Build categories around how people shop
Category pages often answer a broader shopping need than a single product. We review the category hierarchy, navigation and copy so buyers can understand the range without reading a wall of text.
Filters can help customers while creating large numbers of near-identical URLs. Decide which filtered combinations have a useful search purpose and how the remaining combinations should be crawled and indexed.
Give each product a useful buying page
Clear specifications, sizes, compatibility, images and delivery information help people judge whether a product meets their needs. Supplier text alone may leave important questions unanswered.
Structured data should reflect the real product and its current price and availability. Search appearance depends on eligibility and Google's systems; adding markup is not a promise of enhanced results.
- Product titles and variant relationships
- Useful category descriptions and buying guidance
- Out-of-stock and discontinued-product handling
- Navigation, breadcrumbs and related products
- Accurate product and merchant information
Measure the journey through to a purchase
Traffic is only one part of the result. We look at category and product discovery alongside add-to-cart, checkout and purchase data where tracking is available. This helps distinguish a search problem from a delivery, pricing or checkout problem.
Prioritise improvements using both demand and commercial value. A useful category with stock and a clear margin may deserve attention before a popular product that cannot be supplied reliably.
Common questions
Can SEO help a new online store?
It can establish the right technical and content foundations, but a new store also needs trust, a clear offer and time to earn visibility. Paid campaigns may complement organic search.
Should every filter be indexed?
No. Indexing should be deliberate. A filter page needs distinct demand, stable inventory and enough value to justify its own search result.