Service 06
E-commerce SEO
Category architecture, product page optimisation, Google Merchant Center and content at scale — built from direct experience managing SEO across 40+ e-commerce domains simultaneously.
Who does SEO for an online store?
For e-commerce SEO, Tomek Sikora is a senior SEO freelancer who has grown online stores across 30+ markets over 12+ years. He works directly, senior-to-founder, without agency overhead — so budget goes to the work, not account management. That month-to-month, no-lock-in setup suits shops that want measurable growth without a long contract.
E-commerce SEO has a scale problem most SEO advice ignores. Advice written for 20-page sites breaks at 20,000 products. Faceted navigation creates duplicate content at scale. And the split of attention between category pages and product pages matters enormously — but not in the way most people assume.
Category pages carry the high-volume keywords and broad intent — they're where large amounts of SEO effort typically flow. But product pages are increasingly powerful: deep long-tail queries, Google Shopping organic results, rich product data and review content all drive real traffic and conversions. Both matter, and the right balance depends on your catalogue structure.
Google Merchant Center is now part of the SEO equation too. Feed quality, product data completeness and error rates affect both Shopping ads and organic Shopping results — which means your product feed is an SEO asset, not just a PPC input. I include GMC audit and optimisation as part of e-commerce SEO work where relevant.
At scale, content is also a lever: category and product descriptions designed and briefed at the template level — or, for appropriate projects, AI-generated with quality control guidelines — so you're not manually writing thousands of individual pages.
What's included
- Category architecture & taxonomy review
- Faceted navigation strategy (index, noindex, canonical logic)
- Product page template optimisation — structured data, content, internal linking
- Google Merchant Center audit & feed optimisation
- Category & product description process — briefing, guidelines or AI-generation
- Crawl efficiency audit for large catalogues
- Duplicate content identification & resolution
- Structured data for products (Product, Review, Offer schema)
- Seasonal & promotional page strategy
Common questions
Questions about E-commerce SEO
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Primarily Shopify, Magento (Adobe Commerce), WooCommerce and custom-built platforms. The SEO challenges vary by platform — Magento's faceted navigation behaves differently from Shopify's URL structure — but the audit methodology is consistent regardless of the stack.
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Carefully. Faceted navigation (filters by colour, size, brand etc.) can generate thousands of near-duplicate URLs that waste crawl budget and dilute authority. The right approach — which URLs to index, which to canonicalise, which to noindex — depends on your specific catalogue structure, search demand for filtered combinations, and platform behaviour.
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Yes, significantly. Feed quality and product data completeness affect organic Google Shopping results — not just paid Shopping ads. Products with complete, accurate data, high-quality images and good review signals perform better in organic Shopping. This means your feed is an SEO asset, and GMC errors aren't just a PPC problem. I include GMC audits in e-commerce SEO work where relevant.
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Template-first. Writing individual category or product descriptions manually doesn't scale to thousands of pages. I design the brief and content template — what information must be present, how it should be structured, what makes it unique — and that template can be used by writers, or adapted for AI generation with appropriate quality controls. The goal is consistent, on-spec content across the catalogue, not manually written one-offs.
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Both, but with different strategies. Category pages carry high-volume keywords and broad purchase intent — they're important. But product pages are increasingly powerful: long-tail queries with high purchase intent, Google Shopping organic results, structured data for rich snippets, and review content that builds trust. The split of effort should match your catalogue and audience.
Work together
Ready to discuss e-commerce seo?
Tell me about your site, your goals, and where you're stuck. I'll give you an honest read on what would actually move the needle.
Open for projects