eCommerce SEO built for category and product-page revenue.

eCommerce SEO has a structural problem most general SEO playbooks do not account for: catalogues with hundreds or thousands of near-identical product pages, faceted navigation that can generate millions of low-value URL combinations, and category pages that compete directly with marketplaces for the exact same high-commercial-intent keywords. Get the technical architecture wrong and you either waste crawl budget on duplicate filter URLs or cannibalise your own category pages against your product pages.

We treat the catalogue as a system to be engineered, not a list of pages to be individually optimised. That means fixing faceted-navigation indexation rules, building a category architecture around actual search demand (not just your internal product taxonomy), and layering in buying-guide and comparison content that captures the research-stage traffic a pure product page can never rank for on its own.

The single most expensive mistake in eCommerce SEO is letting faceted navigation (filters for size, colour, price range) generate an uncontrolled number of indexable URLs. A storefront with 500 real products can easily generate tens of thousands of filter-combination URLs, and if those are all crawlable and indexable, Google spends the majority of its crawl budget on near-duplicate filter pages instead of your actual product and category pages — meaning new products and updated listings take far longer to get crawled and ranked. We fix this early in every engagement because it silently caps growth even when every other part of the SEO programme is working. The second-biggest gap we see is category pages with almost no unique content, competing directly against marketplaces like Amazon and Flipkart for the same head terms with none of their domain authority — a fight that is close to unwinnable without differentiated, genuinely useful content (buying guides, comparison tables, size/fit guidance) that a marketplace listing page simply does not offer. Brands that invest in that content layer consistently outrank marketplace listings for the specific, higher-intent long-tail searches that actually convert, even without competing head-on for the broadest terms.

Catalogue size genuinely changes the engagement: a storefront with 50 SKUs needs a fundamentally different approach than one with 5,000, since the latter cannot rely on manual, page-by-page optimisation and needs the templated, programmatic systems built from day one. We scope every eCommerce SEO engagement around actual catalogue size and growth trajectory, because applying a small-catalogue playbook to a large one (or vice versa) wastes effort either through under-engineering at scale or over-engineering a catalogue too small to need it.