SEO for ecommerce stores
Online shops win search traffic through well-structured categories, genuinely useful product pages and a technical setup that doesn't drown Google in duplicate URLs.
How shoppers search
Ecommerce searches range from broad category terms ("women's walking boots") to very specific product searches (a brand, model and size), and from research questions ("best boots for wide feet") to price comparisons. Category pages usually capture the broader commercial searches, product pages capture the specific ones, and guides capture research that comes before buying.
Many shoppers also meet products through Google Shopping and the free listings available through Google Merchant Center, so the data in your product feed matters as much as your on-page copy.
The technical traps
Ecommerce sites have more technical SEO risk than almost any other type of site:
- Faceted navigation. Filters for size, colour, price and brand can generate a huge number of URL combinations. Google's guidance on managing faceted navigation explains how to keep crawlers focused on useful pages.
- Duplicate products. The same product reachable through several category paths, or variants on separate URLs, needs consistent canonical tags.
- Out-of-stock and discontinued products. Decide whether to keep, redirect or retire each page, based on whether it will return and whether the page has links and search demand.
- Thin manufacturer descriptions. Copying supplier text means hundreds of sites share the same words. Add your own detail, such as sizing advice, photos and use cases.
Keyword themes
- Category: product type plus attributes such as material, size, use or audience.
- Product: brand plus model, plus specifics like size, colour or compatibility.
- Research: buying guides, comparisons, how to choose, sizing guides.
- Service: delivery options, returns, gift wrapping, click and collect.
- Problem-led: what solves a specific need, linked to the right category.
Structured data and product information
Product structured data helps Google understand price, availability and reviews, and can make products eligible for richer results. It must match what is visible on the page. Shipping and returns information can also be provided to Google, and accurate data helps shoppers decide.
Consumer law and reviews
UK shoppers generally have a 14-day right to cancel most online purchases under the Consumer Contracts Regulations, so state your returns policy clearly. Fake reviews are banned under the Digital Markets, Competition and Consumers Act 2024. Collect reviews honestly and show negative ones too.
Category pages deserve the most care
Category pages are often the most valuable pages on a store. Give them a short, useful introduction, clear filters, sensible internal links to subcategories and guides, and copy that helps shoppers choose. Avoid long blocks of keyword-stuffed text placed below the products.
AffordSEO for online shops
AffordSEO's £99 plan suits stores that need steady monitoring: technical health passes that catch indexing and broken link problems, on-page improvements to titles, headings and internal links across categories, and content suggestions, such as buying guides, drafted for your approval. Large-scale feed management and development work sit outside the plan. See what's included.
Ecommerce SEO questions
Should every filter combination be indexable?
No. Allow indexing only for combinations with genuine search demand and unique value, such as "black leather boots". Keep the rest out of the index so crawling stays efficient.
What should happen to discontinued product pages?
If there's a close replacement, redirect to it. If the page has useful information and links, keep it with clear alternatives. Otherwise, let it return a 404 or 410.
Is a blog useful for a shop?
Buying guides and how-to content can attract research searches and link to categories. Product news alone rarely ranks.
Start with a free SEO audit
Your whole site, audited free. No card and no obligation.