Creating the right URL structure is essential for any e-commerce business aiming for success. URLs, short for Uniform Resource Locators, play a crucial role in how users and search engines perceive your website.
A well-structured URL improves search engine results pages (SERPs) visibility and enhances the experience for your target audience.
In this article, we will explore the best practices for building an ideal URL structure for your ecommerce website. Read on
Keep URLs Short and Descriptive
Good URL structures start with simplicity. URLs that are short and include descriptive words help both users and search engines understand the content of your web pages.
For instance, a product URL like www.onlinestore.com/mens-shoes is easy to read and clearly indicates what the page is about.
Now compare this to a complex URL like www.onlinestore.com/index.php?id=12345, which confuses users and offers no valuable information. It can also put additional load on your web server with no benefit.
Short URLs also perform better in search results and are easier to share, especially for mobile users.
In fact, ecommerce websites with clean, descriptive URLs are more likely to attract clicks and retain visitors.
Use Relevant Keywords Without Keyword Stuffing
Including relevant keywords in your ecommerce URLs structure is critical for instance visibility on search engines.
For example, if your page is about women’s running shoes, a URL like www.ecommercestore.com/womens-running-shoes signals to search engines and users what to expect.
However, avoid keyword stuffing, which can make URLs look spammy and harm your SEO performance.
A single, well-placed keyword is far more effective than cramming multiple phrases into one URL.
This practice not only provides search engines with clear information but also makes your URLs user-friendly and aligned with your target audience's search intent.
Reflect the Website’s Hierarchy
A well-structured ecommerce site URL should mirror the hierarchy of your site properly.
Category URLs and product URLs should follow a logical path that organizes content effectively.
Here's an example; if you run an online store, a category page URL like
www.ecommercestore.com/womens/clothing and a product URL like
www.ecommercestore.com/womens/clothing/jeans create a clear flow.
This structure helps search engines understand the relationship between pages and improves internal links, making navigation easier for users.
Avoid Duplicate URLs and Content
One of the challenges many e-commerce stores face is the same URL duplicated and pointing to the same content.
For example, URLs like www.ecommercestore.com/shoes and www.ecommercestore.com/shoes?sessionid=123 may lead to the same page but create duplicate content issues.
Again, search engines penalize duplicate URLs, which can hurt your rankings.
To address this, use canonical URLs to indicate the preferred version of a page.
A canonical URL ensures search engines only index the correct version, preserving your SEO value and preventing confusion.
Limit Dynamic URLs and Parameters
Dynamic URLs with query parameters like ?id=123&category=456 are common on ecommerce stores, but they can create problems for both users and search engines.
These URL parameters are hard to read, often include unnecessary tracking codes or session IDs, and fail to provide search engines with meaningful context about the page.
Static URLs, such as www.ecommercestore.com/mens/sneakers, are easier to read and optimize. They are also more user-friendly, which helps your site appeal to a broader audience.
If your ecommerce platform uses dynamic URLs, configure it to generate static, easy-to-read URLs for product and category pages.
Use Hyphens to Separate Words
When creating URLs, use hyphens to separate words instead of underscores or spaces.
An ecommerce URL structure like www.ecommercestore.com/kitchen-appliances is easier to read than www.ecommercestore.com/kitchen_appliances.
Hyphens are also preferred by search engines, which improves readability and indexing.
Additionally, spaces and special characters can result in complex URLs that are less user-friendly, especially for mobile users or those trying to share links.
Avoid Unnecessary Words and Attributes
Your ecommerce URL structures should be concise. Cut out unnecessary words like "and" or "the," which don’t provide any additional value.
For instance, instead of www.ecommercestore.com/the-best-kitchen-appliances, simplify it to www.ecommercestore.com/best-kitchen-appliances.
Similarly, avoid including irrelevant attributes like tracking codes or unnecessary query parameters, which can clutter your URLs and confuse users.
Optimize for Both Users and Search Engines
An effective ecommerce URL is designed for both users and search engines.
URLs should be easy to read, informative, and optimized for your target audience.
A proper URL structure should also guide users directly to the content they want while helping search engines understand the context of your pages.
For your ecommerce business, tools like Google Search Console can help monitor URL performance and identify potential issues like duplicate URLs or broken links.
Furthermore, regular audits ensure your URLs remain consistent and aligned with best practices.
Secure Your URLs with HTTPS
Every ecommerce store must prioritize security.
Using HTTPS instead of HTTP protects user data and builds trust with customers.
Search engines also favor secure websites, so implementing HTTPS can boost your rankings.
Conclusion
A well-structured URL is a cornerstone of ecommerce success.
By keeping URLs short, descriptive, and free of unnecessary attributes, you can create a proper URL structure that enhances the user experience and boosts your rankings in search engine results pages.
Lastly, avoid duplicate URLs, use relevant keywords, and ensure your URLs reflect your site’s hierarchy.
With these best practices, your ecommerce site will be set up for long-term success.
Download