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Faceted navigation and crawl control
Choosing which filter combinations deserve to be indexable pages, such as a brand within a category, and keeping sort orders, price ranges and stacked filters out of the crawl at the source.
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United States
Ecommerce SEO services for US online stores
Category pages, product pages, faceted navigation, product schema and the product data Google Shopping and AI assistants read. We are a software company that does SEO, so we make the changes in your theme, templates and feeds ourselves. The work is done remotely by a UK-registered company, with video calls in your working hours.
Thanks, that’s with us.
A senior engineer reads every enquiry and will reply as soon as they can.
Want to take it further now?
Book a time that suits you, or send a message on WhatsApp.
- Engineers who change the theme and templates, not just advise
- Shopify, WooCommerce, BigCommerce, Adobe Commerce and custom builds
- Video calls in your working hours, Eastern to Pacific
- “I was impressed by their ability to deliver unparalleled quality at an extremely fast pace and for great value.”ClutchAngelos BougasManaging Director, Ocley Group
- “Shahrukh did an excellent job creating a fully customized portal for my car auction business…FiverrMichael JonUnited Kingdom
- “I absolutely love the way Shahrukh works! He is a pro at handling React and Django features…UpworkJohnson C.React / Django feature build
- “The team responded to comments immediately, and corrected the mistakes exactly as I provided the comments.”ClutchGiorgi MumladzeFounder/CEO, Club Confide
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Clients served since 2020
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Calls in your working hours
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Quick answer
What ecommerce SEO actually involves for a US store
It is the work of getting a store’s category and product pages in front of people ready to buy: in Google’s organic results, in the free product listings on the Shopping tab, and in the product suggestions AI assistants give. Most of it is structural. Search engines must be able to reach the products, know which page should rank for which search, and trust the price and stock they show.
On most stores, three things decide the outcome. Filters and sort options multiply the URL count well past the product count, and crawlers spend their visits there. Category pages, which hold the searches with the most demand, are often a heading and a grid. And the product data on the page, in the structured data and in the Merchant Center feed disagree, so Google and the assistants have little reason to trust any of it.
When store owners ask for ecommerce SEO optimization, they often mean rewriting product descriptions. That helps on the right pages, but on a large catalog it pays off only once crawlers can reach the products and the category pages say something useful, so that is where we start.
What we do
What our ecommerce SEO work covers
Eight areas of work. Which ones you need depends on your catalog and platform, and on a large catalog the crawl and data work comes before new copy.
02
Category and collection pages
Copy that helps shoppers choose, such as sizing, materials and who each option suits, plus internal links so the right category ranks for the right search.
03
Product schema and merchant listings
Price, availability, GTIN or UPC, brand, variants, shipping and returns, matching the page and your Merchant Center feed so products are eligible for merchant listings.
04
Product page content
Specs, fit and compatibility details, care instructions and the questions that land in your support inbox, written for the lines that earn the most rather than generated for every SKU.
05
AI shopping answers
Making your products easy for ChatGPT, Perplexity and Google’s AI results to find and describe: facts in the server HTML, consistent data, the right crawlers allowed.
06
Out-of-stock and discontinued products
Temporarily out of stock stays live and says so, replaced products redirect to the replacement, and products gone for good return a proper status code, not a soft 404.
07
Speed and Core Web Vitals
Image sizes, app and plugin scripts, and layout shift from late-loading reviews and badges, fixed in the category and product templates.
08
Replatforms and redesigns
Moving to Shopify or a headless front end with a redirect map built from the real list of old URLs and checked after launch.
Category pages
Why category pages matter more than product pages
Store owners tend to pour effort into product pages, while much of the search demand sits one level up.
Shoppers often search for a type of product rather than an exact model. Someone typing “women’s trail running shoes” is asking a category question, and the page that should answer it is your category or collection page. Product pages win exact model names and part numbers, but on many catalogs the categories carry more of the demand.
A strong category page lists the right products in a sensible order, explains the choice (what differs between options and which suits whom) and links to subcategories and related ranges. A few short, useful paragraphs are often enough.
In the US this matters more because of who you are up against. For many product searches the first page is full of Amazon, Walmart, Target and big-box chains. A smaller store will not beat them on range, so it wins on depth: a better answer for a narrower set of categories, with the product detail the big sites do not bother to give.
Product data
Product schema, merchant listings and the Shopping tab
Google can show your products in several places without ad spend, and every one of them depends on product data it can read and trust.
Product structured data on a page where people can buy makes that product eligible for what Google calls merchant listing experiences, such as popular products results and Shopping knowledge panels showing price, availability and shipping. Products submitted through Google Merchant Center can also appear in free listings on the Shopping tab. Google decides what it shows, but without clean data a store is not in the running.
