Categories are your biggest opportunity
Most commercial searches are for a type of product, not a specific one, which makes category pages the most valuable pages in most stores. I give each important category a clear target, useful introductory copy, logical sub-categories and strong internal links.
Faceted navigation without the mess
Filters for size, colour and price can create thousands of near-duplicate URLs that waste crawl budget and dilute rankings. Following Google's guidance on faceted navigation, I decide which filter combinations deserve their own indexable pages (because people search for them) and keep the rest out of the index.
Product pages that rank and convert
Unique descriptions rather than manufacturer copy, clear specifications, real photos, reviews and answers to common questions help both rankings and conversion rates. Product and merchant listing structured data makes prices, availability, shipping and returns eligible to appear in results.
Merchant Center and free listings
Google Merchant Center lets products appear in free listings across Search and Shopping, and powers Shopping ads. I set up and fix product feeds so organic and paid shopping work from the same clean data, which links with Google Ads management.
Speed and platform
Large catalogues are often slow. Fixes range from image handling to theme code; see e-commerce website development for platform work.
Proof
An online retailer reached page one for its priority keywords within six weeks after exactly this kind of work: read the e-commerce SEO case study.