Faceted navigation is one of those areas of ecommerce SEO that can quietly cause a lot of problems. Get it wrong, and your site can end up with thousands of low-value URLs, duplicated pages and crawl waste; get it right, and those same filters can help you target the long-tail, high-intent searches your customers are already making.
In this session, Dan will show how to decide which filtered pages should be indexable, which should be controlled, and how to use search demand, product depth and commercial intent to make those decisions properly. By the end, attendees will have a clear process for turning ecommerce filters into useful landing pages that support organic visibility, user experience and revenue.
With agentic commerce on the horizon, getting this right now matters more than ever. The ecommerce stores that are easiest to crawl, understand and navigate will be far better placed when search engines, AI assistants and shopping agents are helping customers decide what to buy and where to buy it.
