S1E24 – The ideal SEO URL structure for e-commerce websites


eCommerce websites have a lot of pages. Look at Amazon or Flipkart, you will see that they sell products under hundreds of categories and 1000’s of sub-categories. For example Electronics is a category and Refrigerators, Air Conditioners, Fans are sub-categories.

Having a well defined URL structure allows Google and other Search Engine bots to crawl your website more efficiently.

For an ecommerce website, you have 3 types of pages – Homepage, Category & Sub-category pages and product pages. If you have your website in Shopify, category pages are called collections. So whats the ideal URL structure for an eCommerce website:

A) Well defined hierarchy for your pages
0. Homepage: domain name
1. Category page: /category
2. Product page: /category/product-name
Everything related to make up is under /category

B) Use Keywords in the URL: Since the product pages will have the product name in the URL, ideally the place to use keywords in the URL would be for category & sub-category pages

C) Canonical tags to multiple URLs.
eCommerce platforms such as Shopify have 2 URLs to access the same product page. i.e.
In this case, you need to make sure that there is a canonical tag placed from one page to the original page (products page), so that Google does not treat these URLs as duplicate pages.



Mandar Marathe

Mandar Marathe brings 11 years of cross-functional, hands-on knowledge & expertise in digital marketing across Search Engine Optimization, Web Analytics, Pay per click Marketing, Social Media Advertising, Web Design & Development (WordPress) & Content Marketing.

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