluster]

URL CONVENTIONS:
- Word separator: hyphen
- Case: lowercase
- Maximum length: [specify]
- Trailing slash: [yes/no, pick one and stick with it]

SPECIAL PAGES:
/about/
/contact/
/privacy-policy/
[Other standard pages]

For each URL decision, explain the reasoning.

Navigation Architecture

Navigation serves two audiences: visitors and crawlers.

Visitors need clear paths to find information. Crawlers need links to discover and index your content.

Primary Navigation

Your main navigation should reflect your pillar structure:

HOME | PILLAR 1 | PILLAR 2 | PILLAR 3 | PILLAR 4 | ABOUT | CONTACT

Rules for primary navigation:

• Maximum 7 items (people struggle with more)
• Most important pillars get priority position
• Every page includes the same primary navigation
• Mobile navigation mirrors desktop (hamburger menu if needed)

Breadcrumbs

Breadcrumbs show users where they are in your hierarchy:

Home > Dog Training > Puppy Training > Stopping Biting

Why breadcrumbs matter:

• Visitors can navigate up the hierarchy easily
• Google displays them in search results (with proper schema)
• They reinforce your site structure to crawlers
• They distribute link equity up the hierarchy

Implementation: Use BreadcrumbList schema markup to make breadcrumbs appear in search results.

Footer Navigation

Your footer handles secondary navigation:

Column 1: All Pillars (links to each pillar page)
Column 2: Popular Content (your best-performing pages)
Column 3: About / Contact / Legal
Column 4: Newsletter signup

Footer links appear on every page, so they pass link equity throughout your site.

Sidebar Navigation

For pillar and cluster pages, sidebars help visitors explore related content:

On Pillar Pages:

• List all clusters within this pillar
• Featured articles from each cluster

On Cluster Pages:

• Link back to parent pillar
• Link to sibling clusters
• List all articles in this cluster

On Article Pages:

• Link to parent cluster
• Related articles (same cluster)
• Popular articles (cross-pillar)

Prompt - Navigation Design

Design the complete navigation system for a [NICHE] content site.

Site structure:
[Paste your pillar/cluster structure]

Design:

1. PRIMARY NAVIGATION
Items (in order): [list]
Dropdown behavior: [which items have dropdowns, what they contain]
Mobile approach: [how navigation works on mobile]

2. BREADCRUMB PATTERN
Format: Home > [Pillar] > [Cluster] > [Article]
Separator character: [>]
Schema markup: BreadcrumbList (always)

3. FOOTER NAVIGATION
Column 1: [items]
Column 2: [items]
Column 3: [items]

4. PILLAR PAGE SIDEBAR
Content: [what appears]
Order: [how items are sorted]

5. ARTICLE PAGE SIDEBAR
Content: [what appears]
Related posts logic: [how related posts are selected]

6. TABLE OF CONTENTS
Appears when: [threshold - e.g., article has 3+ H2s]
Position: [top of content, sidebar, floating]
Behavior: [static, sticky, collapsible]

Provide reasoning for each navigation decision.

The AI Architecture Workflow

Here’s my complete process for designing site architecture with Claude.

Phase 1: Research

Step 1: Run the topic brain dump prompt

Step 2: Research competitor site structures

• Visit the top 5 ranking sites in your niche
• Note their URL patterns
• Map their category structure
• Identify gaps they’re missing

Prompt - Competitor Analysis:

Analyze the site architecture of these competitors in the [NICHE] space:

[List competitor URLs]

For each competitor, identify:

1. URL STRUCTURE
- Pattern they use
- Depth levels
- Naming conventions

2. CATEGORY STRUCTURE
- Main categories/pillars
- How they organize subtopics
- Any unusual organizational choices

3. NAVIGATION
- Primary nav items
- How they handle mobile
- Footer structure

4. GAPS
- Topics they're missing
- Organizational weaknesses
- Opportunities for differentiation

Summary: What can we learn from their architecture? What should we do differently?

Phase 2: Planning

Step 3: Group topics into themes (prompt above)

Step 4: Define pillars and clusters (prompt above)

Step 5: Design URL structure (prompt above)

Step 6: Create navigation system (prompt above)

Phase 3: Documentation

Step 7: Create your architecture document

This becomes your reference for all future content:

Prompt - Architecture Document:

Create a complete site architecture document for a [NICHE] content site.

Include all planning work:
[Paste your pillar structure, URL patterns, navigation design]

OUTPUT FORMAT:

# [SITE NAME] Architecture Document

## Site Overview
- Niche: [description]
- Target audience: [who you serve]
- Revenue model: [how you'll make money]
- Target size: [articles at launch, growth target]

## Pillar Structure
[Visual diagram showing all pillars]

For each pillar:
- Name
- URL
- Purpose
- Clusters
- Article count target

## URL Conventions
- Pattern
- Rules
- Examples

## Navigation Structure
- Primary nav
- Footer nav
- Sidebar approach
- Breadcrumb format

## Internal Linking Rules
- Pillar to cluster: [rule]
- Cluster to article: [rule]
- Article to article: [rule]
- Cross-pillar: [rule]

## Content Calendar Framework
- Publication order (which pillar to build first)
- Content mix (informational vs commercial ratio)
- Linking process for new content

## Technical Requirements
- Sitemap structure
- Schema requirements by page type
- Canonical URL pattern

This document should be the single source of truth for site structure decisions.

