Lesson #3: Improve Site Structure for Better SEO on Your Shopify Store

Optimizing your Shopify store for search engines involves various strategies, but one of the most critical aspects is improving your site structure. A well-organized site structure not only helps search engines crawl your site more efficiently but also enhances user experience, making it easier for visitors to find what they're looking for. In this lesson, we’ll dive deep into how you can optimize your Shopify store’s structure to boost your SEO performance, complete with specific examples for those starting a clothing/fashion website.

Why Site Structure Matters

Site structure refers to how content on your website is organized and interlinked. A clear and logical structure helps search engines understand the importance and relationship of different pages. This can significantly influence your search engine rankings and make it easier for users to navigate your site, leading to increased engagement and conversions.

Key Elements of an Effective Site Structure

1. Logical Hierarchy

- Categories and Subcategories: Organize your products into clear categories and subcategories. This makes it easier for both search engines and users to understand the content and navigate your site. For example, if you sell clothing, you might have main categories like "Men," "Women," and "Kids," with subcategories like "Tops," "Bottoms," and "Accessories" under each.

- Product Pages: Ensure that each product page is properly categorized and linked back to its parent category.

2. Breadcrumb Navigation

- Breadcrumbs are a type of secondary navigation that shows the user’s location on your site. They help visitors easily navigate back to previous pages, enhancing their browsing experience. For example, a breadcrumb trail might look like this: Home > Women > Tops > Denim Jackets.

- Implementing breadcrumb navigation not only improves user experience but also helps search engines understand your site’s structure.

3. Descriptive URLs

- URLs should be descriptive and include relevant keywords to provide both search engines and users with clear information about the content of the page. For example, a URL like www.yourstore.com/women/tops/denim-jackets is more informative and SEO-friendly than www.yourstore.com/product123.

- Keep URLs short and simple, avoiding unnecessary parameters and special characters.

4. Internal Linking

- Internal links connect different pages on your site and help distribute page authority throughout your site. Use internal links to guide users to related content and products, which can keep them engaged longer and improve SEO.

- For example, link from a blog post about "How to Style Denim Jackets" to your product category page for denim jackets.

Steps to Improve Your Shopify Store's Structure

1. Audit Your Current Structure

- Conduct a thorough audit of your existing site structure. Identify any issues such as orphan pages (pages with no internal links), broken links, or overly deep navigation layers (pages that are more than three clicks away from the homepage).

2. Plan and Implement a Logical Hierarchy

- Based on your audit, reorganize your categories and subcategories to ensure a logical hierarchy. Use tools like mind maps or site structure planners to visualize the new structure.

3. Add Breadcrumb Navigation

- Enable breadcrumb navigation on your Shopify store. Many Shopify themes support breadcrumbs, or you can use an app to add this feature.

4. Optimize Your URLs

- Review your URLs and update them to be descriptive and keyword-rich. Shopify automatically generates URLs based on your product and category names, but you can manually adjust them if needed.

5. Enhance Internal Linking

- Create a strategy for internal linking. Regularly add links from new content (like blog posts) to relevant product and category pages. Use anchor text that accurately describes the linked content.

Lesson Plan: Improving Site Structure for Clothing/Fashion Websites

Module 1: Creating a Logical Hierarchy

Objective: Learn how to organize your product categories and subcategories for a clear and logical site structure.

Example:

Action Steps:

- List all your products and group them into broad categories.

- Break down each category into more specific subcategories.

- Ensure every product fits into a subcategory.

Result: A well-organized hierarchy that makes it easier for customers to find products and for search engines to crawl your site.

Module 2: Implementing Breadcrumb Navigation

Objective: Enhance user experience and SEO with breadcrumb navigation.

Example:

- A visitor lands on a product page for a Denim Jacket.

- The breadcrumb trail might look like: Home > Women > Tops > Denim Jackets.

Action Steps:

- Check if your Shopify theme supports breadcrumbs. If not, consider using an app like "SEO Manager" or "JSON-LD for SEO."

- Enable breadcrumbs in your theme settings or install and configure the app.

Result: Improved navigation for users and better understanding of site structure for search engines.

Module 3: Optimizing URLs

Objective: Create descriptive, keyword-rich URLs for better SEO.

Example:

- Instead of a URL like www.yourstore.com/product123, use www.yourstore.com/women/tops/denim-jackets.

Action Steps:

- Go to your Shopify admin panel.

- Navigate to the product or category you want to edit.

- In the "Search engine listing preview," click "Edit website SEO."

- Modify the URL to be descriptive and include relevant keywords.

Result: Clear, SEO-friendly URLs that help search engines and users understand your page content.

Module 4: Enhancing Internal Linking

Objective: Improve internal linking to guide users and distribute page authority.

Example:

- You have a blog post titled "5 Ways to Style a Denim Jacket."

- Within the post, link to your product category page for Denim Jackets.

Action Steps:

- Identify key pages on your site (e.g., category pages, top products).

- Find opportunities to link to these pages from other content, such as blog posts or product descriptions.

- Use descriptive anchor text that tells users and search engines what the linked page is about.

Result: Enhanced navigation for users and improved SEO through better internal linking.

Module 5: Conducting a Site Structure Audit

Objective: Identify and fix issues in your current site structure.

Example:

- Use a tool like SEO Manager on the Shopify platform to audit your site.

- Look for orphan pages, broken links, and overly deep navigation layers.

Action Steps:

- Install the SEO Manager app from the Shopify App Store.

- Run an audit of your site to identify structural issues.

- Fix any orphan pages by adding internal links.

- Correct broken links and simplify overly deep navigation layers.

Result: A healthier site structure that is easier for search engines to crawl and users to navigate.

Access the complete list of SEO tutorials for your Shopify store by following the link below. View all available lesson plans

Conclusion

Improving your Shopify store’s site structure is a fundamental step in enhancing your SEO performance. By ensuring a logical hierarchy, implementing breadcrumb navigation, optimizing URLs, and enhancing internal linking, you can make your site more accessible to both search engines and users. This not only improves your search engine rankings but also provides a better user experience, ultimately driving more traffic and increasing conversions.

Stay tuned for more tips and guides on mastering Shopify SEO and taking your e-commerce business to new heights!

Thank You
From the Team at
stylebizweekly.com
myonlinefashionstore.com
ccwholesaleclothing.com
Toll Free: 1.866.298.8402
Email: [email protected]