The site’s structure can have an impact on the search engine results and overall quality of attendance. The better the navigation, and the less technical errors it contains, the simpler and clearer the site will be.
How can you determine if yandex or Google like your online store’s structure? You can compare the site’s compliance with the recommendations made by the top seo-expert in Dmitry Mrachkovsky of “Ashmanov and Partners and you’ll see how close you are to the ideal.
NO. 1. Logical and understandable catalogue
The online catalog main menu should be so designed that the user can immediately see in which section the required goods or services are located.
The user will spend more time searching if the structure is confusing or complex. This will most likely lead to him leaving the site.
This complex structure can cause confusion among employees. It is difficult for them to choose where to place the product to make it easy for users to find it quickly. Under certain conditions, if you place a product within multiple sections simultaneously, this can lead to duplicate product pages. This will negatively impact search engine promotion.
No. 2. Product category addresses correspond with the site hierarchy
The product category’s address should reflect its place in the site hierarchy. For example, if we have a category “shoes” in the “Men’s” section and a subcategory of “shoes”, then the URL should look like this – /muzhskoe/obuv/tufli/. This will allow search engines to better understand the site’s structure and display the breadcrumbs more accurately.
No. 3. URLs are written in plain English
CNC (human-understandable URL) has long been the standard in the formation of character codes of site pages. CNC allows you to enter the keywords directly into the page’s address.
This combination, when combined with the full nesting (see point 2) will have a greater impact on low-frequency queries. It will also simplify search engines’ perception of site structure.
Users will only be able to see the address of one user. This will allow them to identify their location or to find out where the link they received in social media. CNC has a higher trust rating.
No. 4. Pages cannot be duplicated
If the product page is linked to multiple categories, it will be accessible at multiple addresses, which is called duplicated. Duplicates are generally excluded from search results. If there are many of them, it can negatively impact the ranking. Category pages can also be problematic.
If the CMS only checks the character code at the end of nesting, then everything else is filled with arbitrary content.
Each page should only be accessible from one address. This can be difficult to implement. You should either create 301 redirects to point to the main address from duplicates or use rel=”canonical”.
No. 5. Optimization of page-paginations
The page-by-page navigation should not make it more difficult to index product pages on your site. Most common mistakes are pagination pages being closed off from indexing or made available for indexing but leading to duplication that are not included in the index. Search engines may not be able to bypass them.
Other problems are more uncommon. There are also more rare problems. For instance, pagination can only be loaded via AJAX and there is no separate page.
Many opinions exist about page-pagination optimization. Yandex and Google offer contradictory recommendations. My opinion on the matter can be found in the article titled “Is optimizing pagination pages worth it?”
No. 6. Indexation of product tabs
Many cards of goods have tabs that provide additional information, such as “Reviews”, “Characteristics”, “Credit”, and “Reviews.” Similar refinements are used in search queries. This information can be placed on separate URLs to allow you to convert traffic from search queries into buyers.
Don’t get carried away though: If you don’t have any reviews or reviews about any product, it is best not to create such a page. This will cause the site to grow in bounce rate and not provide any value.
No. 7. Correct links and page response codes
This paragraph is about technical mistakes. The menu links to product categories do not include the slash “/”, although they are still available on the pages with a slash. The user will be presented with a 404 error page if the 301st redirect is not set up from the first type address to the second.
This is where a second problem may arise. Non-existent errors that do not provide a 404 code or a page 404 are not able to give out a 200 code as well as the main directory page. This can lead to duplicate pages, and issues with indexing.
It is best to avoid using permanent redirects for navigation, except when you are moving pages. It is important that all links to pages are correct and that each page gives the correct response code.
No. 8. Absence of elements of the previous structure
It is important to ensure that no pages are available for indexing if the site’s structure has changed. Pages that aren’t in the new menu structure may be active in the CMS. They have static links that open, give the code 200, and list of products.
Their presence won’t affect ranking in any way. At worst, duplicates and broken links will cause problems.
Always check the relevancy of pages search engines can reach when you change the structure. You can change 301 redirects from ineffective to relevant.
No. 9. The structure of the site corresponds to the search demand in the niche
This should be the first item. This item should be the primary one to design the structure, especially for online shops. It should be based on demand.
They forget to consider it and focus on the technical part, forgetting optimization for user demand. Ironically, this item is located at the bottom of our list:
It is a complex and extensive task to design a site that meets search demand. The following techniques are available to help you solve this problem:
- nested tabs (mentioned previously) for product cards
- You can create content sections to answer questions, assist in making a purchase decision, or show your expertise.
- Complex organization of geo-sections (especially important for topics such as food delivery);
- Smart filter functionality
- Functionality of tagged samples
- Other techniques may vary from one site to another and are dependent on search demand in a specific niche.
In the article I detailed each factor from an SEO perspective. The structure of an online store is what will be used to build it. It is important to plan ahead. If not, it could lead to costly improvements or the loss of previously obtained volumes of search traffic.