onsite seo, SEO, Search Engine Optimization
Onsite SEO: Optimizing website structures for multi vendors

Onsite SEO: Optimizing website structures for multi vendors


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Previously: Welcome back to the series of articles on “SEO for multi vendors”. In SEO 101, we took a look at the history and evolution of SEO and saw the effect it could have on the Google ranking of a website. In the second article of the series, we dug a little deeper and studied the different types of SEO, along with some basic terms.You can read that article, right here. In this article, we will get down to studying the tricks of the trade and check out Onsite SEO. 


You can also choose to not study SEO. But for that, you will have to install Ced Commerce’s ULTIMATE XML SITEMAP and the VENDOR SEO SUITE ADDON, to automatically take care of the SEO and Google ranking of your website.


Onsite SEO for multi vendors:


Structure is important, regardless of whatever we are involved in doing. And it can’t hold any truer for websites. You see, websites need a structure, just like anything else and the structure has an even more important role to play with websites than it does anywhere else.  An unstructured website will likely make it more difficult for the user to navigate his/her way around. And this is its turn, will help them drive away from your services.


After all, would you prefer to stay in a hotel room, or go in and consider purchasing anything from a shop that has its stuff strewn all over the place, without any semblance of order? For multi-vendors, with their gigantic websites that host sellers from all over the place — each writing their own descriptions, and creating categories and items in each categories as per their need, optimizing website structure can be a pretty hard job.


But optimizing the website structure is quite important in the larger picture. In this article, we will discuss how we can give our website a once over and identify the weak points and how to counter them. See. the absolute best practice would be to take up an SEO consultant while you are setting up your website. This ensures that the SEO strategies can be implemented at a deeper level and form an undelying part of the overall structure. Unless this is done, you could well end up missing some opportunities due to poor structure.


Why is a good website structure important?


A good website structure is as crucial as building straight roads. After all, we don’t want to create a crazy maze for the users to navigate once they are inside to reach the content which is most relevant to them, do we? Look at it this way, if we have 1,000 or 5,00 products, we need to make sure that each and every one is available to the search engines as easily as any of the others. After all, we can not guess what particular item a particular customer is looking for, like we can do in brick and mortar stores by directly asking them. Hence the need to go the extra mile.


For example, below is the approximate website structure Amazon follows:




So, we should ensure that that the overall website structure is decent. Good website structure ensures that:


  • Website is better structured.
  • Search Engine’s will be able to find your website more easily, and this is some thing we want to happen, as it will lead more customers to us as well.
  • This ensures that your content does not compete with other content from you. Say, you have two similar products or, say that you have written two similar articles. Unless the structure is very clear, this can lead to link cannibalization between two or more links — in short, not something we would like to see happening.
  • User experience improves drastically, once you implement a better website structure strategy.


You can avail all the advantages of having the best structure in all websites of a particular category, and Google rewards such behaviour by providing extra site links to your website in Google searches.

Tips towards creating a better, enhanced website structure:


Okay, so now that we have decided how to go  about improving the structure, the only thing that remains is to actually do it. And here is how we can build coherence into our website.


cornerstone content, on page seo, seo

Credits: Yoast


Recognizing and building ‘Cornerstone’ pages:

  • A cornerstone article contains a lot of important content that basically touches every facet of your website. The content on the About Us page can be said to be a cornerstone article. This content can be seen as the crux of whatever you are promoting.  In short, the MOST important content on your website, merits to be referred to as the cornerstone content.
  • Once you have recognized the cornerstone content on your website, recognize the categories and subcategories as well.
  • Once you have recognized and sorted everything out, start linking. Every page lower down the hierarchy should link to the page above it in the hierarchy.
  • At the very top is the “Home Page” with all the cornerstone articles linking right into it.


Keep the number of cornerstone articles small. You should aim for a minimum of one to two, and a maximum of 5 to 10 cornerstone articles.




  • Divide all products into their respective categories.
  • The size of the categories should be proportionate. In short, no category should be twice the size of any other.
  • This rule could take some tweaking on your part but try and implement it. You can resort to the rather simple expedient of creating multiple categories, out of extra large ones.


Make sure that each page in the top of a pyramid links to subpages. All the subpages should also link back to the pages on top of the pyramid.


Using ‘Categories’ and ‘Tags’:


  • The major difference between tags and categories with respect to Onsite SEO has to do with hierarchy. While categories are something like the Table of Contents’, tagss are more like an indexing service. Tags rely upon the indexing of the content instead of cataloguing them in any particular order.
  • Create tags sparingly, and try and deploy every tag multiple times.


Try and ensure that the readers are able to see the tags somewhere, say the bottom of the article or near the end of the product description.


Remove, but preserve through Redirection:


  • With regards to onsite SEO, It is very important to keep updating the content on the pages you have already published.
  • Removal could be an option however, it would mean that all the page authority and its contribution to the page ranks will also be lost.
  • To avoid this situation, use the redirect (301) to point your page and all their authority to some other page. Do this before you remove all its content.


The best option would be a still functioning page for a single product. But if that is not possible, redirect it to a related category or even to the home page.




  • After content, or the right product, the keyword is probably the single most important factor. It has a role to play in how search engines perceive your page, and to the rank you get.
  • Keywords are some of the most important factors around for onsite seo.


Don’t randomly choose keywords. Instead use a service like the Google Keyword planner and pick those with the most searches and the least difficulty level.


Well, that is it for Onsite SEO today folks. Stay tuned for another information packed edition, tomorrow.


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