Specialized service
E-commerce SEO for categories, products and faceted navigation
You receive
- Faceted navigation specification
- Category and product template recommendations
- Structured data review
- Inventory and redirect rules
Scope, timeline and price confirmed in writing before work starts.
The service
Where e-commerce SEO problems come from
Most e-commerce organic traffic lands on category and product pages, and most e-commerce SEO problems come from templates. Fixing one category template, filter rule or product schema implementation can affect thousands of URLs at once.
We work at the template and rule level first, then on individual high-value categories. Recommendations account for your platform, such as Shopify, BigCommerce, WooCommerce, Adobe Commerce or a custom build, and what it allows you to change.
Business problems
Problems this service addresses
Filters creating near-infinite URLs
Facet and sort combinations generate huge numbers of crawlable, near-duplicate pages.
Category pages that don't rank
Category pages have little content, weak internal links or titles that don't match how shoppers search.
Variant and duplicate product URLs
Colors, sizes and multiple category paths create several URLs for the same product.
Out-of-stock and discontinued products
Products disappear without a plan, leaving 404s, lost links and frustrated visitors.
What we do
The work involved
- 01
Category architecture
Category and subcategory structure aligned with how shoppers search and browse, with clear parent-child relationships.
- 02
Faceted navigation rules
Which filter combinations get indexable, linked URLs and how the rest are controlled through canonicals, parameters or crawl rules.
- 03
Product page templates
Titles, descriptions, specifications, reviews placement and internal links that make product pages complete and distinct.
- 04
Product structured data
Product and Offer markup that follows Google's merchant listing documentation, which says “Only pages where a shopper can purchase a product are eligible for merchant listing experiences,” and its general rule: “Don't mark up content that is not visible to readers of the page.”
Sources: Google Search Central: Merchant listing structured data; Google Search Central: General structured data guidelines
- 05
Variants and duplicates
Canonical strategy for variants, multi-category products and tracking parameters.
- 06
Inventory lifecycle
Rules for temporarily out-of-stock, permanently discontinued and replaced products.
- 07
Template performance
Core Web Vitals for category and product templates, including image delivery and third-party scripts.
Faceted navigation
Deciding which filtered URLs deserve to be indexed
| URL type | Example | Decision | Handling |
|---|---|---|---|
| Category | /shoes/running/ | Index | Unique copy, linked in navigation |
| Category + brand | /shoes/running/brand-x/ | Index if demand exists | Static, crawlable link from the category |
| Single attribute | ?color=blue | Case by case | Index only where shoppers search for it |
| Sort order | ?sort=price-asc | Don't index | Canonical to the unsorted page |
| Multiple filters | ?color=blue&size=10&width=wide | Don't crawl | Not linked as crawlable URLs |
Illustrative example · actual rules depend on your catalog and search demand
Deliverables
What you receive
Faceted navigation specification
An indexation matrix for filters and sort options, ready for developers.
Category and product template recommendations
Annotated templates with required elements and content guidance.
Structured data review
Validation results and corrected markup examples.
Inventory and redirect rules
Decision rules for out-of-stock, discontinued and replaced products.
Measurement
How success is measured
- Indexed category and product pages
- Indexing status of priority templates in Search Console.
- Organic revenue by template
- E-commerce conversions and revenue from organic landing pages, grouped by page type in GA4.
- Crawl efficiency
- Share of crawled URLs that are canonical and indexable, from crawls or server logs.
- Rich result eligibility
- Valid product markup reported in Search Console enhancement reports.
Who it's for
Who benefits most
- Stores with large catalogs or extensive filtering
- Retailers planning a platform migration
- Brands with strong products but weak category visibility
Questions
E-commerce SEO FAQ
Do you work with Shopify?
Yes, along with other common platforms and custom builds. Recommendations account for what each platform lets you control, such as URL structure, canonicals and robots rules.
Should out-of-stock product pages be removed?
Usually not if the product is coming back. Discontinued products are handled case by case: redirecting to a close replacement, keeping the page with alternatives, or returning a 404 or 410 when nothing relevant exists.
Get started with E-commerce SEO
Tell us about your website and what you need from E-commerce SEO. We'll review it and reply with an honest view of the opportunity and a proposed next step.
What happens next
We review your site and request
A person on our team looks at your website and the problem you described. You won't receive an automated report.
We reply within two business days
By email, with initial observations, any questions we have, and whether we think we're a good fit.
Scoping call and written proposal
If it makes sense to continue, we schedule a call and send a written scope, timeline and price. Nothing is billed before you approve it.