SEO · E-commerce
Fix crawling and filters first, then categories, products, structured data and speed. Each item is a check you can tick off.
Control filters and pagination
Unique category and product copy
Merchant listing structured data
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An ecommerce SEO checklist covers six areas, in this order: make sure Google can crawl and index the right pages, control faceted navigation and pagination so filters do not create endless duplicate URLs, build category pages that target how people search, make product pages unique and complete, add product structured data, and keep pages fast. Work through them in that order, because content and links help little if Google cannot reach or understand your pages.
Each item below is written as a check you can tick off. Most stores find their biggest wins in the first three sections.
Filters for size, color, brand and price can generate thousands of URL combinations. Google’s documentation on faceted navigation gives two options:
For paginated categories, Google recommends a unique URL for each page, such as ?page=2, a canonical on each page pointing to itself rather than to page one, and normal links from each page to the next. Google no longer uses rel=“next” and rel=“prev”.
A practical rule: decide which filtered combinations have real search demand, turn those into proper category or landing pages with their own copy, and keep the rest out of the crawl.
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Google supports two kinds of product markup. Product snippets are for pages where people cannot buy directly, such as review pages. Merchant listings are for pages where customers can buy from you, and they support more detail, including shipping costs and return policies. Meeting the merchant listing requirements also makes a page eligible for product snippets.
Track a small set of numbers each month in Search Console and your analytics: impressions and clicks for category pages, the number of product pages indexed versus submitted, organic revenue by landing page, and Core Web Vitals status. Judge changes over several months rather than week to week, because search results move slowly and seasonality can hide real gains.
Run the full list before a launch or redesign, then review sections 1, 2 and 6 every month and the rest every quarter. Re-run it after any platform change, theme change or app install that touches templates. If you are moving platforms, add redirect mapping, as covered in our guide to redesigning without losing SEO. Our SEO services are billed month to month, and you can cancel after any month.
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Crawling and indexing, faceted navigation and pagination, category pages, product pages, structured data and product feeds, page speed, and supporting content and links. Start with crawling, because the rest depends on Google reaching your pages.
Only the combinations with real search demand, ideally turned into proper landing pages. Google’s guidance says there is often no good reason to allow crawling of filtered items, and suggests blocking filter parameters in robots.txt.
No. Google recommends each paginated page has its own URL and a canonical pointing to itself, with normal links to the next page. Google no longer uses rel next and prev.
Product markup with merchant listing details such as price, availability, shipping and returns on product pages, plus breadcrumb markup. Add review markup only for genuine reviews shown on the page.
Redirect the URL to the closest replacement or category if one exists. If nothing is relevant, return a 404 or 410. Keep temporarily out-of-stock product pages live.
