Catalogue and category architecture
Collection and category pages built around how people search to buy, structured so a large catalogue stays organised and crawlable.
Ecommerce SEO
Ecommerce SEO for a store that stays findable as the catalogue changes.
Ecommerce SEO is the architecture, category and product work, and technical discipline behind an online store that has to keep ranking while stock, prices and products change under it constantly.
Proof this works
Relevant client resultKim Penner went from no online store to 5+ high-value sales a month and 291 Google clicks in three months.
From a combined website-and-SEO program. Shown as relevant proof of the approach, not isolated attribution to this one discipline.
Read the Kim Penner case studyWhy stores leak organic revenue
Ecommerce sites fail at SEO in predictable ways: thousands of near-duplicate product pages, faceted navigation spawning infinite crawlable URLs, category pages with no content, out-of-stock products returning errors, and a platform that fights every technical fix. The result is a store where most of the catalogue is invisible to search.
The money in ecommerce SEO is rarely in the product pages: it's in the category and collection pages that match how people actually shop, and in the technical structure that keeps a large, changing catalogue crawlable and non-duplicative.
Scope
What ecommerce SEO covers.
Architecture and technical discipline first, because scale magnifies every mistake.
Product page optimisation
Unique, useful product content at scale, and a pattern that survives items selling out without leaving dead pages behind.
Faceted navigation and crawl control
Taming filters and parameters so Google crawls what matters and ignores the infinite combinations that waste crawl budget and create duplication.
Technical health at scale
Speed, indexation, canonicals and structured data, where a single template mistake is multiplied across thousands of pages.
Handling change
Out-of-stock, discontinued and seasonal products handled so they don't bleed errors or lost equity.
Is this the right service?
It fits any business selling online where people search for the products or categories you carry. The larger and more dynamic the catalogue, the more the technical architecture matters and the bigger the opportunity.
It's the wrong emphasis if you sell a handful of products to a niche that doesn't search, or if your growth is genuinely all paid and social. Then a focused site plus ads may serve you better, and we'll say so.
Questions
Before you commit.
I'm on Shopify or WooCommerce. Can you work with it?
Yes. Each platform has its own quirks and limits, and part of the job is knowing them. Shopify's URL structure and indexing behaviour, WooCommerce's performance ceiling. We work within the platform and flag when it's genuinely the constraint.
Should I optimise products or categories first?
Usually categories. They match higher-intent 'buy a type of thing' searches and don't disappear when a product sells out. Product-level work follows, at the scale the catalogue justifies.
How do I handle discontinued products for SEO?
It depends on whether the page has value or links: options range from redirecting to a category, keeping it live with alternatives, or letting it 404 cleanly. There's a right answer per case, and doing it wrong at scale is a common leak.
See also
Related across the site.
Start here
Most of your catalogue may be invisible. Let's check.
Send the store and the platform it's on. You'll get an honest read on what search can and can't currently see, and where the organic revenue is leaking out.