Why E-Commerce SEO is Challenging:

📦 Thousands of product pages
   Scale = complexity
   Each needs optimization

🔄 Inventory changes constantly
   Products added/removed
   Out of stock issues

🏷️ Duplicate content everywhere
   Similar products
   Variants (colors, sizes)

🔍 Faceted navigation nightmare
   Filters create URL explosion
   Crawl budget concerns

💰 Transactional intent is competitive
   Money keywords = hard
   Big players dominate

✅ But organic = sustainable revenue
   No per-click cost
   Compounds over time

E-Commerce Hierarchy:

Homepage
├── Category 1
│   ├── Subcategory A
│   │   ├── Product 1
│   │   ├── Product 2
│   │   └── Product 3
│   └── Subcategory B
│       ├── Product 4
│       └── Product 5
├── Category 2
│   └── Subcategory C
│       └── Products...
└── Supporting Pages
    ├── About
    ├── Contact
    ├── FAQ
    └── Blog

Key Principles:
- Max 3 clicks to any product
- Logical hierarchy
- Clear parent-child relationships
- Consistent URL structure

RECOMMENDED PATTERNS:

Products:
/products/[product-name]/
/p/[product-name]/
/shop/[product-name]/

Categories:
/category/[category-name]/
/c/[category-name]/
/shop/[category-name]/

With Hierarchy:
/category/[category]/[subcategory]/[product]/

Examples:
✅ /sepatu/nike-air-max-270/
✅ /elektronik/laptop/macbook-pro-m3/
❌ /products?id=12345
❌ /p/SKU123456
❌ /kategori/1/subkategori/2/produk/3/

Best Practices:
- Readable keywords in URL
- Consistent pattern
- No session IDs or random parameters
- Shorter is better

Key Internal Links:

1. NAVIGATION
   Main menu → Top categories
   Each category → Subcategories
   Footer → Important pages

2. BREADCRUMBS
   Home > Category > Subcategory > Product
   Schema markup for breadcrumbs
   User navigation + SEO benefit

3. RELATED PRODUCTS
   "You might also like"
   "Customers also bought"
   Distribute link equity

4. CROSS-CATEGORY LINKS
   Connect related categories
   "This goes well with..."
   Bundle opportunities

5. CONTENT TO PRODUCTS
   Blog posts → Relevant products
   Buying guides → Recommended items
   Educational content → Solutions

Link Equity Flow:
Homepage → Categories → Products
Important products get more links
New products need initial links

Must-Have Elements:

TITLE TAG:
[Product Name] - [Key Feature] | [Brand]
Example: "Nike Air Max 270 - Running Shoes | Nike Indonesia"
Include primary keyword
Under 60 characters

META DESCRIPTION:
[Value proposition] - [Key features] - [CTA]
Example: "Beli Nike Air Max 270 dengan diskon 30%.
Air cushioning untuk kenyamanan maksimal.
Free shipping untuk pembelian di atas Rp500k."
Under 155 characters
Include keywords naturally

H1:
Product name (match title)
One H1 per page

PRODUCT DESCRIPTION:
- Unique content (not manufacturer copy)
- Benefits, not just features
- Address buyer questions
- Include keywords naturally
- 300+ words for important products

Unique Product Descriptions:

STRUCTURE:
Opening: What is it, who is it for
Features: What does it do
Benefits: Why should I buy
Specifications: Technical details
Use Cases: When/how to use

Example Framework:
"[Product] adalah [category] yang perfect untuk [audience].
Dengan [key feature 1], [key feature 2], dan [key feature 3],
[product] memberikan [main benefit].

Fitur Utama:
- [Feature 1]: [Benefit of feature 1]
- [Feature 2]: [Benefit of feature 2]
- [Feature 3]: [Benefit of feature 3]

Cocok untuk: [use case 1], [use case 2], [use case 3]

Spesifikasi: [specs]"

Content Priorities:
Top 20% products = Detailed unique content
Next 30% = Modified unique content
Bottom 50% = Enhanced manufacturer + unique elements

Product Schema (Required):

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Nike Air Max 270",
  "image": [
    "https://example.com/image1.jpg",
    "https://example.com/image2.jpg"
  ],
  "description": "Running shoes with Air Max cushioning",
  "brand": {
    "@type": "Brand",
    "name": "Nike"
  },
  "sku": "NIKE-AM270-001",
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/nike-air-max-270/",
    "priceCurrency": "IDR",
    "price": "2499000",
    "availability": "https://schema.org/InStock",
    "priceValidUntil": "2026-12-31"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "127"
  }
}

Benefits:
- Rich snippets in search
- Price, availability, ratings visible
- Higher CTR
- Voice search eligibility

