Challenge:
How to Expose Combinations of Product Attributes
Our client, a large national chain, suspected they weren’t efficiently capturing their target audience’s attention and traffic as well as they could.
While users could filter pages based on product attributes, like brand, color, or size, allowing search engines to crawl pages with each combination of attributes was not an option. Doing so would mean crawling a huge number of low value, unoptimized pages that would eat up their crawl budget and create massive duplication issues. On the other hand, blocking crawling of these pages would result in a large lost opportunity where they have the products users want, but would not show up in search results.
Solution:
Indexable, Hypercategorized Product Listing Pages
Using Altezza hypercategory pages (“hypercats”) that provide faceted navigation at an optimized URL, our client was able to capture traffic that would have been otherwise lost.
Implementing faceted navigation allowed us to create indexable versions of the pages users were searching for. As stand-alone landing pages, page attributes, such as title, meta description and page content, could be easily optimized to ensure accurate relevance for customers. Page creation could even be automated to allow marketing and product teams to be agile and responsive to search trends.
Results:
Hypercats utilized faceted navigation best practices to quickly add significant improvement to the organization’s product page results.
27,000+ | Number of hypercats pages that began to receive traffic |
20% | Hypercats accounted for over 20% of traffic received to category pages. |
18% | Hypercats accounted for over 18% of all organic revenue from category pages. |
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