Start with product page optimization. Write unique product descriptions for every SKU instead of copying manufacturer text—duplicate content kills rankings when 50 competing stores use identical copy. Add product schema markup so Google shows price, availability, and reviews in search results. Include high-quality images with descriptive alt text and compress them to keep page weight under 2MB. Build a logical category structure. Shallow hierarchies work best—users should reach any product in three clicks from the homepage. Use keyword-rich category names that match search intent ("men's running shoes" not "footwear collection"). Implement breadcrumb navigation and link related products to distribute link equity across the site. Fix technical foundations. Ecommerce sites with thousands of URLs face unique crawl budget issues. Set pagination to rel=canonical to the view-all page or use rel=next/prev correctly. Implement faceted navigation carefully—don't let filter combinations create infinite URL variations. For Ottawa SEO clients, we typically noindex filter pages and canonicalize size/color variants to the main product URL. Check Core Web Vitals monthly because image-heavy product pages easily fail LCP thresholds. Get your content strategy right. Create buying guides, comparison pages, and category-level content that targets informational keywords. A "best winter tires for Ottawa weather" guide ranks easier than individual tire product pages and funnels traffic deeper. Build backlinks through digital PR, supplier partnerships, or data-driven industry reports. Monitor products going out of stock. When items sell out permanently, 301 redirect to the category or similar product rather than serving 404s. For temporary stockouts, keep the page live with an email signup form—you've already earned rankings you don't want to lose. Track position-zero opportunities. Ecommerce sites can win featured snippets for "how to" queries related to product usage. Structure content with clear answers in the first 40–60 words, then expand below. The combination of transactional product pages and informational content pages captures buyers at different funnel stages.