Image Optimization:

FILE NAMES:
✅ nike-air-max-270-black-running-shoes.webp
❌ IMG_1234.jpg
❌ product-photo-1.png

ALT TEXT:
✅ "Nike Air Max 270 Black - Side view showing air cushioning"
❌ "nike running shoes buy now"
❌ (empty)

TECHNICAL:
- WebP format (smaller, quality maintained)
- Compressed (target <100KB for thumbnails)
- Multiple angles provided
- Zoom capability
- Lazy loading implemented

SCHEMA:
Include multiple images in Product schema
Primary image first
Different angles/views

Image Requirements:
- Main product image (white background)
- Lifestyle image (in use)
- Detail shots (important features)
- Size/scale reference

Category Pages Can Rank Too:

Category pages often target:
- Head terms ("sepatu running")
- Category keywords ("laptop gaming")
- Comparison terms ("sepatu nike vs adidas")

Category Page Elements:

H1: Category name with keyword
"Sepatu Running Pria - Koleksi Terlengkap"

INTRO TEXT (Above products):
2-3 paragraphs about category
What products included
Why buy from you
150-300 words

PRODUCTS GRID:
Well-organized products
Filters available
Clear sorting options

BOTTOM CONTENT:
Extended content below products
Buying guide snippet
FAQ section
500-1000 words

Benefits:
- Target head terms
- Pass authority to products
- Provide value to browsers

Above-the-Fold Content:
- H1 with primary keyword
- 2-3 sentence intro
- Quick value proposition
- Filters immediately accessible

Products Section:
- Clear product cards
- Image, name, price, rating visible
- Quick-view functionality
- Logical default sort (bestsellers)

Below-Products Content:
- Buying guide section
- Size guides if applicable
- Comparison information
- FAQ (use schema!)
- Brand information

Example Category Page Flow:

H1: Laptop Gaming 2026 - Pilihan Terbaik untuk Gamer

[Intro 2-3 sentences]

[Filters: Brand, Price, Specs]

[Product Grid - 20-50 products per page]

[Pagination]

[Buying Guide: "Cara Memilih Laptop Gaming"]
[FAQ: 5-10 questions with schema]
[Brand showcase: Major brands you carry]

What is Faceted Navigation?
Filters that create new URLs:

/laptops (original)
/laptops?brand=asus (filtered)
/laptops?brand=asus&ram=16gb (more filtered)
/laptops?brand=asus&ram=16gb&price=10000000-15000000

Problem:
- Thousands of URL combinations
- Most show same/similar products
- Crawl budget wasted
- Duplicate content issues
- Index bloat

Example Explosion:
5 brands × 5 sizes × 5 colors × 5 price ranges
= 625 potential URLs from ONE category

Multiply by all categories = Millions of URLs

SOLUTION 1: NOINDEX FILTERED PAGES

<meta name="robots" content="noindex, follow">

For:
- Most filter combinations
- Low-search-volume filters
- Multi-filter pages

Pros: Simple, prevents index bloat
Cons: Misses some opportunities


SOLUTION 2: CANONICAL TO PARENT

All filtered pages canonical → base category

/laptops?brand=asus canonical → /laptops

Pros: Consolidates signals
Cons: Loses filter-specific ranking opportunity


SOLUTION 3: SELECTIVE INDEXING

Index valuable filter combinations:
✅ /laptops/asus/ (brand = high search volume)
❌ /laptops?color=silver (low value)

Create static URLs for valuable filters
Keep parameter URLs noindexed

Best of both worlds but complex to manage


SOLUTION 4: AJAX/JAVASCRIPT FILTERING

Filters change content without new URL
Single URL, dynamic content

Pros: No URL explosion
Cons: May need pre-rendering for Google


RECOMMENDED APPROACH:
1. Identify valuable filter combinations (search volume)
2. Create static, indexable URLs for those
3. Noindex or block rest
4. Monitor and adjust

Step-by-Step:

1. AUDIT CURRENT STATE
   How many URLs exist?
   What's indexed?
   What has search volume?

2. CATEGORIZE FILTERS
   HIGH VALUE: Brand, main category
   MEDIUM: Price ranges, key specs
   LOW: Colors, minor attributes

3. DECIDE PER FILTER TYPE
   High value → Static indexable URLs
   Medium → Maybe canonical, maybe index
   Low → Noindex or block

4. IMPLEMENT
   Static URLs: /category/brand-name/
   Other filters: ?parameter=value (noindex)

5. ADD SIGNALS
   Canonical tags on all
   Internal links to valuable pages
   Sitemap includes indexable only

6. MONITOR
   GSC coverage report
   Crawl stats
   Index bloat
   Ranking for filter terms

Why Speed Matters More for E-Commerce:

