Excerpts from my latest article at Practical eCommerce: “SEO: Optimal Ecommerce URLs.”

urlsThe ecommerce platform that hosts a site determines the URL structure, which in turn can have an impact on the site’s search engine optimization. Each platform creates URLs according to its own rules, but nearly all can be modified for greater SEO and brand recognition.

In years past, URLs with lots of folders and parameters posed major crawl issues for the search engines. In some cases the “spider traps” created by complex ecommerce URLs would even prevent the engines from indexing a site, effectively cutting off the flow of organic search customers.

Google and Bing are much more capable of crawling or intelligently ignoring parameters and long, scraggly folder paths in URLs today, but optimal URLs do play a role in SEO. Using descriptive words in URLs gives the search engines yet another algorithmic insight into the types of searches the page would be relevant for. In addition, customers reviewing their search results can see the URL displayed and gain or lose confidence in that page’s ability to fulfill their need.

What makes an ecommerce URL optimal? Read on to find out.

Read the article in full at Practical eCommerce »

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