A shared wireframe for business owners, marketers, designers and developers. Select a numbered area to see what it needs to do for customers, Google and the team building the page.
Best viewed on desktop. The guide remains usable on mobile, but the page map and guidance panel are easier to compare on a larger screen.
Page map 1 Search result preview 2 Trust and benefits bar 3 Breadcrumb trail 4 Page heading and introduction 5 Category navigation 6 Filters and sorting 7 Product grid and cards 8 Buying guidance 9 Pagination and product access 10 Supporting content 11 Related links and technical checks Illustrative product-listing page
How the page may appear in Google · illustrative preview using current catalogue data ES Example Storeexample.com.au › kitchen › coffee-machines
Coffee Machines | 48 Models | Example Store
Compare 48 espresso, automatic, capsule and filter coffee machines, backed by 1,240 verified customer reviews.
1 example.com.au/kitchen/coffee-machines
Example Store
★★★★★ 4.9 from 1,240 Independent reviews ↗ Free delivery over $99 Australia-wide 30-day returns View conditions Australian support Talk to our team 2 Home › Kitchen › Coffee machines 3 Coffee machines 4 Categories Espresso Automatic Capsule Filter 5 Filter by Type Brand Price 6 Barista compact espresso machine ★★★★★ 4.8 · 124 $499 Stainless steel · 2 colours In stock Automatic bean-to-cup machine ★★★★★ 4.7 · 86 $899 Black · 3 settings In stock Classic capsule coffee machine ★★★★★ 4.6 · 52 $179 White · 4 colours In stock Precision filter brewer ★★★★★ 4.9 · 208 $329 10-cup · Thermal carafe In stock Dual boiler espresso machine ★★★★★ 4.5 · 41 $1,299 Stainless steel · 3 colours In stock Everyday pod coffee machine ★★★★★ 4.8 · 97 $149 Black · Compact size In stock Compact manual espresso maker ★★★★★ 4.4 · 35 $249 Cream · 15-bar pump Low stock Thermal carafe coffee brewer ★★★★★ 4.9 · 164 $279 12-cup · Programmable In stock 7 Which coffee machine is right for you? 8 Choosing the right coffee machine 10 Continue shopping Coffee grinders Coffee beans Cleaning supplies 11 Area 01 Recommended
Search result preview Set an accurate expectation before someone visits the page. Use templates connected to current catalogue data so product and review details stay current.
Business & marketing Choose one main search topic that matches what people are looking for. Write a clear base title and description for the category. Use current details such as product count, review count or an important range feature when they help someone decide. Clear category and subcategory links may also help Google choose useful sitelinks beneath the main result. Design & development Build title and description templates that pull approved fields from the catalogue or content system. Leave a dynamic field out when its value is missing, unreliable or out of date. Keep the page heading and visible description consistent with the template. Google may still choose different page text when it creates a search result. Watch out Avoid fixed numbers, stale dates and exaggerated claims. A dynamic template is useful only when its source data is dependable. Area 02 Recommended
Trust and benefits bar Give first-time customers quick reasons to feel comfortable buying from the store before they start comparing products.
Business & marketing Choose three or four facts that reduce common concerns, such as delivery, returns, warranty, local support or verified reviews. Use specific claims that customers can check. Pull the rating and review count from the independent review provider, then link the result to that public profile. Keep the bar consistent across the store so new visitors see the same reassurance on every page. Design & development Connect the rating and review count to the approved review provider so they update automatically. If a value cannot update automatically, assign an owner and record the next review date. Name and link the review source. Make the link clear to keyboard and screen-reader users. Link delivery, returns and warranty claims to the relevant policy or conditions. Manage benefit text in one shared location so policy changes update every page. Watch out Use live data where possible. Check manually managed review counts at least monthly, and update delivery, returns or warranty text whenever the policy changes. Hide any value that cannot be verified. Area 03 Recommended
Breadcrumb trail Show people where they are and how the current category relates to the rest of the store.
Business & marketing Use familiar category names that customers recognise. Keep the category structure stable and meaningful. Link to each earlier level in the trail. Design & development Use standard webpage links that people and Google can follow. Add BreadcrumbList structured data (standardised markup that describes page content to Google) that matches the visible trail. Keep the full category context usable on mobile. Watch out Do not copy the breadcrumb trail directly from the website address. The address may contain internal folder names that customers never see. Build the trail from the categories people use to browse the store. Area 04 Recommended
Page heading and introduction Confirm the category and give customers enough context to start choosing.
