Technical SEO case study
Faceted Navigation Cleanup for a Beauty Ecommerce Site
This beauty ecommerce project focused on improving the search visibility of useful filter pages. The work brought together indexing rules, duplicate-URL cleanup, internal linking and XML sitemap updates around pages with commercial value.
The challenge
Product filters help shoppers narrow their choices, but they can also create overlapping URLs and pages with little distinct value. This project addressed how those variations were handled and how priority filter pages connected with the rest of the catalogue.
The focus was on making useful pages easier to discover while reducing duplication across similar filter combinations.
What I changed
- Defined indexing and canonical rules for different types of filter pages.
- Consolidated duplicate URLs and thin variations, with clearer rules for URL parameters.
- Added internal links to selected filter pages and priority product pages.
- Updated XML sitemaps to support the discovery of priority filter pages.
How the changes worked together
URL handling, internal links and sitemaps all needed to support the same page priorities. The approach connected these elements so commercially useful pages had clearer routes through the site, with fewer competing URL variations.
Results
Approximately 2× organic clicks
The project reported approximately twice as many organic clicks across selected high-intent filter pages over six to eight weeks.
Could your store benefit from a similar review?
If your catalogue generates large numbers of filter URLs, a technical SEO review can help determine which pages deserve visibility, how duplicates should be handled and where internal linking needs improvement.