One of the things you can do before you create your site is to create a sitemap. A sitemap will make sure your site is structured properly so you can optimize for keywords, and make it obvious to users how to navigate your store. Having the proper structure can really help search engines understand what's on your site and whether they should send users to your site.
Making a sitemap usually only takes an hour or two, and if you're building a site for a client, it can clear up a huge amount of uncertainty for both of you.
The following diagram shows a sitemap:
I like to start by adding the home page at the top, then add the top-level (most important) categories and static pages, then add subcategories and, finally, list out individual products.
This is a visual guide as to what the site will look like. I use a tool called Balsamiq (https://balsamiq...