How to Improve Your Site Navigation – Technical SEO For eCommerce

Technical SEO refers to the process of optimizing the technical attributes of a website for the crawling and indexing phase. It stands as the covering of your website under which you have the Site loading speed, page layout, data markup, internal link structure, XML sitemap, and anything more in the technical aspects. While Technical SEO for eCommerce is one of the most crucial factors that determine your eCommerce SEO success, these are often overlooked by website owners, and the incompetence of their technical SEO settings is silently killing your site’s rankings and organic traffic without your notice.

The good old days are long gone…

Gone are those days when launching a business website itself was just enough like back in the late 90s or early 2000s. Now, search engines are much more sophisticated in their search engine algorithms; Likewise, you also need to be sophisticated in your SEO strategies to align with their technological advancements.

Your search ranking can be improved with the help of technical SEO for eCommerce.

Now, a vital criterion is the search engine rankings and organic traffic. If visitors have not revisited your website for a long time, it will cause a lower rank as Google considers its criterion is not matching or users have some bad user experience during their visit to the website. As the correlation between business revenue and website traffic, you have to make it to the top three positions in Google’s search results.

As 30% of traffic is generated from e-commerce searches, your website’s SEO strategy must
function in favor of eCommerce. The weaker your technical optimization on your site, the more likely you are losing in customer acquisition in your eCommerce business.

Easy site navigation is one of the keys

Easy site navigation can do a lot for the improvement of your technical SEO for your eCommerce site as well as better user experience for your visitors and more conversions.

it’s because site navigation is one of the most dominant ways for search crawlers to find your content and pages. In that sense, it’s without a doubt that a site with well-structured website navigation is more favored for being discovered and ranked on for its relevant search queries.

Nevertheless, the site that you create should be easily navigable. As you can see from this eCommerce search engine optimization case studies that cover some cases of the correlation between website navigation and search ranking improvement, the easier your site is navigated, the sweeter search ranking spots it can achieve as well as your conversion.

So, today we are specifically digging into how to improve the site navigation and technical SEO for eCommerce sites. Here you go! 🙂

How To Improve Your Site Navigation – Technical SEO for eCommerce

Get your URL structure in order

If you have to ensure an indexed page, you have to keep all your products in an organized
manner. When you have thousands of products on your e-commerce site, it is better to keep them organized right from the beginning. Otherwise, tidying all of the mess at a later time will probably make you burnt out.

If your e-commerce site has multiple product category pages, the URL that you create should
properly reflect it. For more accessible work, you can use the function of auto-generating URLs after you have created the page. Make sure that the URL that you put should be understandable to the crawlers as well as all your customers.

Build your overall site architecture according to ‘best practices’

6 Tips for Building an SEO + UX-Minded Main Navigation
Search Engine Journal

When search engines are about to land on your site’s content, it needs to be an easy crawling process. This denotes significance to us — the faster and easier search engines can understand your site, the easier it will be for your customers, and this applied to both sides, the search crawlers and human users — what humans understand easily is what the bots understand easily.

Things to Make Sure for Your SEO Friendly Site Architecture

1. SEO Friendly URL Structure:
  • Keep it simple and easy.
  • Try your best to shrink the URL length short.
  • Readability of the URL is also important: join words with hyphens and enter the words that make sense.
  • Contain the keywords in the URL, that you mainly want to rank for (Match the meta title)
  • Use alphanumeric characters at your best
  • Exclude dynamic parameters unless it needs.
2. XML Sitemap and Robots.txt

Crawlers love it when your site navigation is made easy and the best way to ensure their easier journey crawling across your site is XML Sitemap which acts as a roadmap of all the URLs that your domain has inside.

Using Robots.txt is also a great way to save their crawling budget by clarifying what to index and what to not. Your indexing process will get more efficient and faster with the right use of Robots.txt.

3. Internal Linking Structure

Internal linking is important for both, your human customers and search crawler bots because internal links are the navigation of the relevance from a page to a page within your site, and that also signifies the overall hierarchical site structure.

