E-commerce
Be found everywhere
your audience searches.
Your potential customers research across Google, ChatGPT, and AI Overviews before they buy. We build the technical foundations and content architecture that put your products in front of them on every surface.
Most e-commerce SEO ignores how AI is changing product discovery.
Thousands of pages need to be crawlable, indexable, and optimised, while faceted navigation, duplicate content, and thin descriptions create compounding technical debt. And the landscape has shifted: AI systems now generate product recommendations and buying guidance directly in search. Stores that only optimise for traditional rankings miss the growing share of queries answered by AI.
Challenges
The e-commerce problems we fix.
Complex site architecture at scale
Online stores with thousands of products and multiple category layers need a hierarchy built around search behaviour, not internal product taxonomy. Without a search-driven architecture, mid-funnel and long-tail queries go uncaptured, and crawl budgets get wasted on low-value pages.
Faceted navigation and duplicate content
Product filters generate an enormous volume of parameterised URLs. Without proper canonicalisation and crawl controls, these dilute ranking signals across duplicate pages and prevent search engines from indexing the pages that actually matter.
Thin product and category pages
Manufacturer-supplied descriptions used across dozens of retailers give search engines no reason to favour your store. Category pages with nothing but product grids lack the content depth needed to rank for broader, higher-volume terms or to be cited by AI systems.
Invisible to AI product recommendations
When shoppers ask ChatGPT or Google AI Overviews for product comparisons and buying advice, AI systems cite sources with comprehensive entity coverage and clear structured data. Most e-commerce sites lack both, leaving them absent from these high-intent generative answers.
Content that drives traffic but not conversions
Blog articles and buying guides often sit disconnected from the product catalogue. Without a deliberate internal linking strategy and product-led content approach, informational traffic fails to move shoppers toward purchase.
Scaling optimisation across large catalogues
Manually writing unique descriptions, title tags, and structured data for thousands of products is not feasible. E-commerce brands need systematic approaches to content creation and on-page optimisation that maintain quality at scale.
Our services
How we approach e-commerce SEO & GEO.
SEO
Technical SEO
Restructure your store’s architecture around how your audience searches, not how your team organises inventory. Crawl controls for faceted navigation, reduced click depth, and internal linking that pushes authority to your highest-value pages.
template: "services/{service}/{city}"
data_sources:
- cities: 847 locations
- services: 12 service types
output:
pages_generated: 10,164
schema: LocalBusiness
internal_links: autoSEO
Programmatic SEO
Template-driven page systems that scale across your entire catalogue. Optimised templates for category, subcategory, and product pages targeting long-tail keyword combinations and high-demand attribute filters.
SEO
On-Page SEO
Optimise product titles, category descriptions, heading structures, and schema markup across your catalogue. On-page SEO that ensures every product and category page communicates relevance to both Google and AI systems.
AI
GEO (Generative Engine Optimisation)
Make your product and category content citable by AI systems. Product, Review, and FAQ structured data, entity coverage mapping, and buying guide restructuring so LLMs reference your store in recommendation queries.
AI
Link & Citation Building
Build external authority through product review placements, editorial roundup features, and citations on the expert sites that AI systems draw from when generating product recommendations.
Automation
SEO/GEO Content Automation
Automated workflows for large catalogues: unique product descriptions via RAG pipelines, metadata generation with quality scoring, and product-led blog content that connects search intent to your product pages.
Our approach
How we work differently.
- Architecture-first, not content-first
Most e-commerce SEO engagements start with keyword lists and content briefs. We start with your site’s technical architecture, because no amount of content will compensate for a category structure that does not match search behaviour. We redesign the hierarchy based on keyword research and crawl data, then layer content and GEO optimisation on top of a foundation that can actually support rankings.
- Unified SEO and GEO from day one
We do not treat AI visibility as a separate workstream bolted on after traditional SEO. Every technical decision, from structured data implementation to content structure, is made with both Google rankings and AI citability in mind. Product pages get optimised once, for both surfaces, because the signals that drive organic rankings and AI citations overlap more than most agencies realise.
- Systems that scale with your catalogue
We build reusable tooling, not one-off deliverables. Automated content pipelines, programmatic page templates, and quality scoring workflows mean that optimisation scales with your product catalogue rather than requiring proportionally more manual effort. When you add new product lines or categories, the system adapts.
Work
Proven results on complex, large-scale projects.
- How Century 21 grew organic traffic by 8,900%
SEO-first website rebuild for a major Belgian real estate franchise. We used programmatic SEO to generate thousands of optimised location and property type pages, delivering an 8,900% increase in organic traffic.
Read case study
- How Kärcher consolidated domains to 74 Authority Score
International domain consolidation for the global market leader in cleaning technology. We led SEO strategy for the Belgian and Dutch markets, migrating from country-code TLDs to a unified kaercher.com structure, growing Domain Authority from 23 to 74.
Read case study
- How Remeha Belgium grew organic traffic by 733%
Site architecture redesign and SEO strategy for a leading HVAC manufacturer. Transformed a flat product structure into a keyword-driven hierarchy with the heat advisor lead generation tool, delivering a 733% increase in organic traffic.
Read case study
Expertise shaped by working with major brands
Ready to grow your store’s visibility?
Get in touch to discuss your site’s technical health, content gaps, and AI visibility opportunities.
Why e-commerce SEO and GEO need to work together.
E-commerce SEO has always been technically demanding. Faceted navigation, duplicate content, and complex site architectures create challenges that content-focused websites never face. The fundamentals still matter: search-driven hierarchy, clean crawl paths, fast loads, unique product content. But they no longer capture the full picture of how shoppers discover products.
AI-powered interfaces are changing product discovery. When a shopper asks ChatGPT for headphone recommendations or Google AI Overviews generates a comparison table, the sources that get cited share common traits: comprehensive entity coverage, clear structured data, and content that directly answers specific questions. Stores with thin pages and manufacturer descriptions get overlooked, regardless of domain authority.
The good news is that what Google rewards and what AI systems cite overlap substantially. A well-structured category page with unique descriptions, proper schema, and comprehensive topic coverage performs well in both contexts. The key is building these signals in systematically, a single, integrated strategy that makes your products findable wherever your audience searches.
Related industries
Explore other industries we serve.
Real Estate & Property
Scalable search architectures for thousands of location, property type, and transaction combinations in both Google and AI search.
SaaS & Technology
Outrank aggregators like G2 and Capterra, and get your product cited by AI systems for category, feature, and use case queries.
Enterprise & Industrial
Optimise complex multi-market sites for search visibility and AI citation across product catalogues, support portals, and technical content.
Frequently asked questions