An online store has an SEO problem that a service business does not: scale. A hundred products become a thousand URLs once you add variants, filters, and pagination, and most of those URLs are competing with each other for the same query. The store owner sees a catalog. Google sees a crawl budget being burned on near-duplicates.
I spent years on ecommerce SEO before it was my own business. Organic visits at Chewy went from roughly 3 million to 4 million a month during my time on that work, and organic traffic at Arteza tripled. Neither of those came from writing more blog posts.
What actually moves organic revenue for a store
Category pages are the money pages
Most stores over-invest in product pages and under-invest in categories. Buyers search “waterproof hiking boots,” not a SKU. The category page is what can rank for that, and on most stores it is a grid of thumbnails with no copy, no internal links, and a title tag that says the brand name twice.
Faceted navigation is where crawl budget goes to die
Every filter combination that generates a crawlable URL is a page Google has to decide about. Some of those combinations are real demand with real search volume and deserve to be indexable landing pages. Most are noise and need to be closed off. Telling the two apart is the job, and it is where the search data matters more than opinion.
Product schema and merchant feeds
Price, availability, review count, and shipping data in structured form change how your listing looks in search and whether it qualifies for rich results at all. On most stores this markup exists, is incomplete, and has been quietly throwing validation errors for a year.
Speed, on the pages that convert
Core Web Vitals matter most where the money is: category and product templates. Fixing the homepage score while the product template loads in four seconds on a phone is optimizing the wrong number.
Shopify, WooCommerce, and everything else
The platform changes the mechanics, not the strategy. Shopify constrains your URL structure and hands you a set of problems around collections and tags. WooCommerce gives you freedom and therefore gives you the chance to build a structure nobody can crawl. Both can rank; both need someone who has seen the specific traps.
Ecommerce SEO is part of the 12-month program at $2,950. Your store goes into the Oceana system, the virtual team monitors it and performs improvements all year, and I set the priorities. If you want to see how the underlying process is structured, the system architecture page lays it out.
Common questions about ecommerce SEO
How is ecommerce SEO different from regular SEO?
Scale and templates. On a normal site you optimize pages one at a time. On a store you optimize a template that generates thousands of pages, so a single structural decision either helps or hurts everything at once.
Do you write product descriptions?
The program covers optimization of existing content, metadata, structure, and targeted content updates. Writing descriptions for a full catalog is large-scale content production and is quoted separately.
Will SEO work if I also run Google Shopping ads?
Yes, and they help each other. Clean product data and structured markup improve both. Paid campaign management itself is not part of the SEO program.
My store is on Shopify. Are there limits to what you can change?
Some, mainly around URL structure. Everything that matters most — templates, internal linking, metadata, schema, collection strategy, speed — is fully in play.