SEO & Growth Team
Nora Lindqvist
UX & Site Structure Specialist · Stockholm, Sweden
Designs how a site fits together — navigation, categories and internal links that help both visitors and search engines find their way.
Part of the SEO & Growth team, led by Grace Whitmore
About Nora
Nora works on the shape of a website. Where do the categories go, which pages link to which, how many clicks does it take to reach an important article? Those decisions affect how people move through a site and how search engines understand what matters on it.
She trained in interaction design and spent her early career on UX for Scandinavian e-commerce and media sites, running usability tests and redesigning navigation. Moving into SEO, she found the same principle applied: a site that is easy for people to use is usually easy for crawlers too.
Five years in, she plans site architecture for new builds and redesigns, and leads internal-linking work on existing sites.
What she works on
- Site architecture and categories
- Navigation and menu design
- Internal linking strategy
- UX reviews and usability checks
- Page layouts for new site builds
Background
How she got here
Education
Bachelor’s degree in Interaction Design.
Early work
UX design and usability testing for e-commerce and media sites.
Into SEO
Site structure and internal linking for content sites, where UX and SEO meet.
Now
UX and site structure at Infinity Linkers, within the SEO & Growth team.
Her team
SEO & Growth team
Nora reports to Grace Whitmore, who leads the SEO & Growth team. She plans structure alongside Leah Novak on the technical side and works with content strategist Olivia Harper so new articles slot into the right place.
Approach
Three clicks to anything that matters
Nora starts every structure project by asking which pages matter most to the business and to readers, then makes sure they are easy to reach and well linked. Everything else is arranged around them, rather than the other way round.
Outside work she spends weekends in the Stockholm archipelago, sketches buildings and is slowly restoring an old wooden boat.