+314%
Net sales
E-Commerce · Rebuild & SEO
Boba Licious
A DIY store rebuilt into a proper WooCommerce business in three weeks. Net sales reached R482,934, up from R116,553.
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E-commerce SEO · South Africa
Products people can actually find.
Search visibility for South African online stores — category and product pages that rank, without the duplicate content and filter sprawl that quietly buries most WooCommerce catalogues.
+314%
Best sales result
+184%
Best traffic result
SA
Based & supported
5.0 ★
Google rating
The difference
Why is SEO different for an online store?
Because a store generates thousands of pages nobody wrote. Every product, variation, filter combination and sort order can become its own address. A brochure site has twenty pages you control; a store has twenty thousand it created by itself, and most of them should never be in Google at all.
Filters multiply pages
Colour, size, price and sort options combine into endless near-identical addresses. Google wastes its time crawling those instead of your real pages.
Descriptions aren't yours
Manufacturer copy pasted in is the same text every other retailer used. There is no reason for Google to rank your version of it over theirs.
Products come and go
Discontinued lines get deleted, taking their rankings and any links pointing at them with them. Every deletion throws away something you earned.
What we fix
What does e-commerce SEO actually fix?
Four problems that only stores have: filter and variation URLs eating your crawl budget, duplicate product descriptions, category pages with nothing on them, and discontinued products deleted rather than redirected. Fixing these usually moves more than adding new content does.
Filter and variation control
Telling Google which combinations to index and which to ignore, so crawl effort goes to pages that can actually earn a sale.
Descriptions worth ranking
Your own words on the products that matter, answering what buyers ask before purchasing. Not every product needs it — the ones carrying your margin do.
Category pages that say something
Most category pages are a heading and a grid. A short piece of genuinely useful buying guidance turns them into the pages that rank best in a store.
Product markup
Structured data giving Google price, availability and reviews, so listings can show that detail directly in the results rather than a plain blue link.
Where to focus
Should I optimise product pages or category pages?
Category pages, in most stores, and it surprises people. Somebody searching "stainless steel braai grids" wants options, not one item — so Google usually ranks a category page. Individual products win on exact model searches, where the buyer already knows precisely what they want.
Categories win the browsing searches
Broader, higher-volume terms where the shopper is still choosing. These are the pages worth writing for, and the ones most stores leave empty.
Products win the exact searches
Model numbers and specific names, where intent is highest and competition is often just other retailers listing the same thing.
The process
How does e-commerce SEO get done?
Structure before content, always. There is no point writing product descriptions while Google is spending its crawl on filter combinations. We clean the structure first, then put effort into the categories and products that actually carry your revenue.
01
Audit
See what Google sees
A crawl of the whole store, showing how many pages exist versus how many should. The number is usually a surprise. Free, and yours to keep.
02
Structure
Control what gets indexed
Filters, variations and sort orders handled properly, redirects put in for products that have gone, and the category structure tidied.
03
Content
Write where it pays
Category guidance and product descriptions for the lines carrying your margin. Deliberately not all of them — effort follows revenue.
04
Measure
Track to sales
Reported against revenue rather than rankings, because a store can rank better and sell the same. Sales are the only number that settles it.
Proof
What has this produced for other stores?
A DIY store rebuilt on WooCommerce grew net sales 314% to R482,934, up from R116,553. A retailer's redesign and SEO lifted organic traffic 184%, with one quarter beating its entire previous year at an 8.9% click-through rate. Figures come from client Google Analytics and WooCommerce reporting, not projections.
+184%
Active users
Retail · Redesign & SEO
GX Slingshots
After redesign and SEO, Q1 2026 traffic alone passed the whole of the previous year, at an 8.9% click-through rate from search.
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Pricing
What does e-commerce SEO cost?
Driven by catalogue size more than anything else — a hundred products is a different job to five thousand. The structural work is usually a fixed piece; the ongoing content work is monthly and scales with how many categories you want competing.
Questions, answered
Store SEO questions we get asked most.
No, and trying to is how stores waste money. Most catalogues have a small number of products doing most of the revenue. Write those properly, leave the long tail on supplier copy, and put the saved effort into category pages, which usually rank better anyway.
Redirect them, do not delete them. A product page that has been ranking for two years has earned something, and deleting it throws that away along with any links pointing at it. Redirect to the closest replacement or the category — that keeps the value and gives the visitor somewhere useful to land.
Shopping listings are a paid product, run through Google Ads rather than earned through SEO. What SEO does is make sure the product markup underneath is correct, which helps your free listings and your paid ones. The two overlap more than people expect.
Usually the opposite. If the number is far higher than your product count, filter and sort URLs are being indexed. That splits your ranking strength across near-identical pages and spends Google's crawl on things nobody searches for. Fewer, better pages is the goal.
The principles are identical everywhere. We build on WooCommerce, so that is where we have the most control and can fix things at the source. On hosted platforms some structural problems cannot be fixed properly, and we will tell you when that is the limitation rather than the plan.
Technical SEO covers problems any website can have — speed, crawlability, structure. This covers the ones only stores have: filters, variations, product markup and category pages. Most stores need both, and the technical work comes first.
Yes. We are based in Gauteng and do store SEO for businesses across South Africa, including Johannesburg, Pretoria, Cape Town and Durban. All of it is done remotely.
Free store SEO audit
Traffic to the shop, but not to the products?
Send us your store. We'll crawl it, show you how many pages Google is actually indexing versus how many should be, and tell you which categories are worth competing for.