E-commerce SEO
E-commerce SEO is a discipline of its own. An online store typically has thousands of pages, and the visibility is decided by the mechanics behind them: the taxonomy, the category pages, the product pages and the internal linking that holds the range together. We put the foundation and the strategy into a Baseline, so the effort hits the pages closest to revenue, in classic search and in AI answers.
Category pages are usually the most valuable pages in the entire shop. They are where searches with purchase intent land, and they are what the competition is fighting over. So the prioritization starts there, before the homepage and the blog even come up.
And because an online store never stands still, e-commerce SEO is ongoing work: new products, new categories and seasons that have to be timed. Copy production for categories and products therefore runs continuously in our Content Subscription.
Your customers search with purchase intent. The structure decides whether they find you.
Most online stores do not lose visibility on what you can see, but on what you cannot: a taxonomy that does not match what people search for, filters that spawn hundreds of URL variants, and product variants sharing the same copy. Each error is small on its own. Together they decide whether search engines can understand and prioritize your range.
At the same time a new surface has opened up. When someone asks ChatGPT or Google to recommend products, the answer gets pulled from the shops that describe their range most clearly: the categories, the differences, the uses. E-commerce SEO today is both jobs at once, getting found in the search results and getting recommended in the AI answers.
Structure first, then the mechanics, and content last.
We start with the taxonomy: which categories and subcategories people actually search for, and how the range should be split so every page matches a real search. Someone searching for 'men's shoes' and someone searching for 'white sneakers for men' should land in two different places.
Then we go through the mechanics that carry the scale: filters and pagination, product variants, canonicals and internal linking. This is where most online stores lose visibility without knowing it, and where the clean-up gives the fastest lift.
Last we attach the content: a prioritized plan for which categories and products get copy first, timed to season and demand. The strategy sits in your Baseline, and production runs as fixed deliveries through Content Subscription.
What we work on
A structure that matches the searches: the right categories and subcategories, products placed correctly, and a depth where nothing important sits more than a few clicks from the front page. That makes the range understandable to customers, crawlers and AI answers at once.
Biggest effect on large ranges, at a platform change, and when the traffic does not turn into sales.
You have thousands of products and the visibility has never been worked on systematically. Then there are usually quick wins in the taxonomy and the category pages, long before a single new text needs writing.
Or you are changing platform, launching new categories or entering a new market. Then it is cheaper to build the structure right from the start than to clean up afterwards, and the migration has to be planned before it costs you rankings.
What decides an online store's organic visibility
Category pages are the store's most important SEO asset. They are what can rank for searches with purchase intent like 'running shoes for women' or 'standing desk', which is why we prioritize them first, in structure, in copy and in the internal linking.
Product pages have to work at scale. Thousands of pages with thin or copied supplier copy drag the whole shop down, while unique, fact-dense descriptions give search engines and AI models something to work with. That is a production job at scale, and it should be prioritized by revenue.
The taxonomy and the internal linking distribute the authority. When categories, subcategories and guides link to each other correctly, the shop builds topical authority across the range, and every new page makes the existing ones stronger instead of competing with them.
The season has to be timed. Christmas gifts, Black Friday and garden furniture need to be indexed and ranking before the demand peaks. So seasonal categories go into the plan months ahead, and they should live all year instead of being deleted and rebuilt every season.
And AI answers have become a sales channel. When someone asks an assistant for recommendations in your category, the answer gets pulled from the pages that describe products and differences precisely. Clear categories, structured data and fact-dense copy are what make your shop the source.
The effect can be measured on what counts: rankings, organic traffic and sales. At the coffee retailer ØNSK, keyword value, site structure and the content on categories and products were the focus, and the case shows an increase in estimated organic traffic of 206% and in traffic value of 580%. That case, and more e-commerce work, sits in our cases.
See where your store leaves organic sales on the table.
Free SEO analysisFrequently asked questions
The scale and the mechanics. An online store typically has thousands of pages, and the visibility is decided by the structure: taxonomy, filters, product variants, pagination and internal linking. Single pages can always be optimized, but in a store this size it is the system that wins or loses, which is why we work on the structure before the individual texts.
All the usual ones: Shopify, WooCommerce, Magento and custom builds. The mechanics are the same across them, only the levers differ. We deliver the recommendations so they can be implemented in your specific system, and we are happy to work directly with your developers or platform partner.
The foundation sits in a Baseline: analysis, strategy, technical advice and ongoing reporting, adapted to the mechanics of an online store. Copy production for categories and products then runs as fixed deliveries in Content Subscription. We help you find the right frame based on the size of the range and your internal setup.
Yes. Category texts and product descriptions are delivered continuously through Content Subscription, unique per page, written in your tone of voice and approved by you before anything goes live. The priority follows the plan from the strategy, so the copy lands where it moves the most revenue first.
Yes, and the shops that do are the clearest ones. When ChatGPT, Copilot or AI Overviews recommend products, they pull the answers from pages with precise descriptions, clear categories and structured data. It is the same foundation that drives classic rankings, and we track AI visibility as part of the reporting.
The technical part has to be implemented in your system, and we are specific about it: prioritized recommendations with the reasoning and the expected effect, so developer hours get spent well, and we quality-check the implementation afterwards. If you do not have developers close by, we find a model together with your platform partner.
It depends on the starting point. Technical clean-up and category pages already sitting close to page one usually move fastest, while new categories and topical authority build over a longer stretch. So we prioritize by opportunity against effort, and the quick wins come first.
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