1-second delay = 7% conversion loss
Mobile users expect <3 seconds
Google uses speed as ranking factor

E-Commerce Specific Issues:
- Many images per page
- Heavy product catalogs
- Third-party scripts (reviews, chat)
- Payment/checkout scripts

Optimization Priorities:

IMAGES:
- WebP format
- Lazy loading
- Responsive images (srcset)
- CDN delivery

SCRIPTS:
- Defer non-critical JS
- Async when possible
- Remove unused scripts
- Bundle and minify

SERVER:
- Edge caching (CDN)
- Database optimization
- Server-side caching
- HTTP/2 or HTTP/3

CRITICAL PATH:
- Above-fold content first
- Preload key resources
- Minimize render-blocking

Target Metrics:
LCP: <2.5s
INP: <200ms
CLS: <0.1

OPTIONS FOR OUT-OF-STOCK:

OPTION 1: KEEP PAGE LIVE
✅ If expecting restock
✅ If page has backlinks
✅ If page ranks well

Show: "Out of Stock - Notify Me"
Keep all SEO elements
Update schema availability

OPTION 2: REDIRECT TO SIMILAR
✅ If permanently discontinued
✅ If strong alternative exists

301 to most similar product
Or to category page

OPTION 3: 410 GONE
✅ If no alternative
✅ If low value page
✅ If causing issues

Signal intentional removal
Faster than 404 for de-indexing

Best Practice:
- Keep ranking pages live if possible
- Show alternatives/recommendations
- Allow "notify when back" signup
- Update schema to OutOfStock
- Never redirect all to homepage

For Product Listings:

PREFERRED: INFINITE SCROLL/LOAD MORE
- Single URL
- Content loads dynamically
- Implement properly for SEO

OR PAGINATION WITH PROPER MARKUP:

Page 1: /category/
Page 2: /category/?page=2 (or /category/page/2/)
Page 3: /category/?page=3

Recommendations:
- Canonical each to self
- rel="next" and rel="prev" (optional but helpful)
- Noindex paginated pages (optional)
- Ensure products accessible via crawling

Schema:
Use BreadcrumbList
Include pagination info if applicable

What NOT to Do:
❌ Block pagination from crawling
❌ Canonical all pages to page 1
❌ Different products on same URL
❌ Infinite scroll without fallback

Multi-Country E-Commerce:

URL STRUCTURE OPTIONS:

ccTLDs:
brand.id, brand.my, brand.sg
✅ Strongest geo signal
❌ Expensive, complex management

Subdomains:
id.brand.com, my.brand.com
✅ Easy setup
❌ Weaker signal, separate authority

Subfolders (Recommended):
brand.com/id/, brand.com/my/
✅ Consolidated authority
✅ Easier management
❌ Weaker geo signal than ccTLD

IMPLEMENTATION:
1. Choose URL structure
2. Implement hreflang
3. Handle currency/pricing
4. Localize content (not just translate)
5. Use local business schema
6. Set up GSC per region

Hreflang for E-Commerce:
<link rel="alternate" hreflang="id" href="https://brand.com/id/product/" />
<link rel="alternate" hreflang="en-sg" href="https://brand.com/sg/product/" />
<link rel="alternate" hreflang="x-default" href="https://brand.com/product/" />

Content Types for E-Commerce:

1. BUYING GUIDES
   "Cara Memilih [Product Category]"
   Helps decision making
   Links to products
   Targets informational queries

2. COMPARISON CONTENT
   "[Product A] vs [Product B]"
   "[Category] Terbaik 2026"
   Targets commercial investigation

3. HOW-TO CONTENT
   "Cara Merawat [Product]"
   "Cara Menggunakan [Product]"
   Post-purchase value

4. PROBLEM-SOLUTION
   "[Problem] - Solusi dengan [Product]"
   Targets pain points

5. SEASONAL CONTENT
   "Gift Guide Lebaran 2026"
   "Persiapan Mudik: Checklist"
   Targets seasonal searches

Content → Product Flow:
Blog post → Product mention → CTA → Product page
Educational → Commercial → Transactional

Blog Topic Framework:

TOP FUNNEL (Awareness):
- Industry trends
- General tips
- Lifestyle content
- Broad topics

MIDDLE FUNNEL (Consideration):
- Buying guides
- Comparisons
- Reviews
- How to choose

BOTTOM FUNNEL (Decision):
- Product spotlights
- Use cases
- Customer stories
- Deals/promotions

Example for Running Shoes Store:

Top: "Manfaat Lari untuk Kesehatan"
Middle: "Cara Memilih Sepatu Running"
Bottom: "Review Nike Air Max 270 untuk Lari Jarak Jauh"

