Your ecommerce store’s many URLs are more than parking spaces preceded by HTTPS or HTTP. They are little snippets of opportunity for you to increase the optimization of your site.

If you haven’t never thought of your URLs in this way before, take heart. Most people are unaware that URLs can help them with search engine optimization (SEO), even if only on a minimal level. Below are some of the ways you can transform your URLs to become optimization-friendly.

Use Strong Keywords and Key Terms in Your URLs

URLs will be created for you unless you come up with names for them. Sometimes, those names are downright impossibly long, or they may say nothing about the product or page.

Your goal should be for every URL to be meaningful to both humans and search engine crawlers. This necessitates having a streamlined architecture across the board so each page has an understandable home in your sitemap.

For instance, if your company (ABC Company) sell the fictitious product “RedRidingHoodSkates,” your URL might look like this:


But if you have a skates product page, you might prefer:


In the case of the first URL, you have optimized for your company name (ABC Company), the manufacturer of the skates (Red Riding Hood) and the word “skates” itself. In the case of the second URL, you have added the keyword terms “ice skates” and “roller skates” to the mix.

While you might assume you should always go with URL #2, that isn’t always the case. For instance, if your Red Riding Hood Skates fall under several product categories, you could end up with several URLs:




This has the potential to become a nightmare scenario, as Google won’t know which the correct URL to follow. There are ways to work through this problem, but it’s important to take it into account, especially if you are doing all your web development in house.

Change the Automatic Blog Page URLs

When you post a blog article, do you notice you get an automatic URL that is created by the platform you’re using? Often, the article title is muddled, confused and way too long. Instead of sticking with the URL that you get, you should always change it to reflect a concise view of the blog post.

This not only helps your blog post get indexed correctly for SEO purposes, but it definitely looks better when people link to your blog post.

Redirect All the URLs From Expired Products

You might already have some products on your ecommerce site you no longer sell. Perhaps they weren’t good sellers, or maybe the manufacturer went out of business. Never delete the page without first considering its value!

The older a page is, the more valuable it seems to search engine crawlers. When you delete it, you delete its intrinsic SEO power.

What’s the answer? A simple 301 redirect. This redirect sends Google from the webpage to another page, such as the URL of a similar product, or the URL of a category page. It could even redirect the visitor to a blog post that discusses why the product is no longer offered.

Having a 301 redirect prompt ensures you’re not jeopardizing your hard-fought SEO, even if a product is no longer available.

Reuse Any URLs From Duplicate, or Almost-Duplicate, Items

Another way to use an expired product’s URL is to just rewrite the page for a similar item. For instance, let’s say your URL was:

Originally, the vegan bread mix you sold was by XYZ Brand. XYZ Brand no longer sells its vegan bread mix, so you now sell a substitute vegan bread mix made by LMNO Brand. All you have to do is update the image(s), content, pricing, and specs. You’ll still get the SEO value of the old page, but your new page will talk about LMNO Brand’s vegan bread mix.

While not all expired products will give you this ability to reuse/recycle a URL, some might.

Surprised to learn all the ways that URLs can benefit your ecommerce shop from an SEO perspective? You’ll be amazed at everything you can do to improve page rank. Sometimes, it’s the little tricks and tools that make all the difference.

Optimize Your Ecommerce Store’s URL

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