Imagine entering a grocery shop with a list in hand and finding every item dispersed randomly on tables. You’d likely make a U-turn and head to a store with a superior organization. You would only want to spend the rest of your life looking through some of the merchandise to find the things on your list. The same is valid for your ecommerce website. A decent user experience and good SEO depend on the organization.
Imagine having “toilet paper” on your list even though the signs in the different rows state they don’t exist. And in this fictitious supermarket, “toilet paper” is referred to as “tissue for your bottom.” Does anyone on your list have “tissue for your bottom”? No. It is known as “toilet paper.”
Ecommerce mirrors in-store browsing and buying:
Grocery retailers discovered long ago that aligning “similar” products makes shopping simpler by observing traffic patterns. Stores keep them at the back because, as we all know, milk always appears to be in high demand. Regarding SEO, what you refer to as “Products” and where they are located on your ecommerce website matters a lot. It is similar to an e-commerce website with “Shop” in the navigation, this imaginary grocery store.
- After clicking through, you are presented with a list of every item on the website.
- The organization is required.
- Furthermore, the categories must make sense.
The User Experience must consider the customer journey:
The adage that SEO and UX are intertwined is more accurate than ever when considering how an ecommerce website is structured. There could be multiple categories that apply to the one item you have. Simple enough—make sure the item belongs in those other categories. There is a display near the chips, just like you could find the hot sauce in the Mexican aisle.
If you make it user-friendly, you’re also making it perfect for Google and the searcher. So how do you get started?
The following organizing and marketing strategies can increase your e-commerce site’s traffic and sales:
Build solid site taxonomy:
Make your primary categories first. If you need help determining where to begin, observe your rivals. Check the depth and importance of their organic keyword presence with a Semrush audit to discover if their SEO efforts are successful. You should list your primary categories in your main navigation.
Explore use cases for product searches:
You can investigate the many use cases that users may have for these items and how they search once you have a foundation of central and sub-navigation. Are price-based searches common? I suggest pricing categories. For instance, you may offer beds that fit this price range under “Beds under $1000.”
People may look for things by style. Consider that you sell adjustable beds. Since these products are searched for in the U.S. on average 47,000 times per month, you might be tempted to create a category page for them.
People may use brand searches. If you sell Craftmatic, you could create a category page for Craftmatic adjustable beds, which receives about 1900 monthly searches.
Here’s another way to think about it. Let’s imagine there is only one category page for “Furniture.” In this situation, you are focusing on a keyword that receives a lot of monthly searches. However, it is also a very competitive term, making it less likely that you will achieve a top ranking.
Even if you went one step further and created a single subcategory page for “Beds,” you would still be aiming to rank for a highly challenging term. But if you dig deeper, you’ll start to find pertinent chances.
Think about “focused” keywords with a low search volume but an acceptable level of competition. The best part is that you reward your website visitors with a better user experience by incorporating this into your site structure and content plans. Additionally, you will very certainly have raised your organic ranks.
The same product can be found in several categories and sections of your website. You are marketing your products considerably better than merely putting them on one page. Once this is designed, think about how you might cross-promote your website.
These category and subcategory sites may also be utilized for paid search, such as Google Ads or Shopping Ads, where the relevancy of the landing page affects the Quality Score, which in turn affects the cost per click.
Merchandise your products:
In brick-and-mortar stores, “merchandising” often refers to items like endcaps, the tiny potholder display that hangs next to the cookware display, and signs. Merchandising offers many additional chances for product marketing in e-commerce.
You may have: on your product page.
- Additional items made by the same company
- Other goods were purchased as well
- Products that are frequently bought together
- Similar goods from rival brands
To help visitors immediately connect your website with renowned companies, you may emphasize “Top brands” on your homepage.
A natural strategy to optimize for several “brand + product name” keywords is to create brand pages. These pages can be used by your manufacturing and vendor partners to connect to them from their websites.
Many of these manufacturers have pages on their websites with call-outs like “Distributors,” “Partners,” or “Where to buy.” The purchaser of a bed might be considering a mattress pad as well. Offer these for sale?
If so, let’s make sure there are opportunities for cross-selling these items and that they work well with the product they want to purchase.
More searchers will find you when you effectively package your products to enhance the customer experience. Win-win situation! Users can locate what they’re looking for, so you receive more relevant visitors who are more likely to convert.
Your keyword breadth is growing, which is always beneficial for SEO because it gives you more opportunities to keep getting organic traffic.
Leverage shopping deals and seasonal promotions:
How the product is promoted is also taken into account in merchandise. This would include shelving, shelf signage, aisle signage, floor signage, packaging, price labels, and promotional pricing in brick-and-mortar retail.
You can also benefit from sales and seasonal promotions in e-commerce. Walmart uses the yellow tag sales as a sub-brand and has them available. They advertised their Black Friday “Deals for Days” in the days leading up to Thanksgiving through the main navigation, a promo banner, and the primary header elements above the fold.
You also need a flexible CMS to accommodate these temporary content sections and dynamically bring in the relevant products with all the necessary prices since these content sections need to be planned out and coordinated.
Your website also needs a Deals/Discounts section to meet the demand for those search queries. Numerous keywords indicate to price-sensitive customers that they might not need to spend the total retail price. These consist of the following:
- Discount
- Sales
- Deals
- Clearance
- Closeouts
- Markdowns
- Used Coupons