Excerpts from my latest article at Practical eCommerce: “SEO: When Product Facets and Filters Fail.”
Ecommerce sites rely on filtered or faceted navigation to make their product catalogs more easily digestible for customers. Depending on how filters and facets are implemented, however, they can either be fantastic for search engine optimization or a big failure.
SEO is based on three pillars: crawler access, keyword relevance, and authority. Filters and facets affect the first two of these pillars, access and relevance. Depending on which platform is used and how it’s implemented, faceted navigation and filters can act as crawl barriers for search engines or produce tremendous amounts of duplicate content. That’s the access issue. If a search engine’s crawler can’t or doesn’t access certain pages on the site, those pages have no chance of being indexed, ranking or driving organic search traffic.
On the relevance front, pages created by filters and facets are often treated as subsets of the unfiltered page. As a result they aren’t allowed to display unique title tags, headings meta descriptions and other textual signals that would alert search engines to their unique content. Filtered and faceted pages may contain subsets of products that have high search value, but if the page isn’t allowed to display keyword signals targeting unique keywords, the page looks to a search engine nearly identical to the unfiltered page and all of its other filtered variants.
- Example: When Facets and Filters Work for SEO
- Example: When Facets and Filters Fail SEO
- Comparing Crawler Access
Read the article in full at Practical eCommerce »