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SEO services

E-shop SEO optimisation

We draw organic sales out of your categories and products — from the technical side and duplicates to category content. Part of SEO management from 12 000 Kč/mo.

Discuss the project Free mini-audit

Purchase intent

Products and categories by purchase stage

On an e-shop it’s not enough to aim only at “buy”. People search at different stages and each wants a different page, so we split queries by intent.

  1. Informational

    Looking for advice, not yet buying

    “how to choose”, “the difference between” — this is where guides, comparisons and how-tos belong, the ones that win the customer before the competition and lead them to a category.

  2. Comparative

    Choosing between types and brands

    “best”, “reviews”, “brand X vs Y” — here well-built categories and reviews as content on the product win out.

  3. Transactional

    Ready to buy

    “price”, “buy”, a specific model — product and tightly targeted category pages, which need to be technically clean and ready to sell.

An e-shop ≠ an ordinary site

What we handle differently on an e-shop

An e-shop has dozens or hundreds of pages that may (or may not) earn from search. Here things decide that an ordinary site never runs into, and there are more of them than fit a list.

Categories as landing pages The biggest sales potential isn’t in products but in categories — that’s what shopping queries aim at. We give them unique text, headings and structure, so they can be reached from search at all.
Unique product descriptions A description taken from the supplier sits on ten other e-shops too — for Google that’s duplication with no value. We pick out the products where unique text pays off and write them.
Filtering and parameter URLs Filters (colour, size, brand) breed thousands of extra addresses that drain the crawl budget and create duplicates. We resolve it through canonical, indexing and robots — what should rank, ranks; the rest stays out of Google’s way.
Duplicates and pagination Product variants, category pagination, reachable by several paths — all of it splits the site’s strength. We set canonical and rules so the value pools onto one correct address.
A “within three clicks” architecture An important product should be a few clicks from the home page. We straighten out the category structure and internal linking, so the customer and the crawler both find their way and the whole structure scales easily.
Product structured data Product markup (price, availability, rating) helps Google show these details right in the results — the listing stands out more and reaches rich results and AI answers more often. We set the schema up so the search engine reads your range without guessing.

How it works

How we work with an e-shop

We start from the data: where the e-shop loses traffic and which categories hold the biggest potential.

E-shop audit

Indexing, duplicates, filtering and parameter URLs, the state of categories, products and the technical SEO.

Plan and priorities

What to fix first by impact on sales — categories and products with the highest potential first.

Delivery

Technical side (canonical, structure, speed), category and product content and product structured data.

Measurement

Rankings, organic traffic and basket behaviour — we follow customers, not just rankings. The data points to the next direction.

Why Svitano

Technical side and content on one e-shop

  1. Technical changes don’t sit idle

    Canonical, URL structure, speed or product markup — we either change it straight on your e-shop or hand it over as a clear brief to your developer. SEO doesn’t get stuck on “waiting for the programmer”.

  2. We know the e-shop platforms

    Shoptet, WooCommerce, Shopify and others — we know where each platform sets canonical, product markup or filter indexing, and don’t waste time hunting for it.

  3. Content for search engines and AI

    Categories and guides we write in a direct-answer structure — the format Google, Seznam Asistent and AI Overviews pick up.

FAQ

Frequently asked questions

How do you optimise an e-shop for search engines?

The work runs across three layers: the technical side (indexing, duplicates, filtering and parameter URLs, speed), content (unique product descriptions and category text) and structure (a clear architecture and internal linking). On an e-shop there’s also product structured data, so price and availability read straight from the results. We start with an audit, which shows where the biggest potential is.

Why aren’t my products in search?

The most common reasons: descriptions taken from the supplier (duplicate content), products hidden deep in the structure, blocked or mishandled indexing, or thin category content. A mini-audit reveals which of these is holding your e-shop back.

How do you deal with duplicate product descriptions?

The same supplier description sits with the competition too, so it brings Google no value. The fix is twofold: for key products write unique text; for variants and less important items set canonical, so the value pools onto one correct address.

What about filters and parameter URLs?

Filtering creates a great many extra addresses that drain the crawl budget and breed duplicates. It’s resolved through a mix of canonical, controlled indexing and rules in robots.txt: useful filtered pages we let rank, the rest we hide so they don’t get in Google’s way.

How much does e-shop SEO cost?

We don’t sell it as a separate package; it’s part of SEO management (from 12 000 Kč/mo). On e-shops the price follows the scope: the number of products, the platform and the competition in the field. We propose the exact scope after a free mini-audit; you’ll also find an overview in the price list.

How long until an e-shop grows?

The first movement is usually visible within 4–6 months and is only the start; it depends on the competition, the age of the site and the size of the range. So with ongoing SEO we suggest allowing for roughly half a year, when the result has time to show; it’s paid monthly and over time we have the data together for the next direction.

Do backlinks belong to e-shop SEO too?

Yes, links and mentions from other sites are one of the signals of authority. On e-shops, though, the bigger and faster gain tends to be in the technical side, category content and product structured data. We build authority naturally: through content, references and digital PR.

Next step

Where is your e-shop losing traffic?

A mini-audit shows the technical barriers, duplicates and categories with untapped potential, and where to start so the e-shop grows.

Free mini-audit

We reply within 24 hours