Business & marketing Use one clear H1 (the page’s main heading). Keep the introduction above the products short and useful. Start with the range, its intended use or practical selection advice. Use a category image when it helps customers recognise or understand the range. Design & development Include the H1 in the page content available when it first loads. Set aside enough space so the layout does not jump while content loads. Allow each category to have its own useful introduction. Give the category image a short descriptive filename and alternative text that describes the image. Add a caption only when it helps the customer. Watch out Pushing products below a large block of SEO copy or making a shopping page read like a long article. Area 05 Recommended
Category navigation Show the main category and its subcategories so customers can move between meaningful product ranges.
Business & marketing Feature useful subcategories based on customer demand and available stock. Keep category links separate from filters. A category opens a different product range, while a filter narrows the current range. Use a side list on wider screens and a compact category control on smaller screens. Use link labels that still make sense when read on their own. Design & development Use standard webpage links that work without extra scripts. Keep the category structure consistent across navigation, breadcrumbs and page addresses. Make every important product reachable through category links, an XML sitemap (a file listing important URLs) or a product feed (structured catalogue data supplied to services such as Google Merchant Center). Watch out Avoid creating category levels to meet a fixed number or copying every filter into the category structure. Add a subcategory when it represents a useful, lasting product range. Area 06 Recommended
Filters and sorting Help customers narrow the current range without creating thousands of similar pages for Google to process.
Business & marketing Choose filters that genuinely help customers compare products. Treat faceted navigation (category views created by combinations of filters) as both a search visibility and user interface decision. Select a small number of useful filtered category pages for search. Keep sorting options and low-value filter combinations out of search results. Design & development Set rules for each filtered URL (web address). Decide whether Google should index it (process and add it to the search index), follow its links or ignore it. Prevent filters from creating endless combinations of web addresses. Make filters easy to change, reset and use with a keyboard. Watch out Agree on which filtered pages should appear in Google before adding blocking rules. A noindex tag asks Google to leave a page out of search results. A robots.txt rule can stop Google from checking the page at all. Area 07 Recommended
Product grid and cards Help customers compare products without making the page slow or hiding products from Google.
Business & marketing Choose the number of visible products based on the range, the device and page speed. Show useful names, prices, availability, key options and genuine ratings or review counts. Use product-specific details so the cards help people compare. Avoid repeating the same generic description across the range. Write naturally and use the category phrase only where it helps the customer. Design & development Use stable product links that Google can follow. Set image dimensions and load lower-page images only as they are needed. Give each product image alternative text that describes that specific product. Include names and essential product details in the page code. Show ratings only when they are genuine and current. Watch out Avoid duplicated cards, fabricated reviews and an oversized first load. Each can make choosing harder or slow the page. Area 08 Optional extra
Buying guidance Answer a common buying question where the advice can help someone choose a product.
Business & marketing Use questions customers actually ask. Link to a detailed guide when a short answer is not enough. Keep the advice brief so products remain the main focus. Design & development Keep the advice visible and usable without requiring an extra click. Reserve space for the module so the product grid does not jump when it loads. Measure whether people use the advice and continue to view products. Watch out Avoid generic SEO copy that repeats the introduction or interrupts browsing. Area 10 Optional extra
Supporting content Answer remaining buying questions and make the category a useful starting point for the topic.
Business & marketing Add frequently asked questions, guides, video, useful photos or product-selection help when they support a buying decision. Keep the answers specific to the products and customers. Keep long editorial guidance on a separate page and link to it where useful. Original, practical guidance can also give other websites a reason to link to the category or its supporting resources. Design & development Include important guidance in the page content available when it first loads. Use headings that match the questions being answered. Add structured data, the labels that help Google understand content, only when the visible page supports it. Watch out Adding FAQ code does not mean Google will show those questions beneath the search result. Extra copy will not help solely because it reaches a particular word count. ← Previous Next →
John Dwyer
John runs Smashed Avo. He works with Australian businesses on websites,
ecommerce, SEO and AI, usually helping them work out what's worth doing
and what can wait.
A quick heads-up
We use privacy-friendly analytics to see how people enjoy the site. We
don't track who you are or your identity.
Privacy Policy
Got it
John Dwyer 5 min interactive guide