Start with product page optimization because that's where revenue happens. Write unique product descriptions of 150-300 words minimum, include specifications in structured formats, and implement Product schema markup with price, availability, and review data. Thin or duplicate content kills ecommerce sites—if you have 5,000 products with manufacturer descriptions copy-pasted across the web, you're fighting an uphill battle. Prioritize your top 20% revenue generators first. Category pages need actual content, not just filtered product grids. Add 400-600 words explaining what the category is, why someone would buy from it, and how to choose between options. This targets broader commercial keywords like "running shoes for flat feet" versus individual product names. Internal linking from categories to products signals hierarchy to Google and distributes authority. Technical health determines whether Google even sees your best pages. Fix faceted navigation that creates infinite URL parameters—use canonical tags or robots.txt blocks. Ensure your site loads under 2.5 seconds on mobile since ecommerce users bounce fast. Check Search Console for crawl budget waste on session IDs, sort parameters, or out-of-stock archive pages. Large sites with 10,000+ products often have Google crawling junk instead of money pages. Link building for ecommerce works differently than blogs. Manufacturer partnerships, industry associations, and local business directories provide baseline links. For competitive niches, PR campaigns around unique data, buying guides you create, or charitable initiatives outperform generic outreach. User-generated content like reviews adds fresh content and long-tail keyword coverage automatically. Ottawa SEO prioritizes conversion-focused SEO over traffic vanity metrics for ecommerce clients. A product ranking #3 for a 1,000-search keyword that converts at 4% beats ranking #1 for a 10,000-search informational term that converts at 0.2%. Track revenue per organic session and assisted conversions, not just rankings. Most ecommerce sites waste resources on keywords that look good in reports but don't move the business.