SEO for online stores

For almost every commercial search, such as 'oak laminate', 'gold earrings' or 'women's running shoes', Google wants to show a category page, not an article. Yet most category pages consist of a title and a grid of products. No explanation, no answers, no reason to rank there.

We give every important category a complete page: a short intro above the grid that answers the query, a fuller text below it with buying help and FAQs, internal links to subcategories and related guides, and the right schema markup. For large catalogues that happens systematically per category type. Programmatic SEO for large catalogues.

If you run on Shopify, these are your collection pages; the approach is the same, the mechanics slightly different. Shopify SEO: collections, themes and apps.

A product in five colours and six sizes is technically thirty pages, often reachable through several paths. Add the supplier's standard copy, which also sits on twenty other stores, and you have a catalogue in which Google finds hardly anything unique.

We set canonicals on the main variant, write unique descriptions for the products that matter commercially, add specifications, FAQs and usage tips, and apply Product, Offer and Review schema. A product page becomes an answer instead of a copy. Fixing crawl, structure and duplicates.

On WooCommerce this needs extra attention for variation URLs and conflicts between plugins. WooCommerce SEO with Traze.

Filters are good for visitors and risky for your index. Every combination of colour, price, brand and sort order is a new URL, and without a policy Google crawls thousands of pages that add nothing while your new products wait weeks to be indexed.

We decide per category which facets have demand ('black running shoes' yes, 'running shoes under €80 sorted by newest' no) and turn those into indexed pages with their own title and copy. The rest gets canonicals, noindex or is fenced off through robots rules. We keep pagination crawlable with consistent links.

On Magento stores with thousands of SKUs this is usually the first and biggest win. Magento SEO for large catalogues.

Before someone searches 'buy laminate', they ask 'laminate or vinyl', 'which thickness for a kitchen' or 'what does fitting laminate cost'. Those questions are increasingly put to ChatGPT or Perplexity, and the answers come from guides that explain things clearly, honestly and with concrete figures.

Traze writes those guides from your product knowledge: comparisons, buying help, price overviews and maintenance advice, with a direct answer at the top and internal links to the category where the buyer goes next. Every guide gets a citability score. AI content creation, written in your voice.

Those guides are also what passes authority to your categories: a category with ten good guides linking to it ranks better than a category on its own.

Your product feed for Google Merchant Center and the structured data on your product pages are two sides of the same truth. If the price in the feed differs from the schema, or the stock does not match, Google disapproves products and you lose visibility in Shopping and in organic product results alike.

We test the feed for disapprovals and warnings, align feed and schema and make sure titles and descriptions in the feed carry the same search terms as your pages. Paid and organic then reinforce each other instead of working past one another. Test your shopping feed for free.

Reviews, ratings and availability go into the schema too, so your results stand out in Google among the competition.

As soon as you sell in Belgium, Germany or the United Kingdom, the complexity doubles: different search terms, different currencies, different competitors and hreflang that has to be right. Translating alone is not enough; a German buyer searches differently from a Dutch one.

Traze builds a content plan per market based on local search demand, publishes per language and country and checks hreflang and canonicals per page, so your markets do not cannibalise each other. International SEO per market.

For brands with several collections per country, this works together with the category strategy from step one: structure first, then content per market.