Ecommerce · SEO
Be found for what you sell.
Ecommerce SEO is what stops a shop being a warehouse with a website: the work that gets your categories and products in front of people who are ready to buy, the right structure, unique copy where it counts, clean technical foundations and a product feed Google trusts.
Three places a shop wins or loses in search.
Categories, products and the technical layer underneath them.
Category pages: the broad searches.
“Walking boots”, “gift hampers”, “sea glass jewellery”: broad searches land on category pages, and most shops leave those as a bare grid. A clear title, a useful introduction, sensible filters and the right internal links turn a category into a page that ranks.
- Category structure mapped to search demand
- Copy and headings for each category that matters
- Filters and pagination handled without duplicates
Product pages: the buying searches.
Specific searches land on products, where manufacturer text copied across a hundred shops ranks for none of them. Unique descriptions, real photos, reviews and structured data for price and availability are what get a product shown and bought.
- Unique descriptions, prioritised by revenue
- Product schema for prices, stock and reviews
- Variants and duplicates managed
The technical layer: feeds, speed and crawl.
A shop generates thousands of URLs from filters, sorts and variants, and Google has to make sense of them. Clean canonicals, a fast site and an accurate product feed for Google Merchant Center put the right pages in front of buyers, including the free Shopping listings.
- Crawl and index clean-up
- Speed on product and category templates
- Merchant Center feed for free Shopping listings
What ecommerce SEO with me includes.
The monthly work, in plain terms.
- Shop auditStructure, duplicates, speed, indexing, schema and what is already ranking, with the quick wins identified first.
- Keyword and category mappingThe searches worth winning, matched to categories and products, planned honestly by competitiveness.
- Category optimisationTitles, introductions, headings, filters and internal links for the categories that matter most.
- Product optimisationUnique descriptions and structured data, prioritised by revenue and search demand.
- Technical clean-upCanonicals, pagination, faceted navigation, redirects and the crawl budget spent where it counts.
- Product feedGoogle Merchant Center set up and kept accurate for free Shopping listings (and ads, if you run them).
- ContentBuying guides and articles that answer the questions before the purchase, and earn links.
- ReviewsReview collection set up and shown where Google and buyers can see it.
- MeasurementOrganic revenue, not just rankings, in a monthly report you can read.
Ecommerce SEO in practice.
Shop SEO works best on a shop that was built to be found, which is why it is part of every ecommerce website I build, and why the first step on an existing shop is often a technical review of the WooCommerce or Shopify set-up. The wider SEO service covers local and service-business search.
Often paired with.
Ecommerce Websites
Online shops on WooCommerce or Shopify that are fast, easy to run and built to sell.
Learn more about ecommerce websitesSearch Engine Optimisation
Technical, local and content SEO that moves you up Google and Bing for the searches that matter.
Learn more about search engine optimisationCopywriting
Words that explain what you do, answer what customers ask and give pages a reason to rank.
Learn more about copywritingCustom Plugins
Plugins for WordPress, WooCommerce and Shopify built for exactly what your site needs.
Learn more about custom pluginsEcommerce SEO questions, answered.
Scale and structure. A shop has hundreds of pages that follow templates, so the work is about getting the category and product templates right, writing unique copy where it matters most, managing duplicates created by filters and variants, and feeding Google clean product data. The fundamentals (speed, structure, useful content, links) are the same; the application is different.
Categories win the broad searches (“women’s walking boots”), products win the specific ones (“Scarpa Terra GTX size 9”). Most shops under-invest in category pages, which are often a grid with no text. Giving each category a clear title, a short useful introduction and the right internal links is usually the biggest single win.
For the products that matter, yes. Manufacturer text copied across a hundred shops ranks for none of them. Unique descriptions that answer the questions buyers have convert better as well as rank better. For a large catalogue, I prioritise by revenue and search demand rather than rewriting everything at once.
The free product listings in Google Shopping and the Shopping tab are driven by a product feed through Google Merchant Center. Setting the feed up correctly, with accurate prices, availability and identifiers, gets your products shown there without paying for ads, and it is part of the work.
Technical fixes and feed set-up can show results in weeks. Category and product rankings typically move over three to six months; competitive national terms take longer. Measurement is in revenue from organic search, not rankings alone.
Both can rank well. WooCommerce gives complete control over structure and URLs; Shopify’s fixed patterns need working with rather than against, and its collections and tags can create duplicates that need managing. I know the quirks of both.
Ask for a shop SEO review.
Send your shop’s address and the products or categories you most want to sell more of. I’ll come back with what I see, what I would do first and what ecommerce SEO for your shop would involve month to month.
- 1You send a few lines.What the business does and what the website needs to do.
- 2I reply, personally.Usually the same day, with questions and a time for a call.
- 3You get a written proposal.Scope, stages and price for exactly that. No obligation, no hard sell.
Monday to Friday, 9am to 5pm. The person who answers is the person who builds.