1 Why does architecture matter?
Good architecture:
- Facilitates Google crawl and understand the thematic relevance.
- Reduces user friction: maximum 3 clicks from Home to any treatment.
- Increase conversion rates by placing CTAs and content where the patient is looking for them.
Without a well thought-out structure, the site becomes a labyrinth: duplicate URLs, keyword cannibalization and hidden forms.
2 Phases prior to visual design
2.1 Business Brief
Define your main objective (North Star Metric): scheduled appointments. Collect:
| Data | Example |
|---|---|
| Specialties | Cardiology, Plastic Surgery, Fertility |
| Core Services | Cardiac rehabilitation, rhinoplasty, IVF |
| Ideal Audience | Local + international patients |
2.2 Keyword Research
- Seed by specialty ("cardiologist Mexico City", "IVF cost Mexico").
- Expands with variations of intent:
Informative ("how to prevent heart attack")
Transactional ("cardiology consultation price") - Group by topic cluster and notes volume, competence, intent.
- Mark column "Type of page" = Category, Service, Blog, FAQ.
Tipuses an Excel spreadsheet with columns: Level, Keyword, Volume, Type, Proposed Slug.
3 Recommended hierarchy and depth
swiftCopyEditLevel 0 domain.com/
Level 1 /specialties/ (hub)
Level 2 /specialties/cardiology/ (hub)
Level 3 /cardiology/specialties/cardiology/cardiac-rehabilitation/ (hub)/ (level 3)
Level 1 /blog/
Level 2 /blog/cardiac-rehabilitation-exercises/ (hub/)
Level 1 /about-us/
Level 1 /contact us/
Key rules
- Maximum 3 levels for pages to be ranked (Home → Category → Treatment).
- Slugs in lower case, no accents or stop-words (
/cardiac-rehabilitation/no/rehab-del-corazon-in-the-city/). - Avoid dates in URLs if the content is updated periodically.
- Each sublevel inherits SEO value from its parent (thematic silo).
4 Essential pages
| Level | Suggested URL | Purpose | KPI |
|---|---|---|---|
| 0 | / | Value proposition + immediate CTA | Bounce < 45 % |
| 1 | /specialties/ | List all medical areas | Click → specialty > 60 % |
| 2 | /specialties/cardiology/ | Pillar page (complete cardiology) | Time on page > 90 s |
| 3 | /specialties/cardiology/stress-testing/ | Transactional Landing | CVR form > 8 % |
| 1 | /blog/ | Educational Hub | Pages/session > 2 |
| 1 | /testimonies/ | Social proof | % scroll to 80 % > 70 % |
| 1 | /contact/ | Form + contact details + map | Shipments/visit > 12 % |
| 1 | /legal/privacy-notice/ | Compliance | - |
5 Internal links and thematic silos
- Breadcrumbs visible: Home > Specialties > Cardiology > Rehabilitation.
- From each pillar (level 2) links to all your treatments (level 3) and vice versa with anchor "Back to cardiology".
- The blog posts link to the landing related treatment ("Do you have doubts? Get to know our cardiac rehabilitation").
- Persistent CTA "Schedule Consultation" in the top bar and at the end of each section.
6 Slug and metadata conventions
| Element | Good example | Bad example |
|---|---|---|
| Slug | /cardiology/rehabilitation-cardiac | /Cardiología/Rehabilitación%20Corazón |
| Title | Cardiac rehabilitation: steps, costs and benefits | Rehabilitation - Home |
| Meta desc | Improve your heart function in 8 weeks. Schedule an evaluation. | |
| ALT img | patient-exercise-rehabilitation-cardiac | image123.png |
Include main keyword once in slug, title and H1; semantic variants in H2/H3.
7 Content map (12 months)
| Month | Specialty focus | Blog 1 | Blog 2 | Downloadable |
|---|---|---|---|---|
| 1 | Cardiology | Signs of early infarction | Benefits of stress testing | Checklist "Take care of your heart". |
| 2 | Fertility | IVF step by step | IVF Costs Mexico vs USA | Calculator "Cost IVF" (.xls) |
| 3 | Plastic Surgery | Lipo HD safety | Rhinoplasty Prep. | PDF "Post-surgical guide". |
Rotating specialties avoids cannibalizing keywords and keeps the site fresh.
8 Creation workflow
- Approved map → load empty structure in WordPress (reserved URLs).
- SEO Copywriting of landings (level 2-3) with persuasive copy and FAQ.
- UX Design: wireframes → mock-ups → prototype.
- Developmentresponsive layout, speed and Schema.
- QABroken links, forms, Core Web Vitals.
- Launch and monitor in Search Console.
- Iteration monthly according to KPIs (CVR, positions, engagement).
What to do now
- Create your architecture spreadsheet with keywords, volume and proposed slugs.
- Define your levels (0-3) according to specialties and treatments.
- Reserve URLs in your CMS before producing content to avoid cannibalization.
- Apply the rules of internal links and breadcrumbs from day one.
- Launch the empty structure, then fill it with optimized content following an editorial calendar.
With this base your medical site will be easy to track, intuitive for the patient and scalable for future specialties without losing order or authority.
