ECOMMERCE SEO · BORIS KATSAROV

eCommerce SEO that turns categories into sales

Category structure, filters and product templates, fixed in the order in which they affect revenue. You work directly with me — from the technical audit to the conversation with your developers. See a real case study →

PERSON ACCOUNTABLE FOR THE STORE

2 weeks

TO A PRIORITISED PLAN

90 days

PILOT WITH THREE KPIs

PLATFORMS: OPENCART, WOO, SHOPIFY

Platforms and niches I work with:

NICHES FROM PRACTICE

APPROACH

eCommerce SEO: the discipline of large stores, applied to yours

Structure, templates, authority

Large catalogues lose traffic in predictable places: filters that create thousands of indexable URLs, category pages with no content, product templates that duplicate each other. I start with a technical audit and Google Search Console analysis, rebuild the category tree around real demand, and only then put budget into authority competitors cannot simply buy.

2 weeks

Diagnosis with a prioritised plan

One accountable person, no account manager

INCLUDED IN EVERY ENGAGEMENT

Technical audit and log file analysis
Rules for filter pages
Category tree based on real demand
Product template optimisation
Core Web Vitals
Product and offer schema
Policy for out-of-stock and discontinued products
Internal linking model
Developer tasks, ready to implement
Monthly report with revenue from organic traffic

PROCESS

How the work runs

1. Store analysis

Two weeks on the site, Google Search Console and GA4. At the end you have a prioritised plan — what, in what order and with what expected effect — which you could execute even without me.

2. Competitor analysis

Which categories your competitors win, with what pages and why. The goal is not to copy them, but to get ahead where they are weak.

3. Implementation with your team

Ready-to-implement developer tasks, a weekly working call and sign-off on every change before we call it done.

4. Review

A monthly report with revenue and orders from organic search. After 90 days we decide together whether to continue — no penalties, no vague promises.

FOCUS

Three places where eCommerce SEO wins or loses sales

Categories and filter pages

Which filter combinations deserve their own page, which get canonicalised and which are closed to indexing. The biggest lever in most catalogues.

Product templates at scale

Titles, descriptions, variants, reviews and availability solved at template level — so ten thousand items behave like one well-made page.

Less money on ads

Once a category ranks on its own in Google, you stop paying for ads on it. That is why I report what each sale costs you in total — from ads and from search — not just how many visits arrive. Case study: breaking out of a plateau →

TYPES OF STORES

The stores I do eCommerce SEO for

Pharmacies and health

Thousands of items, regulatory limits on content and fierce price competition.

Fashion and kids

Seasonality, sizes and variants that easily turn into thousands of duplicate URLs.

Tools and equipment

Part numbers, specifications and compatibility — search that rewards technical depth.

Camping and hobby

Niche queries with deep intent, where comparisons and guides lead to a purchase.

Food and drink

Repeat purchases, subscriptions and brand queries that should be yours, not the marketplace’s.

METHODOLOGY

Ten checks, one sequence

We go through them in this order: the foundation first, then the content, then authority. Only how much of the budget each deserves changes.

Copy written for customers

Category copy that helps the customer choose, not filler for the search engine.

Catalogue structure

Categories and filters arranged around how people actually search.

Technical foundation

The store templates fixed once, so every page inherits what is right.

Reputation

Reviews and mentions that show Google there is a real business behind the store.

Links

Authority pointed at the categories that drive sales, not at everything indiscriminately. More in Digital PR.

Speed and usability

Fast loading and pages people stay on instead of bouncing back.

Clean-up

Empty pages, duplicate URLs and bad links removed before they start to hurt.

Physical locations

If you have shops: stock and click-and-collect, visible in search.

Useful articles

Guides and comparisons only on topics that lead to a purchase.

Product data

Prices, availability and attributes sent consistently to Google Shopping and the site.

REPORTING

A report management actually reads

One dashboard, one number: revenue and orders from organic search by category, next to what you would have paid for the same traffic in ads. Rankings live in the appendix, where they belong.

Monthly

Report to management

Weekly

Working call with your team

WHAT EVERY REPORT CONTAINS

HOW THE BUYER THINKS

The four questions every customer asks before buying

Which product do I need?

Categories and comparisons that help the customer choose, instead of dumping the whole catalogue on them.

Is it in stock and when will it arrive?

Availability, delivery time and return terms that Google shows in the results — before the customer even reaches the site.

Can I trust them?

Reviews, brand mentions and clear terms — that convinces both the customer and Google that the store is real.

Why here and not on the big marketplace?

Product and brand pages that outrank the big marketplaces for the same query — and give a reason to buy from you.

LET’S TALK

Let’s talk about your store.

Your name, store URL, email and a few sentences about the store. I reply personally within one business day with a proposal for a first call — no generic promises, no slide deck.