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Ecommerce SEO is about making sure search engines can find, understand and prioritise the product, category and commercial pages that matter most to your business.
I help online stores improve site structure, crawlability, product and category targeting, structured data, internal linking, performance and measurement so more of the right pages can compete in search.
Whether you are fixing an established store, planning a migration or trying to scale a growing catalogue without creating thousands of unnecessary URLs, I can help you identify what matters and implement the changes properly.
Heritage Parts Centre started working with Dave mid-2020, presenting to him a number of challenges following a website migration earlier in the year. What Dave provided saw a number of quick wins (that quickly and drastically stabilised our organic traffic), and subsequently worked through some more strategic technical SEO optimisations that has seen a tremendous improvement in our SEO performance. It has been refreshing to work with Dave who have been genuinely excited by the unique challenges that our market presents, and look forward to continue our work with him. His direct, professional, pragmatic and creative problem solving and optimisation methods continue to make a positive difference to our business, and I recommend him highly.
tell me what you need help with
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Ecommerce SEO Audits
Category & Collection Pages
Product Pages
Technical Ecommerce SEO
Faceted Navigation & Filters
Product Schema
Ecommerce Platforms
Ecommerce Migrations
Tracking Ecommerce Performance
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Ecommerce websites behave differently from smaller brochure or service websites because products, categories, variants, filters and platform-generated URLs can quickly create thousands of pages.
That means small technical or structural problems can scale across the entire catalogue and affect crawlability, indexation, internal linking and how ranking signals are distributed between important pages.
I combine SEO with a technical and development background, so I can work directly with those underlying problems rather than treating an ecommerce store as a collection of individual pages to optimise one by one.
I start by understanding how the store is structured, which products and categories matter commercially and where existing organic traffic and revenue are coming from.
From there, I review how search engines crawl and index the catalogue, whether category and product pages target the right demand, how filters and variants are handled and whether internal links guide search engines towards the pages that matter.
The aim is to fix problems at the right level. Sometimes that means improving an individual page, but often the biggest gains come from changing a template, navigation rule or technical setup that affects hundreds or thousands of URLs at once.
An ecommerce SEO audit looks at both individual pages and the wider systems that create, link and control them.
I can review:
The output is prioritised around the problems and opportunities most likely to affect important commercial pages rather than producing a generic technical checklist.
Category and collection pages are often some of the strongest commercial SEO opportunities on an ecommerce site because they can target broader buying searches than individual products.
I can review category structure, search intent, page targeting, metadata, supporting content and internal links so these pages have a clearer purpose and stronger relationship with the products beneath them.
I also look at whether the catalogue structure reflects how customers search, rather than simply mirroring how products happen to be organised internally.
Product pages need to communicate clearly what the product is, why it is relevant and how it relates to the wider catalogue.
I can improve product titles, metadata, descriptions, internal links, structured data and other page elements that influence organic visibility.
For larger catalogues, I also look for scalable ways to improve templates and product data rather than manually optimising thousands of pages where a technical or structural change would be more effective.
Ecommerce platforms can generate large numbers of URLs through filters, sorting, pagination, variants, search pages and other catalogue features.
I can review how those URLs are crawled, indexed and canonicalised so search engines spend more time on useful commercial pages and less time processing duplicate or low-value combinations.
I also review template output, redirects, XML sitemaps, JavaScript, pagination, site speed and other technical factors that can affect large ecommerce websites.
Filters are useful for shoppers, but they can create thousands of URL combinations that search engines do not necessarily need to crawl or index.
I can analyse which filtered pages have genuine search demand, which should remain available only for users and how canonical, indexation and internal linking rules should be configured across the catalogue.
The aim is not to block every filter. It is to make deliberate decisions about which combinations deserve to exist as search landing pages and which should stay out of the index.
Structured data can help search engines understand products, prices, availability and other information already displayed on your product pages.
I can implement, audit and troubleshoot Product and related schema so the markup accurately reflects the catalogue and remains consistent with the visible page content.
For larger stores, I normally look at how structured data can be generated correctly at template level rather than manually maintaining markup on individual products.
The underlying SEO principles are similar across ecommerce platforms, but the way technical changes are implemented can be very different.
I work with platforms including Shopify, Magento, WooCommerce and Squarespace, as well as bespoke or less common ecommerce systems.
Each platform has its own strengths, restrictions and common SEO problems, so I adapt the implementation to the system rather than forcing the same solution onto every store.
Ecommerce migrations carry additional SEO risk because a platform or structural change can affect thousands of products, categories, filters and internal links at once.
I can help plan redirects, URL changes, category and product mapping, canonical rules, structured data, tracking and indexation before launch so existing search visibility is protected as far as possible.
Where the project involves a wider move, this can form part of my website migration consultancy.
Ecommerce SEO should ultimately be measured against commercial outcomes rather than rankings alone.
I can help connect organic landing pages, product and category performance with transactions and revenue so you can see which parts of the store are actually contributing to sales.
This can include GA4, ecommerce event tracking and Looker Studio reporting where a clearer commercial view is useful.
I can work directly with business owners or alongside ecommerce managers, marketing teams, digital agencies and web developers where different parts of the store are already managed by different people.
