Ecommerce SEO services for product pages, categories and Google Shopping
Send us your store's address. You get a free written plan: how Google is crawling your category and filter pages, how your product pages read to it, and what to fix first.
- Category and product pages written for the searches your buyers type
- Product structured data that matches your Merchant Center feed, price for price
- Shopping and Performance Max campaigns built in a Google Ads account in your name
- An honest evaluation, with no obligation to hire us
- You own every account, domain, profile and CRM
- One team since 2015, nothing subcontracted
- 4,700+ businesses served
For online stores of any size, on Shopify or any other platform. A shop with a till and a front door? See retail store marketing.
The 60-second version
- Category pages win the broad searches; product pages win the exact ones. Both need copy a buyer would actually read.
- Filter and sort links can turn one category into thousands of addresses. Google says it is the most common overcrawl problem site owners report.
- Your page, your structured data and your Merchant Center feed should agree on price and stock, or Google stops trusting the listing.
- Free listings and Shopping ads run off that same feed, so fixing it helps organic and paid at once.
Category pages catch the browsers. Product pages catch the buyers.
Someone typing "women's trail running shoes" wants a choice, so a category page should rank for it. Someone typing a model name and a size wants one thing, so the product page should. Most stores get this backward: thin category pages with a grid and no words, and product pages carrying the manufacturer's description, word for word, like every other store selling the same item.
So we write each category page a short opening that says who the range is for and how to choose, link it to its subcategories and best sellers, and rewrite product descriptions in your voice with the details buyers ask about: sizing, materials, what is in the box, shipping and returns. Google's own ecommerce guidance covers the same ground: a clear URL structure, links between related pages, and product data shared both on the page and with Merchant Center.
Filters, sorting and the crawl you are wasting.
Every filter a shopper can tick, color, size, price, brand, can become its own web address, and every combination of them another. A category of 500 products with a handful of filters can produce more addresses than a crawler will ever finish. Google wrote in December 2024 that faceted navigation is "by far the most common source of overcrawl issues site owners report to us" (Search Central Blog).
Pick the filters worth ranking
"Black leather boots" is a search people make, so that filtered view earns a real page with its own title and copy. "Sort by price, page 7" is not, so it stays out of the index.
Keep the rest out of the crawl
Google's faceted navigation guide sets out the options: block filter parameters in robots.txt, or link them in a way crawlers do not follow. We choose per store, after reading which filtered addresses Google is actually fetching.
One address per product
A product reachable from three categories should still have one canonical address, and the links inside your store should point at it rather than at a copy.
One product, read by Google in three places.
Google reads a product from the page a shopper sees, from the Product structured data in the page's code, and from the feed you send Merchant Center. Its Product documentation describes two kinds of result: product snippets, which add a rating, price or stock line under an ordinary result, and merchant listings, for pages where people can buy, which can appear in shopping panels and Google Images. Marking a page up for merchant listings generally makes it eligible for product snippets too.
The feed follows Merchant Center's product data specification: an ID of up to 50 characters, a title of up to 150, a description of up to 5,000, a link, an image, price and availability, and the manufacturer's GTIN where the product has one. When the three disagree, the listing suffers. Here is what has to match:
| Field | On the page | In structured data | In the Merchant Center feed |
|---|---|---|---|
| Name | The product title in the H1 | name | title (up to 150 characters) |
| Price | $48.00 | offers.price 48.00 and priceCurrency USD | price 48.00 USD |
| Stock | In stock | offers.availability InStock | availability in_stock |
| Identifier | The barcode on the box | gtin | gtin |
| Picture | The main product photo | image | image_link |
| Address | The page itself | url | link |
Send the store address; get back what Google sees
The free plan for your store starts with:
- How many filter and sort addresses your categories create, and which ones Google can reach
- Whether your product pages carry structured data, and what is missing from it
- The category and product pages we would rewrite first, and why those
Google Shopping and Performance Max, fed by the same data.
Shopping ads show the picture, the price and your store name before anyone clicks, which is why a feed with weak titles costs money in a way a weak web page does not. Since Google moved Smart Shopping campaigns into Performance Max between July and September 2022, most stores run one or both of standard Shopping and Performance Max.
