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Annie Everill

Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

Faceted navigation is an essential feature for ecommerce websites, helping shoppers quickly narrow down product listings by applying filters such as colour, size, price, brand, style or availability. While this creates a much better experience for customers, it can cause significant SEO headaches if it’s not implemented correctly. Without the right controls, search engines can get stuck crawling thousands of near-identical filtered URLs, wasting crawl budget and creating duplicate content issues.

In this article, we’ll explore what faceted navigation is, how it interacts with SEO, and what steps you can take to avoid damaging your search performance while still delivering a smooth experience for your users and clients.

Faceted navigation refers to a system of filters on ecommerce category pages that allow users to refine product listings based on specific attributes. For example, a clothing website might let customers filter products by size, colour, brand, price range, and material all at once. Each combination of filters generates a unique URL representing a narrowed product view to reduce steps in the customers buying journey.

Unlike traditional category structures that follow a fixed hierarchy, faceted navigation creates dynamic, on-the-fly pages based on user selections, which is invaluable for usability, especially for large product catalogues where customers would otherwise have to click through many stages of categories to find what they are looking for. However, this same flexibility is what can make faceted navigation risky from an SEO perspective. Because every filter creates a unique URL, search engines could end up crawling and indexing hundreds or even thousands of similar pages with overlapping content. This can lead to wasted crawl budget, diluted link equity, and duplicate content problems if left unmanaged.

How does faceted navigation work with SEO?

Faceted navigation interacts with SEO in complex ways. When users apply filters, the site often generates a new URL with query parameters or subfolders. Search engines see these as separate pages, even if the content is very similar to the original unfiltered category page. If search engines crawl and index these filtered pages, it can create several SEO challenges:

To manage this, ecommerce brands often use technical strategies to guide search engines, including applying noindex tags to filtered pages, using canonical tags to point back to the main category page, blocking certain URL parameters in robots.txt, and setting up parameter handling rules in 

. Another common tactic is to allow crawling but prevent indexing of filter combinations that have low search value, while allowing indexation of valuable, search-relevant filtered pages (such as “men’s black running shoes” if there is search demand).

It’s important to decide early which filter combinations should be crawlable and indexable, and which should be hidden from search engines, to avoid issues once your site has scaled.

How can this impact your search rankings and results?

When managed poorly, faceted navigation can have a negative impact on your SEO performance. If search engines index thousands of near-duplicate pages, it can dilute the relevance signals for your main category pages and make it harder for them to rank. It can also slow down crawl efficiency, meaning new or updated content may take longer to get indexed.

On the other hand, well-optimised faceted navigation can actually support SEO by selectively allowing search engines to crawl and index valuable filter combinations with proven search demand, you can target 

and improve topical relevance. For instance, allowing an indexable page for “women’s waterproof hiking boots” could capture search traffic that wouldn’t otherwise land on your broader “women’s boots” category. The key technique is striking a balance between usability and search optimisation. Your faceted system should be designed primarily for users, but with controls in place to stop it from overwhelming search engines. A few best practices for this strategy include:

Ecommerce SEO Agency for Luxury Clients across the UK

Your e-commerce journey starts and ends with Imaginaire. From designing your new site to implementing lasting, effective 

, we have an in-house team of SEO experts who will ensure your products, content and copy are fully optimised and getting in front of your customers. We also specialise in a range of luxury sectors, ensuring that your marketing and websites align with your audience’s needs and brand identity. These industries include fashion, jewellery, beauty and more.

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 to find out how we can help to elevate your brand

With over 10 years of experience, we will ensure that your e-commerce store is home to all the right keywords, metadata, technical SEO and more, whether you’re selling jewellery or home appliances.

To speak to one of our SEO team members, get in touch 

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Faceted navigation SEO: How to manage product filters without killing your rankings