SEO for online stores

We help shoppers discover the right categories and products in search. Catalogue structure, filters and product pages reflect your inventory, stock availability and the path to checkout.

Discuss the task See our work

Categories and facets

We review filters so useful selections can be indexed while empty combinations do not create duplicates. For every category, we match search demand against the assortment and available filters. A property combination does not become an independent search page when it contains no products or does not solve a distinct shopping task. This keeps the catalogue manageable and reduces duplication risk.

Product cards and availability

We connect attributes, variants, availability status, and alternatives to the product card. Card information must come from a clear source: the product system, an editorial process, or confirmed manager data. We also check that availability, price, delivery, and the variants shown to visitors on different screens do not contradict one another.

Basket journey

We check the route from search to catalogue, product, and checkout. After changes are published, we observe crawling of important sections, indexation status, and catalogue actions. When a page gains impressions but does not help a customer choose a product, we improve its structure and navigation instead of adding repeated copy.

What the work includes

The scope of online store SEO is defined after a catalogue audit, but the core directions repeat from project to project. The depth of each direction depends on the platform, catalogue size and how well product data is already structured.

Keyword research by category, brand and product type, taking seasonality and sales regions into account
Catalogue architecture: categories, subcategories, tag selections and indexing rules for filters
Templates for titles, descriptions and category copy that do not rely on manual duplication
Product card review: attributes, variants, availability, price, delivery and related products
Product feed and structured data work so product details match between the catalogue and search results
Technical audit: speed, pagination, canonical URLs, duplicates, crawl and indexing errors
Regional setup: cities, warehouses, delivery terms and availability across pickup points
Ongoing monitoring of crawling, indexing and shopper actions in the catalogue after every change

What we need from you

For the work to rest on real store data rather than assumptions, we ask for a few source materials. The more complete the product and stock data, the less time goes into clarifications and the more accurate the pages become.

Access to webmaster tools and web analytics, or permission to connect them to the store
A catalogue export or product feed with attributes, availability, prices and delivery regions
A developer contact or admin access so technical changes can be implemented
A list of priority categories, brands and regions that matter for the business this season
Your assortment update routine: how new products appear and what happens to discontinued ones

What you get

You get a structured catalogue where categories, filters and product cards answer real shopper queries and do not compete with each other. Technical briefs, copy and indexing rules are handed over in a clear form, and reports show crawl status, indexing and catalogue actions for the agreed sections. Every decision is documented so the store team can maintain the structure on its own after the assortment changes.

Documents and briefs for the team

Every structural change comes with an explanation of why it is needed and how to check its effect on the catalogue. Technical briefs include a priority, a description of the problem and a way to verify the fix, so the developer does not waste time on clarifications.

Catalogue reporting

The report follows the agreed categories and regions: crawling, indexing, impressions, clicks and shopper actions. Alongside the figures you get an explanation of what changed and which tasks are proposed next.

How the work is organised

Step 1
Catalogue audit: we study the structure, filters, product cards, feeds and the technical limits of the store platform; recording the current indexing state as a starting point.
Step 2
Keywords and structure: we collect queries by category and brand and match them against the assortment and stock; noting gaps where demand exists but no suitable category does.
Step 3
Technical brief: we describe facet indexing rules, page templates and fixes for the developer; each fix receives a priority and an acceptance criterion.
Step 4
Implementation and copy: we prepare category and product descriptions and verify changes on staging and production; copy is written from product data rather than a template.
Step 5
Monitoring: we track crawling, indexing and shopper actions and adjust priorities based on the data; the report shows changes for the agreed catalogue sections.

Work estimate

The cost of online store SEO depends on catalogue size, the number of categories and filters, platform condition and the number of sales regions. The scope is also shaped by the depth of technical fixes, the need for category copy and whether a product feed with attributes exists. We fix the scope after auditing the website, reviewing the materials and estimating the involvement of a developer and an editor.

Discuss the task

Frequently asked questions

How do we decide which facets to index?

First, match a filter combination with the assortment and independent demand. A page is suitable for indexation when it provides a populated result set and a clear choice; empty combinations and technical URLs stay outside the search journey.

What is checked on a product card?

We check consistency of the name, attributes, variants, availability, delivery, and related products across the card and catalogue. The source of every critical property must be clear to the editor so updates do not create contradictions.

How long does online store SEO take?

The timeline depends on catalogue size, platform condition and how quickly the developer implements changes. Technical errors and catalogue structure are fixed first, then categories and copy are expanded. The first changes in crawling and indexing appear after fixes go live, while demand for new pages builds gradually as search engines recrawl the catalogue. The plan is built so that the catalogue sections most visible to shoppers are put in order first.

How do you promote an online store in several regions?

We first establish what actually differs by region: warehouse stock, delivery times and cost, pickup points. When differences are real, we set up regional versions or subdomains with confirmed data and correct contacts. When the product and terms are identical everywhere, a single version with regional details on the product card and delivery page is enough. The regional structure is set up once and expanded as new warehouses or pickup points open.

What if the catalogue is small?

A small assortment does not prevent promotion, but it changes priorities. Instead of hundreds of facet pages, the focus moves to product card quality, complete attributes, selections built around shopper tasks and supporting content. Empty categories and filters without products are kept out of the index so search engines do not spend attention on weak pages. This approach often works better than trying to compete with large catalogues on every query at once.

Does the store need development work for SEO?

A developer is almost always involved: canonical URLs, filter indexing rules, meta-tag templates, pagination and structured data. We prepare a prioritised technical brief and explain why each change is needed. The amount of work is discussed with the platform’s capabilities and the store’s redesign or replatforming plans in mind. If the engine cannot support a critical rule, we say so plainly and suggest a workaround.