Ecommerce SEO
Every product page earning its own traffic.
Product pages, category pages, faceted navigation, canonical handling, structured data, out-of-stock logic, pagination, international targeting — the specialist work that separates a Shopify site getting organic traffic from one relying only on Meta ads.
Shopify · WooCommerce · Magento
Product schema baked in
yourshop.ie/products/merino-runner
Indexable
Brand · Trailkit
Merino Runner Sock — Dublin Edition
4.6 · 218 reviews
€24.00€32.00
In stock — ships today
6 schema types detectedRich-result eligible ✓
Product
Offer/Price
Availability
AggregateRating
Brand
ImageObject
What it looks like in Google
Same product. Two results. One gets the click.
Rich results triple the real estate on the page, show stars before the user clicks, and pull through price and availability. Structured data earns them.
Without structured data
yourshop.ie
Merino Runner Sock — Dublin Edition
yourshop.ie › products › merino-runner
Premium merino wool running socks designed for Dublin weather. Available in five sizes with free Irish shipping...
With product schema
yourshop.ie
Merino Runner Sock — Dublin Edition
yourshop.ie › products › merino-runner
4.6 (218)
· €24.00· In stockPremium merino wool running socks designed for Dublin weather. Available in five sizes with free Irish shipping...
✓ Free shipping✓ 30-day returns✓ Ships from Dublin
Typical CTR lift from rich results: 20–40% for the same rank position
The faceted navigation problem
Filter URLs can create 50,000 junk pages overnight. We stop that happening.
Every filter combination (size + colour + brand + price) generates a URL. Without rules, Google finds all of them — indexes thin, near-duplicate pages, spreads authority thin, and drags the whole catalog down.
URL combinations
/shoes
/shoes?size=10
/shoes?size=10&brand=nike
/shoes?size=10&brand=nike&color=red
/shoes?size=10&brand=nike&color=black
/shoes?size=10&brand=nike&color=red&price=50-100&material=leather
... 49,994 more combinations
Our faceted nav rulebook
Index single-filter URLs
Brand, category, product type — these are real search intents ("nike shoes", "running shoes") and get canonical + indexable treatment.
Noindex multi-filter combinations
Two+ filters combined rarely have search volume worth ranking for. Noindex, follow — kept crawlable but not in the index.
Canonicalise variant parameters
Colour, sort, pagination beyond page 2 canonical back to the base category. Stops duplicate content dilution.
robots.txt block session params
Session IDs, tracking params, cart tokens never need crawling. Blocked at robots level.
Handle out-of-stock properly
Don't 404 products with inbound authority. Keep indexable, mark availability as OutOfStock, schedule restock or redirect.
What makes a great ecommerce page
Category pages and product pages are different animals.
The hub
Category pages
Descriptive intro copy (200+ words) above the product grid
Clear H1 matching the category term people search for
Breadcrumb nav with proper structured markup
Internal links to subcategories and related hubs
Canonical URL (no sort/filter params)
FAQ section addressing category-level queries
The spoke
Product pages
Unique product description (no manufacturer boilerplate)
Product + Offer + AggregateRating schema
User reviews with Review schema
Images with descriptive alt text and ImageObject schema
Cross-sells and "frequently bought with" contextual links
Q&A section, sizing, care — all schema-marked up
The gotchas we handle
Ecommerce SEO has a bunch of weird edge cases.
Out-of-stock products
Keep ranking URLs alive, show expected restock, redirect if permanent — don't just 404 a page with 50 backlinks.
Discontinued SKUs
301 to nearest equivalent product or parent category. Update internal links, remove from sitemap.
Variant products
One canonical URL per parent product, variant switcher in UI. Don't index /product?color=red and /product?color=blue separately.
Seasonal categories
Don't noindex your Christmas page in February. Keep live year-round, adjust intro copy and featured products seasonally.
International / multi-currency
hreflang for country variants, currency as UI-only state not URL. Prevents Ireland and UK versions competing.
Thin content on many SKUs
Product pages with 50-word descriptions won't rank. We bulk-generate meaningful content (AI drafts + human edits) where catalogues are huge.
Frequently asked
Ecommerce SEO questions.
Less than you think. Shopify gives us enough access for 90% of SEO work — meta, structured data via apps or liquid edits, canonicals, redirects, robots.txt on paid tiers. The remaining 10% (server headers, edge rules, some URL patterns) require either a Plus upgrade or a workaround.
Related services
Often paired with ecommerce SEO
Stop leaving organic traffic on the table.
Send your store URL and we'll audit your top 20 product pages and top 5 categories. You'll get a 15-minute video walkthrough of the specific issues and what lift looks realistic.