Excerpts from my latest article at Practical eCommerce: “SEO: Impact of Ecommerce Catalog Structure.”
Information architecture and search engine optimization are both critical aspects of developing an ecommerce site. During the process, early decisions made about the structure of a site and its product catalog can have surprising ramifications for SEO.
Which product types and attributes are assigned as categories, subcategories, and filters within the catalog impact much more than user experience. They also impact which pages the ecommerce platform will generate and how they’re interconnected in the navigation, both of which impact SEO.
Let’s use a hair care products site as an example. Say we’re selling shampoo, conditioner, and styling products for men, women, and children. Our products are tailored to normal, dry, oily, and chemically treated hair and offer an array of benefits like curl and shine. Two ways of organizing the product catalog begin with categorizing products by product type or by gender/age….