Why it’s important to plan URLs and other practical SEO tips

Website optimization is one of the main factors determining the successful development of a business on the Internet. Properly performed SEO work not only helps to achieve higher positions in search results, but also increases user satisfaction. Although SEO includes many different factors, website optimization usually starts with the creation of a website structure and appropriate URL addresses.

Why is it important? Search engines such as Google evaluate how quickly and conveniently a user can find relevant information, and a neat structure makes it easier for Googlebots to navigate the site. Together with properly optimized meta data, images and other internal elements, a solid SEO foundation is created that can attract more visitors and defeat even the strongest competitors.

Categories, subcategories and URLs – how to avoid chaotic website structures?

A neat website structure helps search engines understand your content and ensures a smooth user experience. Conversely, a chaotic structure can lead to poor rankings in Google search, artificial intelligence search results, or other search platforms, increase bounce rates, and reduce conversions.

In other words, an easy-to-understand structure helps users quickly find what they are looking for. When a visitor reaches the necessary information or finds the desired product in just a few clicks, the likelihood of conversion increases. Similarly, a neat structure acts as a guiding star for search robots. Search engines like Google index pages more easily and faster when the structure of the site is logical. And this in turn means that your content will be more visible in search results, will occupy better positions, and will attract more users.

How can a clear category hierarchy increase sales in an e-store?

If you are working with an e-store, optimizing the structure becomes an essential step that helps navigate the site. It is estimated that e- Stores with a well-organized category structure are up to 30% more likely to convert visitors into customers. Clear navigation is usually associated with three main benefits:

Quickly findable products: for example, instead of the general category “Shoes”, you can use “Women’s Shoes” > “High Heels” > “Black High Heels”. This is not only convenient for users, but also allows search engines to better understand your content.
Long tail keyword optimization: subcategories allow you to work with targeted additional keywords, for example:
Shoes – you can work with the keywords “women’s shoes” and “women’s shoes”
High heels – you can work with the keywords “high heels” and “high heel shoes”
Black high heels – you can work with the keywords “black high heels”, “black leather high heels”, etc.
Improve conversion rates: A clear path from the homepage to the product improves the user experience and encourages purchase.
Neat URLs: Small details that matter

URLs are not only a technical part of the website, but also an important element of SEO optimization.

Best practice tips:

BRIEF: URLs should be as short and understandable as possible.
KEYWORDS: If possible, include primary keywords that reflect the content of the page.
WITHOUT ADDITIONAL CHARACTERS: Long and complex URLs with additional characters or IDs can prevent search engines from effectively indexing the content.
Example: /womens-shoes/high-heels/black-high-heels/brand-brand-37-size/ – such a URL immediately informs search engines and users about the content of the page, and also uses important keywords.

What to avoid:

LONG URLS: /shop/women’s-shoes/2025/new-models/high-heels/black-shoes-high-heels/collections/leather/italy/37-size/
UNCLEAR SYMBOLS OR IDs: /shop/women’s-shoes/2025/new-models/high-heels/product?id=abc123

What can a chaotic structure cost your business?

Reduced organic traffic: Search engines may not be able to index your pages properly, which will reduce your website’s visibility.
Higher bounce rate: Studies show that if visitors can’t find what they’re looking for, they’ll quickly leave your site.
Lower conversions: Complicated navigation and an unclear structure reduce the likelihood that a visitor will take the desired action – purchase a product or order a service.

How to ensure a neat website structure and avoid chaos?

Plan the structure before creating content: clearly define the main categories and their subcategories, create a site structure tree. It is recommended to consult in advance with SEO specialists or a marketing agency that can perform SEO analysis and suggest the most suitable structure that meets the requirements of both users and search engines.
Use a clear hierarchy: the website structure should follow a logical sequence: the main p