E-commerce SEO
Large catalogues create search problems by their nature
Thousands of products generate thousands of near-identical pages, filter combinations multiply URLs endlessly, and manufacturer descriptions appear verbatim on every competitor site. Crawl budget goes on filter permutations while the category pages that would earn revenue stay unranked.
- Product pages not indexed at all
- Manufacturer copy duplicated across the web
- Filter URLs consuming crawl budget
- Category pages ranking below individual products
- Out-of-stock pages bleeding accumulated authority
What the work covers
Category page optimisation
Category pages built to rank for the high-volume commercial terms, which is usually where the addressable traffic actually sits.
Product page optimisation
Unique descriptions, structured data, image optimisation and review markup at catalogue scale rather than page by page.
Duplicate content control
Canonicalisation and content strategy for variants and near-identical products, so they stop competing with each other.
Faceted navigation handling
Filter and sort URLs controlled so crawl budget goes to pages that can rank rather than to permutations.
Buying-intent keywords
Targeting the terms people use when ready to purchase rather than the high-volume terms they use when researching.
Out-of-stock and discontinued handling
A policy for retired products that preserves accumulated authority instead of returning 404s.
Site speed at catalogue scale
Performance work specific to image-heavy, deeply paginated commerce sites.
Seasonal planning
Content and optimisation timed ahead of your trading peaks, since ranking gains lag the work by months.
What changes
30-50%
More organic traffic in 6 months20-40%
Better conversion10-25%
Lower bounce rate6 mo
To measurable resultsBuilt for
- Retailers with large or fast-changing catalogues
- Multi-vendor marketplaces
- Brands selling direct alongside retail partners
- B2B distributors with technical catalogues
- Stores competing against marketplace listings
Works with
- Shopify, Magento and WooCommerce
- Custom commerce platforms
- Product information management systems
- Google Merchant Center
- Analytics and A/B testing platforms
How the work runs
Six months to read results properly, with technical gains landing sooner.
Book a CallBook a Call- Weeks 1-3
Catalogue and technical audit
Indexing coverage, duplication, crawl waste and where revenue-relevant search demand actually sits.
- Weeks 4-8
Fix the structural problems
Canonicalisation, faceted navigation and crawl control — the work that makes everything afterwards effective.
- Months 2-4
Optimise at scale
Category and product optimisation applied systematically rather than page by page, with templates and automation where the catalogue is large.
- Months 4-6
Content and authority
Supporting content, internal linking and link acquisition for the categories with the most to gain.
Frequently asked
Not manually, and it is rarely necessary. Most gains come from template-level changes applied across the catalogue, plus individual attention to the top revenue pages. We combine both rather than pretending either alone is enough.
They appear identically on every competitor site, so they rank for nobody. We prioritise unique content for the products that justify the effort and use structured differentiation for the long tail.
Not with a 404. Depending on the case: redirect to the successor product, keep the page live with alternatives shown, or redirect to the category. Each preserves authority the 404 would discard.
Four to six months ahead. Ranking gains take that long to establish, so work started in the run-up to a peak generally arrives for the following one.
Search intelligence
ClickBricks Navigator
Every market, every engine, one briefing each Monday.
Website SEO
Fix the technical reasons you are not ranking.
Local & International SEO
Be found in the places you actually trade.
Email & SMS Marketing
Own the channel instead of renting attention.
Tell us what you are trying to fix
A short call is usually enough to establish whether this is the right answer for your operation, and what it would take. No obligation and no pitch deck.
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