Improving the User Experience and SEO of eCommerce Websites
Optimized Site Structure for SEO
A clean website architecture crafts a compelling user experience for potential customers who visit your eCommerce pages. The easier and more intuitive navigation is on your site, the more likely visitors are to stay longer, visit more pages and convert. Google is pretty good about recognizing what is enjoyable for the user, and as such the structure of a site is factored into Google search rankings. Here's a basic example (from Trond Lyngbø of Search Engine Land) of a good site design that moves from general to specific sections in a fluid manner, leaving breadcrumbs for search crawlers and human users along the way.
Generally speaking, you want to move from the homepage to topic, then sub-topic and finally the detail or eCommerce product pages. However, a good site structure includes technical and functional layouts that don't necessarily affect UX but make search crawlers happy nonetheless.