E-commerce SEO

Shopify, WooCommerce, Magento and custom stacks — the principles are the same; the implementation adapts.

Yes — crawl-budget control and templated optimization are exactly how we scale to thousands of SKUs.

The work is platform-agnostic in principle and very platform-specific in practice, because what you can control differs enormously. On the major hosted platforms the constraints are around URL structure, faceting and canonical control; on self-hosted and headless stacks you can do almost anything and the risk shifts to implementation quality. During the audit we establish what your platform actually permits and plan inside that, rather than recommending changes it cannot support and calling the shortfall your developers' problem.

With an explicit policy rather than platform defaults, because the defaults are usually wrong in both directions — indexing combinations nobody searches while blocking ones that have real demand. We identify which filter combinations have genuine search volume and commercial value, make those indexable with proper content, and block or canonicalise the rest. Then we verify it in crawl data, because faceting policies that exist only in documentation are extremely common.

It depends on whether the product is coming back and whether the page has value. Temporarily unavailable items keep their page with clear availability signalling; permanently discontinued items with inbound links or traffic get redirected to the closest equivalent or the parent category; items with neither can return a 410. What destroys authority is the default behaviour of many platforms — silently returning a 404 or, worse, redirecting everything to the homepage, which search engines treat as a soft 404 anyway.

Yes, and at that scale the work changes character: it becomes about templates, rules and crawl economics rather than individual pages. Nobody optimises forty thousand product pages by hand. The leverage is in category architecture, faceting policy, feed quality and template-level improvements that apply everywhere at once, plus manual work on the small set of pages carrying most of the revenue.

Possibly not as your main investment, and we would rather say that than build a programme around the wrong channel. If a marketplace owns the demand in your category, marketplace optimisation and feed quality matter more than your own site's rankings. Where owned-site SEO still earns its place is margin — direct sales avoid marketplace fees — and resilience, since depending on a single platform's algorithm is a real risk. We will give you the honest split rather than the one that produces a bigger retainer.

More than most retailers act on. Review content adds genuine unique text to pages that would otherwise duplicate the manufacturer's description, review markup affects how listings display, and review volume influences both conversion and how assistants describe your products. The practical work is making sure reviews are collected, rendered server-side so they are actually readable by crawlers, and marked up correctly — the third of which is wrong on a surprising share of the sites we audit.

They are starting to, for research and shortlisting rather than for the transaction itself. Buyers increasingly ask an assistant which product suits a need, and the answer is assembled from product data, reviews and comparison content — which means the same feed quality and category content work pays into both channels. We would not reorganise an e-commerce programme around it today, and we would not ignore it either; the work that serves it is mostly work you should be doing anyway.

With crawl and index data rather than with a content plan, because it tells you how much of the catalogue search engines have actually kept and where their attention is going. On most messy catalogues the first findings are the same: a large share of crawl budget spent on filter and sort URLs nobody searches, a meaningful chunk of products discovered but not indexed, and category pages with no content on them at all. Fixing faceting policy and writing the top twenty category pages usually produces more than any amount of product-page work, and costs considerably less.