SEO for e-commerce

A shop creates many URLs, but not every URL represents a separate customer need. Catalogue SEO starts by defining the role of categories, products and filter combinations.

Give categories a purpose

A category helps narrow and compare the range. Its name, description and filters should fit its products. A long text does not make an empty category useful.

Connect product data

Price, availability, variant, image and delivery terms must agree in the page and integration data. Define the update source so descriptions do not promise unavailable options.

Set rules for filters

Distinguish useful collection pages from incidental parameter combinations. Record which URLs should stand independently and which only support filtering. Align this decision with links and indexing.

Handle missing products

Temporary unavailability, permanent withdrawal and replacement need different messages. Do not redirect every missing product to the homepage. Choose a response that matches the visitor's expectation.

Check catalogue changes

After imports or redesigns, test an active product, variant, filter and unavailable item. Review data, URLs and the path to purchase.