SEO

eCommerce SEO agency in London

Store SEO has problems that other websites don’t have: thousands of similar pages, filter combinations that generate endless URLs, and products that keep going out of stock.

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Category pages are usually your most valuable SEO asset, since they match how people search before they’ve chosen a specific product. “Men’s waterproof walking boots” is a category search. Yet these pages are often just a grid of products with no helpful content, filters that nobody can crawl, and a title with a generic template. Improving them usually beats writing more blog posts.

Faceted navigation is the classic technical trap. Colour, size and price filters can generate millions of URL combinations that waste crawling and dilute your signals. The answer is to decide which filter combinations have real search demand and deserve to be indexable pages, such as “black leather boots”, and keep the rest out of the way. Google publishes specific guidance on managing this.

Product data and rich results

Valid Product structured data can make your listings eligible for price, availability and review details in Google, and accurate data also feeds Merchant Center’s free listings. Prices and stock in the markup must match what’s on the page. Out-of-stock pages need a thought-out approach as well. If an item is coming back, keep the page live. If it’s gone for good, redirect to a close alternative when one exists, or let the page go.

Store-specific SEO problems

Filter URL explosion

Faceted navigation creates huge numbers of low-value pages for crawlers.

Thin category pages

Nothing but a product grid, with no guidance to help someone choose.

Duplicate product content

Manufacturer descriptions reused across every retailer selling the item.

Discontinued products

Pages with links and rankings deleted, with nowhere to send visitors.

eCommerce SEO services

Category strategy

Mapping search demand to categories and useful filter pages.

Faceted navigation

Rules for which combinations should be indexed, implemented in your platform.

Product markup

Valid Product, Offer and review structured data, plus Merchant Center feeds.

Product content

Templates and priorities for original descriptions, starting with best sellers.

Platform fixes

Dealing with Shopify, WooCommerce and Magento’s individual SEO quirks.

Migration protection

Keeping your rankings through replatforming.

Where it fits

  • Stores with large catalogues
  • Retailers overly reliant on paid shopping ads
  • Stores about to migrate platforms

Technology

  • Google Merchant Center
  • Google Search Console
  • Screaming Frog
  • Shopify
  • WooCommerce
  • Magento
  • Schema.org

Sectors we think about here

eCommerce SEO questions

Is SEO worth it for a small store?
Often yes, particularly for specific categories where big retailers aren’t focused. It takes time, so keep paid channels running while it builds.
Should we write unique product descriptions?
For your most important products, yes. With huge catalogues, prioritise best sellers and use well-structured data for the rest.
What should we do with out-of-stock products?
If they’re coming back, keep the page and show availability. If they’re gone for good, redirect to a close equivalent if one exists, otherwise let the page return a 404 or 410.

Related services

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