Step 1: Group product offerings for search intent

a. An online store is a digital platform that presents products to potential customers who have expressed an interest or need for them. Group search intent data and match products to meet the intent.

b. Where users are actively seeking to purchase products (commercial and transactional searches), consider creating dedicated category and product pages.

c. For informational searches, gather knowledge and understanding. Use zero-party data like surveys, questions, pop ups and customer profiles. To address these, incorporate articles, and informative videos that address common questions and concerns related to the products.

Step 2: Information architecture structure designed around intent

A well-structured information architecture (IA) plays a pivotal role in guiding users through the website and ensuring that they reach relevant pages seamlessly.

a. Organise and map URLs in a semantically related manner which can improve the chances of ranking higher in search results for a wider range of keywords.

b. A Technical Audit should focus on improvements that deliver both a great user and crawler experience.

Step 3: Internal linking structure using facets and breadcrumbs

Enhance user navigation and signal to search engines the importance of specific pages. Faceted navigation allows users to filter products based on specific attributes, while breadcrumbs provide a clear path back to the homepage or higher-level categories.

Step 4: Category page optimisation

Category pages serve as a central hub for showcasing a range of products for a specific search intent.

a. To optimise these pages for search intent, add above and below-fold copy. Add transactional-focused FAQs. Make sure the content is helpful and relevant to searches.

b. These pages should provide product descriptions, high-quality images, and clear calls to action.

c. Use anchor text and internal links to highlight relationships between categories and products.

Step 5: Use schema for products and reviews

a. Implementing product and review schema on a product level enhances the visibility of your products in search results, making them more likely to appear in rich snippets and featured snippets.

b. Using a GMC feed to provide all the relevant product data for Google. This can increase product reach and enhance the shopping experience for users while taking advantage of Merchant Listings.

Step 6: Hub & Spoke content strategy for topical authority and backlinks

A hub & spoke content strategy involves creating a central hub page that links out to a network of related content pages. This strategy is particularly effective for informational searches, as it allows you to establish topical authority and build internal linking between relevant pages. By providing in-depth and informative content on related topics, you can attract users seeking knowledge and direct them to your product pages when they are ready to make a purchase.