Your best products are buried under thousands of filter URLs
Ecommerce SEO is the work of making a store's pages rank, which starts with making sure search engines reach the ones that matter. A store generating endless filter combinations spends its crawl budget on pages nobody searches for, while the products that sell go unvisited.
Request a quote- Faceted navigation and crawl control
- Shopify, WooCommerce and Magento
Four areas, worked in this order
The sequence matters. Fixing product descriptions on pages a crawler never reaches changes nothing, so the structural work comes before the writing every time.
Faceted navigation and crawl control
Filters, sorts and parameter combinations generate near-infinite URLs, and a crawler will work through them instead of your products. The fix is deciding which combinations deserve to exist, then making sure only those get crawled and indexed.
- Which filter combinations have real demand
- Parameter handling and canonical rules
- Crawl directives that stop the bleeding
- Pagination that search engines follow
Category pages that earn the ranking
Category pages carry most of a store's commercial search demand and usually contain nothing but a product grid. A grid gives a search engine no reason to prefer you over a competitor selling the same items.
- Category structure matched to how people search
- Copy that helps a buyer choose, not filler
- Internal linking between related categories
- Titles and headings that match real demand
Product schema and rich results
Price, availability, reviews and shipping shown directly in the result. It changes how many people click a listing that already ranks, which is usually cheaper than moving the ranking itself.
- Product markup with price and availability
- Review and rating markup where it is genuine
- Validation errors cleared in Search Console
- Markup that matches what the page shows
Product descriptions worth indexing
Manufacturer text appears on every store selling that item, which gives Google a reason to rank none of you. Descriptions written for your buyers are the only part of a product page you own outright.
- Written for your buyers, not copied from the supplier
- The questions people ask before buying, answered
- Specifications kept accurate and complete
- Prioritised by what actually sells
Why the order is not negotiable
Product descriptions are the most visible part of this list and the last thing we do. That is deliberate. A beautifully written product page on a URL a crawler never reaches is invisible, and a store with its crawl budget spent on filter pages has plenty of those.
Structure first, then the pages that carry demand, then the markup that improves the click, then the writing. Each stage makes the next one worth doing.
Questions about ecommerce SEO
The answers below are the ones we give on calls, so you know where you stand before speaking to anyone.
Which platforms do you work on?
Shopify, WooCommerce and Magento. Each creates its own problems: Shopify's URL structure and collection handling, WooCommerce's parameter behaviour, Magento's layered navigation.
Knowing where a platform generates its own difficulties is most of what makes this work fast rather than exploratory.
Our catalogue is huge. Is that a problem?
No, and it is usually the reason the work is worth doing. A large catalogue is where crawl budget actually bites, where filter combinations multiply fastest, and where nobody has the time to write descriptions for everything.
The approach changes rather than the service. On a large catalogue we prioritise by what sells and what has demand, and fix the structural problems that affect every product at once rather than page by page.
Do you edit our theme code?
It depends on the store and what you are comfortable with. Some changes are only possible in the theme, particularly schema and pagination handling. Others can be done through settings and apps.
Where you grant access, we make the changes and record them. Where you would rather your developer did, they receive the exact edits, written so they can apply them without interpreting anything.
Will blocking filter URLs lose us traffic?
Only if the wrong ones are blocked, which is why the first step is finding which filter combinations people actually search for. Some deserve to be indexed pages in their own right; most do not.
The ones with demand stay and get improved. The rest stop consuming crawl budget that belongs to your products.
Do you rewrite every product description?
Not usually, and not first. Descriptions are prioritised by what sells and what has search demand, because rewriting a thousand products that nobody looks for is expensive and changes nothing.
The structural work comes first for the same reason. Content writing covers description work at volume where a store needs it.
How is this different from your normal SEO service?
Stores break differently. The SEO service covers coverage, content and technical work for sites where pages are written one at a time.
An ecommerce site generates its own pages by the thousand, and the problems that follow — duplicate filters, thin categories, supplier text repeated across every competitor — do not exist on other sites. That is what this page is for.
Is there a minimum commitment?
No minimum term, and thirty days' notice either way. The work runs monthly because a store keeps changing: new products, new categories, seasonal ranges, each of which can reintroduce the problems the structural work solved.
Tell us what your store is doing now
Send the store URL, the platform and roughly how many products you carry. You get a written scope and a quote back, not a discovery call before anyone will tell you anything.
- Related:
- SEO service
- Technical SEO
- Content writing