Ecommerce SEO
Category architecture, faceted navigation control, product schema and the internal linking that decides which of your URLs actually get crawled.
Ecommerce SEO is mostly an architecture problem wearing a content costume. A 30,000-SKU catalogue generates hundreds of thousands of crawlable URLs through filters, sorts and pagination, and Google will happily spend its entire crawl budget on the worthless ones. The work that moves revenue is category architecture, faceted navigation control, internal linking, and product schema — usually in that order.
## Where ecommerce traffic is actually won
**Category pages, not product pages.** Most commercial search volume sits on category and subcategory terms. Product pages convert; category pages acquire. Sites that pour effort into product descriptions while their category pages carry 40 words of boilerplate are optimising the wrong half.
**Faceted navigation.** Every filter combination is a URL. Left unmanaged, a mid-sized catalogue produces six-figure URL counts, and Googlebot spends its budget on `?colour=blue&size=m&sort=price_asc` instead of your top category. Controlling this — which combinations are indexable, which are canonicalised, which are blocked — is usually the single biggest technical win available.
**Internal linking from the top.** Which categories are linked from the homepage and from within category descriptions determines what gets crawled and what gets authority. On large catalogues this is more powerful than most external link building.
**Product schema.** Price, availability, rating, shipping and return policy. These drive rich results, and increasingly they are what lets a shopping assistant answer a question about your product accurately rather than guessing.
## Platforms we work on
Shopify and Shopify Plus, WooCommerce, Magento / Adobe Commerce, BigCommerce, and custom builds. Each has its own particular way of generating URL bloat, and knowing which one you are fighting saves a month.
The usual first three fixes, by platform
| Platform | Most common problem | Typical impact |
|---|---|---|
| Shopify | Collection URL duplication and `/collections/all` variants | High |
| WooCommerce | Uncontrolled attribute filters and tag archives | High |
| Magento | Layered navigation URL explosion, slow TTFB | Very high |
| BigCommerce | Thin category copy, weak internal linking | Moderate |
| Custom | JavaScript rendering of product data | Very high |
Questions buyers ask us
These are the questions that come up most often on first calls. If yours is not here, ask — we answer in writing within one working day.
How large does our catalogue need to be for this to matter?
Above roughly 500 SKUs the architecture questions start to dominate. Below that, ecommerce SEO looks much like regular SEO with better product markup.
Will you touch our theme code?
For template-level changes on Shopify and WooCommerce, yes, with your permission and on a staging copy first. On Magento and custom builds we specify and your developers implement.
How long before we see revenue change?
Technical fixes on a large catalogue can move things within 6–10 weeks because you are unlocking pages that already exist. Category content and links take the usual 4–8 months.
Do you handle Google Merchant Center and Shopping feeds?
Feed quality issues that affect organic product visibility, yes. Paid Shopping campaign management, no — we do not sell paid media.