Your category pages are worth more than your homepage.
Most Australian online stores are built by someone who understood the theme and not the search demand. The result is a store where the homepage ranks, a handful of products rank by accident, and the category pages — where nearly all the commercial search volume actually sits — do nothing at all.
Where ecommerce SEO is won and lost
Categories carry the volume
People search "women's merino base layers", not a specific SKU. That's a category page, and on most stores it's an unedited grid of products with no text, no heading structure and nothing for Google to rank.
Scale creates technical problems
Faceted navigation generating thousands of near-duplicate URLs, out-of-stock products returning 200s, paginated series with no canonical strategy. These quietly cap a store's entire crawl budget and nobody notices until traffic plateaus.
Product descriptions from the supplier rank for nothing
If your description is the manufacturer's copy, so is every competitor's. Rewriting the top hundred products by margin is unglamorous work with a very direct return.
Buying-guide content feeds the funnel
"How to choose a" and "best X for Y" content captures people before they've decided what to buy, and it's the only part of ecommerce SEO where you can outrank a marketplace that will always beat you on domain authority.
What we do for online stores
Every campaign is shaped to the business, but this is the shape of the work.
- Category architecture rebuilt around actual search demand
- Category page content and internal linking that gives Google something to rank
- Faceted navigation and parameter handling sorted properly
- Product descriptions rewritten for the lines that carry your margin
- Product, Offer, Review and Breadcrumb schema across the catalogue
- Buying guides and comparison content feeding the top of the funnel
- Core Web Vitals work — ecommerce themes are almost always slow
- Out-of-stock, discontinued and seasonal URL handling
Businesses we do this work for
Shopify, WooCommerce, BigCommerce and Neto stores across Australia — from single-brand retailers to catalogues in the tens of thousands of SKUs.
Common questions
We're on Shopify. Is that a problem for SEO?
No. Shopify has some structural quirks — the forced /collections/ and /products/ URL patterns, limited control over some technical elements — but stores rank extremely well on it every day. The platform is almost never the limiting factor; the content and architecture are.
Should we optimise products or categories first?
Categories, almost always. They carry the commercial search volume, there are far fewer of them, and improvements there lift the products beneath. Then work through products in order of margin, not alphabetically.
Can we compete with the big marketplaces?
Not on head terms — you will not outrank the largest marketplaces for a generic product category, and chasing it wastes money. You beat them on specificity, on buying-guide content, and on the long tail where their pages are thin and yours can be genuinely expert.
How does ecommerce SEO pricing work?
Most stores need the Growth retainer at $2,200 a month or the Competitive tier from $3,500, because catalogue work is volume work. A technical audit alone is $650 if you want to see the scale of the problem before committing.
Want to know why you’re not ranking?
Send us your website. We’ll come back within two business days with a plain-English audit: what’s holding you back, what your competitors are doing, and what we’d fix first. No charge, no obligation.