Ecommerce SEO consultant in Valencia, a freelance expert in online shops

My ecommerce SEO audit focuses on extracting, analysing and prioritising the main SEO improvements for your website.

In 90% of the ecommerce sites I audit, I find at least three of these five critical problems:

• Duplicate content from product variants: Size, colour and material generate different URLs with the same content.
• Unmanaged facet and filter URLs: Thousands of indexed URLs that dilute crawl budget and add no value.
• Poorly configured pagination: Google doesn’t understand how the pages relate and doesn’t index the full catalogue.
• Unoptimised product images: Excessive file sizes that wreck loading speed and user experience.
• Missing or incorrect structured data: Google can’t show product rich snippets (price, availability, ratings).

The deliverable is not a 200-page report full of errors with no context. It is a document prioritised by business impact, setting out what needs fixing first because it is costing sales right now, what can wait, and what is noise that doesn’t deserve attention.

For the analysis I use Screaming Frog, Ahrefs, Google Search Console, PageSpeed Insights and Semrush, combined with a manual review of the elements that automated tools don’t detect.

Think of it as a medical diagnosis. The point isn’t to find errors for the sake of it, but to identify exactly what is holding back your sales and in what order to tackle it.

Keyword research for ecommerce is radically different from keyword research for a blog or a corporate website. It isn’t about finding terms with lots of search volume. It is about identifying the transactional intent behind each search and matching that intent to the right type of page.

The keyword hierarchy in an ecommerce site works like this:

• Category keywords (head terms): High volume, high competition, commercial intent. Example: «zapatos de mujer» (women’s shoes).
• Subcategory keywords (mid-tail): Medium volume, medium competition, more specific intent. Example: «zapatos de mujer tacón bajo» (women’s low-heel shoes).
• Product page keywords (transactional long-tail): Low volume, low competition, clear purchase intent. Example: «zapatos de mujer tacón bajo piel marrón» (women’s low-heel brown leather shoes).

Transactional long-tail keywords convert between 3 and 5 times better than generic terms. And 70% of purchase searches are long-tail. That means most of the sales you can win organically lie in that band of specific searches which competitors ignore because each one has little volume on its own.

For keyword research I use Google Keyword Planner, Ahrefs, Semrush and, above all, Google Search Console with the site’s real data. The searches you already appear for (even in position 15-20) are the quickest opportunities to exploit.

Product pages are an ecommerce site’s most valuable asset and, paradoxically, the worst optimised pages in most shops. The usual problem is twofold. Either they have no useful content at all, or they are full of text copied from the manufacturer that Google has already indexed on a hundred other sites.

Thin content on product pages is one of the problems that does the most damage to an ecommerce site’s rankings. Google has no reason to rank a page that offers nothing that isn’t already somewhere else.

What I optimise on each product page:

• Title tag and meta description: A structure specific to ecommerce that includes the transactional keyword, conversion modifiers and the brand’s differentiators.
• H1 and heading structure: A clear hierarchy that Google can interpret and users can scan quickly.
• Unique, conversion-focused product description: Not copied from the manufacturer, and written to answer the buyer’s real questions.
• Product structured data: Correctly implemented schema.org so that Google shows price, availability, ratings and other properties in search results.
• Image optimisation: File names, alt attributes, format and file size.
• Clean, descriptive URLs: No unnecessary parameters and no meaningless numeric IDs.

Category pages have their own logic. They need an optimised introductory text that doesn’t get in the way of the shopping experience, a heading structure that reinforces the target keyword and an internal linking architecture that passes authority to the most important product pages.

Content on an ecommerce site isn’t only there to rank. It is there to capture users at every stage of the buying process, not just when they are ready to buy.

A user searching for «how to choose a memory foam mattress» isn’t ready to buy yet, but if you reach them with useful, well-ranked content, you have the chance to be the shop that sells them the mattress when they are ready. That is content SEO applied to ecommerce, building a presence across the whole funnel and not only in the transactional part.

The content strategy I develop for each project includes:

• Identifying informational and commercial keywords related to the catalogue.
• Planning content that feeds the top of the funnel and generates internal links to categories and product pages.
• Buying guides, comparisons and product content that improve the domain’s topical authority.
• Optimising existing content that already gets traffic but could perform much better.

Topical authority is an increasingly important factor in Google’s algorithm. An ecommerce site that shows deep knowledge of its sector ranks better across all its pages, not only the ones with the most links.

Link building for ecommerce has its own rules. The methods that work for a content blog don’t work the same way for an online shop, and mistakes in this area can have serious consequences.

I don’t do mass link building or buy links from link farms. That worked ten years ago, and today it is a sure way to get a manual or algorithmic penalty from Google.

What I do instead:

• Editorial link building: Earning mentions and links in industry media, specialist blogs and websites with real authority in the shop’s niche.
• Digital PR: Positioning the shop as a reference in its sector to earn organic media coverage.
• Lost link recovery: Identifying links that used to point to the domain and no longer work, and recovering them.
• Competitor analysis: Identifying where the links of better-ranking competitors come from and designing a strategy to match or beat that profile.

Domain authority (DR in Ahrefs, DA in Moz) isn’t the only factor that matters. The topical relevance of the link and the real authority of the linking page are as important as the domain’s overall metric, or more so.

Each platform has its own limitations and its own opportunities from an SEO point of view. Optimising WooCommerce is not the same as optimising Shopify, and the most common technical errors differ in each environment.

WooCommerce is the platform with the most technical flexibility, but also the one that causes the most problems if it isn’t set up properly. Badly combined plugins, heavy themes and the handling of product URLs are the critical points.

Shopify has structural limitations in URL handling (the double slash in product URLs is a known problem) and in customising some technical elements, but it is a solid platform if you work with it correctly.

PrestaShop creates duplicate content problems by default that have to be resolved from the outset. Product combinations and facet URLs are the most delicate points.

Magento / Adobe Commerce is the most powerful platform for large-scale ecommerce, but also the most technically complex. Crawl budget problems are especially relevant on installations with large catalogues.

I work with all these platforms and know the specific problems of each one. I don’t need to «learn» your platform when we start working together.