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Exploring Ecommerce Information Architecture

Just like any other kind of website, search engines need to understandhow your e-commerce content is organised. With a well organised structure yourcontent pages, e-commerce specific pages and eve...

Just like any other kind of website, search engines need to understandhow your e-commerce content is organised. With a well organised structure yourcontent pages, e-commerce specific pages and even the products themselves willbe clearly recognisable and identifiable to search engines as they crawl thepages of your site. Remember that internal linking is crucial for helpingsearch engines understand the structure of your website.

When you walk into a store inthe offline world it's organised into different sections to helpvisitors had no right direction before they actually start looking for specificproducts on the shelves.

Websites should be built with the same concept in mindusing your linking to set up that structure. At the highest level of yourhierarchy you can identify the different categories of products that you sell andwithin those category pages you can link to the next level of sub categories orproducts.

By doing top SEO UK you will be able to understand what it is yousell and what categories are products fall under. This allows them to returnthe best most relevant pages of your site to searchers. If someone wassearching for issues for example a search engine can return your general shoescategory page. When they start searching for a certain type of shoe then youwant them to end up on your sub category page for that particular type of shoe.And if they are typing in model numbers and specific products, you want the appropriateproduct pages being returned.

When we get to the actual product pages themselves there are a fewthings to remember. First, each and every product should have its own uniquepage. And on each of those pages you will need to include content around theproduct. That means including things like the product name, properly taggedimages, robust and unique product descriptions, product colours, sizes andother options, prices whether or not it is in-stock and a host of otherattributes that we typically associate with e-commerce products.

Over and above the page content we even have the ability to identifythose attributes even more clearly to the search engines by adding special meta-datato your code. And of course do not forget to make sure that you are includingyour category, subcategory and product pages in XML site maps. You can even weightthe relative importance of each tier of pages or specific pages and selves togive the search engines an idea of which pages you feel are the most importanton your site.

The more you can help search engines with identifying the details ofyour e-commerce product information through your site structure, internal linksand meta data the more they will trust your site with providing a qualityshopping experience for users. And all other things equal, the more likely theyare to return your pages over the competition.

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