Internal Linking:
Top article → Middle article → Bottom article → Product page

Publish Frequency:
Quality > Quantity
2-4 posts/month minimum
Focus on evergreen + seasonal

Strategy:

1. TEMPLATE OPTIMIZATION
   Optimize common elements:
   - Title tag template: [Product] - [Category] | [Brand]
   - Meta description template
   - Schema template
   - Image naming convention

2. PRIORITIZE MANUAL OPTIMIZATION
   Top 20% products (by revenue) = Full manual optimization
   - Unique descriptions
   - Custom images
   - Rich content

   Next 30% = Enhanced templates
   - Modified descriptions
   - Additional content where possible

   Bottom 50% = Optimized templates
   - Good defaults
   - Auto-generated elements
   - Monitor and upgrade if trending

3. AUTOMATE WHAT YOU CAN
   - Schema generation
   - Image compression
   - Canonical tags
   - Sitemap updates

4. MONITOR AND ITERATE
   - Which products ranking?
   - Which need attention?
   - Upgrade based on performance

The Problem:
- Same description on 100+ sites
- Google sees duplicate everywhere
- Hard to stand out

Solutions by Priority:

BEST: Unique Descriptions
Write original for top products
Time-intensive but highest value

GOOD: Enhance Manufacturer
Keep their description
ADD unique content:
- Your expert review (100+ words)
- Use case suggestions
- Comparison points
- FAQ section

ACCEPTABLE: Supplemental Content
Manufacturer description in tab
Unique content visible first:
- Benefits summary
- Key features (your words)
- Why buy from you

MINIMUM: Differentiating Elements
User reviews (unique to you)
Q&A section
Product videos
Rich media

KEEP THE PAGE WHEN:
✅ Product will be back
✅ Page has backlinks (check Ahrefs/GSC)
✅ Page ranks for valuable terms
✅ Similar products available

Actions:
- Show "Out of Stock"
- Offer "Notify Me" signup
- Display similar products
- Update schema to OutOfStock

REDIRECT (301) WHEN:
✅ Permanently discontinued
✅ Direct replacement exists
✅ Page doesn't rank/have links

Redirect to:
- Replacement product (best)
- Similar product in same category
- Category page (if no alternative)
- NEVER homepage for all

DELETE (410) WHEN:
✅ Low-value product
✅ No backlinks
✅ No ranking
✅ No alternative

410 signals intentional removal
Faster than waiting for 404 to drop

Recommendations:

PRODUCTS PER PAGE:
20-50 products ideal
More = slower load
Less = more pagination

PAGINATION VS INFINITE SCROLL:
Pagination: Traditional, clear for Google
Infinite: Better UX, needs proper implementation

FOR SEO:
- Ensure all products crawlable
- Don't hide products behind JS only
- Include enough for page to have value
- Category pages should feel complete

User Behavior Consideration:
Most users don't go past page 2
Top products should be visible
Use sorting (bestsellers default)

Technical Implementation:
If pagination: rel="next"/"prev"
If infinite scroll: fallback pagination
Always: allow Google to discover all products

You Can't Beat Tokopedia/Shopee on:
❌ Domain authority
❌ Product variety
❌ Brand recognition
❌ Head terms ("beli laptop")

You CAN Compete on:
✅ Long-tail keywords
✅ Specific niches
✅ Expert content
✅ Customer experience
✅ Local/specialty terms

Strategies:

1. LONG-TAIL FOCUS
   Not: "sepatu running"
   But: "sepatu running untuk kaki lebar"

2. CONTENT DEPTH
   Buying guides marketplaces don't have
   Expert reviews
   Comparison content

3. NICHE AUTHORITY
   Be the #1 expert in your niche
   Deep content on specific topics
   E-E-A-T signals

4. LOCAL SEO
   Location-specific targeting
   Local keywords
   Google Business Profile

5. BRANDED CONTENT
   Build your brand
   Branded searches = less competition
   Loyal customers return directly

FOUNDATION:
☐ Clean URL structure
☐ Logical site hierarchy
☐ Internal linking strategy
☐ Mobile-optimized experience

PRODUCT PAGES:
☐ Unique titles and descriptions
☐ Product schema implemented
☐ Optimized images
☐ User reviews integration

CATEGORY PAGES:
☐ Category content strategy
☐ Faceted navigation handled
☐ Pagination implemented properly
☐ Category-specific keywords targeted

TECHNICAL:
☐ Site speed optimized
☐ Canonical tags on all pages
☐ Out-of-stock strategy defined
☐ XML sitemap maintained

CONTENT:
☐ Buying guides created
☐ Comparison content
☐ Blog/content calendar
☐ Internal linking to products