digital — seo & ai search
Ecommerce SEO: the catalogue is the strategy.
For businesses that sell product — suppliers, distributors, brands — organic search is won or lost in the catalogue's architecture: categories matched to how buyers search, product pages with real substance, and a crawl that isn't drowning in filter URLs. Blog posts are the garnish. This is the meal.
where catalogues fail
The three structural faults.
Categories that mirror the warehouse
Your ERP thinks in supplier lines; your buyer thinks in problems and specs. Category pages have to be organised — and named — the way people search, or the highest-volume queries have no page to land on.
Product pages with nothing on them
The manufacturer's paragraph, pasted like everyone else pastes it, plus a part number. Nothing to rank, nothing to convince. Specs in HTML, real photography, compatibility answers and honest availability turn a listing into a page that earns its search.
Faceted navigation breeding URLs
Every filter combination minting a new address until the crawler spends its budget on ?colour=blue&sort=price instead of your money pages. Controlling this is unglamorous and decisive.
what we actually do
Architecture, substance, control.
Category architecture
The catalogue restructured around search demand and margin — which categories deserve pages, how they nest, and the internal linking that tells search engines what matters most.
Template engineering
At catalogue scale you fix templates, not pages: titles, structured data for products and availability, spec rendering, review markup — one fix, ten thousand pages. Technical SEO with a commerce accent.
Crawl control
Facets and parameters brought to heel, duplicates canonicalised, and the index slimmed to pages that deserve to be there.
straight answers
Asked often.
Where does ecommerce SEO effort actually go?
Mostly into architecture: category pages matched to how people search, product pages with substance beyond the manufacturer's paragraph, and stopping faceted navigation from generating a million junk URLs. Blog posts are the garnish, not the meal.
Should product pages target keywords?
Product pages should target buyers: the exact-name and part-number searches that convert highest. Category pages catch the broader searches. Getting that division right is half the strategy.
We have thousands of SKUs. Where do we start?
With the money: the categories where ranking moves revenue, the crawl budget being wasted on filters and duplicates, and the templates — because at catalogue scale, fixing one template fixes ten thousand pages at once.