Search for an online shop and you will notice something: the pages that rank are usually category pages, not the homepage. Ecommerce SEO has its own rules, because shops have thousands of URLs, products that come and go, and filters that can create endless duplicate pages. If you are comparing an ecommerce SEO agency UK retailers recommend with a generalist, those differences are exactly what you need to test them on.
Problems unique to online shops
Faceted navigation
Filters for size, colour, brand and price are great for shoppers but can generate huge numbers of near-identical URLs. Without careful handling, search engines waste time crawling them while important pages are overlooked.
Thin and duplicate product content
Many shops copy manufacturer descriptions, which means the same text appears on dozens of competing sites. Unique descriptions, buying advice and real photos help pages stand out.
Out-of-stock and discontinued products
Removing products carelessly can break links and lose hard-earned visibility. A good agency will set rules for temporary stock-outs, permanent removals and redirects.
Category page content
Category pages need helpful copy, sensible internal links and clear structure, without burying the products under paragraphs nobody reads.
Platform knowledge matters
Shopify, WooCommerce on WordPress, Magento and headless setups each have their own SEO strengths and limitations. Shopify, for instance, has fixed URL patterns, while custom builds offer more control but need more care. Ask agencies which platforms they work with regularly and how they implement changes on yours. If your platform is holding you back, a web development partner can help you weigh up a rebuild or migration.
UK retail considerations
- Pricing and VAT: show prices clearly in pounds, including VAT, so shoppers and Google Shopping data agree.
- Delivery and returns: UK buyers check delivery times and returns policies before purchasing. Clear, crawlable policy pages support both trust and conversions.
- Consumer rights and cookies: make sure tracking setups respect UK GDPR and PECR consent rules, and that legal pages are accurate.
- Selling to the EU: if you ship abroad, consider whether separate currency or language versions are needed and how they will be structured.
How ecommerce SEO is priced
Agencies typically charge a monthly retainer, with a separate fee for an initial audit or a site migration. What affects the cost:
- The number of products and categories
- How much unique content needs writing
- Technical complexity, such as filters, international versions or a headless setup
- Whether the agency also handles product feeds and shopping campaigns
- Who implements the changes: your developers or theirs
Confirm whether prices include VAT and what the notice period is.
Questions to ask
- How would you handle our filters and sorting options?
- What is your process for discontinued products?
- How will you prioritise categories, and what data will you use?
- Can you report revenue from organic search, not just traffic?
- How do you work around the limits of our platform?
- What do you need from our merchandising and product teams?
What good reporting looks like
For an online shop, the most useful report shows organic revenue, transactions and conversion rates by category, alongside visibility for priority terms. It should also flag technical issues found during the month and what was done about them.
FAQ
Should we focus on product pages or category pages?
Usually category pages first, since they target broader searches with more volume. Product pages matter for specific searches and long-tail terms.
Do we need a blog for ecommerce SEO?
Buying guides and how-to content can attract earlier-stage shoppers and support category pages, but only if they are genuinely useful.
Can SEO help during a platform migration?
Yes, and it should be involved from the start. Redirect plans and pre-launch checks protect the visibility you already have.
Next step
If your online shop is not getting the search traffic it deserves, Export Apps works remotely with UK retailers on ecommerce SEO and site improvements. Send us a message with your store details.