SEO and Design: A Perfect Partnership for E-commerce Success

Author: Jim Morgan

When thinking about Shopify SEO services, most people picture keywords, technical maintenance, or content strategy. However, for e-commerce, the real game-changer is the interface between SEO and design. Why? Because a well-integrated approach ensures that your online store not only ranks high in search results but also provides an intuitive and engaging user experience.

Here’s how design and SEO can work together to drive traffic, improve navigation, and boost conversions.

SEO as Navigation Optimization

It’s primarily to improve SEO visibility, but also to enhance the user’s navigation experience—beyond your site and web. For example, someone searching for "blue leather sofa" is similar to using a web browser menu to find a similar category.

Basic Strategies for Shopify SEO

  1. Main Menu

    A well-designed main menu is important for both SEO and usability. Simple menus are appropriate for smaller stores, but larger inventory items benefit from the "Shop by" menu, providing instant access to smaller categories, such as SpartanSuppz’s extensive complementary categories..

  2. Faceted Navigation

    Faceted navigation (filters) helps users optimize their searches but can hurt SEO if not managed properly. Platforms like WooCommerce can generate many poor-quality pages, while Shopify uses non-indexable filters, requiring manual category creation for SEO-friendly pages.

  3. Subcategory Connections

    Subcategory links, especially visual links like Chewy.com’s dog food filter, make navigation easier and improve internal linking. This approach strengthens relevant headlines and SEO rankings while creating a better user experience.

  4. Production Networks

    SEO can also benefit from custom content:

    • JavaScript: Ensure web pages work without JavaScript for better browsing.
    • Product Count: Display multiple products per page to reduce page count.
    • Description: Add useful dialogue directly on web pages to enhance the user experience.
    • Details: Include useful specs directly on grids to enhance user experience and page content.

  5. Product Linking

    Effective product linking includes:

    • Breadcrumbs: Simplify navigation and improve internal linking.
    • Tag Links: Highlight related categories directly from product pages.
    • Variant Links: Use swatches for easy variant navigation.
    • Related Products: Showcase similar items to boost internal links and AOV.
UX and Conversion Benefits

Better navigation not only boosts SEO but also improves conversion rates by reducing clicks to desired products. Enhanced time on site and intuitive layouts can drive both rankings and sales.

Final Thoughts

Shopify SEO and design are deeply interdependent. Ignoring one for the other is a missed opportunity. To maximize your e-commerce success, it’s essential to foster collaboration between your SEO and design teams or partner with Shopify experts who specialize in both areas.

By focusing on both design and SEO, your Shopify store will not only attract more visitors but also turn them into loyal customers