eCommerce SEO built around what people buy
Online stores fail at SEO for structural reasons more often than content ones. Thousands of near-identical pages, filters generating infinite URLs, and category pages nobody wrote.
Make the path from a relevant search to a useful answer clear.
- Search intent
- Useful answer
- Clear next step
Visibility is the beginning. The enquiry is what we measure.
Which pages actually earn eCommerce traffic?
Category pages, not product pages, carry most commercial search volume. Someone searching "running shoes for flat feet" wants options, not one item. Stores that pour effort into product descriptions while leaving category pages empty are optimising the wrong half of the catalogue.
Product pages still matter for branded and model-specific searches, and for conversion once someone arrives. But the page that wins the search is usually the one that presents the choice.
Why do filters cause SEO problems?
Faceted navigation can generate thousands of URL combinations from a handful of products. Left unmanaged, Google crawls all of them, finds mostly duplicate content, and spends its crawl budget on filter permutations instead of your real pages.
The fix is deciding which facets deserve an indexable page because people search for them, and blocking the rest properly rather than hoping Google works it out.
What we do for stores
Category architecture, faceted navigation control, product schema, and fixing the technical debt that comes with large catalogues.
- Category architecture
- Mapping what people search to the categories that should exist, then writing them properly.
- Crawl control
- Deciding what gets indexed, what gets canonicalised, and what gets blocked, so crawl budget goes to pages that sell.
- Product schema
- Price, availability and review markup so listings show rich results rather than a plain blue link.
- Out of stock handling
- Discontinued products are a slow leak of authority. There is a right way to retire them and it is not deleting the page.
Yes, and with most other platforms. Each has its own quirks: Shopify forces a URL structure that needs handling, WooCommerce needs performance work as catalogues grow. The strategy is the same, the implementation differs.