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Faceted navigation allows customers to narrow down search results based on specific product attributes. They typically exist on Product Listing Pages (PLPs) and are a great way to help users intuitively discover products but managing this filtering system is a common SEO challenge. Crawling and indexation need to be controlled.
However, if we look beyond their inherent functionality, facets can offer us considerable potential. By centering your secondary navigation on long-tail keyword opportunities, you’ll be able to strategically utilize consumer intent, secure additional web conversions, and boost revenue levels.
Match consumer intent with long-tail search queries
Having an established brand and a solid domain backlink profile won’t guarantee success. This is great news for smaller brands, as industry giants aren’t necessarily going to win at this game.
If we search for “long sleeve wedding dresses”, we can see how David’s Bridal’s optimized facet page (Domain Authority: 67/100, Page Authority: 47 / 100) has obtained the top ranking position, while Nordstrom’s result (Domain Authority: 87/100, Page Authority: 39/100) appears in the third position for this particular query. We’ll take a look at what makes this page so effective later.
When looking at how we can optimize faceted navigations, it’s important to recognize that product attributes convey consumer needs and aspirations. If, for example, I’m looking for a wedding dress, then I may tailor my search by the color, fabric, neckline shape, and the sleeve length.
According to the search demand curve, long-tail queries account for up to 70% of all organic searches[1]. They are highly targeted queries that offer big traffic-driving opportunities.
In the last few years, we’ve seen a