Ecommerce SEO
Store SEO is a structural problem before it is a content one. Duplicate variants, thin category pages, faceted navigation spawning thousands of crawlable URLs. Most stores are competing against their own architecture before a competitor gets a look in, which is why we fix the structure first and write second.
A £1,000 deposit, then 11 monthly payments, or £5,500 for the year. That buys up to five target keywords, a named consultant, and a monthly roadmap you can read in ten minutes.
See all three packagesWhere this fits in your campaign
Category pages carry the commercial volume, not product pages. Most stores put their effort in exactly the wrong place, and it shows in the revenue.
Fix crawl waste first
Faceted navigation can generate tens of thousands of near-duplicate URLs. Until that is controlled, nothing else you do gets crawled properly, so it is the first month whether you like it or not.
Categories are the money pages
Shoppers search "mens waterproof walking boots", not a product name. The category page is what should rank, and it is usually the emptiest page on the site.
Category pages are the money pages
Most stores pour their SEO effort into product pages, and it is the wrong place. People do not search for your product name. They search for the category: "mens waterproof walking boots", "reclaimed oak flooring", "compression stockings for flying".
The page that should rank for those is the category, not an individual product. Category pages carry the commercial volume, they survive products going out of stock, and they let a visitor do the comparing they came to do.
In practice that means category pages need real content: a proper introduction explaining what the category covers and how to choose, filters that produce crawlable URLs only where the combination has search demand, and internal links from the relevant guides. Most stores have a category page with an H1 and a grid, which is a page with nothing to rank on.
The technical problems specific to e-commerce
E-commerce sites break in ways brochure sites do not, and the damage stays invisible until someone looks, which is usually after the revenue has gone.
- 01
Faceted navigation generating endless URLs
Every filter combination creating a crawlable page produces thousands of near-duplicates and burns your crawl budget on pages nobody will ever search for. It is the commonest serious technical problem in the sector.
- 02
Out-of-stock and discontinued products
Deleting them returns a 404 and throws away whatever they had earned. The right answer depends on whether the product is coming back: keep it and mark it unavailable, or redirect to the closest equivalent or the parent category. Never just delete.
- 03
Duplicate product descriptions
Manufacturer copy pasted across every retailer selling the item means your page is identical to four hundred competitors’. Rewriting even the top fifty products is usually worth more than any amount of link building.
- 04
Pagination and canonicals
Page two of a category quietly canonicalised to page one hides half your catalogue from the index, and nobody notices because page one still ranks.
- 05
Speed on collection pages
Thirty product images plus a review widget plus a chat widget on a mobile connection. Collection pages are often the slowest and the most commercially important pages on the site at the same time.
Shopify, WooCommerce and the platform question
We work on both, and the honest answer is that neither is a barrier at small-business scale.
Shopify handles the basics well out of the box and is hard to break. Its limits are structural: the enforced /collections/ and /products/ URL patterns, limited control over faceted navigation, and duplicate product URLs across collections that need canonical handling. Apps solve most of it, and each one costs monthly and adds weight.
WooCommerce gives you complete control and complete responsibility. You can build exactly the URL structure and category content you want; you can also build something that takes fourteen seconds to load, and plenty of people have. Most WooCommerce SEO work turns out to be performance work first.
Either way, the wins are the same: category content, unique product copy, clean faceted navigation, product schema, and a sensible out-of-stock policy. The platform changes how you do those things, not whether they matter.
Product schema is not optional
Structured data does more visible work in e-commerce than in any other sector, because it drives the rich results people actually click: price, availability, review stars and shipping detail shown right in the search listing.
The core set is Product markup with offers and availability, AggregateRating where you have genuine reviews on the page, and BreadcrumbList so a machine can read the hierarchy. Get availability wrong and you are advertising stock you do not have, which is worse than no markup at all.
It is also increasingly what decides whether your products appear in AI shopping answers, which are assembled from structured data far more readily than from page copy.
Buying guides bring people in before they are ready
The category page catches someone who already knows what they want. The guide catches them a fortnight earlier, while they are still deciding: "how to choose walking boots", "what thickness of oak flooring do I need", "which compression class do I need for flying".
These convert less well per visit and much better per pound, because there is far less competition for them and because the person who read your guide reaches the category page already trusting you. They are also the content most likely to be cited by an AI assistant answering the same question.
The discipline is to link them properly. A guide with no route into the relevant category is a page that ranks and sells nothing.
What an e-commerce campaign costs
Our E-Commerce package is £15,000 a year, or £2,500 deposit then 11 × £1,497 plus VAT. It covers up to twenty target keywords, ten URLs and five or more new pages a month, because a store needs far more ranking pages than a service business does.
A store with fifty products and one category does not need that, and we will say so. The Local package plus a proper technical clean-up is often the right first year. Gio Stockings is the worked example of what this looks like on a real catalogue.
Four steps, then round again
SEO never finishes. The work runs on a loop, and you see the report every time round, good month or bad.
- Step 1Keyword research
We start with the terms that show buying intent, not the ones with the biggest numbers. Alongside those, lower-competition terms that rank sooner and bring early results.
- Step 2Competitor analysis
Then we look at who outranks you and why. Once we know what they are doing, we know what it takes to beat it.
- Step 3Implementation
The team does the work: on-page fixes, new content, links and local signals. Every item is listed in your monthly report, not buried in a dashboard.
- Step 4Reporting & revision
Each month you see what was done and what it moved. When something is not working, we change it rather than wait for it to come good.
Three packages. Prices included.
Pick the one that matches where your customers are. Pay for the year, or a deposit and eleven monthly payments. Either way, the number on this page is the number on the invoice.
- Up to 5 keywords per campaign
- Up to 5 URLs included
- GMB post every 14 days
- 1+ new landing page or article
- Targeted locations, blog posts, on-page SEO report
- Initial audit & corrections, citations audit
- Monthly roadmap & action report
- Up to 10 keywords per campaign
- Up to 10 URLs included
- GMB post every 7 days
- 2+ new landing pages or articles
- Targeted locations, blog posts, on-page SEO report
- Initial audit & corrections, citations audit
- Monthly roadmap & action report
- Up to 20 keywords per campaign
- Up to 10 URLs included
- GMB post every 4 days
- 5+ new landing pages or articles
- Targeted locations, blog posts, on-page SEO report
- Initial audit & corrections, citations audit
- Monthly roadmap & action report
Every package includes keyword analysis, heading tags and meta description optimisation, image alt tag analysis, duplicate content checks, sitemap creation, mobile responsiveness reporting, citations, load time testing and search engine reports. All prices are subject to change. Budgeting for the website too? Here iswhat a website should actually cost.
Need something fixed this week?
Unexpected deadline, site down, or let down by another agency? Call and we will tell you straight away whether we can help.
Clients who bought this, and what they got
Named businesses, real figures, and the work that produced them.
Read all the case studiesSEO on the other platforms we work on
- WooCommerce SEOWooCommerce and WordPress stores · Stores on shared or cheap hosting · Page-builder builds (Elementor, Divi, WPBakery)
- Shopify SEOShopify and Shopify Plus stores · Collection and tag structure · Stores migrated from WooCommerce or Magento
Ready when you are
Tell us what you are trying to rank for and we will look at the site and the search results before we reply. You get a straight answer, including if SEO is not the right spend for you yet.