Facets: the single biggest issue
Feeds: organic and paid overlap
Stock: a ranking factor most ignore

Large catalogue? This overlaps heavily with Enterprise SEO.

Ecommerce SEO

Online stores generate URLs faster than anyone can review them. A dozen filters on a category page can produce more indexable combinations than you have products, and almost none of them should be in Google’s index.

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Search Engine Optimization

Being found on Google, in AI answers, on maps and in marketplaces.

Track record: Brands large and small, across sixteen years.

Sixteen years of experience

We have delivered search, social and digital marketing for brands including JSW Cement, L&T IDPL, GVK, Maruti Suzuki, Indiabulls Real Estate, Wahl Professional, the Sumer Group and Tirumala — organisations where marketing sits alongside engineering, compliance and dealer networks, and nothing goes live without passing several desks.

The same sixteen years also cover businesses at the other end of the scale, where the owner is the marketing department and every rupee is accounted for. Large accounts teach you process; small ones teach you what actually moves the number. We take both.

Root cause: Where most ecommerce SEO budget should go.

The faceted navigation problem

Colour, size, brand, price band, rating, availability. Six filters that can be combined in any order generate tens of thousands of valid URLs from a single category. Multiply across categories and a mid-sized store can produce millions of crawlable pages, nearly all near-duplicates of each other.

Google responds in one of two ways, both bad. It crawls them, exhausting the budget that should be discovering your new products. Or it decides large sections of your site are low quality, which suppresses the category pages you actually want ranking.

The fix is a deliberate policy: which facet combinations have genuine search demand and deserve indexing, which should be crawlable but not indexed, and which should not be reachable at all. Then enforcing that in the template rather than patching individual URLs forever.

Is this you?: If none of these apply, this probably isn’t the service you need.

Common ecommerce SEO problems

Symptom	Usual cause
New products take weeks to appear in search	Crawl budget consumed by filter URLs before it reaches new inventory
Category pages rank below marketplaces and aggregators	Thin category content and weak internal linking to commercial pages
Product pages cannibalise category pages	Overlapping targeting with no clear hierarchy between them
Traffic collapses on seasonal products	Out-of-stock pages returning 404s instead of being handled correctly
Shopping ads perform but organic does not	Feed quality is good while on-site architecture is not
Duplicate content warnings at scale	Variant products each generating their own URL without canonical consolidation

8 areas: One body of work, not a menu.

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What’s included

Category and subcategory architecture

Structuring the catalogue around how people actually search rather than how your merchandising team organises inventory. These are rarely the same shape.

Faceted navigation policy

Deciding what is indexable, crawlable or blocked entirely, based on real search demand per facet, then enforcing it in templates.

Product page optimisation at scale

Templated improvements that apply across thousands of SKUs, including variant consolidation and structured data for price, availability and reviews.

Out-of-stock and discontinued handling

Rules for temporarily and permanently unavailable products that preserve accumulated ranking rather than discarding it with a 404.

Product feed quality

Merchant Center feed hygiene, since the same data problems that suppress shopping performance usually also affect organic product visibility.

Internal linking and merchandising

Related products, bestseller modules and breadcrumb structures that distribute authority to pages with margin.

Pagination and infinite scroll

Ensuring deep catalogue pages remain discoverable, which infinite scroll frequently prevents.

Marketplace and site competition

Managing the reality that you compete with Amazon and category marketplaces for your own product names.

Common questions: Asked on most first calls.

Questions

We are on Shopify. Are we limited?

Shopify handles basics well and constrains you in specific places, particularly collection URL structure and duplicate product paths. Most limitations have workarounds. We will tell you which of your problems are platform limits and which are configuration.

Should we block all filter URLs?

No. Some facets have real search demand — “black running shoes size 9” is a query people type. Those combinations deserve indexable pages. The rest should not be. The work is establishing which is which from data rather than guessing.

How do we handle products that go out of stock seasonally?

Keep the URL live, mark availability in structured data, and surface alternatives. Returning a 404 discards ranking you will have to rebuild when the product returns.

Do you work on the paid side too?

Yes — Amazon advertising and shopping campaigns. Running them together matters, because feed and architecture problems affect both.

Our catalogue changes daily. Does SEO even apply?

Especially so. High-churn catalogues make crawl efficiency the dominant factor, because discovery speed determines whether products get indexed while they are still in stock.

Related: Often scoped alongside this.

Next step: We look at your site before the call.

Start with a free audit

An automated crawl plus a 30-minute walkthrough of what we can see from outside your site. If what you need isn’t something we do well, we’ll tell you.

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