E-commerce SEO
SEO for online stores.
E-commerce SEO comes down to category pages, product pages and filters. I led SEO at Poland’s largest online pharmacy and at a store selling in several countries, so I know where online stores usually leak traffic.
How e-commerce SEO is different.
In a store, most pages are generated automatically: categories, filters, variants, sorting, product pages. Every template decision repeats itself thousands of times. One mistake can knock a whole product group out of search or flood the index with duplicates.
I start with what Google actually indexes. Then category pages, because they catch most searches, and product data, which lets Google show price, availability and reviews. Migrations and assortment changes are a separate topic. That is when years of traffic are easiest to lose.
What e-commerce SEO covers.
I adapt the scope to the size of the store and its platform, but I always review these areas.
- Category pages
A category structure built around customer searches, with content, headings and links to subcategories.
- Product pages
Titles, descriptions, images, specifications and variants without duplication.
- Filters and faceted navigation
Which filter combinations to index and which to exclude or canonicalise.
- Product structured data
Price, availability, reviews and shipping in Google results and the Shopping tab.
- Out-of-stock and discontinued products
Rules for assortment changes that keep traffic and links.
- Indexing and crawl budget
So Google reaches the pages that sell, not parameters and sorting options.
- Platform migrations
Redirect map, staging review and monitoring after a platform change.
- Product visibility in AI
Data and content that let ChatGPT and AI Overviews recommend your products.
When it makes sense.
Categories are not growing
Despite a large assortment, organic traffic is flat and competitors outrank you on key terms.
The index keeps growing
Search Console shows more and more filter and parameter URLs, while important products drop out.
Changing platforms
You are moving to a new platform or rebuilding your category and URL structure.
How I work with online stores.
- Call
30 minutes about your assortment, platform, goals and data. Free.
- Store audit
Crawl, Search Console, analytics, categories, products and competitors.
- Plan and implementation
Prioritised tasks for developers and the content team, rolled out in stages.
- Growth
Ongoing SEO: new categories, content, monitoring and reporting.
Big e-commerce experience
I ran e-commerce SEO from the inside.
As Head of SEO at Gemini Polska and Staples Solutions I was responsible for the visibility of stores with huge assortments, many categories and multiple language versions.
- 01I know platform limits
What can be changed in a template and what needs developer work.
- 02Priorities based on revenue
I start with the categories and products that actually make money.
- 03Tasks ready to implement
Concrete instructions for your dev team instead of generic advice.
Terms in the glossary
E-commerce SEO questions.
How much does e-commerce SEO cost?
An SEO audit of an online store with up to 200 products starts at PLN 4,500 + VAT, and ongoing SEO starts at PLN 900 + VAT per month. Larger stores are quoted individually, because the scope depends on the number of products, categories, language versions and the platform. I can invoice in EUR.
Should filter pages be indexed?
Only the ones that match real searches, such as “women’s running shoes” or “grey corner sofa”. Other combinations of filters, sorting and parameters should be excluded from the index or canonicalised, otherwise they create thousands of duplicates and waste crawl budget.
Do manufacturer product descriptions hurt SEO?
They do not trigger a penalty, but dozens of other stores use the same text, so it is hard to stand out. Start by rewriting descriptions for your best-selling products or those with the most search potential, and add unique elements to the rest: specifications, advice and customer questions.
What should happen to out-of-stock and discontinued products?
Temporarily unavailable products stay live with availability information and alternatives. Permanently discontinued products with traffic or links get a 301 redirect to a successor or the closest category. Removing products in bulk without redirects is a common cause of traffic drops.
Which e-commerce platform is best for SEO?
You can build a well-ranking store on any popular platform, and make the same mistakes on any of them. What matters more is whether the platform lets you control URLs, canonicals, filter indexing, redirects and structured data. I can help you assess that before choosing or migrating.
Can you help with a platform migration?
Yes, ideally before the migration starts. I prepare the redirect map, review the staging site for SEO issues and monitor indexing and traffic after launch.
Let's talk about your store.
Tell me about your assortment and platform. 30 minutes, no strings attached.