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Deciding which filter combinations deserve to be proper indexable pages and which should stay out of the index, then making crawling, canonicals and internal links all agree with that decision.
Ecommerce SEO Freelancer
Your category pages should be doing the selling.
Most of the online shops I work on already have good products. What holds them back is usually the site itself: thousands of filter URLs, category pages competing with each other, and product data Google can't read properly. Sorting that out is the work I do.
The problem
Big catalogues make their own problems
Every filter, sort order and colour option can spin out a new URL. On a shop with a few thousand products that quickly turns into tens of thousands of pages for Google to wade through, and most of them are near copies of each other.
Then there's cannibalisation. Picture a women's walking boots category, a walking boots category filtered to women, and a blog post on choosing walking boots. All three can end up chasing the same search. Google picks one, and it's often not the one you'd have chosen.
None of this shows up in your shop's dashboard. You just see category pages stuck on page two while a competitor with a worse range sits above you.
What I work on
Where I spend the time
Category pages
Rebuilding category pages around the searches people actually make when they're ready to buy, with copy that helps someone choose instead of a wall of SEO text under the products.
Product schema
Product structured data that matches what's on the page, rolled out across the whole catalogue rather than hand coded on a few bestsellers.
Internal linking
An internal linking structure that pushes authority towards the category pages that actually make you money.
Cannibalisation
Finding where your own pages compete for the same searches and folding them into one stronger page.
Commercial content
Content planned around keywords where people are close to buying, not traffic that reads and leaves.
Results
What this looks like over time
Three online shops from three different sectors. Same approach each time: find what's broken, fix it, then build.
Fashion
Niche fashion retailer
1.4K to 9.3KDaily visits
113 to 697Top 3 keywords
Rebuilt the technical foundation, fixed cannibalisation across category pages, rolled out product schema and built content around commercial keywords. Seven years in, it has peaked at 12,500 visits a day.
Household
Sustainable cleaning brand
2.9K to 7.8KDaily visits
180 to 363Top 3 keywords
A strong range held back by poor visibility. The work focused on crawl efficiency, category rewrites aimed at buying searches and topical authority. Top three keywords doubled in under two years.
Furniture
Online furniture retailer
1.5K to 5.9KDaily visits
133 to 249Top 3 keywords
Good products, very little organic visibility. I rebuilt the category architecture, implemented product schema at scale and went after keywords with genuine buying intent. It has peaked at 10,800 visits a day.
Figures are daily organic visits and keywords ranking in the top three, from the start of my work to the latest figures shown on my homepage. Organic growth always has more than one cause, so treat these as what happened while I was working on each site, not a forecast for yours.
Platforms
Shopify, WooCommerce, Magento or custom
Each platform handles filters, duplicate product URLs and canonicals in its own way, and what's easy on one is a developer job on another. I write every fix for the platform you're actually on, so your developer (or your agency) can pick it up and get on with it.
If the store needs a proper look under the bonnet first, the technical SEO audit is where I'd start. Moving platform? Read the migration page before you sign anything.
Do you work with Shopify stores?
Yes. I work on Shopify, WooCommerce, Magento and custom builds. The fixes differ a lot between them, so I'll always write recommendations for the platform you're on rather than handing over a generic checklist.
How long before ecommerce SEO shows results?
Most sites see ranking improvements within three to six months. Technical fixes can move faster, sometimes within weeks if they're removing something that's stopping pages being indexed. Your starting point and how strong your competitors are make a big difference, and I'll give you a realistic view before we start.
Want a second opinion on your store?
Send me your site and I'll come back within 24 hours with an honest view of where the biggest gap is.
Book a Free Consultation