The structure of an online store that generates traffic

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Content
Redo everything again?
What if you don't do it?
What is store structure?
Top design mistakes
Recipe for the perfect structure in 3 steps
It is strange when business owners bury SEO as a promotion channel. Business exists thanks to SEO traffic. An online store needs a website structure that will constantly produce, increase traffic and convert it into sales. Doing this is not an easy task. However, a clearly developed architecture will bring if not all the success of the company, then definitely 30% in promotion.

Redo everything again?
How does it work with us? A new client comes to the company. Before we start working together, we conduct a primary audit of their resource. Often the final diagnosis sounds like this: "The site needs a little rework."

What does a little mean?

Nothing surprising, a common story about 30-100 thousand rubles. And this really needs to be done!

What if you don't do it?
If you leave everything as is, the site will not telegram china phone number advance at the same speed as your competitors. Therefore:
- if you are just planning to open a store - you are lucky. Do not make mistakes, and then you will not have to spend precious resources on correcting them in the future;
- if you already have a store - find out how to change the situation.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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What is store structure?
Not everyone understands that we are talking about the site tree: sections, categories, subcategories, etc. The structure reflects what pages are on the resource and how they respond to users' search queries. This is a way to reach all buyers on the Internet using Yandex, Google, Mail.ru and other small search engines.

If your site doesn't have a page that answers a person's specific query, you're unlikely to ever rank for that query.

Top design mistakes
When designing your store structure, avoid the following mistakes:

1. Take the structure from the supplier

Supplier price lists are Excel tables that need to be constantly downloaded and updated. They usually do not have a structure. Or rather, they do, but only for the supplier. The tables are made solely for his convenience.

For example, in the price list we see sections: reinforcement, concrete mixers, interior decoration. Inside the sections are products. What do newbies do? They simply upload the price list. As a result, the corresponding sections appear on the site: reinforcement (where all the reinforcement is), concrete mixers (where all the concrete mixers are). But concrete mixers are also household and industrial. This means that each type of concrete mixer needs its own section, otherwise they will not be sold.

In this regard, the niche with adult products works well. They prepare ideal price lists, downloads, different formats - everything you need to sell online.

2. View only Yandex.Wordstat

Wordstat is a service for statistics of all Yandex queries. The service itself is great, you need to use it. But few people dig deep. There are other databases for designing a store. However, for this purpose, Wordstat is often chosen, that is, the most obvious is collected on the surface.

What's wrong with that?

Let's say you sell kitchen sinks. You enter the relevant phrase in the line, get queries, and then design a store based on them. Have you forgotten anything? People may call kitchen sinks kitchen sinks. But you missed this point. As a result, you lost 1/3 of all queries.
Before collecting queries, look at the top competitors who have already advanced far. Most likely, they have already taken this into account, and you can take these queries from them.

3. Making incorrect groupings

For example, someone thinks that it is logical to sell rings and bracelets in one section. We do not argue with their logic, but Yandex will argue. If you make categories in one section, then for Yandex the chances of promoting the section will decrease: both for rings and bracelets. It would be more correct to ungroup: rings and bracelets separately.

Another example. A trick question: "Smartphone" and "Cell phone" - are queries for one page or two? To figure it out, first enter "smartphone" in Yandex, look at the sites and pages. Then enter "cell phone". If the results match by at least 30%, then we are talking about one page. If not, then we are talking about different ones. From the point of view of logic and practice, it is obvious that in this case the pages should be different.

4. Multiply everything crosswise

Let's say we sell laptops. The product has about 20 parameters that have certain values. What to do in this case? And then a "brilliant" marketer appears on the scene and solves the problem. He suggests multiplying the parameters and creating separate pages for each. At first glance, it seems logical, because all possible variations in demand are taken into account. But in practice... You will have to create about a million pages.

Why is this bad?

By doing this, you will force the search engine, which does not like excessive loads, to scan a huge volume of pages. As a result, the dissatisfied Yandex will start to pessimize the site - lower it in the search results. The right solution is to select only those combinations that are requested in the search. They are in the statistics.