Phase 4: Implementation

Once your architecture document is complete, start building.

If you’re using Hugo (I recommend it - see my Hugo CMS guide), Claude Code can:

• Generate the folder structure
• Create template files for each page type
• Set up taxonomy configuration
• Build navigation partials
• Configure schema templates

The architecture document becomes the blueprint Claude follows.

Real Examples: Architecture In Action

Here’s how architecture decisions play out for different types of content sites.

Example 1: Personal Finance Site

Niche: Retirement planning for teachers

Pillar Structure:

/retirement-basics/           (foundational knowledge)
/pension-plans/               (teacher-specific pensions)
/investment-strategies/       (how to invest)
/tax-planning/                (tax optimization)
/retirement-income/           (generating income in retirement)

Why this works:

• Pillars follow the natural journey (learn basics -> understand pension -> invest -> optimize taxes -> plan income)
• Each pillar is clearly distinct
• Strong keyword alignment (all have search volume)
• Clear revenue paths (financial affiliate offers, courses)

URL Examples:

/pension-plans/                           (pillar)
/pension-plans/state-plans/               (cluster)
/pension-plans/state-plans/california/    (article)
/pension-plans/403b/                      (cluster)
/pension-plans/403b/contribution-limits/  (article)

Example 2: Home Services Lead Gen Site

Niche: Plumbing services (lead gen model)

Pillar Structure:

/services/                    (what plumbers do)
/problems/                    (common plumbing issues)
/costs/                       (pricing information)
/locations/                   (service areas - programmatic)
/emergency/                   (urgent situations)

Why this works:

• Matches how people search (problem-first, then cost, then finding service)
• Emergency pillar captures high-intent searches
• Location pillar enables programmatic SEO for local targeting
• Clear lead gen alignment throughout

URL Examples:

/problems/                              (pillar)
/problems/leaks/                        (cluster)
/problems/leaks/under-sink/             (article)
/problems/leaks/water-heater/           (article)
/locations/                             (pillar)
/locations/texas/                       (state cluster)
/locations/texas/houston/               (city article - programmatic)

Example 3: Hobby/Enthusiast Site

Niche: Home coffee brewing

Pillar Structure:

/brewing-methods/             (how to brew)
/equipment/                   (gear reviews, guides)
/beans/                       (coffee selection)
/techniques/                  (advanced skills)
/recipes/                     (specific drinks)

Why this works:

• Covers the full coffee journey from equipment to technique
• Equipment pillar has strong affiliate potential
• Techniques pillar establishes expertise
• Recipes pillar is highly shareable

URL Examples:

/equipment/                             (pillar)
/equipment/grinders/                    (cluster)
/equipment/grinders/burr-vs-blade/      (article)
/equipment/grinders/best-under-200/     (article)
/brewing-methods/                       (pillar)
/brewing-methods/pour-over/             (cluster)
/brewing-methods/pour-over/v60-guide/   (article)

Architecture Checklist

Before you start building, check your architecture against this list:

Structure:

• 5-8 pillars defined
• 3-5 clusters per pillar
• No content deeper than 3 clicks from homepage
• Clear hierarchy from broad to specific
• Pillars are balanced in size

URLs:

• Consistent pattern across site
• Keyword-rich but concise
• No dates, /blog/, or unnecessary prefixes
• Hierarchical structure reflects content relationships
• Under 60 characters when possible

Navigation:

• Primary nav reflects pillar structure
• Maximum 7 items in main nav
• Breadcrumbs planned with schema
• Footer navigation designed
• Mobile navigation considered
• Sidebar navigation for pillar/article pages

Documentation:

• Complete architecture document created
• URL conventions documented
• Internal linking rules defined
• Content calendar framework in place

What To Do Next

Architecture is step one. Now build on the foundation.

Your next step: Pick one of these based on where you are:

1. AI Silo Structure - If you want to organize content for topical authority
2. AI Internal Linking - If you’re ready to connect your content strategically
3. Schema & JSON-LD Guide - If you need to add structured data
4. AI Content Workflow - If you’re ready to start creating content

Related guides:

• How to Build a Content Website - The complete overview
• Hugo CMS Guide - Set up your site platform
• Claude Code Guide - Master AI-assisted building

Architecture Makes Everything Else Easier

Site architecture isn’t glamorous. You can’t see it from the outside.

But every successful content site has it.

Get this right at the start, and everything else falls into place:

• Content creation has clear direction
• Internal linking follows natural patterns
• New writers know where content belongs
• Scaling doesn’t create chaos

Get it wrong, and you’ll spend months untangling a mess of random articles that don’t connect.

Claude speeds up the planning. But you still need to plan.

Last updated: January 2026