Ecommerce SEO for Stores That Need to Sell
Category pages win the traffic. Product pages win the sale.
Ecommerce SEO is a different discipline from ordinary content SEO, and most stores get the priority backwards. They optimise product pages and neglect categories — yet category pages are what rank for the searches with volume. Somebody searching for a product type is at the top of the funnel and lands on a category; somebody searching for an exact model number is ready to buy and lands on a product page. You need both, working differently.
Then there are the problems unique to stores: faceted navigation generating thousands of near-duplicate URLs and eating crawl budget, out-of-stock products silently killing pages that took months to rank, thin product descriptions copied from a supplier catalogue and duplicated across every competitor, and pagination that buries half the catalogue where Google never looks. Fixing those is usually worth more than any amount of new content.
What is included
Category page optimisation
The pages that carry commercial search volume — given real content, internal links and a structure that ranks.
Product page and schema work
Unique descriptions, Product and Offer schema with price, availability and reviews so listings show rich results.
Faceted navigation control
Filter and sort URLs handled with canonicals, robots rules and parameter settings so crawl budget is not wasted.
Out-of-stock and discontinued handling
A policy for products that go away, so ranking pages are not deleted and their equity is retained.
Keyword mapping across the catalogue
Every commercial term mapped to exactly one page, so your own pages stop competing with each other.
Marketplace and feed alignment
Consistent product data across your store, Google Merchant Center and marketplace listings.
Why it is worth doing properly
- Category pages that capture buying-intent searches instead of sitting empty
- Rich results showing price, stock and rating directly in Google
- Crawl budget spent on sellable products rather than filter combinations
- Ranking pages protected when products go out of stock
Technology used
Chosen to suit the project and your team, not to pad an invoice.
From first call to launch
The same seven steps on every project, so you always know what happens next.
Discovery call
A straight conversation about what the business does, what is not working and what success looks like. No slide deck. If I am not the right fit for the project, I will say so here rather than three weeks in.
45-60 minutesWritten scope and fixed quote
You get a document listing exactly what will be built, what is excluded, the timeline in milestones and a fixed price. Nothing starts until you have read it and agreed. The scope is yours to keep either way.
2-4 daysDesign you can click
Wireframes first for structure, then visual design. For websites you approve a working page in the browser rather than a flat image, so what you sign off is genuinely what gets built.
1-2 weeksBuild in visible milestones
Development runs in two-week milestones on a staging URL you can open any time. You see progress as it happens instead of receiving a status report about work you cannot verify.
2-16 weeksTesting and your review
Cross-browser and mobile testing, speed and security checks, and a review round where your team uses the system properly and lists what needs changing before launch.
3-7 daysLaunch and handover
Deployment, analytics and Search Console setup, a walkthrough recording for your team, documentation, and full credentials handed over. You own everything, including the source code.
1-2 daysSupport after launch
A warranty period covering any bugs at no charge, then an optional maintenance plan for updates, backups, monitoring and new features. No lock-in either way.
OngoingEcommerce SEO — common questions
The questions that come up on almost every enquiry, answered honestly.
My products come from a supplier catalogue — is that a problem?
Should I optimise category or product pages first?
What happens to SEO when a product goes out of stock?
Does Shopify or WooCommerce rank better?
Can you improve rankings without changing my product prices?
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Read moreReady to start your ecommerce seo project?
Tell me what you are trying to build or fix. You will get an honest opinion, a written scope and a fixed price — with no obligation to go ahead.
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