E-commerce & Marketplace

In most stores the bulk of organic demand is category demand: 'women's midi dresses', 'wireless earbuds', 'baby strollers'. So the first job is the category tree: each category gets a verified search demand, one target query cluster and a scope that does not overlap a sibling; where two chase the same query, one is merged.

The URL hierarchy mirrors that tree. Parent categories, subcategories and the facets that earn an indexable page (typically colour or material) get static, readable paths; every other combination stays a parameter. Breadcrumbs and navigation repeat the hierarchy. Brand pages are indexed only where brand-plus-category searches exist; campaign pages keep a permanent URL.

Product page SEO answers three questions: which query the page exists for, how its variants are handled, and where its content has already been published. Title, short description, specification table and Q&A are written to the search intent; manufacturer text is never published as-is, because it already sits on marketplaces and competitor sites.

Variants are the main source of duplicates. No separate search demand means one canonical product URL with variant selection on the page; separate demand means a separate URL with its own title. We define the rule per attribute, so it applies to the whole catalogue. A product shown in several categories still has one canonical path.

Product and Offer structured data lets product pages show price, availability and ratings in search results. One rule: schema carries only data that is visible on the page and true. Price matches the displayed price, availability matches real stock, and a rating exists only if genuine reviews are shown. A Review or AggregateRating that is not on the page breaks Google Search Central's structured data policies.

We treat Merchant Center feed optimization as SEO, because Google compares feed, page and Product schema, and a price or stock mismatch disapproves the product. Feed quality means titles in the language shoppers search in, complete GTIN and brand attributes, correct category mapping and one data source for feed and page. Fix the feed once and free listings and Shopping approval improve together.

Out-of-stock handling is the rule most stores never write down. Ours has four outcomes: if the product will return, the page stays live with availability updated on the page and in schema; if it is discontinued and a close alternative exists, it 301-redirects there; if there is no alternative but the page has links or traffic, it redirects to the parent category; otherwise it returns 410. Seasonal categories wait at a permanent URL.

Site speed is a ranking and a conversion matter. We measure Core Web Vitals (LCP, INP, CLS) per template and report store-specific causes: image weight, third-party scripts and the INP cost of filter interactions; implementation sits with your developer. Internal linking carries authority to deep pages: homepage to categories, categories to subcategories and indexable facets, products to related categories. Multi-country stores plan duplicate content and hreflang with our international SEO work.

A category page is more than a product grid: a short orienting line above the grid and a buying-guide paragraph with Q&A below it make the page meaningful for its target query and distinguish it from its own filter pages.

Category CRO asks how well the page moves a visitor to a basket: filter layout, default sort, product-card content, mobile layout and pagination, tested with our CRO service.

We treat the store and the marketplaces as one catalogue: product data, title structure and content priority are defined once and adapted to each channel, removing most feed disapprovals and duplicate content at the source.

We are clear about what we do not do. We do not build, migrate or theme stores on Shopify, WooCommerce or any other platform; we run SEO and marketing on the store you have and coordinate implementation with your developer. We do not operate marketplace accounts, orders or logistics.

We do not promise numbers. We start with the audit, deliver the rule table and category architecture in writing, and report monthly which decision moved which template. Native production in Turkish, English, Arabic and Persian lets cross-border stores publish product content per market.