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.