SITE ARCHITECTURE — plan for usability AND SEO at once, because a
structure that's good for one and bad for the other fails the rebuild.

START FROM TWO INPUTS, NOT ONE
  1. User goals: what are the 3 things a visitor comes to do?
  2. Search intent: what are people searching that should land here?
The hierarchy has to serve both. A structure organized purely by your
internal org chart serves neither.

HIERARCHY — flat where it counts
  Home
  ├── Product          (the money pages — max 2 clicks from home)
  │   ├── /product/[feature]
  │   └── /product/pricing
  ├── Solutions        (by use case / industry — SEO landing pages)
  │   └── /solutions/[use-case]
  ├── Resources        (blog, guides — the SEO engine)
  │   └── /blog/[post]
  └── Company

  RULE: nothing important more than 3 clicks from home. Click depth is
  both a UX cost and a crawl/authority cost — pages buried deep get less
  of both. Your revenue pages sit shallow.

URL STRUCTURE
  /solutions/ecommerce   not   /page?id=47
  Descriptive, lowercase, hyphenated, shallow. The URL is a ranking
  signal and a usability signal — a clean URL tells a human and a
  crawler what the page is before they load it.

INTERNAL LINKING — the part most rebuilds botch
  Your strong pages (home, top product page) should link DOWN to the
  pages you want to rank. Authority flows through internal links; a
  well-written page with no internal links pointing to it ranks nowhere.
  Plan the link graph, don't leave it to whatever the CMS auto-generates.

NAVIGATION
  Primary nav = the 4–5 top goals only. Everything else lives in
  footer, in-page, or contextual nav. A nav with 9 items makes the 2
  that matter invisible.

THE REBUILD TRAP
Preserve or 301-redirect every URL that currently ranks. A rebuild that
changes URLs without redirects donates your existing rankings to zero.
Map old→new before you launch, not after traffic drops.

What's the site's top 3 visitor goals? I'll build the hierarchy around
them.