If you’re running an online store, your site’s structure plays a key role in improving user experience and boosting visibility on search engines. Even the most compelling products can go unnoticed if shoppers (and Google) struggle to navigate your pages. By focusing on logical organisation and clear pathways, you’ll lay a strong foundation for sustained traffic and growth.
Here’s how to get started with structuring your ecommerce website
1. Begin with a Logical Hierarchy
Your site’s hierarchy is the backbone of a successful ecommerce store. Group related products together under logical categories and subcategories — this means customers spend less time hunting for what they need and more time in the checkout process. Meanwhile, search engines can more easily crawl and index your content, making it simpler to assign relevancy to specific pages.
- Create Clear Categories: Use straightforward, descriptive names that resonate with your target audience (for instance, “Men’s Footwear” vs. “Men’s Shoes”).
- Develop Relevant Subcategories: Break categories down into narrower segments. For example, under “Men’s Footwear,” you might have “Trainers,” “Formal Shoes,” and “Boots.”
2. Optimise URLs and Navigation
Well-structured URLs and a user-friendly navigation menu make a strong first impression on visitors and search engines alike. Aim to keep URLs short, relevant, and keyword-focused without overstuffing:
- Clean, Keyword-Rich URLs: Instead of “mystore.com/category1/p1234,” opt for a clearer structure like “mystore.com/mens-footwear/trainers.”
- Logical Menu Layout: Place your most popular product categories in the main menu and use dropdowns for subcategories. This minimises clutter and helps shoppers quickly find what they’re looking for.
3. Streamline Internal Linking
Internal links guide users from one part of your site to another, indicating which pages are most valuable. A thoughtful internal linking strategy boosts both user navigation and your SEO efforts:
- Link to Related Products: Encourage cross-selling by linking from one product page to a complementary product or a relevant category.
- Use Keyword-Focused Anchor Text: Instead of “click here,” use descriptive text like “View our latest trainers” to give search engines more context.
4. Craft Engaging Category Descriptions
Your category pages aren’t just placeholders—they’re prime real estate for customers searching for a particular range of products. Including a short paragraph describing the category can engage users, boost SEO, and highlight your value proposition:
- Explain the Category’s Purpose: Outline what’s unique about these products or how they solve specific customer needs.
- Include Targeted Keywords: Ensure your descriptions are natural and helpful, incorporating relevant phrases organically to support your SEO goals.
5. Optimise Product Pages
Once you’ve perfected your site’s overall structure, ensure each product page is primed to convert browsers into buyers:
- Write Unique Descriptions: Avoid using manufacturer-provided copy word-for-word. Instead, highlight the benefits and unique selling points (USPs) relevant to your audience.
- Use High-Quality Media: Clear product images and demonstration videos build trust, while alt tags and filenames help search engines interpret visual content.
- Encourage Reviews: Authentic customer feedback builds credibility and fresh, user-generated content that search engines love.
6. Use Consistent Naming Conventions
A clear naming system across categories, subcategories, and products makes your site more intuitive:
- Standardise Category Labels: If you use terms like “Trainers” in one area, avoid switching to “Sneakers” elsewhere. Consistency helps both customers and search engines recognise and index your offerings accurately.
- Align with User Language: Use the names, phrases, or slang your UK audience expects — this can improve search visibility and customer familiarity.
7. Build Supporting Content Hubs
To further strengthen your store’s content structure, consider adding informational resources that complement your products:
- Create Helpful Guides or Blogs: For instance, if you sell trainers, you might write a “Running Shoe Buying Guide” linked from the “Trainers” category.
- Interlink with Product Listings: In these guides, reference specific product pages or categories. Not only do you add value for potential buyers, you also keep them on your site longer.
Conclusion: Build a Solid Structure for Lasting Results
A well-thought-out site structure does more than guide customers from browsing to checkout. It also signals to Search Engines that your online store is organised, relevant, and worthy of higher search rankings. Each step you take to streamline your categories, refine internal linking, and optimise page speed adds up to a better user experience — and, ultimately, more sales.
If you’d like tailored support putting these principles into practice, I’m here to help. I offer
Ecommerce SEO Services to ensure your online store is structured for maximum impact, both for users and search engines. From comprehensive site audits to strategic keyword placement, I take a customised approach to match your specific goals.
Set yourself up for ecommerce success by getting the foundations right. Start with your store’s layout, and the rest will follow.