Ecommerce SEO requires the same basic knowledge of SEO: relevance, authority, and good site structure. But there are other aspects that are not commonly talked about for ecommerce sites, specifically larger enterprise sites.

The sitemap and information architecture of a site is like a mall directory.

No one wants to wander around the mall for 3 hours trying to find Bath and Bodyworks after the parked in the entrance on the opposite end of the mall. Both users and Google are the same way. Put your priority pages right in their face so they know where they are. If your top money maker takes 4 or 5 clicks to get to and recently 404ed, imagine walking into 4 or 5 different stores to find out Bath and Bodyworks isn’t even in that mall.

It all begins with an idea.