E-commerce SEO
Turn category and product pages into your highest-margin acquisition channel — without paying for every click.
The problem this solves
Online stores generate URLs faster than Google can crawl them. Faceted navigation multiplies every category into thousands of near-duplicate pages, product pages inherit manufacturer descriptions that appear on fifty other sites, and the category pages that should rank for your money terms carry no content at all. Meanwhile your paid budget rises every quarter to cover the organic revenue you never built.
Deliverables
What you actually get
- Category architecture mapped to real commercial search demand
- Faceted navigation strategy — what to index, canonicalise, or block outright
- Product page optimisation with unique copy and complete Product schema
- Out-of-stock and discontinued product handling that preserves earned equity
- Collection page content that ranks without hurting conversion rate
- Internal linking between categories, products and supporting content
- Revenue-attributed reporting — organic sessions tied to actual orders
Process
How the engagement runs
- 01
Demand mapping
Match your catalogue against how people actually search — the results usually justify categories you do not yet have.
- 02
Crawl control
Reclaim crawl budget from parameter and filter URLs so Googlebot spends its time on pages that can convert.
- 03
Page-level build
Templates are optimised once and applied across thousands of URLs — copy blocks, schema, headings, internal links and image handling.
- 04
Measure against revenue
Reporting is tied to orders and margin. Sessions are a diagnostic, not the goal.
Outcomes
What success looks like
Category pages ranking for the terms you currently buy on Google Ads
Rich results on product listings — price, availability and review stars
Lower blended customer acquisition cost as organic revenue share grows
FAQ
Frequently asked questions
Should filtered category URLs be indexed?
Some should, most should not. Filters with genuine search demand — a colour or size people actually search for — deserve indexable, optimised pages. Everything else should be canonicalised or blocked before it consumes your crawl budget.
What happens to SEO when a product is discontinued?
Never delete it into a 404 if it has links or rankings. Depending on the case I keep the page live with alternatives, or redirect it to the closest equivalent product or its parent category, so the accumulated equity is retained.
Which platforms do you work with?
Shopify, WooCommerce, Magento, BigCommerce and custom headless builds. Platform changes the implementation details, not the strategy.
Can SEO content hurt my conversion rate?
Badly placed content can. I put category copy below the product grid or in expandable sections so buyers see products immediately while crawlers still get the context they need.
Related services
Free audit
Let’s find out what’s capping your rankings
Send me your domain and I’ll reply with the three issues costing you the most organic traffic right now. No pitch deck, no obligation.
You work with me directly — no account managers, no offshore handoff, no junior taking over after the sales call.
