Ecommerce SEO
Ecommerce SEO is a different discipline to service-based or content-led SEO. The scale is different - hundreds or thousands of product and category pages, each competing for visibility. The commercial dynamics are different - margins, basket sizes, seasonality, and stock availability all shape the strategy. And the technical demands are different - faceted navigation, canonical handling, internal linking at scale, and platform-specific constraints all need managing.
At SILO, we've worked with some of the largest online retailers in both the UK and US markets. We understand how ecommerce businesses operate, how their customers search, and what it takes to build organic visibility that translates into revenue.
Category and collection page strategy
Category pages are where ecommerce SEO is won or lost. They carry the most commercial intent and the highest revenue potential, but they're also where most sites have the biggest structural problems. Pages cannibalising each other, weak internal linking, thin content, and poor taxonomy that doesn't reflect how customers actually search.
We audit your category structure against real search data, consolidate where there's overlap, and build a hierarchy that aligns with how people look for what you sell. This is where our opportunity sizing tools add the most value - we can map your entire category landscape against the competitive search environment and prioritise based on genuine commercial potential.
Product page optimisation
Product pages need to do two jobs: rank for long-tail product queries and convert the people who land on them. We optimise product pages for both, working on unique content, structured data, internal linking from relevant categories, and the on-page elements that influence buying decisions.
Technical ecommerce SEO
Ecommerce sites are technically complex. Faceted navigation generating thousands of indexable URLs. Duplicate content from product variants, sorting options, and pagination. Crawl budget being wasted on filtered pages nobody searches for. We handle the technical SEO layer with an understanding of how ecommerce platforms behave and where the common pitfalls sit.
We work across Shopify, WooCommerce, Magento, and WordPress, and we know each platform's strengths and limitations inside out.
Content for ecommerce
Not every ecommerce brand needs a blog. But most need a content strategy that builds topical authority around the product categories that matter most. We build content ecosystems that support your category pages, answer the questions your customers ask during the research phase, and position your brand as the authority in your space - across both Google and AI search platforms.
Ecommerce site migrations
Replatforming an ecommerce site is high-stakes work. Thousands of URLs, complex redirect mapping, and the risk of losing years of organic equity if it's not planned properly. We've managed migrations across all major ecommerce platforms and we plan them with the commercial rigour they require.
Platforms we work with
We're platform-agnostic but deeply experienced across the major ecommerce platforms. Each has its own strengths, limitations, and SEO nuances.
Shopify - the platform we work with most. Strong out of the box, but with well-known SEO limitations around URL structure, filtering, and content flexibility that need managing properly.
WooCommerce - flexible and powerful for SEO, but needs careful technical management to stay performant as the catalogue grows.
Magento - built for enterprise-scale retail. Complex to manage but capable of supporting very large catalogues with proper technical oversight.
WordPress - not always thought of as an ecommerce platform, but with WooCommerce it handles a significant share of online retail. We optimise the full WordPress and WooCommerce stack.
Want to grow your online store through search?
Let's talk about your ecommerce strategy and where the biggest revenue opportunities sit.