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most of the items are situational- there's always different orders to buy items but i'd rather have that explained in the item section. as for the disorganization, i tried to organize it as building items in order with optional items to build. (solomid.net guides in particular)
as for giving blue away, i find it kind of already normal to give 2nd blue to mid lane considering pretty much everyone does that now, but i normally find that the 2nd red always goes to the jungler again even though the carry benefits a lot from it
Your gameplay section feels lacking, its just a bunch of bullets and jumps around between subjects. I think you should go into more detail on things like counterjungling and ganking (yes, udyr is an excellent jungle clearer, but at the end of the day you still have to gank sometimes). It's also kinda weird that you mention giving red away, but don't mention blue, when blue is given away far more commonly. You also don't have anything on what to do after laning is over (teamfighting, going for objectives, etc.).
As for your build, I suggest Wit's End before Phage because attack speed synergizes with phoenix and will allow you to clear camps much faster. I suppose that's more of a personal preference though.
These minor issues dropped your guide from great to good, but if you can fix them, then you'll have an excellent guide here.