Won on category pages, lost in replatforms

Your category pages are the money pages

Buyers search "linen bedding" far more than any single product name. Category pages match that intent, yet most stores treat them as furniture: a grid, a filter bar, no unique copy, no schema, no internal links beyond pagination. Meanwhile the blog gets weekly attention and earns traffic that rarely buys. Flip the effort.

Faceted navigation eats your crawl budget

Every combination of size, color and sort order can mint a new URL. Left alone, a 2,000-product store can expose hundreds of thousands of crawlable near-duplicates, and Google spends its visit reading noise instead of your new arrivals. Canonicals, parameter rules and selective noindexing are not glamorous. They are rent.

Product schema is table stakes now

Price, availability and review markup drive the rich results and feed the shopping surfaces, including the AI ones. If your platform emits broken or partial Product schema, you are invisible in places you cannot measure.

The replatform trap

Most catastrophic traffic losses we see follow the same story: new platform, new URL structure, redirects written the week of launch, rankings gone by month two. If a replatform is anywhere on your roadmap, SEO Migration Support exists precisely for this, and it is far cheaper than the recovery project.

The stack we would buy, in order