Faceted Navigation: An SEO Win Waiting to Happen

Faceted navigation is a feature that allows users to refine their search results by applying multiple filters at the same time.

Like category, color, size, and price ranges.

Instead of endless scrolling, your customers find exactly what they want. With just a few clicks.

Great for sales and user experience? Absolutely.

But what many don’t realize is that faceted navigation is a massive SEO opportunity.

When you do it right, these filtered pages help Google discover and understand your most valuable content—leading to higher rankings and more organic traffic.

In this guide, you’ll learn:

• How to find and fix faceted navigation problems
• How to turn filtered pages into high-performing SEO assets

But first, let’s clarify:

What makes faceted navigation different from regular filters?

Filter vs. Faceted Navigation

What’s the difference?

A filter shows you one feature at a time. Faceted navigation lets you layer multiple filters for hyper-specific results.

Let’s break it down with examples.

Take Gousto’s recipe search. It’s basic filtering at work.

Choose one option. Like “Quick and Easy.” 

And you only get that.

Now, check out Airbnb’s faceted navigation.

Say you’re searching for a New York cabin with two bathrooms, a pool, and a dedicated workspace.

With faceted navigation, you can check off all three filters at once.

And just like that! The hundreds of cabins become 63 perfect matches.

Pretty sweet, right?

Well, not quite.

Why?

Because while your visitors love this super-targeted search, search engines see something completely different.

Let me show you what I mean.

Faceted Navigation SEO Challenges

Here’s the problem with faceted navigation:

Every time a visitor clicks a filter, your site dynamically creates a unique URL.

That happens for every single combination.

Let me show you what this looks like.

When you start a search, it usually starts with a clean URL.

Like Take Much Better Adventures’ search URL:

Now, add three filters and the URL changes.

That’s one filter combo creating one new URL.

Seems harmless enough.

But let me show you what’s REALLY happening on a typical online store:

You’ve got filters for:

• Colors
• Sizes
• Price ranges
• Styles
• Brands
• Materials
• Customer ratings
• Sale status

Now watch what happens.

A shopper comes along and starts combining filters:

• Show me red OR blue items…
• In size small OR medium…
• Under $50…
• Just “Puffer…”

Each combination? A new URL.

Each filter stack? You guessed it. More URLs.

Very quickly, this can multiply into hundreds, thousands, or even millions of unique URLs.

“Great!” you might think. “More URLs means more chances to rank!”

Not quite.

Here’s what actually happens:

• Every filter combination creates nearly identical pages (that’s duplicate content sabotaging your SEO)
• Search engines waste time crawling these variations (a.k.a. crawl waste, which is problematic for big sites)
• Your best pages get buried under all these filter combinations (classic index bloat i.e., too many near-duplicate pages in Google’s index)

In short, not good.

So, let’s clean up the mess before it completely tanks your rankings.

Further reading: What Is Crawl Budget and Why Does It Matter for SEO

How to Optimize Faceted Navigation for Users and Bots

Your faceted navigation needs to work for both users and search engines.

What happens when you get this right?

Visitors find exactly what they want.

They stay longer and engage more deeply with your website.

And Google?

They’ve been clear about this: User behavior affects rankings.

When Google sees visitors actively engaging with your pages rather than bouncing back to search?

They tend to reward those pages with better rankings.

Here’s how Leigh McKenzie, Head of SEO at Backlinko, puts it:

Faceted navigation success comes down to balance. It should be intuitive for users helping them find what they need quickly, while staying optimized for search engines to avoid issues like duplicate or low-quality URLs. Get the balance right, and you’ll boost engagement and better search engine visibility.

The challenge?

Your faceted navigation needs the right setup to make this work.

Here’s how:

Step 1. Find Faceted Navigation SEO Issues

First, check if faceted navigation is causing SEO problems.

Here’s how:

1. Find Your Faceted Navigation Pattern

Start by identifying your faceted URL pattern.

• Go to your site’s main category or search page
• Click one or more filters
• Watch what happens to your URL

Here’s what you’re looking for:

Every site adds filter parameters differently. But they all follow a pattern.

For example, on the Build with Ferguson’s bathroom faucets page, the base URL is:

https://www.build.com/bathroom-faucets-sale-24/c132751

Now watch what happens when you:

• Select “Faucet” as product type
• Choose “Vigo” as manufacturer

The URL changes to:

https://www.build.com/bathroom-faucets-sale-24/c132751?facets=type_s:Faucet~manufacturer_s:Vigo

See that “?facets=” part?

 That’s their filter indicator. Everything after it shows which filters are active.

