How to Build the Best Ecommerce Website Structure for SEO

Ecommerce website structure for SEO

Did you know that 88% of online shoppers won’t return to a site after a bad experience?

That’s nearly nine out of ten potential customers, gone for good, all because your ecommerce site wasn’t easy to navigate.

But here’s the good news: with the right structure, you can turn things around. 

An SEO-optimized website not only makes it easier for shoppers to find what they need but also helps your pages rank higher in search engines.

By focusing on ecommerce SEO best practices from the start, you’ll save yourself from issues later.

In this guide, I’ll walk you through the essential steps to create an SEO-friendly ecommerce site, from organizing your categories to crafting simple, effective URLs.

Sell more products with less effort.

If you want a steady flow of engaged customers primed to buy, we’ve got a proven process for driving organic traffic and converting it into sales.

What Does an Optimized Ecommerce Website Structure Look Like?

Before we dive into the technical details, let’s talk about the end goal—what does an optimized ecommerce site actually look like?

  • Smart Product Grouping. Products should be organized logically. For example, breaking fashion ecommerce into “Men’s,” “Women’s,” and “Accessories” helps users find what they need fast. It also improves how search engines index and rank your collections and products.
  • Keep It to Three Clicks. Products should be no more than three clicks away from your homepage. This streamlined navigation enhances user experience and signals to search engines that your site is easy to browse, boosting your SEO.
  • Boost Sales with Cross-Links. Suggest related or complementary products as customers browse. This not only improves the shopping experience but also strengthens your internal linking, making it easier for search engines to crawl your site.
  • Categories That Lead the Way. Your categories should be clear and guide users effortlessly. Broad category pages like “Electronics” can be broken down into “Mobile Phones” and “Laptops,” ensuring users find what they’re looking for without confusion.
  • Clear Descriptions and High-Quality Images. Engage users with detailed product descriptions that include relevant keywords and high-quality images. This doesn’t just enhance user experience; it also increases the chances of conversions.

These steps ensure your ecommerce site is easy to navigate, provides relevant suggestions, and keeps users engaged. 

How to Build the Best Site Structure for SEO

Creating a solid site structure is key to making both your users and search engines happy. 

At the same time, managing hundreds or even thousands of product detail pages (PDPs) can feel overwhelming, especially when deciding how to organize them into collections or handle overlapping categories. 

Here’s how to structure your site so that customers find exactly what they need and search engines can efficiently index every page—without getting lost in the chaos.

1. Start with a Clean, Logical Structure

When setting up your ecommerce site, your goal is to create a clear and logical hierarchy that’s easy for users to follow and for search engines to crawl. 

A hierarchical website structure organizes content in tiers, with the homepage at the top, followed by categories, subcategories, and product pages. This site structure allows for smooth navigation and ensures that each page is no more than a few clicks away from the homepage.

For instance, imagine a clothing store with a layout like this:

  • Homepage: The entry point for users and search engines.
    • Storefront: Shop
      • Category: Shirts
        • Subcategory: Dress Shirts
Proper Cloth Ecommerce Structure
Proper Cloth features a hierarchical category structure to classify its broad range of men’s clothing

This hierarchical structure works well because it’s both user-friendly and easy for search engines to crawl. 

Users can move logically from broad categories (like Shop) to more specific product pages (like Dress Shirts). Additionally, search engines can easily follow the links between categories and subcategories, which improves your site’s overall SEO performance.

To take this structure to the next level, add internal links between related products. 

For example, on the “Dress Shirts” product page, link to related items like “Black Dress Pants” or “Silk Ties.” This interlinking of content not only enhances user experience but also helps search engines crawl your site more effectively, boosting your SEO.

2. Use Short and Simple URLs

When it comes to URLs, simplicity is key. 

Your ecommerce URLs should be easy to read, include relevant keywords, and avoid unnecessary clutter. Here’s an example of a well-structured URL:

https://propercloth.com/shop/shirts/dress-shirts

This URL is clean, keyword-rich, and gives a clear path to the product. It uses terms like “men’s shirts” and “formal white shirt,” which are likely to match what users are searching for.

On the other hand, avoid long, complicated URLs like this:

https://propercloth.com/shop/index.php?prod_id=1425&sessID=907d1

These URLs are confusing for users – random numbers or session IDs look untrustworthy and provide no useful information.

Keeping your URLs clean and consistent helps build trust with visitors and makes it easier for search engines to understand precisely what your page is about. It also signals what the product you’re selling is, which makes it easier for Google to display this page to people searching for it.

Whether it’s a category page or a product page, every URL should follow a similar, simple structure to ensure both users and search engines know exactly what to expect.

3. Build an Easy-to-Navigate Menu

Your site’s navigation is critical for both user experience and SEO. 

SEO menu structure refers to how you organize your navigation to ensure users can easily browse your site. 

For most ecommerce stores, a mega menu is the best option. It allows you to display all categories and subcategories in a large dropdown, making it simple for users to find what they need.

Printfresh ecommerce website structure
Printfresh uses an expansive mega menu, showcasing its broad range of product categories

For example, if you’re running an online clothing store like Printfresh, your mega menu will look like this:

  • Loungewear
    • Robes
    • Nightgowns
    • Pajama Sets
    • Etc.
  • Apparel
    • Dresses
    • Sweatshirts
    • T-Shirts
    • Etc.

