Keep the top-level structure simple and intuitive: Think about the user first coming to the website. Ask yourself, what are their possible needs? What are the various sections of content they may be looking for? Start from the top level and keep the navigation to the topmost popular/content categories. If you are selling shoes, consider dividing up the shoes by the key categories, men's shoes, women's shoes, kid's shoes, etc., and then drive users down from there.

Use search data to determine terms to use and which pages to include: Use a keyword tool to determine which terms to use in the copy of your navigation. For instance, if you had a shoe website, pull together a list of the top related searches in the shoe category and around your brand. Go line by line to see which terms have the most search frequency or volume to prioritize navigation choices. If the term men's shoes has more search volume, be sure to put that ahead of kid's shoes in your navigation. Start your navigation priority from the top or left side of the page, and go with the terms that have the most searches first. So, for the top categories, if search volume indicates this is the order of popularity, start with women's shoes, have men's shoes as the next link, and kid's shoes as the next. Use keyword data to determine navigation hierarchy and priority.

Help users find content with fewer clicks: There's a rule of thumb in the user experience world: the more a user has to click to find what they're looking for, the higher the risk of them dropping off from your site. You can look at your website analytics tool and funnel reports to determine this, and you'll likely see that as users move along on your site, the more they drop off and the fewer their visits. Keep that in mind when designing navigation and keep things to fewer than three clicks.

Take some tips from your competitors: It's always important to take note of good-performing websites in your product category. On top of determining why they do well, consider their structure. Is their content layout simple and intuitive? Does it allow for the user to find their content relatively easily?

Use breadcrumb navigation: Breadcrumbs are small sub navigation elements that are visible on each page of your site. They are an added feature to a good user experience and offer a subtle way to help the user navigate through your site. When your freelance SEO Leeds job becomes an SEO Company, then you’ll be laughing. They also offer direct SEO benefits since they help build keyword relevance. This is why the most popular websites use them, particularly ecommerce sites. Be sure to use them on your site and use the same terms that are in your other navigation links to keep things simple and consistent for the user.