If you want to visually analyse how a websites architecture is structured and ordered, to identify how the internal linking structure is set out across the site, you can simply visualise this by using Excel, Majestic SEO and toughGraph navigator, or Gephi, for example.

Here, Screaming Frog, Excel and ToughGraph Navigator have been used to create the finished visualisation.

This should allow you to visualise which pages on a site have the greatest volume of internal site links, and identify areas which have too many or too few internal links pointing towards them.

You can easily use similar methods to identify where on the site has the most number of external back links, allowing you to identify pages which could benefit from building additional back links, and pages that have been targeted with too many back links, therefore possibly appearing spammy.

Step 1: Gather Your Data

Gather the data of the website you want to analyse. You can do this by downloading Screaming Frog crawler, crawling your site then exporting all internal links to excel.

Clean your data by gathering only the internal linking URLs, with the corresponding volume of internal links to each URL, by using a pivot table.

Step 2: TouchGraph Navigator

Open a new TouchGraph Navigator project. Upload your Excel data and visualise the results.

Step 3: Visualise!

Adjust the data - change the nodes shape and size (node size can be changed to represent data size, eg bigger node size equals greater trust flow), node spacing and connecting data lines to show the relationship between different nodes.

Step 4: Data Visualisation

And finally, you have the finished visualisation!

You should be able to see which pages have the greatest volume of internal links, connecting them to the rest of the site.