Service
E-commerce SEO
Category and product architecture, faceted navigation, product data and the templates that decide a whole catalogue.
E-commerce sites win or lose at template level. Filters that create thousands of near-duplicate URLs, category pages with no reason to rank, missing product and review data, and thin product pages copied from the manufacturer all multiply across the catalogue. Fixing the template fixes every page built on it.
- Click-through rate after rating schemaSee the case study
- +43.6%
- Organic clicks in 90 daysSee the case study
- +28.5%
Why it matters
What is at stake.
Category and product pages are where organic search turns directly into revenue, and they are also where most crawl budget is wasted. A catalogue that search engines cannot navigate efficiently leaves money on the table at scale.
Rich results such as prices, availability and ratings also change click-through rate on every product listing in the results, which makes structured data unusually valuable in e-commerce.
Workflow
How the work runs.
Each step builds on the evidence from the one before, and every finding is checked against the live site before it becomes a recommendation.
01
Catalogue and demand
Map categories, filters and products against real search demand to decide which combinations deserve an indexable page.
02
Faceted navigation and indexation
Control which filter and pagination URLs are crawled and indexed so authority concentrates on the pages that sell.
03
Category and product templates
Improve titles, headings, copy, internal links and product data at template level so every page benefits at once.
04
Structured data
Implement product, offer, review and breadcrumb markup to earn rich results and improve click-through rate.
05
Measure revenue impact
Track rankings, clicks and conversions for categories and products, not just sitewide traffic.
Results
What it can bring.
- Category pages that rank for the searches buyers use.
- Less crawl budget wasted on filter and parameter URLs.
- Rich results that lift click-through rate across the catalogue.
- Organic growth measured in revenue, not only sessions.
Typically includes
- Category and faceted navigation architecture
- Product and category template optimisation
- Product, offer and review structured data
- Duplicate and thin content fixes
- Internal linking across the catalogue
In practice
How template fixes lifted thousands of pages at once
A coupon site with 40,000 ranking keywords and a flat year: two months of technical fixes took top-three rankings from 17 to 99.
Common questions
Questions about E-commerce SEO.
- How do you handle faceted navigation for SEO?
- By deciding which filter combinations have real search demand and deserve indexable pages, and keeping the rest crawlable or blocked as appropriate, so authority concentrates on pages that can rank and sell.
- Which platforms do you work with?
- The common e-commerce platforms as well as custom builds. The principles are the same everywhere; what changes is how a fix is implemented within what the platform allows.
- How do you optimise category pages?
- By targeting the searches buyers actually use for that category, adding useful introductory content, improving titles and headings, linking related categories, and making sure filters do not create competing duplicates of the page.
- How do you handle out-of-stock and discontinued products?
- It depends on whether the product returns. Temporarily unavailable products usually stay live with clear availability. Permanently discontinued products are redirected to the closest alternative or category when they have traffic or links, rather than left as dead ends.
- Does product structured data help SEO?
- It can earn rich results such as price, availability and review stars in the search results, which makes listings more visible and can lift click-through rate. It also helps search engines and AI tools understand your products accurately.
- How do you deal with duplicate product descriptions?
- Descriptions copied from manufacturers appear on many sites, so priority products get unique content that answers buyers' questions. Variants of the same product are consolidated or canonicalised so they do not compete with each other.
Need help with E-commerce SEO?
Describe what is happening on your site. You will get a direct answer about what I think is going on, how I would approach it, and whether it is work I should be doing.
Or email directly
hello@ivanseo.com