Invisible categories
They're the pages that carry the queries that sell. Yet they often boil down to a grid of products without a single word.
E-commerce SEO: sell without paying for every click.
I run my own online shop, France Minéraux, built with my wife: from zero to a million visits a month. What I recommend to you, I paid for out of my own pocket first.
- Rattle your competitors.
- Overtake them.
- Protect you from their attacks.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroWhat is e-commerce SEO?
E-commerce SEO is SEO applied to an online shop. It focuses mainly on catalogue architecture, category pages and product pages, because they're the ones that capture searches from someone ready to buy.
The problem
Three ways to lose sales on an online shop.
Product pages copied from the supplier
The same text as forty other shops. Google has no reason to prefer yours.
An ad budget that replaces SEO
Every sale costs a click. The day you switch off the ads, revenue stops with them.
Your competitors all look alike. Good.
Fig. 1. Your market, as Google sees it. (You're the purple one. Or you could be.)The answer
What I do on an online shop.
On a catalogue, everything comes down to structure. You don't write a thousand product pages by hand: you decide which ones matter.
- Architecture. Categories, subcategories, filters: what Google can crawl, and what it should ignore.
- The pages that sell. Priority categories and product pages rewritten, with the answers customers look for before buying.
- The brand. A story, guides, a voice. That's what makes people come back to you rather than to a marketplace.
- Profitability. We track organic revenue and margin, not just rankings.
In detail
What's planned for your shop.
The catalogue structure
I redraw how products are organised so a customer finds the right aisle in two clicks.
Filters and sorting
Colour, size, price: I decide which combinations Google should index and which it should leave aside.
Category copy
Text that helps people choose, placed where it doesn't get in the way of buying.
Product pages
A complete product page template, then a rewrite of the products that drive your margin.
Out-of-stock or discontinued products
A clear rule for each case, so you keep the visits you've earned.
Buying guides
Articles that answer the questions asked before ordering, linked to the right products.
How it works
How SEO support unfolds, month after month.
- Week 1
The shop's numbers
You show me your sales by category and your margins. That way I know which aisles to defend first.
- Month 1
Crawling the catalogue
I review the whole catalogue. I spot duplicate pages, filters open to Google and unlinked aisles.
- Month 2
The structure
Categories are reorganised. Indexing rules are set with your developer.
- Months 3 to 5
Priority aisles
Categories, then product pages: I rework pages in order of margin, not alphabetical order.
- Every month
Sales from Google
I present organic revenue by aisle, then next month's pages.
Making the choice
Organic search, advertising or marketplace: where should you sell?
| SEO for your shop | Paid advertising | Marketplace | |
|---|---|---|---|
| What a sale costs | Nothing per click, work upfront | A paid click on every visit | A commission on every order |
| Who owns the customer | You | You | The marketplace |
| Time to first sales | Several months | A few days | A few weeks |
| If you stop paying | Pages stay visible for a while | Sales stop the same day | Your catalogue disappears |
| Suits you if | You're building a brand over several years | You're launching a product or a season | You want volume without a website to run |
These three channels complement each other. My work focuses on the first, because it keeps bringing in orders when the ad budget drops.
It's for you if…
- Your shop already sells and relies too heavily on advertising
- You have a catalogue of at least several dozen products
- You know your margins by product or by aisle
- You can have your shop's templates modified
It's not for you if…
- You resell the same products as everyone else, at the same price, without adding anything
- Your shop opens next week and you expect immediate sales
- You can't touch either the categories or the product pages
- You only want to clear stock before closing
In pictures
What well-run SEO looks like.
Your turn
How much could SEO earn you?
Move the sliders with your own numbers. The maths is deliberately simple: searches, a share of clicks, a conversion rate, the value of a customer.
These are your assumptions, not a promise. We swap them for your real numbers during the call.
Start from a typical profile
Visits / month
Contacts / month
Customers / month
Revenue / year
In practice
What you get.
- A catalogue architecture designed for Google
- Your priority categories and product pages rewritten
- A brand content plan (guides, comparisons)
- Organic revenue tracking
- A point of contact who talks margin and average basket
Pricing
How much does SEO for an online shop cost?
The price follows the size of the catalogue and the amount of writing involved. After a free half-hour chat and a first look at your shop, I send you a quote.
- The number of categories and products
- The amount of copy to write or rework
- The technical limits of your e-commerce platform
- The countries and languages you sell in
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
One-minute test
Is SEO right for you?
Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you.
What it brings in
SEO you can count in euros.
A ranking doesn't pay a salary. What counts is what it brings: enquiries, customers, revenue. Move your page up and see what it could bring in.
Example assumptions, open to challenge: 800 searches a month for your trade in your town, 4% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €1,200 per customer. Click-through rates by position are ballpark figures, and they've been shifting since Google started showing AI answers above the results. Redo the maths with your numbers
What your page could bring in
Ticket no. 10th · worked example- Searchesper month, for your trade in your town
- 800
- Estimated visitsclick-through rate: 1.5%
- 0
- Possible enquiries4% of visitors
- 0
- Possible customersone enquiry in three
- 0
Possible revenue€0
Who you're talking to
Your SEO consultant: a business owner, not just an SEO.
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
E-commerce SEO: frequently asked questions.
Do you work with Shopify, PrestaShop, WooCommerce?
Yes. The method doesn't depend on the platform; the technical constraints do. From the audit onwards, I tell you what your platform allows and what it prevents.
Should I stop advertising?
No. We grow organic search on the queries where you pay the most, then reduce advertising where you no longer need it.
Do you guarantee first position?
No. Nobody can honestly guarantee it: I don't own Google. I commit to a plan, priorities and measurements you can check.
Do I need to write copy for every product page?
No. I start with the products that sell and those with margin. For the rest, a well-filled product template is often enough.
What should I do with out-of-stock or discontinued products?
Short stockout: the page stays online and offers an alternative. Permanently discontinued: the page redirects to the replacement product or to its category. We never delete without redirecting.
My filters create thousands of URLs. Is that a problem?
Often, yes. Google wastes time on near-identical pages and crawls your real aisles less. I decide which combinations deserve a page and close off the rest.
Is a blog useful for a shop?
Yes, if it answers the questions asked before buying and links to products. A news blog unrelated to the catalogue doesn't bring in sales.
How should I handle sales and seasonal pages?
Keep the same URL from one year to the next. That way the Christmas or sales page keeps its links and its age. Update its content instead of creating a new one.
Does AI recommend products?
Yes. ChatGPT and Gemini already compare products and name shops. They pick up detailed product pages: dimensions, materials, uses, reviews. So a complete product page pays off twice.
See also
SEO
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Be the one they remember.
Together we look at where you stand on Google and in AI, and what should change first.
Book a callFig. 2. A K. (The landscape was missing one.)