What matters most: a price that matches the page (in the US, normally before sales tax), availability that updates when stock changes, a GTIN where the product has one (for most US retail products, the UPC from GS1 US), the brand, and variants marked up as one product group. Shipping and return details, whether in the structured data or in Merchant Center, should say the same as your shipping and returns pages.
The most common fault is disagreement: the theme outputs one block of schema, an app adds a second with another price, and the feed says something else. We remove the duplicates, generate the markup from the page’s own product record, and check it in the Rich Results Test and Merchant Center.
AI shopping answers
Showing up when shoppers ask an AI assistant
More product research now starts with a question such as “what is the best espresso machine under $500?” The assistant answers with a short list.
ChatGPT, Perplexity, Microsoft Copilot and Google’s AI Mode and AI Overviews build those lists from pages and product data they can fetch, from review and comparison sites, and from what other sources say about each brand. Each assistant decides what to show, and nobody can buy or promise a place. What a store controls is whether its own products are a usable source.
That comes down to four things: product facts such as specifications, dimensions and price in the HTML the server sends, because many AI crawlers do not run JavaScript; product and brand facts that agree everywhere; pages that answer comparison questions plainly; and a robots.txt that lets in crawlers such as OAI-SearchBot and PerplexityBot alongside Googlebot.
Each month we put a fixed set of shopping questions for your categories to the main assistants and report whether your products appear. For AI search work beyond products, see our AEO agency page.
Selling in the US
What changes when your shoppers are in the US
The SEO principles are the same everywhere. The calendar, the competition and the details shoppers check are not.
The holiday calendar shapes the year. Black Friday, Cyber Monday and the run-up to the holidays pull a large share of demand into a few weeks. Event pages should live at permanent URLs, such as one Black Friday page updated every year, so they keep their links, and the work needs to be live well before the peak.
US shoppers compare delivery times and return windows, and Google can show both next to a product. If some products cannot ship to certain states, say so on the page and in your data.
Many US stores also sell on Amazon, Walmart Marketplace or eBay, where the listing competes with your own product page. We find the searches your own site can realistically win, usually category, comparison and brand searches, and make the store’s page the strongest answer for those.
Why stores stall
Where store traffic quietly leaks
A store can have good products and a checkout that converts and still see organic traffic flatten, because search engines spend their time on the wrong pages and cannot trust the data on the right ones.
What we usually find
- Filter, sort and tag URLs that outnumber real products many times over
- Collection or category pages with a heading, a product grid and no text
- The same product reachable at several URLs, splitting links and signals
- Prices and stock in the schema that do not match the page or the feed
What we change
- A short list of filter pages chosen to be indexed, and the rest kept out of the crawl
- Category pages that explain what shoppers compare before they buy
- One URL per product, with internal links pointing to it
- Price, availability and identifiers that agree across page, schema and feed
Is Google crawling your products or your filter URLs?
The page indexing report in Search Console holds most of the answer. The free audit turns it into plain numbers, shows which URLs are taking the crawl, and ranks the fixes by what they are likely to be worth.
Examples
Typical situations for US stores
Typical problems and the work that addresses them. Illustrative examples, not client results.
Thousands of filter URLs, slow indexing
For example, a clothing store in Los Angeles on Shopify might find that color, size and tag filters have produced far more URLs than it has products, while new arrivals wait weeks to be indexed. The fix is indexing only the filter pages worth having and linking new products from categories.
Aim: crawl spent on products that can sell
A fast storefront crawlers cannot read
For example, a direct-to-consumer brand might move to a headless front end. Shoppers see full product pages, but crawlers that do not run JavaScript receive almost nothing. Rendering the product facts on the server addresses this for search engines and AI assistants alike.
Aim: product facts every crawler can read
A large parts catalog with thin pages
For example, a Midwest industrial distributor might find that most product pages repeat the manufacturer’s one-line description. The work starts with the parts and categories that bring in revenue, adding the specifications, compatibility and cross-references buyers search for.
Aim: pages that answer part and spec searches
Moving from Magento to Shopify
For example, a store leaving Adobe Commerce for Shopify will see every product and category URL change. We build the redirect map from the full list of old URLs, including those with links and traffic, and verify it after launch.
Aim: the old pages’ value carried across
How we work
How a store SEO project runs
We fix what search engines can reach and read before writing new copy, so the copy lands on pages that actually get indexed.
1. Free audit
We crawl the store, compare it with what Search Console shows as indexed, review product schema and Merchant Center diagnostics, and ask the main AI assistants your buyers’ shopping questions. Findings in writing.
