Ecommerce SEO
for catalogues
nobody can
hand-write
A UK 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 ecommerce SEO services should actually include
Most ecommerce SEO services are sold on advice 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.
For a UK store there is a fourth piece. The pages have to speak the way UK shoppers search, and the data behind them has to be right: prices in pounds, honest stock and delivery information, and structured data that matches what the page actually shows. Search engines compare the two, and a mismatch costs you the rich listing.
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.
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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.
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 we
usually work together
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.
Ecommerce SEO questions
What store owners ask before any of this starts — including the one we cannot promise.
Ecommerce SEO is search engine optimisation for online stores: making category pages, product pages and the technical layer under them easy for search engines to crawl, understand and rank, so the right shoppers find the store. It differs from general SEO because a store has many near-identical pages, filters that create duplicate URLs and stock that changes, and those need handling at scale. Our ecommerce SEO checklist covers the basics.
Four things, in this order: the category and filter structure, the product page template and its content, the technical layer under both (crawling, canonicals, structured data, speed), and migrations when a store changes platform or URLs. We start with an audit that ranks what is holding the store back, then carry out the priorities with you or hand them over.
The method is the same, but the details are not. UK search terms and spelling, prices in pounds, delivery and returns information that matches UK expectations, and structured data that agrees with what the page shows all affect how a store appears. We check those as part of the audit rather than treating them as an afterthought.
Mostly by catalogue size and platform. A store with a few hundred products and clean URLs needs a different amount of work from one with 200,000 SKUs, filters that generate millions of URLs and a migration on the way. We scope it after looking at the store, and usually start with a fixed-price audit that names the category, product-page and crawl problems worth fixing first. What follows is a project to fix them or a monthly arrangement for ongoing catalogue work, and we tell you which one we think fits.
Revenue lags rankings, and in a store the lag depends on the calendar. Fixes to crawling, indexing and filtered URLs can move impressions within weeks. Category and product-page improvements earn clicks over the following months, and sales follow once those pages hold their positions, so a store heading into its peak season should start well ahead of it. Until revenue moves we report on indexed products, category visibility and clicks, so you can see the work taking hold.
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.