Navigation

We need to make it easy for both users and search engines to navigate and crawl the content on our website.

For this small store with limited product offerings, we decided to directly feature product pages in the navigation bar.

Previously, the store used broad and generic categories like “hair,” “bath,” and “bundles” in its navigation. Such vague categorizations do not provide any additional SEO value, as they do not accurately describe the products or target keywords with enough search volume.

Instead of generic terms, we used keyword-rich anchor texts that precisely described the products. Here are some examples in the cycling shorts niche:

• “men’s cycling shorts” not just “men’s”
• “waterproof cycling shorts” not just “waterproof”

Homepage

This brand featured “best sellers” and broad categories like “hair care” at the top of their homepage.

These seem fine, but this is actually a very common SEO mistake.

Best sellers may be good for user experience but lacks specific search volume to drive organic traffic. While broad categories like “hair care” are highly competitive and challenging to rank for.

Instead, we restructured the homepage to feature product pages with the highest search volume. This not only allowed us to direct link juice to the pages we wanted to rank but also allowed users to find the brand’s best products immediately.