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A big catalogue is an advantage search engines rarely reward by default.
Variants, facets and seasonal SKUs create duplicate and thin pages fast — and crawl budget gets wasted on combinations nobody searches for. This service fixes the architecture.
Fig. 01 — Crawl and index budget spent on the pages that matter.
What a result looks like
- Measured by
- organic rankings and conversions on category and product pages, and crawl budget spent on indexable, revenue-relevant URLs.
- Reported as
- a monthly written update naming which templates, facets or category structures changed.
- Cadence
- ongoing monthly work, since catalogue and seasonal changes are continuous.
What's included
- Faceted navigation audit
- Which filter combinations should be indexable, and which are wasting crawl budget.
- Category & product page architecture
- Templates fixed for duplicate and thin-content issues at scale, not page by page.
- Product content review
- Content written for how shoppers actually search, not just for merchandising copy.
- Canonical & pagination strategy
- A documented rule set for how variants and paginated listings resolve.
- Seasonal SKU handling
- A process for out-of-stock and seasonal products that doesn’t leave dead pages ranking or live pages orphaned.
How this service is delivered
-
Audit & architect
Faceted navigation, canonicalisation and template-level duplication reviewed, then resolved into a documented rule set for facets, pagination and canonicals.
-
Optimise
Category and product templates and content updated against the rule set.
-
Maintain
Ongoing monthly work as catalogue and seasonal SKUs change.
Who it's for and the outcome
Who it's for
An online store with a large or complex catalogue — variants, facets, seasonal SKUs — losing organic visibility to marketplaces and paid search.
The outcome
Category and product pages that both convert and rank, with crawl and index budget spent on the pages that actually matter, not on every filter permutation.
Packages & pricing
| Package | Catalogue | Scale Most chosen |
|---|---|---|
| Price | 1 800 € / month | 3 400 € / month |
| Turnaround | First deliverable in 10 working days | First deliverable in 10 working days |
| Includes | Faceted navigation audit | Everything in Catalogue |
| Canonical & pagination strategy | Product content review at scale | |
| Category/product template fixes | Seasonal SKU handling | |
| Ongoing crawl-budget monitoring | ||
| | |
Catalogue
Faceted navigation and canonical strategy fixed.
1 800 € / month
First deliverable in 10 working days
- Faceted navigation audit
- Canonical & pagination strategy
- Category/product template fixes
Scale
Product content and seasonal SKU handling at scale.
3 400 € / month
First deliverable in 10 working days
- Everything in Catalogue
- Product content review at scale
- Seasonal SKU handling
- Ongoing crawl-budget monitoring
FAQ
Do you work with our specific e-commerce platform?
We work at the template and architecture level, which applies across major platforms — we’ll confirm platform-specific detail (e.g. what your platform lets you control directly) at scoping.
What’s faceted-navigation crawl waste?
When filter combinations (colour, size, price range) each generate a unique, indexable URL, search engines can waste their crawl budget on thousands of near-duplicate pages instead of your actual catalogue — this is a named technical discipline this service addresses directly.
Will this conflict with our merchandising team’s product copy?
No — product content review adjusts for how shoppers search, it doesn’t override merchandising decisions; we work from your existing copy and identify where search intent and merchandising language diverge.
How do you handle seasonal or out-of-stock products?
With a documented process so those pages don’t keep ranking for stock that no longer exists, and so returning seasonal products don’t lose their ranking history unnecessarily.