2. Prioritize
Each finding gets a view of what it is worth and what it costs, so the work starts with the categories and products that bring in revenue.
3. Fix and write
We change your theme, templates, apps and feeds, through staging or your code repository, and write category and product copy for the lines that matter. You approve before anything goes live.
4. Measure
Indexed products, organic revenue, Merchant Center health and AI answer checks, reported monthly in writing.
Clear scope · Regular demos · Full handover
Honest fit
When store SEO is worth paying for
Catalog size and margin decide whether this pays. Some stores need very little of it, and we will say so on the first call.
A good fit when…
- Search Console lists many product URLs as ‘Discovered, currently not indexed’ or ‘Crawled, currently not indexed’
- Your collection pages have no copy above or below the product grid
- A move to Shopify, BigCommerce or a headless front end is on the roadmap, or organic sales fell after one
- Shoppers asking ChatGPT or Perplexity for options in your category get pointed at competitors
- You would rather have fixes shipped in your theme and feed than a spreadsheet of recommendations
Not the right fit when…
- Your catalog is small and every product is already indexed
- Your margins only work on paid ads and you need sales this month
- You want to outrank Amazon for a one-word product search by a set date
- You need a supplier with a US office or a US entity
FAQ
Ecommerce SEO for US stores: FAQs
What US store owners and ecommerce managers ask before they start.
Still have a question?
Ask us directly. A senior engineer reads every question.
Ask about your projectHow is SEO in ecommerce different from SEO for a service business?
Mostly in scale and structure. A service business has a few dozen pages and a handful of searches that matter. A store has thousands of URLs that change with stock, filters that multiply them, product data that has to agree with a feed, and categories up against Amazon and big-box retailers. So store SEO leans on technical and template work: one fix to a category template changes hundreds of pages at once.
Do you have an office in the United States?
No. SpiderHunts Technologies Ltd is registered in the United Kingdom, with a registered office at 182-184 High Street N, Office 14607, London E6 2JA, and the whole team works remotely. We have no US office, entity or sales team. Projects run over video calls in your working hours, with access to your store, Search Console and Merchant Center.
How much does store SEO cost with you?
Ongoing work can run on our Get Found in AI Search retainer, which covers technical SEO, AEO and GEO and starts from £1,500 a month. One-off projects, such as a faceted navigation fix, a schema cleanup or a replatform redirect map, are priced in a written quote after a free call, because the work depends on the platform and catalog size. The audit is free, and our packages page lists every published starting price.
Can you get our products into ChatGPT or Google AI Mode shopping results?
We can make your products a much better source, but nobody can promise a place in those answers, because each assistant chooses what to show. Our part is product facts readable without JavaScript, consistent product and brand data, pages that answer comparison questions, and the right crawlers let in. We then check a fixed set of shopping questions each month and report what appears.
Do we need Google Merchant Center if we only care about organic search?
In most cases, yes. Free product listings on Google come through Merchant Center, and its diagnostics show price, availability and identifier problems that also affect organic results. We can set up or clean up the feed so it matches your product pages. Paid Shopping campaigns are a separate decision.
How long does ecommerce SEO take to show results?
There is no fixed timeline, and we will not promise one. A technical fix takes effect only after Google recrawls the affected pages, which depends on the store’s size and how often Google visits. Competitive category searches take longer again, depending on the competition and how much content and authority the store needs. For Black Friday and the holidays, plan for the work to be live well before the season. After the audit we tell you which changes we expect to show first and how we will measure them.
Who writes the category and product content, and do you use AI?
We draft category and product copy for the lines that matter, and you approve it before it is published. We use AI for research and first drafts, and a person edits every page. We do not mass-generate descriptions for a whole catalog, because near-duplicate product text tends to do more harm than good.
How do contracts and invoicing work for a US company?
Work is quoted in pounds sterling and invoiced in US dollars at the rate agreed in the quote, so you know the dollar figure before work starts. Your contract is with SpiderHunts Technologies Ltd, Companies House number 16718403. We can complete a W-8BEN-E for your accounts payable team and accept ACH, wire or card.
Start here
See what Google finds when it crawls your store
Send the store and the platform. You get written findings on indexing, product data and AI answers, with the fixes ranked by value. Free, and yours to keep.
- You tell us what you needTwo minutes on the form, or a message on WhatsApp.
- A senior engineer reviews itAnd comes back with questions, a realistic range and an honest view on fit.
- Free 30-minute scoping callWe talk through scope, options and a realistic estimate, with no obligation.
Thanks, that’s with us.
A senior engineer reads every enquiry and will reply as soon as they can.
Want to take it further now?
Book a time that suits you, or send a message on WhatsApp.