E-commerce SEO
Search for online shops: category and product pages, site structure and the technical problems that hold shops back.
Structure first
Most search traffic to a shop lands on category pages, not products. So we start with the structure: clear categories that match what people search for, products in the right place, and filters that don't flood Google with near-copies.
Get that right and every new product page has a strong home to sit under.
Example shop structure
Home- Mugs
- Handmade mugs
- Espresso cups
- Gift sets
- Tableware
- Plates
- Bowls
- Serving dishes
- FiltersKept out of Google
- Colour
- Price
- Size
Category pages carry useful copy. Filter pages are handled so search engines don't crawl thousands of near-copies.
Where shops lose search traffic
These are the problems we find in almost every online shop.
Empty category pages
No text, so they struggle to rank for the searches that matter most.
Copied descriptions
The same manufacturer text as every other retailer.
Filter overload
Thousands of near-identical pages competing with each other.
Dead ends
Out-of-stock and discontinued products that go nowhere.
No rich results
Missing product data, so no prices or stars in the results.
Slow on mobile
Heavy pages that lose shoppers before they load.
Publish before the peak
Seasonal pages need time to rank. We plan them two to three months ahead.
- JanSales
- FebValentine's
- MarMother's Day
- AprEaster
- MaySpring
- JunFather's Day
- JulSummer
- AugBack to school
- SepGift guides go live
- OctHalloween
- NovBlack Friday
- DecChristmas
Highlighted months are typical peaks for gift and homeware shops. Your calendar depends on what you sell.
In practice
What it looks like for a homeware shop
Say a shop sells 400 products across 20 categories and most search traffic lands on the home page. We'd:
- Write useful copy for the most searched categories, such as handmade mugs
- Tidy filter pages so Google isn't crawling near-copies
- Add product structured data for prices, stock and reviews
- Plan Christmas gift guides three months ahead
What we report on
- Revenue from organic search
- Orders from organic search
- Category rankings
- Products with rich results
- AI shopping visibility
In your planUsually Growth, or Authority for larger catalogues.
Compare plansQuestions
Which e-commerce platforms do you work with?
All the main ones, plus custom builds.
Should we write unique descriptions for every product?
For your best sellers and most searched products, yes. For large catalogues we prioritise, and improve the rest in batches.
Do you help with Google Shopping?
We make sure your product data and Merchant Center feed are set up well for free listings. Paid Shopping ads aren't part of our plans.
How soon will we see more sales?
Technical fixes and category improvements can show within a couple of months. Content such as buying guides builds over three to six months, and we time seasonal pages well ahead of peaks.
Get this as part of a plan
Fixed monthly prices, named deliverables and a report every month.