E-shop SEO is decided on three levels: the structure of your categories, the quality of each product page, and the structured data that tells Google what you sell, what it costs and whether it is in stock.
Most Greek e-shops lose organic traffic not because their products are poor, but because their category pages are empty and their product pages are copied from the supplier.
Want to see what is holding you back?
Request a free technical SEO audit and you will get a prioritised list of what needs fixing.
Why does nobody find my products?
Usually for one of four reasons — and almost never because “Google does not like me”.
| Cause | How it looks | The tell |
|---|---|---|
| Empty category pages | A product grid and nothing else | No rankings for generic terms |
| Copied descriptions | The same text as 40 other shops | The page appears nowhere |
| No structured data | No stars or price in results | Low click-through rate |
| Filter chaos | Thousands of near-identical pages | Google cannot tell which to show |
The fourth is the most insidious. An e-shop with 200 products can generate 20,000 URLs through filters, burying the pages that actually matter.
Level 1: Structure
1. Categories in a logical pyramid. Home → category → subcategory → product. Never more than three clicks from the homepage.
2. Text on every category page. 150–300 words above or below the grid, answering what the category covers and how to choose.
3. Breadcrumbs everywhere. They help users and tell Google how your pages relate.
4. Clean URLs. /womens-shoes/sandals/ rather than /product-category?id=482&f=3. Lower case, hyphen-separated.
5. Control your filters. Filter combinations nobody searches for (colour plus size plus material) should not generate indexable pages.
Level 2: The product page
6. Write your own descriptions. Even 80 words of your own beat 300 from the supplier. Write who it is for, what it solves, which size to pick.
7. Titles using the words people search. “Black leather women’s sandal” lands; “Model SR-3320” does not.
8. Images in WebP with descriptive filenames and alt text. Image search brings steady traffic in clothing, furniture and jewellery.
9. Product reviews on the page. They add fresh, unique content and enable star ratings in results. How to collect them legitimately is in our guide to Google reviews.
10. Internal links to related products with descriptive anchor text, not “see also”.
Level 3: Structured data
Product schema is the code that tells Google exactly what it is looking at. Without it, price, availability and stars do not appear in results.
| Field | Status | What it does |
|---|---|---|
name, image, description | Required | Identify the product |
price, priceCurrency, availability, url | Required for price | Show price and stock status |
aggregateRating, review | For stars | Show the rating |
gtin, sku, mpn | Recommended | Match the product to Google’s catalogue |
brand (as an object) | Recommended | Links it to the brand |
shippingDetails, hasMerchantReturnPolicy | Recommended | Show delivery and returns |
11. Add a GTIN wherever one exists. It is the most underused field: products with a correct GTIN match Google’s product catalogue far more easily.
The three mistakes that void your schema:
- Fabricated ratings. Ratings must correspond to real reviews. Google removes pages with invented review counts.
- Shipping terms you do not offer. Declaring delivery conditions you do not actually apply gets the schema rejected.
- Deprecated types. HowTo and FAQPage no longer produce rich results for e-commerce.
Level 4: Technical and content
12. Mobile speed. Mobile is the majority of your traffic. Compress images, lazy-load anything below the first screen, and keep plugins few.
13. Canonicals on variants. If one product exists in five colours at five URLs, declare which is the primary.
14. Buying guides on the blog. “How to choose a size”, “What the materials actually differ in”. These catch pre-purchase searches and link back to categories.
15. Sitemap and Search Console. Submit a sitemap, watch coverage errors, and look for terms where you already rank 8–20 — that is where the easiest gains sit.
Want these done properly from the start?
Send us your shop’s address and we will tell you which of the fifteen are missing.
What do I do with out-of-stock products?
This is the most common mistake in Greek e-shops: the product sells out and the page gets deleted.
| Situation | Correct action |
|---|---|
| Coming back soon | Keep the page, mark out of stock, offer a back-in-stock alert |
| Not returning, replacement exists | 301 redirect to the new product |
| Not returning, no replacement | 301 to the category, never to the homepage |
| Seasonal | Keep the page live all year |
A page that has built rankings over two years is an asset. Deleting it also throws away every link pointing at it.
How long until it works?
| Point in time | What you see |
|---|---|
| 2–4 weeks | Technical errors fixed, appearance in Search Console |
| 2–3 months | Movement on long-tail product terms |
| 4–6 months | Rankings on category terms |
| 6–12 months | Steady organic traffic on competitive terms |
E-shop SEO is not a project with an end date. It is a habit: new descriptions, new reviews, new guides.
If the shop does not exist yet, start with our guide to e-shop costs and, if you are coming from Instagram, the migration guide.
Frequently asked questions
Do I need a blog on my e-shop?
If customers compare before buying, yes. Buying guides catch searches that product pages cannot.
How long should a product description be?
There is no threshold. Eighty of your own words beat three hundred copied ones.
Does Google Shopping help organic SEO?
It is a separate channel, but correct structured data serves both.
How do AI answers in search affect this?
They draw on structured, clean pages. An e-shop with proper schema, real reviews and clear prices has a better chance of being cited.
Do I need local SEO too?
If you also have a physical shop, definitely. See our local SEO guide.
Three moves this week
Pick your ten best-selling products and write your own descriptions. Add text to your three largest categories. Check in Search Console that your product schema validates without errors.
Those three usually produce the first visible result within a month.
Next step
Book a free 30-minute call with the team at The Dev Alley. We will run your shop through the fifteen and you will leave with a priority order.