Optimization of site architecture is related in the first place to the change of current navigation and systematization of information on a site for the purpose of providing visitors with successful determination of data necessary to them, increasing of site attendance, creating and expanding of a core of the constant audience. Well considered competent site architecture ensures that the users will spend less time searching for necessary information, which positions the site as convenient in use and makes business more successful. This procedure using optimization of reference structure allows to provide a visibility of certain pages of a site in a search engine.