Ecommerce SEO
More organic clicks.
Fewer wasted pages.
Ecommerce sites produce SEO problems at scale — duplicate URLs from faceted navigation, thin product pages, missing structured data. A clear audit finds what is costing you visibility and sets out what to fix in what order.
Why it matters
Ecommerce SEO is a different problem.
Most ecommerce platforms generate technical SEO issues automatically — faceted navigation creates hundreds of near-duplicate URLs, pagination fragments link equity, and product variants produce thin pages that compete with each other in search. These are structural problems that won't be solved by writing more content or adding more pages.
The businesses that perform best in organic search don't necessarily have the biggest catalogues or the most blog posts. They have clean crawl architecture, well-structured product pages, and structured data that earns rich results. These are fixable technical problems — and they tend to have a significant, measurable impact on click-through rate and organic revenue.
Peacock Search has worked with ecommerce businesses on Magento, Shopify and WooCommerce. The ecommerce case study shows what a structured audit and fix programme looks like in practice.
Common problems
What holds ecommerce sites back in search.
Filter and sort parameters — colour, size, price range — create hundreds or thousands of indexable URL variants of the same category page. Without canonical tags or parameter handling, Google indexes all of them, splits link equity across them, and wastes crawl budget on pages with no unique value.
Product pages built from a CMS template — SKU, price, add-to-cart — with no unique description, no supporting context, and no structured data are difficult for Google to differentiate and rank. They also miss out on Product rich results that directly improve click-through rate.
When no meta description is set, Google pulls one from page content — often a product SKU, a navigation label, or filter text. Across a catalogue of hundreds of pages, this drives down click-through rate significantly and wastes the impression volume already being earned.
Ecommerce pages are some of the highest-value candidates for rich results — price, availability, review stars, breadcrumb paths. Without JSON-LD markup, none of these appear in SERPs, and product listings look identical to competitors regardless of quality.
When parent and child categories — "Storage Boxes" and "Plastic Storage Boxes" — are optimised for the same search terms, they compete against each other. Google picks one and suppresses the other, reducing total ranking potential. Keyword mapping across the catalogue prevents this.
What I look at
What the Visibility Review covers for ecommerce.
- Crawl and indexation audit — how many pages are indexed, which should be, which shouldn't, and where crawl budget is being wasted
- Duplicate content mapping — faceted navigation, pagination, parameter URLs, and session IDs creating near-identical pages
- Canonical tag audit — are self-referencing canonicals in place? Are consolidated variants pointing to the right parent?
- Product and category page review — meta description coverage, H1 uniqueness, keyword cannibalisation across the catalogue
- Structured data check — Product schema, BreadcrumbList, and Organisation markup present, valid, and eligible for rich results
- Internal linking structure — are high-priority category pages receiving enough internal links from the rest of the site?
- Core Web Vitals — LCP, CLS, and INP as ranking factors, particularly on product page templates
Ecommerce SEO audit
A catalogue of products deserves a catalogue of rankings.
The Visibility Review works through your crawl data, indexation, structured data, and on-page signals to show what is holding organic performance back and what to fix first.
Book an SEO Review See the case study