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E-commerce SEO for online shops that want more of their sales to come from search. I work on the category pages, product pages, filters and site structure that decide whether a shop can rank at scale, mostly on Shopify and WooCommerce.
Online shops with a growing catalogue, on Shopify, WooCommerce or similar platforms.
E-commerce SEO is the work of helping an online shop's category and product pages rank for the searches people make when they're ready to buy. It covers site structure, category and product content, filters and duplicate URLs, product structured data, internal linking and the technical health of the store.
Shops have SEO problems most sites don't: thousands of product URLs, filters that multiply them, products that come and go, and descriptions copied from manufacturers. Left alone, these create duplicate and thin pages that make it harder for your best pages to rank.
Category pages usually matter most, because they match broad buying searches such as "women's running shoes". Product pages win the specific searches, like a model name or size. I plan both, so each page has a clear job. Google's own best practices for ecommerce sites cover structure, product data and navigation, and I follow them closely.
Filters deserve special care. Google warns that faceted navigation can create a near-endless set of URLs, so I decide which filter pages deserve to be indexed and keep the rest out of the way.
A full check of your shop's technical health, structure, categories, products and competitors, with a plan ranked by likely revenue impact.
Category and collection pages given clear titles, useful introductory copy, sensible filters and internal links, so they can rank for broad buying searches.
Unique titles and descriptions, helpful images with alt text, specifications and reviews, written for shoppers rather than copied from the manufacturer.
Decisions on which filter combinations should be indexed and which should be kept out, so crawlers spend time on pages that matter.
Product, offer and review markup that is accurate and validated, so your products are eligible for richer results in Google.
Menus, breadcrumbs, collections and related-product links that guide shoppers and pass authority to your most important pages.
A clear rule for each case: keep the page, show alternatives, redirect to the closest match or remove it cleanly.
Buying guides, comparisons and how-to articles that answer questions before purchase and link to the right categories.
Building or replatforming your shop? See web design and website migration. Need the guides written? See content marketing.
Both can rank well. They just handle SEO differently, which changes where the work goes.
| Compare | Shopify | WooCommerce |
|---|---|---|
| URL structure | Fixed paths such as /products/ and /collections/ | Flexible, set through WordPress permalinks |
| Duplicate URLs | Products can also be reached through collection paths; canonical tags point to the main URL | Depends on theme and plugins, usually tidy once set up well |
| SEO control | Good basics; deeper changes need theme edits or apps | Full control through WordPress and an SEO plugin |
| Speed risks | Apps that add scripts to every page | Hosting quality, heavy themes and plugins |
| Best for | Shops that want simple, managed hosting | Shops that want full control and content-led SEO |
On another platform? The same principles apply to most systems, including Squarespace and custom builds.
We talk about your products, your best sellers, your margins and your busiest seasons.
I audit the store, research searches for each category and product type, and study competing shops.
Structure and technical fixes first, then categories, products and supporting content, in priority order.
Monthly reporting on organic revenue, orders and rankings by category, with the plan adjusted as results come in.
Yes, for most shops. It handles the basics well, including sitemaps and canonical tags. Its fixed URL structure and app scripts are the main limits, and both can be managed.
Both, for different searches. Category pages usually win broad searches like "oak dining tables", while product pages win specific ones like a model name. Planning which page targets which search avoids them competing.
Write them for shoppers: what the product is, who it suits, key specifications and answers to common questions. Unique, useful descriptions beat manufacturer copy that appears on dozens of other sites.
If it's coming back, keep the page live and show alternatives. If it's gone for good, redirect to the closest replacement or category. Only remove the page when nothing similar exists.
Only the ones people actually search for, such as a colour or brand within a category, and only if they have enough products. Most filter and sort combinations should stay out of the index.
It makes your products eligible for richer results, but Google decides when to show them. The markup must match what's visible on the page.
Yes. Google shows free product listings from Merchant Center data alongside paid Shopping ads. Accurate product data and a healthy site help with both.
If variants such as colour or size share most of their content, it usually makes sense to have one main product page with options. Separate pages work when people search for each variant and each page has enough unique content.
Short, readable URLs that reflect your categories and stay stable over time. On Shopify the structure is fixed, so the focus moves to collections, internal links and canonical tags rather than the URLs themselves.
Usually not. Pages generated by your site search can create endless thin URLs. The exception is a search that people commonly make, which is better turned into a proper category or collection page.
Yes, especially if it's set up properly from the start. A clean structure, unique product content and well-planned categories make it much easier to grow organic sales than fixing problems later.
Genuine reviews add fresh, useful content and help shoppers decide. They can also make products eligible for review stars in search when the markup is set up correctly. They must always be real.
Not always, but helpful guides often earn links and answer questions that category pages can't. I only recommend content that supports your categories and sales.
Technical and structural fixes can help quickly, while category rankings and organic revenue build over months. I'll give you a realistic view after the audit.
It depends on the size of your catalogue, your platform and how much needs fixing. After a short call I'll give you a clear quote.
Yes. With large catalogues the work focuses on templates, structure and rules that apply to thousands of pages at once, rather than editing pages one by one.
Tell me where things stand and what you'd like to change. I'll reply personally with honest next steps.
