How to structure your Ecommerce website

E-commerce SEO

When you run an Ecommerce website you always have to keep in mind that you’re essentially serving two masters.

1 – Your customers.

2 – Search engines.

First of all you need your customers to be able to find you. This is where your SEO work comes into play – which involves just as much website structure as it does targeting keywords.

And second, you need to make it easy for customers to navigate around your website without having to click too many times to get a particular page, or to get back again.

Similarly, how you structure your website will determine how easy it is for search engines to crawl your website and, ultimately, rank you in search.

So many Ecommerce websites don’t give themselves a chance because they create convoluted site structures that are confusing to get around, and which search engines struggle to understand.

When it comes to Ecommerce website structure, keeping it simple can definitely be better.

So, let us help you set up your Ecommerce website for success by running a few tips to properly structure your website for customers and search engines.


Basic Ecommerce website structure

From an online sales perspective, your Ecommerce website revolves around three main page types:

  • Your Homepage
  • Category pages
  • Sub-categories (possibly)
  • Product pages

And you want to make getting from one to the other as simple and easy as humanly possible.

That’s why on a successful Ecommerce website, these follow a simple structure.

You arrive on a homepage, you can see the category pages in the navigation (like Clothes, Homeware, Phones etc).

Potentially you might have sub-categories, depending on the size and variety of your product collection.

But your users should be able to get from your Homepage to the product they’re looking for in about three clicks.

Anymore than that, and they’ll start to get the feeling that they’re just searching and not finding what they’re looking for.

We’ve all done it, you start looking and after a few clicks and a few minutes the process just gets frustrating – especially if you have an idea what you’re looking for.

Outside of these pages your Ecommerce website will benefit from other pages like Blogs, resources, contact us etc

But you should keep these pages separate.


Ecommerce website structure and SEO

The next thing to consider are the keywords you want to use for each page, and structuring your keywords around your website architecture.

This is where some organisation comes in handy, as does some real soul searching about what it you sell or do.

Our website isn’t an Ecommerce website, but we’ve created a site structure which could easily replicate into an Ecommerce site.

Our homepage is aimed at “Digital Marketing Agency”.

This works for us because as a digital marketing agency, this is the main term we want to be found for in search.

Plus, all of our products and services fall under the umbrella of digital marketing.

Under that, we have our category pages.

For us, these are the category of services we have that fit within the Digital Marketing sphere.

So our category pages are labelled as:

Not only does this make it easy for users of our website to easily find and select the service they want, it makes it easier for search engines to figure out what our website is about.

Within those different categories, we then have our “product pages” which go into more detail about the categories.

Let’s take our SEO category for instance.

As a user, you’ve come to our homepage and want to find out more about our SEO offering.

Under the category of SEO, we have the individual products within the category:

This makes it easy for users to find the specific SEO service they need.

And you can see that the user can get from our homepage to the product page within three clicks.

Finally, once the user has got to the product page, this product page contains the details of what’s involved in that particular product so they can figure out if it’s what they’re looking for.

Understanding your keyword research in your site structure is essential, because you can start to understand all the keywords you can target through your category and product pages.

You can see from our site as it relates to SEO, that we aren’t limited to just going for “SEO” as a keyword.

We have the opportunity to rank for all the product keywords relating to that topic as well.

Then, with our blog pages, we’re able to target those longer tail keywords to get even more traffic to your website, where we can direct them to our product pages.


Can you improve your Ecommerce website’s structure?

If you think your Ecommerce SEO and website structure might be holding you back from making more money, get a free technical SEO audit from us and figure out how to take your business to the next level.

One of our SEO consultants will run a check on your website using our SEO analytics tools and provide you with a report highlighting the main areas for improvement of your website.

Get your free technical SEO audit today.

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