Ecommerce SEO

Online stores have the hardest SEO problems at the largest scale: thousands of products, filters that multiply URLs, variants, out-of-stock pages, and templates that decide what every product page says. I work on Shopify, WooCommerce, and Magento, and I focus on the templates because that's where one fix improves every page.

Product pages

• Unique titles and descriptions built from product attributes, not the manufacturer's copy pasted onto every retailer's site.
• Specifications, FAQs, and reviews present in the server HTML, not hidden behind tabs or scroll triggers that crawlers never trigger.
• Product schema with price, availability, brand, GTIN or MPN, and real review data, emitted once, without a duplicate block from the theme.
• Variant handling that avoids a separate indexable URL for every color and size unless each one earns search traffic.
• A clear policy for out-of-stock and discontinued products: keep, redirect, or retire.

Category pages

Category pages often carry the most valuable non-brand searches. I look at their copy, internal links, pagination, and the faceted filters that can create millions of crawlable URL combinations. The right filters become indexable landing pages; the rest are kept out of the crawl.

Platform notes

Shopify

Duplicate product paths under collections, theme-generated schema, apps that inject scripts, and the limits on what you can change in robots.txt and URL structure. I work in a duplicated theme first and publish only after review.

WooCommerce

Plugin conflicts, attribute archives, slow queries on large catalogs, and SEO plugin settings for products and taxonomies.

Magento 2 and Hyvä

Layered navigation, configurable products, and the Alpine.js patterns in Hyvä themes that can keep product content out of the rendered page.

Migrations between platforms

Store replatforms leave a trail of old product URLs, image paths, and collection structures. I build the redirect map from the old catalog, then clean up 404s and duplicates after launch. See migrations.

Shopping and AI results

Product schema and a clean Merchant Center feed help products appear in Google's shopping surfaces. The same clear product facts help AI assistants answer "what's the best..." questions with your products in the list.

Reviews and user content

Customer reviews are some of the most useful text on a product page, for shoppers and for crawlers alike. I check that review apps render their content in the HTML rather than in a late-loading widget, that rating markup reflects the reviews actually shown, and that question-and-answer sections are crawlable. Done right, reviews add fresh, specific language to pages that would otherwise carry only the manufacturer's description.

Revenue first

I prioritize by revenue, not page count: the categories and products that earn the most get attention first, and seasonal pages go live early enough to be indexed before the rush. Changes that risk volatility are scheduled outside your peak season.

Two stores I've worked on: a Magento retailer whose product content never rendered for Googlebot and a specialty shop cleaning up after a move to Shopify.

Updated October 6, 2026