E-Commerce

About E-Commerce

E-commerce search has its own problems: thousands of product pages that look alike to Google, faceted navigation that multiplies URLs, product descriptions copied from the manufacturer, out-of-stock pages, variants, and a checkout that has to work on a phone. The articles here cover how to structure a store so it can be crawled and ranked, how to write product and category pages that sell and rank, how to handle duplicate content across variants and filters, what schema a product needs, and how Shopify, BigCommerce and WooCommerce each handle these differently.

There is also marketplace work, because for many sellers Amazon and the other marketplaces are the larger storefront, and paid shopping campaigns, because for an online store paid and organic are inseparable. The posts come from campaigns we run for stores from a few hundred products to tens of thousands.

Start with the piece on store structure and faceted navigation, which is where most e-commerce ranking problems begin, then the product page and schema articles.