My role is usually to take ownership of the SEO and measurement requirements while the existing team continues to manage products, merchandising, development, content or wider marketing.
Because ecommerce SEO often sits across several teams, I can also help translate search requirements into practical development or content changes so recommendations actually get implemented.
If you need broader specialist support across an internal team, you can also find out more about how I work with in-house teams.
Ecommerce SEO connects site structure, technical SEO, content, performance and tracking, so problems rarely sit in one part of the store.
The work can form part of a wider website SEO audit, a website migration or ongoing optimisation where the catalogue continues to change and grow.
The aim is to make sure your ecommerce platform supports the search strategy rather than allowing the catalogue structure or technical limitations of the platform to dictate what can rank.
Ecommerce websites rarely stand still. New products, categories, filters, campaigns and platform changes can all introduce new SEO problems or opportunities.
I can provide ongoing or ad-hoc support to review performance, troubleshoot technical issues, optimise new areas of the catalogue and make sure future changes do not undo the work already in place.
Keeping an eye on performance and making sure your tracking stays accurate.
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Digging into your data to spot trends, issues, and opportunities.
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Regular reviews and updates to keep your site on track.
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Ask a question, get a second opinion, or get help with a one-off job
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If category pages are not ranking, products are difficult to find, filters are creating thousands of URLs or a migration has affected organic performance, tell me what is happening and I will help you work out where to start.
An ecommerce SEO consultant helps online stores improve organic visibility across product, category and other commercial pages. That can include site architecture, crawlability, indexation, product and category optimisation, faceted navigation, structured data, internal linking, site speed, migrations and ecommerce tracking.
Ecommerce websites introduce additional SEO challenges because products, categories, filters, variants and automatically generated URLs can quickly create thousands of pages. The work therefore needs to account for scale, duplication, crawl efficiency, product availability and how commercial pages are structured.
Yes. I can audit an ecommerce website across technical SEO, product and category pages, crawl and indexation, internal linking, structured data, site speed, faceted navigation and ecommerce tracking.
Yes. I can review category and collection pages for search intent, page targeting, content, internal linking, metadata, crawlability and how they fit into the wider store structure.
Yes. I can improve product page targeting, titles, descriptions, internal links, structured data and other elements that affect how individual products are understood and found in search.
Yes. Filters and faceted navigation can create large numbers of duplicate or low-value URLs. I can review which combinations should be crawlable or indexable and help define canonical, indexation and internal linking rules that suit the catalogue.
Yes. I can implement or review Product and related structured data, including information such as price, availability and other relevant product details where supported by the website.
The best approach depends on whether the product is temporarily unavailable, permanently discontinued or has a suitable replacement. I can help decide whether a page should remain live, be redirected, consolidated or removed without unnecessarily losing existing search value.
I work with ecommerce platforms including Shopify, Magento, WooCommerce and Squarespace, as well as other ecommerce systems where the underlying SEO and technical requirements can be accessed and improved.
Yes. I can help protect organic visibility when an ecommerce site changes platform, domain or URL structure, including redirects, category and product mapping, canonicals, indexation, structured data and tracking.
Yes. I can connect SEO reporting with ecommerce analytics so performance can be reviewed against transactions, revenue, landing pages, products and categories rather than relying only on rankings or traffic.
Yes. I can work alongside ecommerce managers, marketing teams, developers and agencies while taking responsibility for the SEO and measurement requirements around the store.
Yes. I can provide ongoing or ad-hoc support for technical changes, new products and categories, migrations, reporting, troubleshooting and other ecommerce SEO requirements.
The cost depends on the size and complexity of the catalogue, the platform involved and whether you need an audit, implementation, migration support or ongoing consultancy. I will review the requirements and agree the scope and cost before work begins.
eCommerce websites introduce additional complexity when it comes to SEO, analytics, product visibility, tracking, and platform configuration. From handling dynamic product data and URL parameters through to revenue tracking and technical optimisation, small implementation issues can have a significant impact on visibility and reporting accuracy.
The guides below cover practical ecommerce SEO and tracking topics across various platforms, with a focus on improving visibility, data quality, and technical implementation.
Reliable revenue and conversion tracking is critical for understanding ecommerce performance and making informed optimisation decisions. These guides focus on ecommerce tracking implementation and reporting accuracy.
How To Implement Revenue Tracking On Squarespace
A practical guide to implementing ecommerce revenue tracking on Squarespace, helping improve conversion visibility and analytics reporting.
Technical SEO issues on ecommerce sites often stem from dynamically generated content, product metadata, parameterised URLs, and platform limitations. These guides focus on improving crawlability, visibility, and product-level optimisation.
How To Do Dynamic Product Meta Data In Magento Using GTM
Learn how to dynamically generate product-level metadata in Magento using Google Tag Manager to improve ecommerce SEO and product page optimisation.
Solved: What Is The srsltid URL Parameter?
An overview of the srsltid URL parameter, what causes it to appear, and what ecommerce and SEO teams should know about its impact on URLs, tracking, and indexing.
If you need some eCommerce SEO assistance, want to find out more, or even just have a question, fill in the form below as I will always be happy to help
