Start with how people shop
Category names and filters should reflect how customers describe the products.
Give category pages meaning
Useful category pages can explain product choices, delivery or collection and link into strong products.
Make product pages useful
Include specifications, size, compatibility, availability, delivery, returns and clear images.
Control technical duplication
Filters, sort orders, variants and pagination can create many URLs. Keep attention on the pages that matter.
Connect search to checkout reality
Ranking a product that cannot be paid for, delivered or kept in stock wastes the visit.
