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Category and Product Page Optimization
Category and product pages are where demand coming from search is met in e-commerce. Titles, descriptions, internal links and image handling on these pages bear directly on sales.
The Brandaft method: We start by working out which category genuinely has demand, then build the structure around it. When a product goes out of stock we do not delete the page; we redirect it by a decision tree, with which URL stays and which gets merged written down in advance.
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Structured Data and Rich Results (Schema Markup)
Structured data makes product price, stock status and reviews visible in the search result. A rich result affects click-through independently of your position in the list.
The Brandaft method: We mark up the fields according to the schema Google requires, then confirm in Search Console that no errors remain. Marking up alone is not enough; a schema that does not validate produces no rich result.
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Site Speed and Technical SEO
Site speed affects crawlability as much as it affects user experience. On large catalogues, technical SEO is about how Google moves through the site as much as how fast it loads.
The Brandaft method: We treat speed together with crawl budget rather than on its own. On a catalogue of thousands of URLs, a speed improvement made without bringing filter and parameter combinations under control produces no result.
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Backlink Management and Digital PR
External links still carry weight in how a page earns authority. In e-commerce the question is not how many links there are, but which page gets stronger.
The Brandaft method: We point the work at the category pages that generate revenue, not at the homepage. When choosing sources we require sector relevance and real traffic.
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E-Commerce Content Creation
Product and category descriptions, blog content and FAQ sections affect both search visibility and the purchase decision.
The Brandaft method: We write descriptions to search intent rather than using the standard text supplied by the manufacturer. On the blog side we prioritise topics close to the purchase decision, not ones that produce traffic without producing demand.
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UX and Conversion Optimization
Search visibility brings the visitor; conversion turns them into a customer. Filtering, on-site search and the checkout steps are where that conversion breaks.
The Brandaft method: If traffic rises and sales do not, we measure and fix the path to the basket. We do not run SEO and conversion as two separate jobs.
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Reporting and Analysis
The effect of SEO work is understood through regular measurement. Ranking on its own does not tell you what you have gained.
The Brandaft method: Our reporting shows which page touches revenue. We read GA4 and Search Console together and separate demand coming from organic, from ads and from email. Accounts are opened in the client's name; the data stays with the client even if the work ends.