Ecommerce SEO
I'm Pablo Caño, an independent technical SEO consultant. I help online shops get Google to crawl and index what they sell.
Prefer to go straight to it? Email me at consulta@pablocano.es
I work with the most advanced SEO and GEO tools on the market: Screaming Frog, Semrush, Ahrefs and Sistrix.
Pablo Caño15 years in technical SEO · LinkedIn
I also collaborate with agencies that bring in my technical judgment for their own clients.
On an ecommerce site, what holds SEO back is almost always the structure of the shop: filters, internal search, variants and pagination multiply URLs until Google spends its time on pages that sell nothing. Meanwhile, new products take weeks to appear.
Ten colours, four sizes and three brands already make 120 URL combinations saying almost the same thing, and every new filter multiplies them. Before deciding how to block them you need to work out which ones deserve to exist because people search for them. That is a commercial decision.
What happens to a product page once the product is no longer sold is one of the highest-impact decisions in a shop, and it is almost always made by default. Deleting the page, leaving it, redirecting it or keeping it live with alternatives are four different strategies; the right one depends on the traffic and links that page has.
Category pages forty deep where Google reaches the third. It never gets anywhere near whatever sits on page twenty.
The same product in six sizes competing with itself or taking traffic from the main product page, depending on how the platform builds it.
It has to be judged on your customer's phone, on their real connection. If the main image is slow to render or the buy button moves while the page loads, you lose sales and rankings.
Duplicate /collections/ and /products/ routes serving the same product from several collections. Then there's pagination on large collections and a robots.txt you edit through its own template, robots.txt.liquid, with no help from Shopify support.
Faceted search generating uncontrolled parameter URLs, combination handling and redirects, which need checking on every major version upgrade.
Layered navigation as it comes out of the box, which produces a huge number of worthless URLs if it is left untouched.
Here it all depends on how the shop was built. You have to look at what the code generates, and that is usually where the biggest gains are.
Of what Google actually crawls on your shop and what is eating the crawl, using server logs where I can get them.
Which facets get indexed, which get blocked and why, written down so it doesn't get argued over again every six months.
In their format, ready to implement.
If you would rather I direct the work.
Pablo knows technical SEO inside out and truly understands how AI is changing search.
You never have to explain the context twice. In this industry, that is worth a lot.
What people running online shops usually ask before we start.
Yes. I work on the HTML your shop serves to Google, so the platform matters less than you might think. Shopify, PrestaShop, Magento, WooCommerce or a bespoke build all share the same underlying problems: facets, variants, pagination and out-of-stock products. The only thing that varies between them is where each fix gets applied.
Yes, you can hire me even if you already work with an agency. It's fairly common. The agency implements. I bring the technical judgement and check that what reaches production is what was asked for. I set it up that way from the start so nobody feels their work is being audited.
Technical SEO changes take weeks to show up in indexing. Traffic takes longer, between two and four months, depending on the size of the catalogue and how quickly your team can ship the changes. On a large catalogue, any promise of results in thirty days should be treated with caution.
You almost never need to rebuild the shop to fix its SEO. Most of what I find can be sorted out in the configuration, templates and redirect rules of the platform you already have. If a rebuild were genuinely needed, I would tell you before you spent any money on it.
I review product copy and tell you what to do with it, but I don't write it myself. On a large catalogue you need a system of templates and priorities that decides which pages get worked on first and how they are structured. Writing a thousand descriptions by hand isn't realistic.
It depends on the project, and you get the price in writing with a fixed scope within 48 hours of a 30-minute call. I don't publish rates because every website and every situation is different: reviewing six templates doesn't cost the same as reviewing sixty, and one market doesn't cost the same as five. It also matters whether you have developers available to implement the changes. A generic range wouldn't help you decide. What's in that quote is what I invoice.
Use the form or email me. I reply within 1-2 working days.
We look at the site together and at what's worrying you. If I'm not the right person, I'll say so there and then.
With a fixed scope and the price in writing. If it doesn't suit you, there's no commitment.
Send me the shop's URL, how many SKUs you have and what you've noticed. If it looks like a fit, I'll suggest a 30-minute call.