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Ecommerce SEO

Ecommerce SEO Consultant for Category and Product Growth

In ecommerce, category pages win the high-volume, high-intent searches and product pages win the specific ones. I build the architecture that lets both rank: categories mapped to real demand, filters that do not flood the index, and product pages with the detail shoppers and search engines need.

Request a free store auditRead the OXO case study
  • Shopify, WooCommerce and custom stores
  • W11Stop: 9K to 85K monthly clicks
  • B2B and B2C catalogues
Ecommerce site architecture from homepage to categories, subcategories and products
Live client results 1/5
W
W11StopEcommerce: IT hardware
+844%
Before9,000 clicks/mo
After85,000 clicks/mo
O
OXO PackagingB2B custom packaging
+50%
Before30,000 clicks/mo
After45,000 clicks/mo
P
PJBoldEcommerce: silicone molds
+789%
Before1,800 clicks/mo
After16,000 clicks/mo
G
Golf Shaft WarehouseEcommerce: golf equipment
Strong growth
BeforeLow / stagnant
After12,800 clicks/mo
W
WeBuyBackElectronicsElectronics buyback
+29%
Before7.83K clicks (prev. 6 months)
After10.1K clicks (last 6 months)
Top Rated PlusUpwork's highest freelancer tier
Search Console verifiedResults shown from Google data
7+ yearsSEO and web development
160+ websitesUK, US, AU, CA and UAE clients
White-hat onlyFollows Google Search Essentials
NDA on requestYour data stays confidential
Category architecture

Categories built around how people search

Your category tree is usually designed around how you buy stock. Searchers think in product type, use, material, size and price. I compare your categories with keyword demand and competitor structures, then recommend which categories to create, merge or retire, and how they should link to each other.

  • One category per distinct search intent, so pages stop competing
  • Subcategories created only where demand justifies them
  • Breadcrumbs and internal links reflecting the hierarchy
Faceted navigation filters for size, colour and price on an ecommerce category page
What I work on

Ecommerce SEO, layer by layer

Faceted navigation control

Deciding which filter combinations deserve indexable landing pages and which should be canonicalised or blocked, so crawl attention goes to pages that can rank.

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Category page content

Short, useful copy above and below the product grid: buying considerations, comparisons and FAQs that answer what shoppers ask.

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Product page optimisation

Titles, descriptions, specifications, images and reviews structured so each product can rank for its own specific searches.

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Out-of-stock and discontinued products

Rules for keeping, redirecting or retiring product URLs without losing the links and rankings they have earned.

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Product structured data

Accurate Product, Offer and Breadcrumb schema to support rich results and Merchant Center listings.

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Buying-guide content

Articles that answer comparison and “best for” questions and pass relevance to the right categories.

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Case in point

Breaking a traffic plateau on a large B2B store

OXO Packaging was stuck at around 30,000 monthly clicks despite earlier SEO investment. Hundreds of category and product pages lacked clear keyword targeting, crawl attention was wasted on low-value URLs and internal links spread authority thinly.

After a technical clean-up, a keyword gap analysis, category and product re-optimisation and an internal linking rebuild, the store reached about 45,000 monthly clicks and 1.32 million monthly impressions, with average position improving from around 25 to 18.9.

Read the full OXO Packaging case study
Google Search Console 28-day performance for OXO Packaging showing 45K clicks and 1.32M impressions
Results

Ecommerce SEO results

Organic clicks before and after, from Google Search Console
WebsiteNicheBeforeAfterChange
W11StopOver 13 months; 2.47M monthly impressions (Search Console, May 2025)Ecommerce: IT hardware9,000 clicks/mo85,000 clicks/mo+844%
OXO Packaging540K yearly organic clicks; average position ~25 to 18.9B2B custom packaging30,000 clicks/mo45,000 clicks/mo+50%
PJBold764 pages cited in AI answers (Semrush)Ecommerce: silicone molds1,800 clicks/mo16,000 clicks/mo+789%
Golf Shaft WarehouseCategory and product page programmeEcommerce: golf equipmentLow / stagnant12,800 clicks/moStrong growth
WeBuyBackElectronicsOngoing programme; Search Console comparison, Nov 2026Electronics buyback7.83K clicks (prev. 6 months)10.1K clicks (last 6 months)+29%
Process

How an ecommerce SEO engagement runs

  1. 01

    Catalogue and crawl audit

    How many URLs exist, how many are indexed and which templates generate the waste.

  2. 02

    Demand mapping

    Category and product keywords mapped to existing pages, gaps and overlaps.

  3. 03

    Architecture and templates

    Category structure, filters, schema and internal links fixed at template level.

  4. 04

    Content and scaling

    Category copy, product improvements and buying guides rolled out by priority.

Client feedback

What ecommerce clients say

Every review below is quoted word for word and links to where the client wrote it.

Read client feedback where it was written

I don't paste anonymous testimonials on this site. Client reviews live on the platforms where they were left, so you can check who wrote them.

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FAQs

Ecommerce SEO FAQs

Google AI Overview answering a shopping question with cited ecommerce sources
How is ecommerce SEO different from SEO for a service business?

The scale and structure are different. A store may have thousands of product and filter URLs, so crawl control, duplicate content and template-level optimisation matter far more. Category pages also have to balance SEO content with getting products in front of shoppers quickly.

Should I write unique descriptions for every product?

Prioritise. Unique, detailed descriptions matter most for your best-selling and highest-margin products and for items where manufacturer copy is used by every competitor. For long-tail products, structured specifications and good titles often do more than long prose.

Do category pages need text content?

Usually yes, but not a wall of keyword copy. A short introduction that helps shoppers choose, plus FAQs or buying guidance below the products, gives search engines context without pushing products down the page.

Which ecommerce platforms do you work with?

Mainly Shopify and WooCommerce, plus custom PHP stores and other platforms where I can access templates. The principles are the same; the implementation differs by platform.

Can ecommerce SEO help with Google Shopping and AI shopping results?

Clean product data, accurate schema and strong category content support free product listings and help AI search features understand your range. Paid Shopping campaigns are managed separately.

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Portfolio

Client websites I have worked on: 98 and counting

A selection of the 160+ websites from my SEO and development work. Traffic and keyword counts are third-party tool estimates; open "View stats" to see each screenshot.

See keyword rankings by country

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