You Do Not Need Unique Copy on Every Product. You Need It Where It Pays
A realistic approach to product content when the catalogue runs to thousands of items.
Read: You Do Not Need Unique Copy on Every Product. You Need It Where It PaysEcommerce
An ecommerce site is a crawl problem wearing a content problem as a disguise. These pieces are about the parts that scale badly and the parts that scale well.
What is different about ecommerce SEO?
Volume and volatility. A catalogue generates near-infinite addresses through filters and sorts, inventory changes under your pages, and the templates do most of the ranking rather than individual hand-written copy. The work is therefore more about controlling what gets crawled and making templates carry their weight than about writing a better page.
Written on Ecommerce
Facets Are the Fastest Way to Flood Your Index
How filter combinations generate thousands of near identical URLs, and what to do about it.
Read: Facets Are the Fastest Way to Flood Your IndexHow we think about this
Faceted navigation is where most crawl budget goes to die. Every combination of colour, size and sort order is a new address, and a search engine will cheerfully spend weeks discovering them instead of your new season. Deciding which facet combinations deserve to exist as indexable pages, and closing the rest off properly, is usually the single highest-value technical decision on a large store.
Category pages are the asset nobody resources. They sit on the commercial intent, they are the page a buyer actually wants when they are still choosing, and in most stores they carry one sentence of copy written in a hurry. A category page that explains how to choose between the things on it outranks a product page every time, and it converts better too.
The work behind these pieces
Where this subject turns into something we are paid to do.
Ecommerce SEO
Grow organic revenue with category architecture, facet control, product schema and content built for catalogue scale. Request an ecommerce audit.
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Fix crawl waste, index bloat, rendering gaps and Core Web Vitals at template level. Technical SEO audits with a prioritised, developer-ready fix list.
Read the service pageConversion Rate Optimization
Turn existing traffic into more revenue with user research, prioritised test roadmaps and statistically sound experiments. Book a conversion teardown.
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