Why URL Structure Matters for Your Ecommerce Product Pages

One element in SEO often flies under the radar: URL structure. It might seem like a small thing, but the way you craft URLs for your product pages can impact both search engine rankings and user experience. This article explains why URL structure matters for your ecommerce product pages. We’ll also share actionable tips to optimize them effectively.

Why URL Structure Matters for SEO

Consider two URLs for the same product: www.example.com/prod12345 versus www.example.com/shoes/running/adidas-power-joggers. The second URL uses keywords like “shoes,” “running,” and “adidas-power-joggers.” It tells search engines exactly what the page offers, boosting its chances of ranking for relevant searches. The first URL? It’s not too helpful. It is unspecific and doesn’t tell what products or services the page is about. SEO-friendly URLs for ecommerce are a cornerstone of product URL optimization. They make your pages more discoverable.

Beyond rankings, well-structured URLs enhance search snippets. You’ve probably seen those; they are the previews in search results with a title, URL, and description. 

Here’s why SEO-friendly URLs matter:

• Improved rankings: Keywords in URLs signal relevance to search engines.
• Better visibility: Descriptive URLs stand out in search results.
• Higher clicks: Appealing snippets draw more users to your site.
• Easier indexing: Clear URLs help search bots crawl efficiently.

Following SEO tips for ecommerce URLs can unlock these benefits for a boost to organic traffic.

Impact on User Experience

SEO gets users to your site, but user experience (UX) keeps them there. A well-structured URL plays a big role in UX. It helps customers navigate, trust, and engage with your store.

Take www.example.com/shoes/running/adidas-power-joggers again. This URL shows users where they are: an Adidas product in the running shoes category. Users can backtrack to previous sections, like “running” or “shoes” easily. Compare that to www.example.com/prod12345. It’s a dead end.

Descriptive URLs are also memorable and shareable. A customer can recall or send www.example.com/shoes/running/adidas-power-joggers to a friend. That’s harder with a random string of numbers. Plus, clean URLs build trust. They look professional, not spammy. This all adds up to a better experience, which can lift conversions.

How to Structure Ecommerce URLs

Learning how to structure ecommerce URLs is key for any store owner. Product page URL best practices balance SEO and UX. Here’s how to do it right.

Start with relevant keywords. Include terms that describe the product and match search intent, like “adidas-power-joggers” or “running-shoes.” But don’t overdo it—keyword stuffing looks unnatural and can hurt SEO. A URL like www.example.com/shoes/adidas-power-joggers-women works. 

Here are some practical tips:

• Use hyphens: Example: product-name, not productname.
• Stay short: Keep it concise but clear.
• Add keywords: Use them naturally, no stuffing.
• Go lowercase: Prevent case-sensitivity issues.
• Skip parameters: Avoid ?id=12345 clutter.

Reflect your site’s hierarchy, too. A URL like www.example.com/category/subcategory/product-name shows structure. It helps both users and search engines. 

Common Mistakes to Avoid: URL Structure for Online Store

Dynamic URLs are a no-go. Think www.example.com/product?id=12345&session=abc. They’re common in some systems but terrible for SEO and users. They lack context and are hard to share. Stick to static, descriptive product URLs instead. 

Duplicate URLs hurt too. If www.example.com/shoes/adidas-power-joggers and www.example.com/running/adidas-power-joggers show the same product, it confuses search engines. Use canonical tags to fix this. 

Bonus Tip: Either deploy these yourself, or ask your SEO agency to do so: All product pages need a canonical tag. This means each page needs to point to itself or to the master page (if the current page is a close duplicate). This is to signal search engines which master product page to show in search results, and it helps consolidate link juice to that master product page.

Avoid generic words like “item” or “product” in URLs. They add no value. Long URLs are another trap. 

Don’t skip HTTPS—it’s a security must and a ranking factor. And if you change URLs, set up redirects. Broken links kill UX and SEO value. 

Trek Marketing Can Create Streamlined URLs to Boost SEO and Help Users Convert on Your Website

Ecommerce URL structure isn’t just a technical detail. SEO-friendly URLs for ecommerce boost your rankings and make products easier to find. They also enhance UX, helping customers navigate and trust your site. By following product page URL best practices, you set your store up for success.
Review your site and apply these tips to optimize product page URL structure. Or save time and ensure accuracy and consistency: Trek Marketing’s experts can analyze your site and devise streamlined URLs for you. For your free proposal, contact us, or call 855-686-4649, ext. 707.