Etsy, on the other hand, adds “?q=”:

https://www.etsy.com/search?q=baby+gift&explicit=1&is_discounted=true&is_merch_library=true&ship_to=ES&price_bucket=1&max=20

2. Check Your Crawl Data

Found your URL parameter pattern? Let’s see if it’s causing problems.

Go to Google Search Console (GSC) to see if Googlebot is wasting its crawl budget on all those filter combinations.

First, open Google Search Console.

Click “Settings.”

Scroll to “Crawling” > “Crawl stats.”

Click “OPEN REPORT” to view your crawl data.

Scroll to “By file type” and click “HTML.”

This will show you Googlebot’s crawl activity.

Look under “Examples” and check for URLs matching your faceted URL patterns.

Finding too many filtered URLs? 

That’s a problem.

Googlebot is burning through your crawl budget on pages that don’t deserve the attention.

3. Check Index Coverage

Next, check how many of your faceted navigation pages Google’s indexing.

Go to “Indexing” > “Pages.”

Click “View data about indexed pages.”

Scroll to the “Examples” section. And check if there are URLs matching your faceted patterns.

Seeing too many duplicate filtered URLs?

That’s trouble.

These pages could be stealing ranking power from your primary content.

Another place to check are your “Not indexed” pages.

Return to “Indexing” > “Pages.” Then, scroll to “Why pages aren’t indexed.”

Here, Google lists why certain pages were crawled but not added to its index.

For example, click “Crawled – currently not indexed.”

Then, look at the sample URLs.

If the URLs match your faceted navigation patterns, it means Google is crawling them. But not indexing them.

That’s a problem you want to address. 

Why?

Googlebot has limited time on your site. 

Every second it spends crawling filter combinations is time NOT spent on your important pages.

Running a large site? 

Then you really need to pay attention.

Those wasted crawls can affect which of your pages rank.

Further reading: Google Search Console: The Definitive Guide

Step 2. Clean Up Low-Value Faceted URLs

Have you found your site’s low-value faceted URLs in Google’s index?

It’s time to get them out of there.

You’ve got four ways to handle this.

1. Add Noindex Tags

Want to keep some pages out of search results? The noindex tag helps you with that.

Here’s the code to add to your HTML:

<meta name="robots" content="noindex">

2. Block Crawler Access

Use your robots.txt file to stop search engine bots from crawling certain pages.

Simply add disallow rules like this:

User-agent: *
Disallow: /filter-options/
Disallow: /*?color=

Want to see this in action?

Check out Tiffany & Co.’s robots.txt file.

They block double color combinations from being crawled.

Here’s why:

These pages create endless URL variations that show near-duplicate content and eat up their crawl budget.

3. Use Canonical Tags

Got multiple URLs showing the same content?

Canonical tags tell search engines which version is the main one.

For example, let’s say you sell sweaters in different colors. This creates URLs like:

• yoursite.com/cardigans-sweaters/sweaters.html?color=blue
• yoursite.com/cardigans-sweaters/sweaters.html?=red
• yoursite.com/cardigans-sweaters/sweaters.html?=green

Using canonical tags, you can point all these variations to a main URL with this code:

<link rel="canonical" href="yoursite.com/cardigans-sweaters/sweaters.html">

Here’s how H&M does this.

4. Clean Up Your Sitemap

Your sitemap tells search engines which pages are important.

Keep it focused.

• Add your valuable filtered pages
• Remove low-value filter combinations
• Update it when you optimize new pages

Pick Your Faceted Navigation Fix

Step 3. Find Faceted Navigation Opportunities

Fixed those SEO issues?

Great. 

Now comes the fun part.

Let’s turn your faceted pages into prime real estate.

Your goal?

Find filter combinations worth optimizing for search.

What makes a combination valuable? Look for:

• High search volume
• Popular filter combinations

Let me show you how Nike does this perfectly.

Check a broad category like “Kids Shoes.”

Look at the canonical tag. It matches the URL exactly.

This shows Nike is concentrating the ranking power on this main category page.

Now, add a brand filter like “Jordan” to your selection.

This creates a new URL.

Check the canonical. 

It matches this new URL, too. 

Nike’s treating this as another important page.

Next, add another filter like “Low Top” under “Shoe Height.”

This creates yet another URL.

But here’s where it gets interesting.

The canonical tag points back to the broader “Kids Jordan Shoes” page.

What does this tell us?

Nike is sending the ranking power from this specific filter combination back to strengthen their main category page.

The takeaway:

Nike isn’t trying to rank every possible filter combination.

Some filtered pages? They optimize for search.

Others? 

They funnel their strength back to broader category pages (like sending “Kids Jordan Low Tops” power back to “Kids Jordan Shoes”).

