E-commerce SEO is a different sport from lead-gen SEO. The site is bigger, the pages are templated, faceted navigation can spawn a hundred thousand junk URLs overnight, and the highest-value rankings usually belong to category pages nobody bothered to write for. Getting it right is mostly architecture, then discipline.
I have grown product businesses this way: a pet products exporter went from 4,290 impressions to over 117,000, a twenty-five-fold increase, by rebuilding site structure and content hierarchy so that authority flowed to the pages that sell.
Where the work concentrates
- Category page strategy: structure, copy and internal linking for your money terms
- Product page templates optimised once, applied everywhere
- Faceted navigation and filter control, so variants stop cannibalising rankings
- Product schema for price, availability and review rich results
- Out-of-stock and discontinued product handling that preserves equity
- Blog-to-category content strategy that feeds commercial pages