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Ecommerce SEO · organic orders
Ecommerce SEO: orders you do not pay for per click
Ecommerce SEO is the work that makes your categories and products show up on Google — and now in the answers of ChatGPT and Google AI — when someone searches for what you sell, without paying for every click. UpCommerce does it as a performance agency, for Greek stores and for international brands selling into Greece: category structure, product pages, technical base, internal links and content, measured in organic orders and revenue per category — not in rankings for words nobody buys with.
What ecommerce SEO is
A different job from the SEO of a corporate website
A corporate website has twenty pages and wants to rank for ten phrases. An online store has thousands of pages — categories, filters, products, variants — and wants to show up for thousands of searches that change with season and stock. Ecommerce SEO is mostly a job of structure, not of copy.
The user searches for “kids bikes” or “men’s rain jackets”, not for a product code. Category and subcategory pages are the ones that capture searches with volume — as long as they have structure, copy that helps and filters that do not multiply them.
You do not write a thousand unique descriptions on a Monday. You build a template for title, description, attributes and structured data that works for all of them — and write by hand only for the products that deserve it.
Mobile speed, canonical on variants, filters that do not create endless URLs, a sitemap that updates, out-of-stock products that do not become 404s. Without these, the best copy is never indexed.
The 7 points
The seven points that decide an online store’s SEO
We check them in this order and fix them in this order. The first three are structure and technical; without them, the rest do not pay off.
1 · Category structure and filters
Every search with volume wants one page — not zero, not ten. Missing subcategories get built; filters that create thousands of near-identical pages get closed to Google. One of the most common problems we see in Greek stores, and the most rewarding when solved.
2 · Technical SEO and speed
Core Web Vitals on mobile, canonical on colours and sizes, out-of-stock pages that stay alive with alternatives, a sitemap and robots that tell Google what to read. The work nobody sees that decides everything else.
3 · Product pages
A title that states brand, type and key attribute. A description that answers the questions before purchase. Attributes in a table, not a paragraph. And Product structured data with price, availability and reviews — what Google shows next to the result.
4 · Category copy that helps
Not 500 words at the bottom of the page that nobody reads. A few sentences at the top explaining what the user will find and how to choose, and a buying guide where the category can carry one.
5 · Internal links
From the menu, the categories, related products and the blog to the pages you want to rise. A page without internal links is a page Google considers unimportant — however good it is.
6 · Content that answers questions
Guides, comparisons, “how to choose”. They capture pre-purchase searches and give the categories links. Written for the questions your customers ask on the phone, not for words from a tool.
7 · GEO: the answers of AI
More and more people ask ChatGPT or Google AI “which one should I get” before they search. The same pages, with a category term, an answer paragraph, an FAQ and structured data, show up there too. Measured with Epoptes. GEO / SEO for LLMs →
How we work an online store’s SEO
Technical audit of the site, analysis of which searches already bring orders and which are missing, and a map: which page for which search. From here comes what gets built first.
Changes to category structure, filters, canonicals and speed come first — with your own developer or with our build team. They are the ones that change the curve, and they are done once.
Every month specific categories and products are worked according to the map: titles, descriptions, structured data, internal links, one or two guides. With priority on the categories with margin.
Not “we went up three positions”. Organic orders and revenue per category, non-brand searches, and — for AI — how often you appear in the answers. The report shows what the work brought, not what it did.
SEO together with advertising, Skroutz and GEO — not instead
Advertising brings now, SEO after months — and when it arrives, the cost per order drops for every channel, because brand search rises. Search data also shows which words deserve SEO. Google Ads for online stores →
For products Greek shoppers compare, Skroutz often sits above your store in Google’s results. You do not fight it — you are there too, and you work SEO for the searches Skroutz does not cover: guides, niche categories, your brand. Skroutz Ads →
SEO and GEO are the same job with two readers: the pages Google reads well are the ones the models cite. Whatever is built for one counts for the other.
If the store changes platform, SEO goes in before the migration — redirects, structure, URLs — not after, when traffic has already dropped. Website & e-shop development →
What we measure
Organic orders, not rankings
Rankings change per user, device and hour, and they do not pay salaries. The numbers we look at every month are three.
How many orders came from Google without advertising, from which categories, at what margin. The number compared directly with advertising’s cost per order.
People searching your name would have found you. SEO progress shows in searches that do not contain your brand — that is where you gain customers who did not know you.
In how many of your category’s questions the store appears on ChatGPT, Gemini and Google AI, month by month — measured with Epoptes, the group’s platform.
SEO as an additional service
One of the nine additional services: on its own or with an advertising programme, monthly, with the work on structure first and on content after.
Additional services →GEO / SEO for LLMs
The same work for AI answers: category term, answer paragraph, FAQ, structured data, measurement with Epoptes.
GEO / SEO for LLMs →Performance marketing agency
All channels — organic included — measured in cost per new customer.
Performance marketing →Athens & Thessaloniki
SEO by people who count orders, not rankings
SEO is done by the team that also runs the advertising — which is why it knows which words sell before writing a single one. Glyfada, Thessaloniki, and stores across the country. The team →
Want to know first where your whole store loses profit — not only in SEO? The Profitability Audit checks six areas, from UI/UX to payments and shipping. Profitability Audit →
Frequently asked questions about ecommerce SEO
What does ecommerce SEO include?
A technical audit and fixes (speed, canonicals, filters, sitemap), category structure based on searches, product pages with a template for title, description and structured data, category copy and buying guides, internal links, and monthly measurement in organic orders. For AI answers, GEO is the same work with two readers.
How soon does SEO bring results?
Technical fixes and category structure usually show movement in two to three months. Full return in organic orders usually takes four to six months of continuous work, and then it keeps growing without a cost per click. That is why SEO runs alongside advertising, not instead of it.
SEO or advertising?
Both, for different timeframes. Advertising brings orders from the first week and stops when the budget stops. SEO is slow, but what it builds stays and lowers the cost per order across every channel. A store that relies on only one of the two pays more per customer.
Skroutz ranks above my store on Google — what do I do?
For product searches with price comparison, Skroutz is often above every store. You do not fight it; you are there too, and you work SEO for what Skroutz does not cover: buying guides, niche categories, your own brand and the products only you have. SEO and Skroutz are measured together, in cost per order.
Do I need a new site for SEO?
Rarely. Most changes — category structure, filters, canonicals, speed, copy — are made on the site you have, with your developer or with our build team. A new site is needed when the platform does not allow the basics; and then SEO goes in before the migration, not after.
Do you write the product copy?
We build the template for titles, descriptions and attributes that applies across the catalogue, and we write by hand for the categories and products that deserve it — the best sellers and those with margin. Copywriting is one of the agency’s additional services and enters the plan where needed.
How do you measure SEO performance?
In organic orders and revenue per category, in non-brand traffic, and in appearances in AI answers with Epoptes. Keyword rankings are an indication, not a result — and they change per user and device. The report compares the organic channel with advertising at the same cost per order.
Do you promise rankings on Google?
No — nobody can, and whoever promises it does not control Google’s algorithm or the AI answers. What we commit to is the work: what will be done every month, on which pages, and how it will be measured in orders. The engagement is monthly, with no long-term commitment.
