SEO by vertical · E-commerce
SEO for E-commerce that turns visitors into buyers, on any platform.
An online store competes in two places at once: in Google's organic results and, increasingly, in the answer an AI gives when someone asks where to buy. The technical work changes from platform to platform, but the logic behind both places is the same.
We work in English, Portuguese and Spanish. Headquarters in Belo Horizonte, Brazil.
01Overview
SEO for E-commerce
SEO for e-commerce goes beyond ranking product keywords. It covers faceted navigation without cannibalization, complete product schema, category architecture that holds up as the catalog grows, and content that answers the questions of someone deciding whether to buy.
We applied that logic in the technical migration of SP Labor, a WooCommerce store selling laboratory equipment: an audit closed on August 21, 2026 cut errors from 753 to 326 pages and warnings from 2,803 to 1,020, with PageSpeed at 97 on mobile and 99 on desktop after the move to Google Cloud.
Netlinks runs this scope inside the Response Marketing Method regardless of whether the store runs on Shopify, VTEX, WooCommerce or another platform: technical diagnosis first, structured data next, content and authority on top.
- 753 → 326
- pages with technical errors at SP Labor
- 97 / 99
- PageSpeed mobile / desktop at SP Labor
- R$ 100 M+
- in sales generated for clients
02Vertical
What is common to any e-commerce platform
Regardless of platform, every online store runs into the same kind of problem at scale: filter navigation that generates too many URLs, duplicated titles and meta descriptions across product variants, and category pagination competing with the main page for Google's attention.
A transactional keyword (one that already signals buying intent) needs different treatment from an informational one: product and category pages target the first, blog content targets the second, and confusing the two formats is a common mistake in stores that see no results.
Page speed matters twice over in e-commerce: it affects SEO ranking and it directly affects conversion rate. A slow store loses sales even when the visitor arrives in the right place.
03Scope
What is in scope
Platform-specific technical audit
A diagnosis specific to the platform in use, with what it handles on its own and what needs manual work.
Product structured data
Complete Product, Offer, AggregateRating and Brand markup, at a scale that matches the catalog.
Category architecture
Organization by search intent, avoiding cannibalization between product and category pages.
Content and authority
Pages and articles that support the catalog, with backlinks and press coverage when the segment calls for it.
04Technical edge
Structured data as a competitive edge
Complete product schema is what separates a store with a rich result in Google (price, stock and rating visible in the search result) from one that shows up with just a title. It also supports citation in AI shopping answers, because the model trusts structured data more than loose text on the page.
- Product, Offer, AggregateRating and Brand per variant
- BreadcrumbList synced with real navigation
- FAQPage on product pages with recurring questions
- Validation in a staging environment before going live
05GEO
Shopping AI and the new first position
Comparing price and availability directly with ChatGPT, Gemini or Perplexity is already a buying habit for a growing share of shoppers. Being cited in that answer depends on the same structured data and the same clear content that support traditional SEO, with no separate contract. See the detail in GEO: SEO for AI.
06Comparison
Where technical SEO needs the most attention, by platform
The point of highest technical risk changes depending on the platform. The table below covers the most common ones we see.
| Platform | Biggest technical risk | Detail |
|---|---|---|
| Shopify | Third-party app JavaScript | See SEO for Shopify |
| VTEX | Faceted navigation duplicating URLs | See SEO for VTEX |
| WooCommerce | Hosting and outdated plugins | See SEO for WooCommerce |
| Magento | Layered navigation and caching | See SEO for Magento |
07Measurement
What you track in the App
Rankings by product and category keyword, organic traffic, Core Web Vitals per template and AI citations land in the same real-time report. Technical fixes tend to move the first number in 30 to 60 days, as the error reduction in the SP Labor audit showed.
A store with strong seasonality (Black Friday, holidays) also gets an early-attention plan on the App calendar, so it reaches the sales peak with the technical base already fixed.
08The deliverable
What you receive
Finished work, approved by you in the App and shipped. Not a report that only describes the problem.
Platform-specific diagnosis
What the platform handles on its own and what needs manual work.
Product structured data
Complete schema, at a scale that matches the catalog.
Category architecture
Organization by search intent, with no cannibalization.
Live reporting in the App
Rankings, traffic, speed and AI citations, 24 hours a day.
09Who leads
Who leads your project
The three of them own the process and manage the team on every account. No senior who shows up at kickoff and disappears: they sign off on the plan, review the work and talk to your team.
Digo Garcia
Founder and CAIO
Over 20 years in digital. Built and scaled Letras.mus.br, then worked at Méliuz and in the joint venture with Globo.com. Owns AI, technical SEO and engineering inside every project.
Letras.mus.br · Méliuz · Globo.com
André Mousinho
Chief SEO Officer
Comes from Rock Content, Tray/Locaweb and LWSA. Designs the keyword mapping, the content architecture and the GEO strategy that turns a brand into the answer.
Rock Content · Tray/Locaweb · LWSA
Gabriel Raposo
Chief Authority Officer
Comes from Ambev and Agibank. Owns link building, digital PR and the authority that holds up both rankings and citations inside AI answers.
Ambev · Agibank
And the team behind them: Nathália Barcala (cofounder and COO, governance), Roberto Murta (CTO), Marcelo Ligere (senior advisor, 30+ years, formerly Grupo Globo) and Alfred, the artificial intelligence that runs the day to day: delivery queue, reporting and 24/7 support on WhatsApp.
10Who it is for
Where this work pays off the most
Store with high paid traffic and low organic
Near-total dependence on ads, with cost per click rising. Technical SEO and product content cut that dependence month over month.
Large catalog migrating platforms
Moving from Shopify, VTEX, WooCommerce or Magento to another solution, with real risk of losing rankings in the migration. The redirect plan comes before the switch goes live.
Brand that already sells well and wants to hold that in GEO
An e-commerce site established on Google that has not yet shown up in AI shopping answers. The work on structured data and citable content starts here.
11Case studies
Results with a name, a number and a date
Real projects, with what was done and what changed. No generic charts and no promises of a position.
FAQ
Frequently asked questions
Does SEO for e-commerce change depending on the platform?
The goal is the same, but the point of highest technical risk changes. Shopify, VTEX, WooCommerce and Magento each have their own particularities, detailed on each dedicated page.
What is the first step for a store with low organic traffic?
A full technical audit: crawling, indexing, speed and structured data. That is what reveals where crawl budget is being wasted.
What happened in the SP Labor audit?
Closed on August 21, 2026, it cut errors from 753 to 326 pages, warnings from 2,803 to 1,020 and the sitemap from 383 to 20 files, with PageSpeed at 97 (mobile) and 99 (desktop) on the homepage.
Does structured data really make a difference in e-commerce?
Yes. It is what supports the rich result in Google (visible price and rating) and citation in AI shopping answers.
How long before I see results?
Technical fixes tend to move the first number in 30 to 60 days. A competitive category is quarterly work.
Does the work include blog content for the store?
It does, when it supports the catalog. The plan prioritizes product and category pages first, because those are the ones that convert.
My store is small. Is it worth investing in SEO?
It is, with different priorities: long-tail and specific products pay off faster than fighting for a generic term from day one.
Next step
Get a diagnosis of your case
Tell us what your company sells and to whom. One of the three looks at your scenario, points out what is holding organic back today and shows where we would start.
- A review of your site and your market, with no commitment
- An answer from a senior specialist within 24 business hours
- A direct conversation: what can be done, in what order and how deep
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