Ecommerce SEO
for catalogues
nobody can
hand-write
A store with twelve thousand products has a different problem from a site with twelve pages. The technical problem and the content problem are the same problem, and it has to be solved once, in the template, for every product at the same time.
* Category and facet architecture, product content at scale, feeds, and migrations that keep their rankings.
Where the traffic actually goes
What an ecommerce SEO agency should actually do
Most ecommerce SEO advice is written for sites that could be rewritten by hand in an afternoon. Yours cannot. On a real catalogue almost everything that matters happens in a template that renders ten thousand times, or in a feed that arrives from a supplier in whatever shape they felt like sending.
So the work divides cleanly. Categories are where the money is: they match how people search, they can be written properly, and there are few enough of them to treat individually. Products are a systems problem: the copy, the structured data and the internal linking have to be generated consistently and verified, not written one page at a time.
Between the two sits the part that quietly decides everything — which of the millions of filter combinations a crawler is allowed to spend its time on. Get that wrong and the pages you care about are visited once a quarter.
This is a focused version of our SEO and GEO services, for stores. If the storefront itself needs building or replatforming, that is website and online store development, and the two are usually done together.
Two halves of the same work
01
Categories: written, not generated
The pages that match how people search and where the commercial intent sits. Few enough to research individually and get right.
02
Products: generated, then verified
Copy, structured data and internal links produced consistently across the whole catalogue, checked against the manufacturer rather than invented.
What we cover
What
we cover
Search specialists and developers in the same team, which on a store is the difference between a report about faceted navigation and a fix to it.
Related: SEO and GEO services · Website and online store development
Category and facet architecture
Which category pages should exist, which filter combinations deserve to be indexed, and which should be closed off before they eat the crawl budget. Then the internal linking that makes the surviving pages reachable in two clicks instead of nine.
Product pages at catalogue scale
Titles, descriptions, benefits, directions and warnings across thousands of products, to one house style, verified against the manufacturer's own information. Plus the Product, Offer and Review structured data that lets a listing show price and availability.
Technical SEO for large stores
Crawl budget, pagination, canonicals, JavaScript rendering, duplicate and near-duplicate variants, out-of-stock and discontinued product handling, and Core Web Vitals on templates that carry images, reviews and a basket.
Replatforming and migrations
The redirect map, the URL design, the parity checks and the post-launch monitoring that decide whether a replatform keeps its rankings or spends a year recovering them. We would rather be in the room before the URLs are chosen.
Regulated and health-adjacent catalogues
Sectors where the claims you may make are limited by law and the content still has to rank. We work to the same standard as your compliance team: accurate, sourced, and traceable back to the manufacturer or the guidance rather than to an opinion.
Feeds, taxonomy and clean product data
Mapping products onto one taxonomy, extracting attributes from supplier feeds, spotting duplicates and normalising names, brands and URL slugs. It is unglamorous, and it decides whether search, filters and shopping feeds behave.
Stores
we have
worked on
Large UK catalogues, mostly in categories where what you are allowed to say is limited. We do not name clients on this page, but we will talk you through any of it on a call.
Why it matters
On a store, an audit that ends at a spreadsheet is half a job. Our developers make the template and redirect changes themselves.
Catalogues in the thousands, described consistently
A supplement catalogue where every product needs a brand, a clean URL, a meta title and description, benefits, directions and warnings — consistent across the range and verifiable against the manufacturer. We built the pipeline that drafts it from the brand's own sources and hands it to a person to approve, rather than asking a copywriter for ten thousand descriptions.
A regulated category where the copy is the risk
A store in a category with strict rules about health claims and advertising. Guidance content that answers the question customers actually arrive with — which strength, which size, what to switch to — written inside the limits, then linked into the categories and products that answer it.
Supplier feeds landing on one taxonomy
A B2B platform taking product data from many suppliers in many shapes, and having to put it all on one taxonomy before anyone could search or filter it. Attribute extraction, deduplication and slug normalisation, run as a pipeline rather than a clean-up project.
Storefronts built to be found, not retrofitted
Because we build stores as well as optimise them, the URL design, the template structure and the structured data are decided while the build is happening. Retrofitting those onto a live catalogue is the expensive version of the same work.
Four ways this
is usually bought
We do not publish a price grid, because a 900-product store and a 90,000-product store are not the same job at a different tier. These are the shapes the work takes, and we will tell you which one your store needs — including when it is the cheapest one.
01
Audit and plan, fixed price
What is holding the catalogue back, in priority order, with the reasoning. Yours to act on, with us or without us.
02
A project against that plan
The priorities carried out to an agreed scope — usually architecture, templates and the product content pipeline.
03
Ongoing, monthly
Once the backlog is real work rather than a list: content, technical fixes, monitoring and reporting against your measures.
04
Migration cover
A replatform or redesign, with the URL design, redirect map and post-launch monitoring handled before anything ships.
Clear
answers
What store owners ask before any of this starts — including the one we cannot promise.
It depends on the size of the catalogue and the state of the site, so we scope it rather than quote a package blind. The usual shapes are a fixed-price audit and plan, a project to carry out the priorities it found, or a monthly retainer once the backlog is real work rather than a list. We tell you which one we think fits, including when the answer is the smallest of the three.
Technical fixes on a large catalogue can move impressions within weeks, because you are removing something that was stopping pages being seen at all. Content and authority take longer — three to six months is honest for a competitive category, and longer on a young domain with few links. We report on leading measures in the meantime rather than asking you to wait in the dark.
All of them, and the platform matters less than it sounds. What matters is whether we can change templates, URLs, internal linking and structured data. On a hosted platform we work within what it allows; on a custom stack our own developers make the changes rather than filing a ticket for someone else.
No, and be wary of anyone who does. Search engines decide what they show. We commit to deliverables, to the priorities we agreed, and to reporting against the measures you chose — not to a position we do not control.
Next step
Send us the store,
not a brief
Give us the URL and roughly how many products are behind it. We will come back with what is holding it back, what we would do first, and whether it is worth doing — before anyone talks about a retainer.