Internal link building is one of the ways that grants your site strong link equity as well. The pages linked to other relevant pages within your site denote their relevance, relation, and value between pages by its hierarchical structuring — This is why internal link building must be strategical and the reward in return is as sweet as your significant search ranking improvement.

4. Rich Snippets

Rich snippets play a fairly important role in technical eCommerce SEO. Rich snippets on your product pages enable your products to showcase on Google or product ratings shown on the search results that often bring better CTR and conversion.

To add rich snippets to your website, you don’t have to know coding or other technical parts with the help of Googe’s Structured Data Markup Helper and follow this guideline.

After all, make sure to apply your schema markup to your product pages and enjoy the benefits of what it brings to your eCommerce traffic and conversions.

Don’t make your customers wait with a slow loading site

If your site is delayed by 1 second, you will likely lose a 7% conversion. Well, losing 7% is not a joke. In fact, that is a lot of money leaking to your competitors. This means if your site drives $1,000 in sales a day, your loss would be accumulated by $2,100 per month, $25,000 per year.

Slow page loading speed makes customers annoyed, losing 7% conversion per 1 second.

With a slow loading site, you will have to look at the few parameters below that mainly affect the page loading time.

1. Product imagery

Being an owner of an e-commerce site, it is your responsibility to grab your customers’ attention by not messy imagery appearance but also by high quality easy-to-view images. In web design, the current trend wants a larger image than micro-separated multiple images for better conversions as well as lighter image sizes to load faster.

In that sense, it’s highly recommended to maintain a balance between optimal page loading time and image quality. In addition, you can also consider using an image compressor if it can maintain a decent resolution and not become too ugly in appearance.

2. Size of your website code

The site loading speed is also dependent on the size of your code. Indeed, the site can speed up by minimizing HTML, CSS, and Javascript code to be lightweight.

If you are a WordPress user, you will find a ton of code minimizer plugins from the plugin market; however, heads up: such tools can possibly break up your site layout and web design by chance. Instead, a better option is hiring a developer that can look after your code and ensure your site loads faster.

Mobile e-commerce platform performance affects rank

Besides fast-loading speeds, a mobile-optimized site is what can bring a better user experience to your eCommerce customers. Today, the use of mobile phones is much more frequent than the traditional means of devices, such as desktops. More people fancy mobility and easy-to-use ways nowadays to carry out their web searches or product searches.

With the current tide, making sure your website is mobile friendly isn’t your option to choose, but rather it’s a must-do thing for every eCommerce owner to ensure better customer experiences.

To Make Your Site Mobile Friendly, this simple Guide would be helpful.

  1. Choose mobile responsive theme or template: It would be too crazy to see anything non-mobile-optimized, considering the recent trend. Nowadays it’s almost regarded as a duty for developers to ensure a theme mobile friendly.
  2. Re-arrange the layout and design elements optimized to the mobile view
  3. Make sure the images are light in size
  4. Eliminate all the mess like Flash or popups unless it’s necessary
  5. Always test and test and see how your site looks on your mobile. And further work on if there’s room for refinement.
  6. Using Google AMP is a way to do it, but wouldn’t recommend it as much if it limits your options for sophisticated web design and your conversions get affected.


Technical SEO is essential for not only eCommerce but also any types of businesses that want to keep their online presence to the sweet reward of millions of eyeballs.

Maintaining a good status of technical SEO isn’t done overnight, but rather it requires constant work that is conducted on a regular basis.

Given that technical SEO for eCommerce is important, it would be a good practice to carry out a technical SEO audit every month or two. With the recent advanced tools for doing so, like Google Analytics, Ahrefs, SEMrush, or you name it, you will get tremendous help from those tools for the easier audit and getting guided to what to fix.

Good luck with your SEO and eCommerce success!

Thank you for visiting us and reading the article ‘Technical SEO For eCommerce – How to Improve Your Site Navigation’. I hope this article is informative or actionable enough to give you a hand in your trouble parts!

If you have any questions or feedback to this article, don’t hesitate to leave a comment right below. 🙂 Thanks all of ya!!

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Written by Lydir Team

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