Why online stores need their own kind of SEO
A store creates pages faster than any other kind of site. One range of ten products in four sizes and five colours can generate hundreds of URLs. Most of those pages are near duplicates, and search engines have to decide which one matters.
Shoppers also search in two very different ways. Some type a broad term such as a product type, while others search for an exact model or part number. A store has to serve both, with category pages for the first group and detailed product pages for the second.
Areas we work on in a store
Each area below has its own common failures. We check them in this order because earlier problems limit the later ones.
- Category structure: A logical hierarchy with pages that say what the range is, who it suits and how to choose within it.
- Product detail pages: Original descriptions, accurate specifications, clear photos, delivery information and honest stock status.
- Filters and sorting: Rules for which filtered pages should be indexed and which should stay out of search.
- Product variants: A sensible decision on whether sizes and colours share one page or have separate pages.
- Structured markup: Markup for price, availability and shipping that matches what shoppers see on the page.
- Internal linking: Links between ranges, related products and buying guides that help shoppers and crawlers move around.
Product markup, and what it does not do
Google separates two kinds of product result. Which one applies depends on whether the page lets someone buy.
| Type | Used for | What it can show |
|---|---|---|
| Product snippets | Pages where people cannot buy directly, such as reviews | Review information, with options for pros and cons |
| Merchant listings | Pages where customers can buy from you | Price, availability, shipping and returns details |
Rules we follow with markup
Google states that search result enhancements are shown at its discretion, so markup never guarantees a rich result. Its structured data policies also require markup to describe content shoppers can see.
Do
- Mark up price, availability and shipping that appear on the page
- Keep markup in step with live stock and price changes
- Test each template before applying it to the whole catalogue
- Use review markup only for genuine reviews you hold
Do not
- Mark up details that are hidden from shoppers
- Copy markup from another store or add ratings you do not have
- Assume markup will lift rankings on its own
- Leave out-of-date prices in markup after a sale ends
Prices, delivery fees and extras on product pages
Search results and feeds can show your price before anyone reaches your site, so a mismatch hurts trust and can create compliance risk. The ACCC publishes rules on how prices must be displayed to consumers. This is general information from the regulator, not legal advice.
| Topic | What the ACCC says | What we do on the page |
|---|---|---|
| The price shown | Display the total price as a single figure, including GST and any unavoidable or pre-selected fees | Use the same figure in the page text and in markup |
| Delivery and extras | Pre-selected extras belong in the total. An optional delivery fee can stay out if free click and collect is available | Show delivery cost and pickup options on the product page |
| Fees added at checkout | Drip pricing is when fees appear gradually. The types of fees and when they apply must be disclosed at the start of the purchase process | Show fee types before the basket stage |
| Two prices for one item | If different prices are displayed for the same item, even by mistake, sell at the lowest displayed price or stop selling until corrected | Change prices in one place so page, feed and markup stay in step |
How a store engagement runs
We keep the work staged so you can see what changed and why.
- Map the catalogueWe list the ranges, the page types your platform generates and where duplicates occur.
- Find the pages worth rankingSearches are grouped by shopping intent, then matched to a category, product or guide page.
- Fix the structureDuplicate URLs, filter rules, variant handling and canonical signals are cleaned up.
- Improve key pagesCategory and top product pages get clearer titles, copy, images and links.
- Add markup and check itWe apply markup to templates, then confirm it reflects real content.
- Watch the resultsWe report on indexing, the pages receiving visits and the enquiries or orders linked to them.
Day-to-day store situations
These come up in almost every catalogue. Each needs a decision, not a blanket rule.
Out-of-stock products
If an item will return, keep the page and say so. If it is gone for good, redirect to the closest equivalent or remove it.
Thin manufacturer text
Supplier descriptions are shared with every other retailer, so the pages that matter most need your own detail.
Seasonal ranges
Keep one stable URL for a recurring range so its history is not lost each year.
Pagination
Long categories need page links that crawlers can follow and a clear route to every product.
Local retailers who also sell online
A Canberra shop with a physical presence often wants two things: local customers who walk in and national customers who order online. Those goals pull the website in different directions. Our page on retail store SEO covers the in-store side, and ecommerce store SEO looks at the search problems of stores that sell online.
If your physical shop is a key part of the sale, local SEO should run alongside the product work so the two do not conflict. Content such as buying guides can then come from SEO content rather than being added ad hoc.
Stores that offer click and collect also have local searches to think about, and where those customers live matters. See SEO for Gungahlin for how a single district shapes local demand. Shipping and returns also affect search, because shoppers compare these before they buy. We make sure those details are visible, accurate and match any product markup.
Frequently asked questions
What is the most important page type in ecommerce SEO?
For most stores, category pages. They match broad searches such as a type of product, and they hold the links to your individual items. Product pages matter more for exact model searches, so we look at your own search mix before choosing.
Should I let every filter combination be indexed?
Usually not. Google explains that filter URLs multiply quickly and waste crawling. We index only the combinations with real search demand and a distinct use, such as a popular brand within a category, and keep the rest out of search.
Does product schema improve my rankings?
Not directly. Google says enhancements are shown at its discretion, and nothing guarantees a rich result. Markup helps search engines read price and availability accurately, which can make results more useful, but it is not a ranking lever.
What should I do with discontinued products?
If a close replacement exists, redirect the old page to it. If not, and the page has no value, remove it so it returns a proper not-found response. Sending everything to the home page confuses shoppers and search engines alike.
Can you help with a store that sells nationally from Canberra?
Yes. The service is delivered remotely, so your customers' location does not matter. We shape the work around the searches your shoppers use, which may be national, with local pages added only where your physical store matters.
Do you write product descriptions?
We can write or edit descriptions for priority products and templates. Writing thousands of descriptions at once is rarely worth it. We focus on top sellers and categories, and give you a method to apply to the rest.
Will changing my store platform affect SEO?
Yes, often a lot. URLs, templates and redirects all change. If a move is planned, read about our approach to SEO migrations and talk to us before the new store is built.
Sources and further reading
- Managing crawling of faceted navigation URLs: Why filters create crawl problems, robots.txt, canonical and 404 options
- Product structured data: Product snippets versus merchant listings; enhancements shown at Google's discretion
- General structured data guidelines: Markup must reflect visible content
- ACCC: Displaying prices: Total price as a single figure including GST and pre-selected fees; drip pricing; pre-selected and optional extras; lowest displayed price applies