Most ecommerce SEO advice is about product pages. Most ecommerce revenue from search is not. It is the category and subcategory pages, because that is what people search: running shoes for flat feet, not a specific model number. A store with thin category pages and beautifully optimised products is competing for the searches that happen after the decision rather than the ones that make it.
The second thing that decides it is what the store is doing to itself. Faceted navigation generating a hundred thousand crawlable URLs, product descriptions copied from the supplier feed and shared with every other retailer, and out-of-stock pages quietly 404ing away the links they earned. All three are common, all three are invisible from the dashboard, and all three cap everything else.
The highest-value pages in any store and usually an H1 with a grid under it. They need the copy that answers how to choose, which is what the searcher is actually asking, placed where it does not push the products below the fold.
If your description is the manufacturer text, so is everybody else’s, and Google picks the store it already trusts. Rewriting the top sellers is a finite job with a measurable return; rewriting all forty thousand is not, and nobody should pretend otherwise.
Colour times size times brand times price is combinatorial, and left open it produces more URLs than you have products. Decided per facet: indexed where people search it, crawlable but not indexed where they do not, blocked where it is noise.
A product that sold out should not 404. It should stay, say so, and offer the replacement, which keeps the links and the ranking for when it returns. Discontinued lines redirect to the closest live equivalent rather than to the home page.
Product, offer, availability, price, review, and the breadcrumbs. Correct markup is what puts the stars and the price in the result, which moves click-through more than a position does.
Measured on a category page on a phone, not on the home page on a desktop, because that is where the visitors and the abandonment are.
The work is the same everywhere; what people search and what the results look like are not. These have their own pages.
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived. What each visit is worth is your sales process, not ours, so these are the visits we can prove rather than a conversion figure we cannot.
+139,355% clicks against the previous period of the same length.
+2,059% clicks against the previous period of the same length.
+1,184% clicks against the previous period of the same length.
+1,174% clicks against the previous period of the same length.
There is no package to pick from. What the site needs is decided on a call and written down before any work starts, because a business with one location and a clean site needs a different month to an agency reselling to twelve clients.
01
Thirty minutes on what you sell, where you sell it, and what the site looks like today. No scope is written before that conversation, because the right work depends on all three.
02
What will be done, in what order, and what it costs, in writing. Nothing starts until you have agreed to it.
03
The work runs monthly and the scope changes as the site does. Cancel with 30 days’ notice.
Categories, almost always. They are what people search before they have chosen, they carry more of the revenue from search than product pages do, and there are far fewer of them, so the work finishes.
Not all of them. Rewrite the ones that sell and the ones that get impressions and no clicks. For the long tail, get the structured data and the internal linking right and leave the descriptions alone; the return does not justify the hours.
On any store with more than a few hundred products, yes, and it is usually the largest technical issue on the site. Four facets with ten values each is ten thousand URL combinations for one category, and a crawler will find them.
It stays. A page that 404s throws away every link and every ranking it earned, and if the line comes back you start again. Say it is out of stock, offer the alternative, and keep the URL.
The work is the same on any platform; what differs is where the settings live and what the platform will not let you change. Shopify has its own page because its constraints are specific enough to be worth writing out.
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.
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