TURN SEARCHES INTO ORDERS
Ecommerce SEO
Ecommerce SEO is largely an architecture problem. A catalogue of any size generates enormous numbers of URLs through filters, variants and sorting, and most of them should never be indexed.
Get that wrong and crawl budget drains into infinite facet combinations while your actual category pages go unnoticed. Get it right and category pages become the most valuable real estate on the site.
The difference
What changes in this sector.
Faceted navigation is the main event
Which filter combinations deserve an indexable page, which should be canonicalised away, and which should be blocked entirely. This single decision governs how crawl budget is spent across the whole site.
Category pages carry the revenue
Category pages capture the high-intent commercial queries. They are usually under-invested — a grid of products with no copy, no structure and nothing to distinguish them from every competitor running the same platform.
Product data as a moat
Specifications, dimensions, compatibility and availability are structured data that both search engines and assistants can lift directly. Retailers with genuinely complete product data have an advantage that is hard to copy.
Seasonality and inventory churn
Products go out of stock and get discontinued constantly. Without a deliberate policy for retiring and redirecting those URLs you accumulate dead pages and leak the authority they built.
Where we usually start
The services that move
the needle here.
Technical SEO
The infrastructure work that decides whether anything else you do is ever seen by a crawler or a retrieval pipeline.
Programmatic SEO
Template-generated pages that earn their place in the index — built to avoid the thin-content trap that gets most programmatic projects deindexed.
Content SEO
Topical depth built deliberately, so the whole subject area lifts instead of individual posts spiking and fading.
GEO
Generative Engine Optimization — earning citations inside ChatGPT, Gemini, Claude, Perplexity and AI Overviews.
Questions
Ecommerce SEO FAQ
01Should out-of-stock products be removed?
Usually not. If the product is coming back, keep the page and show availability. If it is discontinued, redirect to the closest equivalent or the parent category — deleting a page that has earned links and rankings throws that away.
02How do assistants affect ecommerce?
Product research increasingly starts with an assistant, and the answers are grounded in structured product data, reviews and comparison content. Complete, well-structured product data is the most direct lever most retailers have.
03Our platform limits what we can change. Is that a problem?
It constrains the options rather than removing them. Most platforms have more control available than teams realise, and we scope recommendations to what your stack can actually ship — flagging clearly where a limitation has a real cost attached.
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