This chapter will explore the concepts behind building optimized ecommerce website architectures. Having a great website architecture means making products and categories findable on your website so that users and search engines can reach them as easily as possible. Below is a brief excerpt from this chapter:

“IA will help identify relationships between categories, subcategories and products. Based on these findings, you will decide on rules for an internal linking strategy. Such rules can in include:

  • Only highly related categories will interlink.
  • Categories will link only to their parents.
  • Subcategories will link to related subcategories and categories.
  • Product pages will only link to related products in the same category, and to parent categories.

A proper website architecture will help your website rank for the so-called head terms. For ecommerce these are usually the category and subcategory pages. However, internal linking is not enough for a subcategory page to reach the top of the search engine results pages (SERPs) for category-related search queries. That page should also have:

  • Relevant and useful content (more than just listings, in the case of a listing page, and more than just a picture and pricing for product detail pages).
  • Links from external websites.

Additionally, good IA means good usability. Great usability creates a good user experience, which then leads to less SERP bounce[i] (aka pogo sticking[ii]). A lower SERP bounce rate is good for SEO, since it hints to search engines that a document is relevant for a particular search query.

[i] Opinion: Is SERP Bounce a Ranking Signal or a Quality Factor for SEO?,

[ii] Solving the Pogo-Stick Problem – Whiteboard Friday,

  • Posted by  Traian
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About the Author

I am Traian, the author of the Ecommerce SEO book. I have more than 12 years of research and practical experience in SEO, my favorite area of digital marketing. When consulting and providing recommendations I like to take into account more than just the search engine: I consider information architecture, user interface and experience/usability issues. Feel free to connect with me on LinkedIn, follow me on Google+ or on Twitter

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