Short version: most ecommerce SEO is won on category and product pages, and most stores get them wrong — thin copy, duplicate descriptions, weak internal links, and slow pages. Fix those four things and you're ahead of most competitors.
Category pages carry more weight than you think
Category pages usually target higher-volume, higher-intent keywords than individual products ("oak dining tables," not "Oakley 6-seat table in natural oak"). Give each one a real reason to rank: a short, useful intro that covers what buyers actually ask, sensible filters that don't spawn duplicate URLs, and internal links to your best products.
Product pages: unique content at scale
Duplicate manufacturer descriptions are the single most common ecommerce SEO problem. Every product page needs unique, useful copy — which is hard by hand across thousands of SKUs. This is exactly where AI content automation earns its keep: on-brand, unique descriptions generated at scale, human-edited before they publish.
The technical basics that move rankings
- Schema markup — Product, Offer, AggregateRating so you win rich results.
- Clean URLs and canonical tags — tame filter and sort parameters.
- Core Web Vitals — fast pages, especially on mobile, are a ranking factor and a conversion one.
- Internal linking — from category → product and from blog content → both.
Don't forget AI answers (AEO)
Increasingly, buyers ask ChatGPT, Perplexity, and Google's AI Overviews "what's the best X for Y." Structured, clearly-written pages with real specifications are what those engines cite. Answer-engine optimisation isn't separate work — it's the same clarity and structure that ranks on Google, done well.
This is what our SEO & AI Content service does — specialist-led, and built on the fact that we can also build the store. Let's look at where you rank today.