Ecommerce SEO
More organic revenue from your product catalogue.
Ecommerce SEO is about making your product catalogue work for you in the search results. Category and product pages are often your biggest untapped channel — and the one that can drive revenue without extra ad spend.
Category pages as sales machines
Category pages are a store's most important SEO asset. I optimise structure, content and internal linking so they rank on the commercial searches that drive sales.
Scaling product pages
With many products, SEO has to scale smartly. I set up templates, structured data and processes that lift the entire catalogue at once.
Technical foundation for stores
Faceted navigation, filters, pagination and duplicate content are classic store traps. I clean them up so your crawl budget is spent right.
Ecommerce SEO is about making your product catalogue work for you in the search results. Category and product pages are often your biggest untapped channel — the one that can drive revenue without extra ad spend.
I work both strategically and at scale: category pages as sales machines, templates for thousands of product pages and a technical foundation that spends your crawl budget right.
Category pages are your store's most important SEO asset, and yet many shops treat them as simple product lists. A well-optimised category page ranks on both brand-independent transactional keywords and the long-tail variants where most customers actually begin their journey. I build them with structured intro copy, filters that support intent, and product ordering that prioritises what really sells.
Product pages need to be scaled. On large catalogues, optimising every single page manually makes no sense — but a well-thought-out template can lift all 5,000 products at once. I set up templates with intelligent generation of titles, meta descriptions and structured data, so every product page is unique, search-optimised and technically correct without manual work.
Facets and filters are ecommerce SEO's biggest technical pitfall. Without control, Google can index thousands of near-identical filter URLs and completely dilute your crawl budget. I set a clear strategy for which filter combinations have commercial value (and should be indexed) and which need to be blocked or excluded through canonicals, robots.txt and correct parameter handling.
Structured data is pure ecommerce gold. Product, Offer, Review and Breadcrumb schema deliver rich results directly in the search results — prices, reviews, availability and star ratings that markedly lift CTR. Combined with a correct Merchant Center feed, your products also become visible in free product listings and Google Shopping.
Finally, I work with internal link structure and navigation as hidden SEO tools. A smart menu, cross-selling between related categories and sensible handling of seasonal or discontinued products can make the whole difference in whether Google understands your catalogue. All with one goal in mind: that more of the right searches end up filling a basket in your store.
“Category pages are your store's most important SEO asset — and yet most brands treat them like simple product lists.”
- Category pages with structured intro and filter optimisation
- Product templates with auto-generated unique metadata
- Product + Offer + Review schema validating without errors
- Facets/filters: clear strategy for indexable vs. blocked
- Merchant Center feed without errors or warnings
- Handling of seasonal and discontinued products
Uncontrolled filter URLs (colour, size, sort) can spawn tens of thousands of near-identical pages. Google spends its crawl budget there instead of on your actual product pages. Solved with canonicals, robots and sensible parameter handling.
How I work
Catalogue and intent analysis
I map which categories and products have commercial search volume.
Category optimisation
Structure, content and internal links on the most important commercial pages.
Scaling via templates
Structured data and templates lift the whole catalogue at once.
Technical cleanup
Facets, filters and pagination are handled so crawl budget is used right.
- Category and product page optimisation
- Structured data (Product, Offer, Review)
- Handling facets and filters
- Internal linking across the catalogue
- Content strategy for categories
- Technical store audit
Page types and their role in a store
| Page type | Search intent | Priority |
|---|---|---|
| Category page | Commercial | High |
| Product page | Transactional | High |
| Blog/guide | Informational | Medium |
| Filter URL | Varies | Needs control |
Frequently asked questions
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