Ecommerce SEO.
Help your products become easier to discover.

Organise demand around the catalogue

A category often meets a different need from a product page. We separate broad shopping intent, specific product searches and comparison questions, then map them to the most suitable existing or proposed URLs.

Catalogue size, platform constraints, stock availability and merchandising priorities affect the order of work. The first phase should focus on commercially relevant collections that your business can support.

Discontinued products are a search decision, not only a merchandising one

Every store eventually has to decide what happens to a product page when the product goes. The default in most platforms is to unpublish it, which quietly discards a URL that may have taken two years to earn its position and may still be receiving visitors who would happily buy the replacement.

There are three defensible answers and the right one depends on the product. Keep the page if the item is returning or still answers a question people ask. Redirect it to the nearest genuine equivalent, which is not the same as redirecting everything to the category page and hoping. Let it go cleanly where nothing relevant exists to send people to, because a redirect somewhere irrelevant is worse than an honest dead end. What matters is that this is a rule the store applies deliberately rather than a side effect of whoever archives the product.

Keep discovery and navigation connected

Filters, variants and near-duplicate products can make a store difficult to navigate and maintain. We review which URLs help customers and which technical controls need a closer look.

Recommendations are discussed with whoever manages your platform. Changes to templates, canonical tags or navigation should be tested before a wider rollout.

Filters are where most stores leak

Faceted navigation is the most common structural problem in ecommerce. A store with four filters and six values each can generate more URL combinations than it has products, and search engines will find them, crawl them, and form a view of a site that appears to contain tens of thousands of near-identical pages.

The fix is rarely to remove the filters, which customers use and need. It is to decide which filtered views deserve to exist as pages in their own right, because people genuinely search for them, and to keep the rest available to shoppers without being available to crawlers. That distinction is a platform-level decision and usually needs whoever maintains the storefront, so it belongs in the same conversation as the rest of the technical work. Past a certain catalogue size it arrives alongside template and release constraints, which is the point where it starts to resemble enterprise SEO.

Read performance with commercial context

We review organic discovery and attributed orders together. Promotions, unavailable products and changes to tracking can influence the numbers; reporting should preserve that context instead of attributing every movement to SEO.