Search Dominance · Service 03
Technical SEO Audit. Specialist SEO for Shopify, Magento, WooCommerce and headless e-commerce. Crawlability, indexability, Core Web Vitals, schema, internal architecture — examined with surgical rigour, prioritised by commercial impact.
E-commerce SEO is not classical SEO with products in it.
The mechanics are different.
Faceted navigation creates millions of URLs.
Out-of-stock products tank rankings.
Pagination decisions decide whether Google sees
your category at all. Generalist SEO breaks here.
A 5,000-SKU catalogue is not a website — it's a search ecosystem. Every product is a landing page for a long-tail query. Every category is a hub for mid-tail queries. Every facet combination is either a ranking opportunity or a duplicate-content disaster, depending on how it's configured.
We treat e-commerce SEO as system design, not as content production. The brands that win don't have better product descriptions — they have better architecture. Faceted navigation tuned to surface high-intent queries. Out-of-stock handling that preserves authority. Schema implementation that drives rich snippets across the entire catalogue.
Every audit covers four pillars. Each pillar is a deep dive — not a checklist tick.
How URL structure, internal linking, and category hierarchy distribute authority through the catalogue. Where pillar categories should consolidate, where product-detail pages should focus, where faceted variants should be indexed vs. blocked.
Product schema, review schema, breadcrumb schema, FAQ schema. The structured data layer that drives rich product results in SERPs, voice search results, and AI-engine product citations.
Which facet combinations deserve their own indexable URL? Which should be canonicalised away? Which should be noindex,follow? The single most consequential decision in e-commerce SEO — and the one most generalist agencies handle catastrophically.
How to handle products that sell out (preserve authority), discontinued lines (redirect intelligently), and seasonal returns (avoid annual ranking collapses). The lifecycle layer most teams ignore until it's tanking quarterly results.
Crawl the entire catalogue, classify every URL by template type, identify duplicate content, faceted index bloat, and out-of-stock authority leaks. Average mid-size e-commerce site: 60% of URLs shouldn't be indexed.
Category consolidation, faceted navigation rules, internal linking redesign. Most catalogues need fewer URLs, not more — pruning back to the 30% of pages with real commercial intent.
Title tag templates, meta description templates, schema implementation, content frameworks for category pages. Templates that scale across 5K SKUs without compromising quality.
Monthly review of new products, discontinued lines, seasonal patterns, and ranking volatility. E-commerce SEO is never finished — the catalogue changes weekly and the strategy has to keep up.
Most e-commerce sites have 60% of their indexed URLs returning zero organic traffic. That's not just wasted crawl budget — it's active suppression of the URLs that should rank. Google sees 100,000 thin pages and concludes the site is low quality, then suppresses the 5,000 high-quality product pages along with the 95,000 junk faceted variants.
The fix is rarely "create more content." It's usually delete, consolidate, and signal clearly. The catalogues that rank are the ones where every indexable URL earns its place — and the rest are decisively excluded from Google's view.
A premium homeware retailer on Shopify Plus had 8,000 SKUs but 35,000 indexed URLs — most of them facet combinations indexing in Google. We pruned the index to 11,000 high-intent URLs, restructured the category hierarchy, and rebuilt the faceted navigation rules. Twelve months later, organic revenue was up €2.4M annually with the same product catalogue.
We went into the engagement worried about deleting URLs. We came out wishing we'd done it years earlier. Same catalogue, same products, but Google finally understood what we were selling. The revenue lift paid for the agency relationship five times over in year one alone.
A technical audit is most powerful when followed by these complementary services.
E-commerce sites have e-commerce-specific technical issues. Faceted nav, JavaScript rendering, product schema implementation. The audit is the natural starting point for any e-commerce engagement.
Explore →Product page copy at scale is its own discipline. We write product descriptions, category page introductions, and editorial commerce content that ranks AND converts.
Explore →Once the organic catalogue is healthy, the same product feed powers Google Shopping campaigns. We typically run organic SEO and paid Shopping as a coordinated programme.
Explore →Find the leaks
Book a 30-minute scoping call. We'll review your catalogue live, identify the index bloat and faceted nav issues most likely suppressing rankings, and quote a possible audit with no obligation.