{"id":19297,"date":"2014-04-24T00:00:00","date_gmt":"2014-04-23T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/how-to-categorize-your-online-store\/"},"modified":"2014-04-24T00:00:00","modified_gmt":"2014-04-23T22:00:00","slug":"how-to-categorize-your-online-store","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/how-to-categorize-your-online-store\/","title":{"rendered":"How to categorize your online store"},"content":{"rendered":"

One of the most important tasks when creating an online store is setting up the right categories for your business model. In this post we\u2019ll explain how to do it and show you some essential tools to make the job easier.<\/p>\n

\"organize-online-store\"<\/p>\n

A website should organize its categories in a way that makes navigation easy for users and achieves the best indexing by search engines, always with the right focus on the products we offer. To do this, we need to pay close attention to users\u2019 wants, needs and search habits.<\/p>\n

We need to ask ourselves: what search terms would a user looking to buy our products use? We recommend avoiding industry jargon, since it\u2019s known by professionals, not by users. But also: what search terms are my online competitors using? If your competitors have been selling online for a while, they\u2019ve most likely already found the best keywords, so don\u2019t overthink it: look at what they\u2019ve done and draw your own conclusions. Let\u2019s start with a couple of Google tools that will be very useful. The first is the Keyword Planner, to find the terms users type when searching for your products. If you\u2019ve never used it, you can see what it is and how it works in this Google tutorial<\/a>. You also have Google Trends<\/a>, which shows search trends over a given period in a chart that lets you compare different terms. This way you\u2019ll know when during the year your products are most in demand and can use that data to run targeted campaigns throughout the year.<\/p>\n

Once we\u2019ve found the search terms that matter most, we need to set up a hierarchy:<\/p>\n

How do you organize keywords into a category hierarchy?<\/h2>\n

The best way to explain is with a practical example. Let\u2019s say we want to open an online costume store. After using the Keyword Planner, we get the following statistics, showing the keyword we\u2019ll use for each category and its average monthly searches:<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
cheap costumes<\/td>\n18100<\/td>\n<\/tr>\n
Halloween costumes<\/td>\n18100<\/td>\n<\/tr>\n
carnival costumes<\/td>\n8100<\/td>\n<\/tr>\n
costumes online<\/td>\n6600<\/td>\n<\/tr>\n
costume store<\/td>\n3600<\/td>\n<\/tr>\n
kids\u2019 costumes<\/td>\n2400<\/td>\n<\/tr>\n
baby costumes<\/td>\n2400<\/td>\n<\/tr>\n
funny costumes<\/td>\n2400<\/td>\n<\/tr>\n
animal costumes<\/td>\n1900<\/td>\n<\/tr>\n
pirate costumes<\/td>\n1300<\/td>\n<\/tr>\n
superhero costumes<\/td>\n1000<\/td>\n<\/tr>\n
movie costumes<\/td>\n1000<\/td>\n<\/tr>\n
buy costumes online<\/td>\n720<\/td>\n<\/tr>\n
women\u2019s costumes<\/td>\n720<\/td>\n<\/tr>\n
Christmas costumes<\/td>\n590<\/td>\n<\/tr>\n
hippie costumes<\/td>\n590<\/td>\n<\/tr>\n
witch costumes<\/td>\n480<\/td>\n<\/tr>\n
Disney costumes<\/td>\n320<\/td>\n<\/tr>\n
horror costumes<\/td>\n320<\/td>\n<\/tr>\n
girls\u2019 costumes<\/td>\n260<\/td>\n<\/tr>\n
boys\u2019 costumes<\/td>\n110<\/td>\n<\/tr>\n
men\u2019s costumes<\/td>\n110<\/td>\n<\/tr>\n
Three Wise Men costumes<\/td>\n90<\/td>\n<\/tr>\n
viking costumes<\/td>\n50<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Now let\u2019s look at where to place these keywords: which will be categories, which subcategories, and which we\u2019ll use as homepage keywords or for targeted campaigns. This list shows the chosen keywords and their average monthly searches. An important one is \u201ccheap costumes\u201d, with an average of 18,100 searches. Where do we put it? There are two options: use it for the homepage if we really are an online costume store with very competitive prices, or create a dedicated category for these costumes, either because they\u2019re from past seasons or surplus stock we want to clear.<\/p>\n

Next in importance are \u201cHalloween costumes\u201d and \u201ccarnival costumes\u201d. If we enter them into Google Trends, the tool mentioned above, we\u2019ll see, as the image shows, that they\u2019re seasonal. These are keywords to push at certain times of year, so we\u2019ll use them for dedicated categories and optimize their SEO at least three months before the sales period reflected in the chart\u2019s yearly search peaks (October for \u201cHalloween costumes\u201d and February for \u201ccarnival costumes\u201d):<\/p>\n

Following the order of the list, we have \u201ccostumes online\u201d and \u201ccostume store\u201d. These should be used on the homepage, since it\u2019s our website\u2019s front page and both fit there as terms that reflect the online store\u2019s overall focus.<\/p>\n

Next are \u201ckids\u2019 costumes\u201d and \u201cbaby costumes\u201d, perfect for two categories focused on each.<\/p>\n

The next five, \u201cfunny costumes\u201d, \u201canimal costumes\u201d, \u201cpirate costumes\u201d, \u201csuperhero costumes\u201d and \u201cmovie costumes\u201d, should be subcategories of the categories we set as main ones.<\/p>\n

Clearly, \u201cwomen\u2019s costumes\u201d will be a main category containing all the costume subcategories for women.<\/p>\n

\u201cChristmas costumes\u201d works the same way as \u201ccarnival costumes\u201d. We can keep a category all year round and put more work into it ahead of the December sales period to get the most out of it.<\/p>\n

The next ones, \u201chippie costumes\u201d, \u201cwitch costumes\u201d, \u201cDisney costumes\u201d and \u201chorror costumes\u201d, will be included by gender within the main categories, since these are aimed at women, men, girls, boys and babies.<\/p>\n

Next we have \u201cgirls\u2019 costumes\u201d, \u201cboys\u2019 costumes\u201d and \u201cmen\u2019s costumes\u201d, which will be main categories holding the relevant costumes in subcategories organized by theme.<\/p>\n

The remaining ones, \u201cThree Wise Men costumes\u201d and \u201cviking costumes\u201d, would be subcategories. The first goes under the main category \u201cChristmas costumes\u201d, and the second under the relevant gender categories; that is, we have viking costumes for men and boys but not for women and girls, so they\u2019ll be included in the \u201cmen\u2019s costumes\u201d and \u201cwomen\u2019s costumes\u201d categories.<\/p>\n

If you know your business model and work on your keywords, you\u2019ll know how to categorize your online store<\/h2>\n

In short: following this example, we\u2019ll have main categories \u2014women\u2019s costumes, men\u2019s costumes, kids\u2019 costumes, boys\u2019 costumes, girls\u2019 costumes, baby costumes, Halloween costumes, carnival costumes and Christmas costumes\u2014 with the remaining keywords from the list as subcategories, always as consistently as possible to make navigation easy and to build categories and subcategories around keywords with meaningful search volume. This way, SEO can be worked using the same words in content, titles, meta tags, URLs, headings, etc., creating the kind of consistency Google loves.<\/p>\n","protected":false},"excerpt":{"rendered":"

One of the most important tasks when creating an online store is setting up the right categories for your business model. In this post we\u2019ll explain how to do it and show you some essential tools to make the job easier. 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