That’s exactly what you should aim for:

• Focus SEO value on high-traffic filter combinations
• Keep other filtered pages for navigation only

But how do you choose which combinations to optimize for SEO?

Let me show you two ways.

1. Find High-Volume Search Phrases

First, use SEO tools like Semrush and Ahrefs to find filter combinations people search for.

Here’s how to do this with Semrush.

Say you run a health website.

Go to “Keyword Research” > “Keyword Magic Tool.”

Type a broad category keyword, like “supplement.”

Click “Search.”

In the window that opens, sort the results by clicking “By volume” in the left column.

Look what we found:

• Iron supplements: 60.5K searches
• Iron supplements for women: 8.1K searches
• Liquid iron supplements: 6.6K searches

See what’s happening here?

These numbers show real search demand.

The takeaway?

If you’ve got filtered pages matching these high-volume terms, they’re prime candidates for optimization.

2. Check Your Internal Search Data

Here’s a goldmine you might be missing:

Your users tell you exactly what they want through your site’s search bar.

Here’s how to find these insights in Google Analytics:

Go to “Reports” > “Life cycle” > “Engagement” > “Events.”

Search for “view_search_results” in the list of Events.

Click it to get internal search data.

Then, scroll down to “search_term.” This lists the top search queries on your site.

These terms reveal the filter combinations shoppers look for when they’re on your site.

Before You Optimize: Ask These Questions

Step 4. Create Dedicated Landing Pages

Once you find your high-value combinations, it’s time to optimize them for search.

Basic SEO optimizations apply here.

• Set self-referencing canonical tags
• Add target keywords to H1 tags
• Include keywords in title tags and meta descriptions
• Add unique content so it stands out from similar pages

Apart from these basic optimizations, also make sure to:

• Build internal links to these pages
• Keep them crawlable
• Add them to your sitemap

Let me show you how Sephora does this.

Go to their “Night Creams” category page.

Now add these filters:

• Skin Type: “Dry” and “Sensitive”
• Formulation: “Cream”

This creates a targeted page: “Night Creams for Dry Sensitive Skin.”

Look how they optimize it:

• The breadcrumb and H1 both update to “Night Creams for Dry Sensitive Skin” 
• The keywords prominently display at the top of the page

Check the HTML.

• The canonical tag points to this URL
• The meta title and description include the target phrase

And the results?

Google “night creams for dry sensitive skin.”

You’ll find Sephora ranks in the top three.

They even appear in Google’s AI overviews.

That’s the power of proper optimization.

Now, your move:

Take a page from Sephora’s playbook.

Pick your most valuable filtered pages.

Then, turn them into fully optimized landing pages that rank when people are ready to buy.

Step 5. Monitor and Optimize

Here’s a mistake we see all the time:

People set up faceted navigation and never look at it again.

Bad move.

Why? Because search behaviors and trends constantly change.

Your SEO strategy needs to keep up.

Here’s what to track after you set up your faceted navigation.

Best Practices for Optimizing Faceted Pages

1. Build Your Dream Team

Faceted navigation isn’t just an SEO project. You’ll need:

• SEO specialists to identify opportunities and avoid issues
• Developers to handle technical implementation
• UX/CRO experts to keep the user experience smooth

Your goal?

A setup that balances user experience with SEO value. Without unnecessary glitches.

Further reading: SEO Roadmap: How to Create One + Free Template

2. Check Platform Limitations First

Every CMS has restrictions.

For example:

• Shopify has limited URL customization options out of the box
• Some restrict canonical tag implementation
• Others limit your control over robots.txt

The solution?

Talk to your developers before planning. Make sure your ideas actually work on your platform.

Further reading: Shopify SEO: The Complete Beginner’s Guide

3. Master Your URLs

Faceted URLs get messy fast. But clean URLs help Google understand your site better. 

Here’s how to do it right.

Keep parameters clear and consistent. Like this:

yoursite.com/mens-shoes?color=black&size=10

Avoid URL bloat.

yoursite.com/mens-shoes?color=black&size=10&sort=popular&view=grid

Why? 

Because parameters like sort and view don’t need new URLs.

For more guidance, check Google’s faceted navigation best practices (it’s a bit old, but it’s still relevant.)

Further reading: How to Create SEO-Friendly URLs

Ready to Make Your Faceted Navigation Drive More Traffic?

Here’s the bottom line:

Your site (or your client’s) probably has hundreds of filtered pages just sitting there right now.

Unused. Unoptimized. Untapped.

Follow the steps above and these faceted navigation pages can help boost rankings and drive more organic traffic.

Just don’t forget.

Get those canonical tags right.

Our guide on canonical URLs walks you through exactly how. Clear steps. Real examples. Zero confusion. Check it out now.