Illustrative example · Online retail

An independent online shop with too many pages and thin categories

A worked example of how we would approach Ecommerce SEO for a shop whose filters create thousands of near-duplicate pages while the main categories say very little.

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Overview

Sector: Online retail
Service: Ecommerce SEO
Status: Illustrative example

This is a worked example showing how we would approach this type of project. It is not a real client and it contains no results. It shows the method and the measures we would use.

Baseline

The starting position we would typically expect to find.

01
Thousands of filtered and sorted URLs competing with the main category pages
02
Category pages with little more than a product grid
03
Discontinued products returning error pages
04
Product descriptions copied from supplier feeds
05
No clear view of which categories earn the most revenue

Actions

What we would do, in order.

01
Rank categories by revenue and search demand to set priorities
02
Decide which filtered pages deserve to be indexed, and control the rest
03
Add short, useful introductions and buying guidance to the key categories
04
Redirect or retire discontinued products sensibly, and keep pages for products that return
05
Write original descriptions and add accurate product structured data for the best sellers
06
Improve breadcrumbs and links between related categories

Timeline

How the work would be paced.

Typically a few months. Templates and indexing rules come first, because they apply to many pages at once, then category content, then product pages.

What we would measure

No results are claimed for this example.

01
Indexed pages compared with the pages in the sitemap
02
Impressions and clicks for category pages
03
Organic orders and revenue by landing page
04
Crawl behaviour in Search Console

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