Ecommerce SEO — rank the pages that actually take the order

Most ecommerce SEO advice is about the homepage and the blog. Almost nobody buys from either. The revenue sits on category and product pages, and on a store with a few thousand SKUs those are exactly the pages nobody has time to optimise one by one.

Left to theme defaults, the platform makes it worse. Faceted navigation spawns tens of thousands of near-identical URLs. Colour and size variants compete for the same term. Products go out of stock and take their rankings with them. The Merchant Center feed drifts out of sync with the page. By the time traffic dips, the cause is six months upstream.

We treat a store as an architecture problem first and a content problem second.

What ecommerce SEO means in our hands

Category pages are landing pages. Your highest-intent commercial terms are category terms, and most stores answer them with a grid and a title. Those pages get copy that answers real buying questions, a deliberate heading structure, and internal links pointing at them from everywhere they should be.

Crawl budget is a design decision. Before a word is written we set a policy for every facet and parameter: which combinations earn an indexable URL, which canonicalise to the parent, which are disallowed, and which never become URLs at all. On a large catalogue that one decision moves more than any amount of copywriting.

Templates at scale, hand work where it pays. Nobody hand-writes four thousand product pages. We build title, meta, heading, and schema templates that produce something defensible everywhere, then optimise by hand the pages carrying most of the revenue.

What a typical engagement includes

• Technical crawl and index audit: what Google actually sees, indexes, and ignores
• Facet and parameter policy: indexable, canonical, disallowed, or client-side only
• Category architecture and internal linking, plus collection pages for terms you do not rank for yet
• Product page optimisation at scale through templates, with manual work on top sellers
• Variant and duplicate handling: one indexable page per buying decision, canonicals for the rest
• Product structured data: Product, Offer, availability, price, ratings, GTIN and MPN accuracy
• Merchant feed hygiene: titles, attributes, and availability consistent between feed, page, and schema
• Seasonal planning: peak pages built and indexed months before you need them
• Core Web Vitals work on the templates, where one fix repays across every page
• Reporting segmented by category and product, not sitewide averages

The approach and the stack

On Shopify we work in theme and collection templates, use metafields for structured content, and keep the app stack under control, because every extra app is a tax paid on every page load. On WooCommerce we work at template and query level, prune plugin overlap, and handle the archive pages WordPress generates whether you want them or not. Headless stores run on Next.js, where routing, canonicals, and schema come from one source of truth instead of being patched page by page.

Everything is shipped, not filed. Structured data is validated before it goes live, and templates hold to the same Lighthouse 95+ and WCAG 2.1 AA standards as every other build.

Foundations sit under SEO, store builds and replatforms under ecommerce, and multi-market selling under international SEO.

What this looks like in practice

Two typical engagement shapes:

A clean-up on an established catalogue. Years of history, index bloat from filters, variant pages cannibalising each other, a feed that disagrees with the site. Work starts with crawl and index policy, moves to templates and schema, then reworks the top categories by hand. The early weeks are mostly subtraction.

A category-led push on a smaller catalogue. A few hundred SKUs competing against marketplaces. The work is additive: collection pages built around how customers actually search, buying guidance on each, product templates rebuilt, and a seasonal calendar so peak pages exist long before peak.

Pricing

Ecommerce SEO is scoped per project. Catalogue size, platform, feed complexity, and the technical debt already in your theme change the work enormously, so a rate card would flatter the easy case and mislead the hard one. Send the store URL and you get a written scope and a fixed price for it. A free store audit is the usual starting point, and our work shows the standard we build to.

Ready to look at your store?

We answer every brief within four business hours: a reply, a 30 minute call within two days, a scope in writing after it. Six years, 200+ projects, design in Brampton and engineering in Patiala.

Start an ecommerce SEO project → — or book a call