This type of structure gives a clear, organized view of your products, improving the shopping experience.

It also signals to search engines the breadth or depth of your offerings, which can boost your site’s authority. 

Whether you’re showcasing a wide range of products like Amazon or a specialty like women’s apparel, this clear organization helps search engines better understand and rank your site for relevant searches, improving visibility.

When to Use a Mega Menu

Mega menus are ideal for stores with a wide range of products. If you have fewer items, a simpler menu with fewer dropdowns will work just fine. 

aed advantage mega menu structure
AED Advantage’s menu is streamlined and clutter-free to simplify users’ choice

The key is to avoid overwhelming your users. Keep your dropdown sections logical and limit them to no more than seven categories.

Make sure that your menu is not overwhelming—if there are too many options, users may feel lost. Stick to grouping products logically, with no more than seven categories in each dropdown section. 

The easier it is for users to find their way, the more likely they’ll stay on your site and complete a purchase.

Breadcrumbs are a must-have for any optimized ecommerce site. These clickable trails show users their path through your site’s hierarchy, like this:

Shop > Bikes & Cycling > Bikes > Mountain Bikes > Product

decathlon website breadcrumbs
Decathlon’s website features intuitive breadcrumbs, helping users navigate the store effectively

Breadcrumbs not only improve navigation by helping users see how they arrived at a particular page, but they also assist search engines in understanding your site’s structure. 

This is especially helpful on ecommerce sites with many categories and subcategories.

From an SEO perspective, breadcrumbs add extra internal links, helping search engines better understand your site’s structure and prioritize crawling deeper, often overlooked pages. This can lead to more thorough indexing, especially for pages buried in complex site hierarchies. 

Plus, breadcrumbs can appear in search results, giving users more context and potentially boosting your click-through rates.

5. Research and Craft Product Categories With the User in Mind

Optimizing product categories based on keyword research can lead to significant wins in driving targeted traffic. 

We’ve seen clients increase visibility simply by mapping their existing collections to the best search terms and creating new categories based on what their audience is actively searching for. 

For instance, instead of a generic “Backpacks” category, focusing on “Hiking Backpacks” can capture more relevant traffic and align with customer intent. 

Plus, staying flexible with seasonal trends, like adding a “Winter Gear” or “Holiday Specials” category, keeps your site fresh and responsive to demand.

Decathlon category pages
Decathlon perfectly demonstrates both tactics, offering both broad and specific categories, as well as seasonal products

6. Optimize for Mobile

With so much online shopping happening on mobile devices, optimizing your ecommerce site for mobile is no longer optional—it’s essential. 

Google prioritizes mobile-friendly sites, so if your website isn’t responsive and fast on mobile, you risk losing both rankings and customers.

Here are some key factors to consider:

proper cloth mobile website

Responsive Design

Your site needs to adjust automatically to fit any screen—whether it’s a phone, tablet, or desktop. This is especially crucial for product pages and the checkout process, where a poor mobile experience can lead to abandoned carts.

Fast Load Times

Mobile users don’t wait for slow websites. Compress images, enable browser caching, and reduce redirects to keep load times under three seconds. Studies show that just a one-second delay can lead to a 7% drop in conversions, so speed matters for both user experience and SEO.

Mobile Navigation

Make sure your menus, categories, and product pages are easy to access on smaller screens. Collapsible menus or sticky navigation bars can help, and buttons should be large enough to tap easily. Also, streamline your checkout process for mobile to avoid losing potential buyers.

By optimizing your site for mobile, you cater to a significant portion of your audience while improving your SEO rankings.

7. Use a Dynamic and Correct Sitemap

A sitemap is a must-have tool that helps search engines understand your site’s structure and index it effectively. 

While your site’s navigation is for users, the sitemap is a roadmap specifically for search engines.

A dynamic sitemap updates automatically when you add or remove products or pages. This is essential for larger ecommerce sites, where changes happen frequently.

Why is this important?

An up-to-date sitemap ensures faster indexing, so new products show up in search results quickly. A clean sitemap also improves crawlability, helping search engine bots navigate your site more easily and boosting content visibility.

For Shopify users, this is typically handled automatically, but if you’re using WordPress or another platform, it’s worth checking with your developer. Otherwise, our team is also on hand to make sure your sitemap is set up correctly and free of any technical issues.

By keeping your sitemap correct and dynamic, you enhance your ecommerce site’s SEO, ensuring products are efficiently indexed and ranked.

A Functional Ecommerce Website Structure Is Critical for SEO Success. Let Us Do the Heavy Lifting.

By creating a logical site structure, simplifying URLs, optimizing for mobile, and using tools like breadcrumbs and dynamic sitemaps, you make your site easy for both users and search engines to navigate.

But putting this into practice is no easy feat—it requires a skilled and knowledgeable team of SEO experts.

At DCP, we specialize in ecommerce SEO strategies that ensure your site is user-friendly and optimized for search engines. 

If you’re looking to elevate your ecommerce store’s SEO, get in touch.

Take the next step toward improving your ecommerce website’s SEO today.

Wasim Kagzi Avatar

Get more leads with less effort.

If you want a steady flow of targeted leads, we’ve got a proven process for driving organic traffic and converting it into qualified leads.