Ecommerce SEO

Ecommerce SEO is the work that gets an online store into Google's results for searches about the products it sells: categories, product pages, filters, product data and content, built so that Google can crawl them, understand them and show them. It is different from SEO for a company website: there are thousands of pages, they appear and disappear with the catalog, and a structural mistake is multiplied across all of them.

We are an Italian SEO agency that works online with stores in Italy and abroad. For English-speaking clients that usually means a foreign store that wants to sell to customers in Italy, with an Italian version built on the searches Italians make, or a store that wants to grow in more countries and languages, which is the work described on our international SEO page.

On this page you will find who it is for, the problems it solves, what we do, how we work and how much it costs.

Who it is for, and who it is not for

It is right for you if:

• you run an online store, on Shopify, WooCommerce, PrestaShop, Magento or a custom platform, and organic traffic contributes little to sales;
• your catalog has grown and you no longer know which pages Google indexes and which it ignores;
• you are about to change platform or URL structure and don't want to lose your rankings;
• you pay for a lot of advertising on searches where you could also appear in the free results.

It is not right for you if your store has just launched and you need sales in the first few weeks: that calls for paid campaigns, while SEO builds over time. Nor is it right for you if nothing can be changed on the platform: not the templates, not the URLs, not the content.

The problems it solves

• Filters that generate thousands of URLs. Color, size, price and sort order combined create near-identical pages that eat up crawling. Google recommends blocking them from crawling with robots.txt when they are not needed in the results, and returning a 404 for combinations with no products (Google, "Managing crawling of faceted navigation URLs").
• Variants and duplicates. The same product in several colors, in several categories or with different parameters. Each variant needs its own URL and a consistent canonical; fragments after the hash sign are not used for indexing (Google, URL structure for ecommerce sites).
• Out-of-stock and discontinued products. Pages that disappear together with their links, or stay up empty. The choice between updated availability, a 301 redirect or a 404 has to be made case by case.
• Product descriptions copied from the supplier. The same description on dozens of stores gives Google no reason to choose yours.
• Categories with no text and no order. Category pages capture the searches with the most volume, but they are often just product grids.
• Incomplete product data. Without structured data and without a feed, price, availability and reviews don't appear in rich results or in the free Shopping listings.

What we do and what we deliver

1. Catalog audit. We crawl the store and cross-check the data with Search Console: indexed and excluded pages, duplicates, filters, pagination, speed, errors. What we deliver: the list of problems ranked by impact on sales, not by the number of warnings.
2. Keyword research for categories and products. With keyword research we assign each search to a single page: category, subcategory, product page or guide. What we deliver: the search-to-page map and the categories to create or merge.
3. Structure and technical rules. URLs, canonicals, which filters to index and which to block, pagination, out-of-stock handling, sitemaps by page type. What we deliver: the rules written for your platform, applied by us or by your developer.
4. Structured data and feeds. Product markup with price, availability and reviews (Google, product structured data) and a check of the feed in Google Merchant Center, through which products can appear even without advertising (Google, sharing product data).
5. Category and product content. Category copy that helps customers choose, templates for product pages, priority on the products that earn the most. With SEO copywriting we write it ourselves or train whoever writes on your side. What we deliver: published copy, or templates and instructions.
6. Measurement. Organic traffic, revenue and conversions by category, not just rankings. What we deliver: the monthly report and the next actions.

Migrations and platform changes

The moment an online store loses the most organic traffic is the move from one platform to another, when the URLs of thousands of product pages change. Before the switch we map every old URL to the new one, test the redirects in a staging environment and monitor Search Console in the weeks that follow. If the store needs to be built or rebuilt, see our ecommerce development page.

How we work

The first month is dedicated to the audit and the strategy: without a map of the catalog, every change is a gamble. From the second month we work in cycles, starting with the categories that have the most demand and the highest margin, and we measure on revenue. Access to Search Console, Analytics and Merchant Center stays in your name.

We work with your team or with the agency that develops your store: we give precise instructions, check the changes before they go live and remain your single point of contact for campaigns too, if you need them.

How much ecommerce SEO costs

For an online store, SEO consulting usually starts from the Advanced plan, from €700 a month, because the work grows with the catalog; very large catalogs, including those with more than 100,000 pages, fall under the Enterprise plan, from €2,000 a month. If you want to start with a snapshot of your store, the full SEO audit costs €500, €1,000 or €2,000 as a one-off, depending on the size of the site. All prices are starting prices, + VAT; how they compare with market prices is covered on our SEO pricing page.

Who runs the project

Your point of contact is Eugenio Tommasi, who has been doing SEO since 2009 and manages Google Ads campaigns with budgets of over ten thousand euros a month: for an online store, that means reading SEO and advertising on the same sales data. He has worked in Milan, in Switzerland, in Prague, in Spain, in Rome and in Florence; we work online with stores across Italy and abroad.

The first step

Contact us with the address of your store and your markets: we will tell you whether you need a one-off job or ongoing work. You can write to us in Italian, English, Spanish, German or Portuguese.

Sources

Pages consulted and verified on October 14, 2026.

1. Google Crawling Infrastructure, "Managing crawling of faceted navigation URLs"
2. Google Search Central, "Designing a URL structure for ecommerce sites"
3. Google Search Central, "Product structured data"
4. Google Search Central, "Share your product data with Google"
5. Google Search Central, "Ecommerce best practices for Google Search"