Online stores rarely lose at SEO because of content quality. They lose because the architecture generates 40,000 crawlable variants of the same page, categories have no reason to rank, and product copy came from the supplier feed.
E-commerce SEO is an architecture discipline first. Before a single product description gets rewritten, the question is which URLs should exist, which should be indexable, and which template each one uses — because in a store with 5,000 SKUs, a template decision is worth more than a thousand hand-edited pages.
Once the structure is right, the content programme scales: category pages written around commercial intent, product pages with genuinely unique information, review content integrated properly, and structured data that earns price, availability and rating rich results in the SERP.
Six workstreams, each with defined outputs. Nothing here is a placeholder line item.
We map real search demand to a category and subcategory structure, identify commercially valuable pages that do not exist yet (brand × attribute, use case, price tier) and eliminate categories that only exist because of how the catalogue was imported. Then we fix internal linking so depth and authority flow correctly.
A documented rule set for every filter and sort parameter: what is indexable and linkable, what is canonicalised, what is blocked, and which high-demand facet combinations deserve real static landing pages. This is the single highest-impact technical fix in most large stores.
Category pages are money pages and need to earn the ranking: buying guidance, comparison tables, sizing or compatibility information, and FAQs — placed so they support the page without pushing products below the fold.
Unique descriptions for priority SKUs, structured specification blocks, review integration, internal links to related and complementary products, and templates that stay strong as the catalogue grows. We also fix the variant handling that silently duplicates hundreds of pages.
Product, Offer, AggregateRating and Review markup implemented correctly and kept consistent with your Merchant Center feed, so price, availability and rating rich results appear and stay valid as inventory changes.
Rules for out-of-stock, discontinued and seasonal products: when to keep and reroute, when to 301, when to 410, and how to preserve accumulated equity instead of deleting it. Most stores quietly lose significant organic revenue here every year.
Crawl and index bloat analysis, demand-to-taxonomy mapping, facet rule set, schema and variant audit.
Facet rules deployed, canonical and robots corrections, top category pages rewritten, schema implemented.
New category and facet landing pages, product template rollout, review integration, internal link build.
Long-tail expansion, seasonal planning, lifecycle automation, link building to category assets.
| Cadence | Deliverable |
|---|---|
| One-off | Taxonomy map, facet indexation rule set and product template specification |
| Monthly | Category and product pages optimised, new landing pages published, schema validation report |
| Monthly | Revenue-attributed reporting: organic revenue by category, assisted conversions, indexed URL trend |
| Quarterly | Catalogue health review: thin categories, orphan products, cannibalisation, out-of-stock handling |
Shopify is capable but opinionated. The main constraints are the forced /collections/ and /products/ URL structure, duplicate product URLs across collections, limited control over faceted navigation and robots.txt, and theme-level performance issues. All of them are workable — we do it constantly — but the strategy has to account for them rather than fight them.
Category pages, almost always. They target higher-intent, higher-volume commercial queries (“waterproof hiking boots” rather than a specific SKU name), they are more defensible against marketplaces, and improving a category template lifts every product beneath it. We optimise individual products where search volume genuinely exists for the model or brand.
It depends on whether the product is returning. Temporarily out of stock: keep the page live, mark availability correctly in schema, and offer alternatives. Permanently discontinued with a successor: 301 to the successor. Discontinued with no successor but with accumulated links: keep the page live with clear messaging and links to the category. Deleting the URL and letting it 404 is the most common and most costly choice.
Usually by canonicalising variant URLs to a single product page, unless individual variants have real independent search demand (specific colours, sizes or model numbers people search for), in which case they get indexable pages with genuinely differentiated content. The wrong answer is leaving every variant indexable with identical copy.
Yes. Feed data and on-page structured data need to agree, or you get rich result errors and disapprovals. We audit both, align titles, GTINs, availability and pricing, and fix the mismatches. Feed quality also affects Shopping surfaces that increasingly sit alongside organic results.
Send us your URL and we will review it manually — no automated PDF. You will receive the three highest-impact opportunities we can see, plus anything that looks like it is actively costing you traffic.
If E-Commerce SEO is not what your site needs right now, we will tell you which of our services is — or that you do not need an agency yet.
Book a free 30-minute call with the strategist who would run your account. You will leave with three concrete actions whether or not you hire us.
