Ecommerce SEO that gets the right products found.
We help online stores rank for the searches that bring buyers: clean category and product structure, controlled filters, accurate product data and content that answers pre-purchase questions. We work with Shopify and WooCommerce stores.
Problems we fix in online stores
- Category pages do not rank for the searches that bring buyers.
- Filters and variants create thousands of near-duplicate URLs.
- Product pages use the supplier's description, copied by everyone else.
- The store is slow, especially on phones.
How we approach a store
- 01
Audit
Structure, duplicate URLs, speed, product data and what already ranks.
- 02
Category and product plan
Which searches belong on which pages, and what each page needs to win them.
- 03
Technical clean-up
Canonical tags, filters, redirects, sitemap and page speed, handled for your platform.
- 04
Product data
Structured data and on-page information that is accurate and complete.
- 05
Content
Unique descriptions for priority products, plus buying guides that answer real questions.
- 06
Reporting
Organic revenue and orders, not just traffic and rankings.
Results depend on your market and your competition, and nobody can promise rankings. We focus first on the pages closest to revenue and report on organic orders.
What matters most for an online store
Online stores create problems that service sites do not: thousands of near-identical URLs, products with variants, filters, and pages that disappear when stock runs out. Good e-commerce SEO keeps the useful pages easy to find and stops the rest from wasting your crawl budget and diluting your signals.
Category and product page structure
- Category pages target the broader searches people make, with a useful introduction and crawlable links to products.
- Product pages target specific products, with unique descriptions, clear images, price, availability and real reviews.
- One preferred URL for each product, even if it can be reached by more than one path.
- Internal links from categories to products and between related products.
Filters and faceted navigation
Filters let customers narrow a category, but each combination can create a new URL. Google notes that URL-parameter filters can "generate infinite URL spaces" that waste crawler time. Its guidance on faceted navigation recommends blocking filter parameters with robots.txt if filtered pages do not need to appear in search, or keeping the URLs clean and consistent if they should be indexable. Canonical tags and nofollow can help but are described as less effective long term.
Product structured data
Product structured data can make price, availability and ratings eligible to appear in richer search formats. Google describes two types: product snippets for pages where products cannot be bought directly, and merchant listings for pages where customers can purchase. It recommends providing as much accurate product information as you have. See Google's product structured data guide. Rich results are never guaranteed.
Shopify and WooCommerce compared
| Shopify | WooCommerce | |
|---|---|---|
| Hosting and speed | Managed hosting; speed is mostly down to theme and apps | Depends on your hosting, theme and plugins |
| Duplicate URLs | Products can be reachable under more than one path, so canonical tags matter | Filters, tags and archives can create duplicates that need controlling |
| Flexibility | Some URL and template limits | High flexibility, more to maintain |
| Typical task | Clean up collections, apps and theme code | Control plugins, filters and technical settings |
We work with both. The right fix always depends on your setup, so we audit before recommending changes.
Content that sells
- Unique product descriptions, not text copied from the supplier.
- Buying guides and comparisons that answer pre-purchase questions.
- Reviews and questions on product pages.
- Clear delivery, returns and contact information.
See how we handle technical SEO and web design and development for stores.
What you get
- An audit of your store's structure and technical health
- A plan for categories, products and content
- Product structured data implemented accurately
- Reporting that tracks organic sales
Related pages
- SEO
Managed SEO that fixes what holds your site back and reports on enquiries, not just rankings.
- Web design and development
Websites built to rank: fast, crawlable and designed to turn visits into enquiries.
- SEO consulting
Expert SEO strategy, audits and second opinions without a full retainer.
Start with a free AI visibility check
In 30 minutes we look at how your business appears in Google, on maps and in AI assistants, and tell you what we would fix first. See what happens on the call.
Sources
Ecommerce SEO: common questions
What is ecommerce SEO?
It is the work of getting an online store's category and product pages found in search, while keeping the site technically clean. It includes structure, content, product data and speed.
Do you work with Shopify and WooCommerce stores?
Yes. We have worked with both and adapt the approach to the platform.
Should I block filtered category pages?
It depends on whether those filtered pages could rank for real searches. If they should not appear in search, Google recommends blocking them with robots.txt. If they should, the URLs need to be clean and consistent.
Will product schema give me stars in search?
It makes your pages eligible. Google does not guarantee rich results, so we implement it correctly and do not promise the display.
What about out-of-stock products?
The right approach depends on whether the product will return. We decide page by page, since removing pages can lose rankings and keeping them can confuse customers.
Can you rewrite thousands of product descriptions?
We prioritise the products that matter most to revenue and fix those first, rather than rewriting everything at once.
Do you also help with product feeds?
Our focus is organic search and the site itself. Where feeds affect your visibility, we advise on getting them accurate.