The feed first
Titles that lead with what the product is, brand, then the size or color people search; product types that mirror your categories; custom labels for margin and best sellers, so the budget can follow profit.
Standard Shopping where control matters
You see the search terms and set the bids by product group. It suits a new store learning what sells, or a catalog where a few products carry the margin.
Performance Max where reach matters
One campaign across Search, Shopping, YouTube, Display and Gmail, steered by your conversion data. It needs clean purchase tracking and real values, or it optimizes toward the wrong sale.
The accounts stay in your business's name: Merchant Center, Google Ads and Analytics. Search ads for the rest of your business are on our Google Ads page. Planning a holiday budget for a shop with a storefront? Read free listings, Shopping or Meta.
Shopify SEO, set up so it stays set up.
Shopify does a fair amount for you, which is why stores assume it does everything. It writes your sitemap, sets canonical tags and ships a default robots.txt. The parts that decide whether you rank are still yours to do.
Theme links and duplicates
Many themes link products through a collection path, so one product loads at several addresses. The canonical tag points Google to the clean one, and we change the theme so your own links do too.
robots.txt when it needs changing
Shopify's default rules suit most stores, and a robots.txt.liquid template lets you add your own, such as keeping a filter app's parameters out of the crawl. We add rules only where the crawl data shows a need.
The Google & YouTube app
Connected properly, it syncs every available product to Merchant Center and keeps syncing as products change. Shopify's own setup guide notes some products need extra details before they sync, so we fill those gaps first.
What store owners ask about ecommerce SEO.
What do ecommerce SEO services include?
Four jobs that most stores split between people who never talk: the category and product pages people land on from search, the crawl of filter and sort URLs that wastes Google's visits, the product structured data on each page, and the Merchant Center feed behind free listings and Shopping ads. We run all four together, so the page, the markup and the feed say the same thing.
Should we run Google Shopping in house or hire an agency?
In house works when someone on staff owns the feed every week, because most Shopping problems start there: a price changed on the site but not in Merchant Center, or a product pulled without its listing. Hire help when nobody owns that job, or when you want the organic side and the paid side run as one plan. Either way the Merchant Center and Google Ads accounts belong to your business. Our post on an agency or an in-house hire sets out the trade-offs.
Do you only work on Shopify?
No. Shopify is where many stores start, so this page talks about it, but the same work applies to WooCommerce, BigCommerce and stores built to order. If your store is custom, we can build what the platform is missing; see custom software.
Can you guarantee first-page rankings or a sales number?
No, and be careful of anyone who does. Google decides rankings and Shopping placement, and your prices, stock and reviews weigh in too. What we can promise is the work: pages and feeds Google can read without guessing, and a monthly note on what changed in search traffic, Merchant Center issues and revenue from Google.
How much do ecommerce SEO services cost?
We do not publish prices, because a 40-product store and a 40,000-product catalog are different jobs. The free plan sets out what your store needs first, before you are asked to pay for any of it.
Sources
11 cited
- Google Search Central, ecommerce best practices
- Google Search Central, introduction to Product structured data
- Google Search Central, merchant listing structured data
- Google Search Central, managing crawling of faceted navigation URLs
- Google Search Central Blog, Crawling December: faceted navigation (December 2024)
- Google Merchant Center Help, product data specification
- Google, "It's now free to sell on Google" (April 2020)
- Google Ads Help, Smart Shopping and Local campaign upgrades to Performance Max
- Shopify developer docs, customizing robots.txt
- Google Merchant Center Help, syncing products from the Google & YouTube app on Shopify
- Shopify Help Center, setting up the Google & YouTube channel
Show us your store. We will show you what Google sees.
Send your store's address, the platform it runs on and, if you have one, the Merchant Center account. We will read how Google crawls your categories and filters, check your product pages and feed against each other, and send the short list of what to fix first, at no cost.
- A free consult. A real conversation about your business, your area and what is not working yet.
- An honest evaluation. Where you stand in search, ads and follow-up next to the businesses you lose customers to.
- A plan you keep. What we would fix first and why. It is yours whether or not you work with us.
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