E-commerce SEO: templates, catalogs, and product data
Online stores rarely fail one product at a time. They fail by template: one product page design, one category layout, or one theme setting repeated across thousands of URLs. I find the template-level problem and fix it once.
Platforms
Shopify and Liquid themes, Magento 2 and Hyvä, WooCommerce on WordPress, and headless storefronts. I make theme changes in a duplicated theme or a branch, so the live store is never at risk while work is under way.
What I work on
Product content crawlers can read
Specs, descriptions, FAQs, and reviews that live in the page's HTML instead of appearing only after scripts run, scroll events, or clicks. On one Magento and Hyvä store, scroll-triggered rendering left flagship product pages with 250 to 400 words visible to crawlers. See content the crawler never sees.
Duplicate and competing URLs
The same product reachable at several addresses, such as collection-path URLs on Shopify, legacy paths after a migration, variant parameters, and sort and filter combinations. I choose the canonical version, consolidate signals, and keep the rest out of the index.
Faceted navigation and filters
Filter combinations can generate millions of near-duplicate URLs. I decide which filtered views deserve to rank as landing pages and keep the rest from swallowing crawl attention.
Product data and metadata
Default titles and descriptions inherited from a theme, thin manufacturer descriptions, missing categories, and broken meta descriptions, fixed in bulk where possible and by hand where it matters.
Product structured data
One complete, valid Product schema block per page, with price, availability, brand, identifiers, and review data from the right source. Duplicate blocks from a theme and an app, and encoding bugs that corrupt the JSON, are common and easy to miss. I've found and fixed both.
Out-of-stock and discontinued products
Keeping pages for items that will return, redirecting discontinued items to the closest equivalent, and avoiding soft 404s.
Migrations
Squarespace to Shopify, Magento upgrades, and platform switches, with every product, collection, and image URL mapped. After one Squarespace to Shopify move, I found more than 3,400 404s left from the migration and duplicate product URLs competing in Google. See migrations.
Speed
Product images, app scripts, and theme bloat, which drag down Core Web Vitals on mobile. See site speed.
How it runs
A paid diagnostic finds the template-level problems and ranks them by revenue at stake. Then I either implement the fixes in the theme, or write developer specs and verify the result, or both. A pilot group of pages often comes first, so the fix can be measured before it's rolled out across the catalog.
Common questions
Can you work on a large catalog?
Yes. Large catalogs are where template-level fixes pay off most. I work from crawls, exports, and the platform's own data tools, and test fixes on a pilot group first.
Do you write product descriptions?
For priority products and categories, yes. For large catalogs, I set up templates and rules that improve every product at once, and write by hand where it counts.
Updated October 5, 2026