SEO & Organic Growth
E-commerce SEO
We organize your category, filter, and product pages around real search demand, so crawling shifts toward pages you can sell from and the right page has a better chance of showing up.
The problem
Your categories sit behind the marketplaces while thousands of filter URLs soak up crawl activity.
On a typical store, filter combinations grow the URL count far faster than the catalog does. Stack color, size, brand, and price and the numbers get close to infinite. Very few of those URLs match anything people search for.
The next mistake is pouring effort into product pages. Many commercial searches are category searches: someone typing “men's running shoes” hasn't picked a product yet, and Google tends to answer with listing pages.
You may recognize this
- Parameter URLs show up in Search Console more often than categories.
- Pages get deleted at stockout, taking links and rankings with them.
- Merchant Center price and availability don't match the page.
How we work
Facet demand matrix
For each combination, we check search demand, inventory depth, and whether Google shows listing pages. Filters with demand get clean, indexable URLs. The rest stay out of the crawl through robots.txt, and empty combinations return a 404.
Category template
The product grid stays up top, supported by a short buying guide, subcategories, and breadcrumbs. Pagination uses crawlable links with a self-referencing canonical on each page.
Product lifecycle rules
A temporary stockout keeps the page live at 200 with availability updated in the Offer markup. A discontinued product redirects to a true replacement, or returns a 404 or 410.
Product data and feeds
We implement merchant listing markup with Product and Offer, define shipping and return policies at the Organization level, and keep Merchant Center feeds consistent with the page.
What we deliver
- Facet indexation matrix (open, block, merge)
- Variant and canonical rules
- Stockout and discontinuation rule table
- Product structured data spec
How we measure
- Non-brand organic revenue by category, the clearest view of SEO's contribution to sales.
- Googlebot requests to parameter URLs, which show whether crawling is moving to pages that matter.
- Disapproved items in Merchant Center, which track data quality and free listing eligibility.
Pruning filters at a home textiles store
Illustrative scenario: an independent home textiles store generates a new URL for every color and size filter. Analysis finds only a few combinations, such as “queen cotton duvet cover,” carry real demand. Those become category pages with guidance, and the rest leave the crawl.
Common questions
Should every filter be indexable?
No. Open only the combinations with their own search demand, enough products to list, and a matching results page in Google. Other filters can serve shoppers without search engines seeing them.
Should we delete out-of-stock product pages?
Not if the item is coming back. Update availability and link to alternatives. For permanent removals, redirect to a true replacement or return a 404 or 410. Bulk homepage redirects can count as soft 404s.
How can a smaller store compete with marketplaces?
Head-to-head on broad terms is hard. Your odds improve in narrow categories you know deeply, in guides built on real product knowledge, and in content drawn from customer questions.
Before we work together, let's think together.
Requests are answered by the founder.