SEO discipline
E-commerce SEO
Catalogue SEO fails in a specific place, and it is almost never the product copy. Faceted navigation generates thousands of near-duplicate URLs that compete with the pages you actually want ranking, and most stores discover this only when growth stalls.
What actually moves the needle
Faceted navigation control
The defining technical problem of any large catalogue. Decide which facet combinations are indexable and enforce it — the default is thousands of URLs splitting the signal of the one page that should rank.
Category pages carry the weight
Category pages usually target higher-value commercial terms than individual products, and are usually the thinnest pages on the site.
Product pages that address the objection
The specification is already on the manufacturer's site. What is not is the answer to why someone hesitates.
Retired SKU strategy
Decide before you need it. A discontinued product should redirect to its successor or its category — not decay into a 404 that accumulates by the hundred.
Internal search as a signal
What people type into your own search box is free keyword research on your actual buyers, and almost nobody reads it.
Structured data that matches
Price, availability and reviews marked up accurately. Markup contradicting the visible page is a negative signal, not a neutral one.
Widely taught, and wrong
Each of these is still repeated in guides and sold in packages.
“Unique copy on every product page”
Worth doing for products that matter commercially, and not worth doing for ten thousand SKUs. Prioritise by revenue, not by completeness.
“Manufacturer descriptions cause a duplicate content penalty”
There is no duplicate content penalty. There is a filtering effect where identical text competes, which is a different problem with a different fix.
“More products indexed is better”
Indexing thin variant pages dilutes the signal of the page you wanted to rank. Fewer, stronger URLs is the goal.
How this site does it
We do not run a catalogue, so we will not pretend our own site demonstrates this one. What we can show is the indexation discipline behind it: 695 indexable pages, each declaring one intent, with a build that fails if two ever collide.
We publish the craft because knowing what to do and having the systems to do it consistently are different problems. If you would rather have it executed than implemented in-house, that is what E-commerce SEO is for.
Strategy Call
See Exactly Where You Stand.
Every relationship starts with intelligence, not a proposal. A strategy call gives you a clear picture of your AI visibility, search authority, and competitive gaps — and a realistic view of what is achievable.