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E-commerce SEO Academy

Get your product and collection pages found on Google and named in AI answers.

Lessons
27 lessons
Chapters
9 chapters
Reading time
~137 minutes
Price
Free, no signup
Start the first lesson

First up: Why some stores rank and yours doesn't

Which page catches which search, product pages that rank and convert, the duplicate-content traps platforms ship, guides that lead to a cart, and how Shopping and AI pick products.

Written for: Store owners and marketers on Shopify, WooCommerce, BigCommerce or anything else, who want buyers from search and AI shopping answers.

Levels: 10 beginner, 17 intermediate, marked per lesson and shown under each lesson title.

  1. Make Google and AI send you buyers

    How stores actually get found, why yours isn't, and which page should catch which search.

    Chapter 1 of 9

    3 lessons~15 min

    1. Why some stores rank and yours doesn't· Start here5 minBefore a product or collection can rank, Google has to find it, understand it and trust it. Most stores fail one of the three.
    2. Which page catches which search5 minCategory searches go to collections, product searches to products, questions to guides. Mixing them up costs you both.
    3. Platform SEO defaults: Shopify, WooCommerce, BigCommerce5 minWhat each platform does for you, what it gets wrong, and the settings to check on day one.

  2. Target the keywords that turn into sales

    Find the searches with buying intent, and decide which collections are worth creating.

    Chapter 2 of 9

    3 lessons~15 min

    1. Product and category keyword research5 minBuild the keyword list from how buyers describe what they want, not from how your catalogue is organised.
    2. Buying intent for stores5 minSeparate 'best', 'cheap', 'vs' and brand searches, and match each to the page that can close it.
    3. Collections worth creating5 minUse search demand to decide which new collection pages earn their place, and which would just be thin.

  3. Turn every page into a traffic and sales machine

    Structure and internal links decide how much of your store Google ever sees. Feed every money page.

    Chapter 3 of 9

    3 lessons~15 min

    1. Collection structure and navigation5 minA hierarchy that mirrors how people shop, shallow enough that every product is a few clicks from home.
    2. Internal links to money pages5 minLink from guides and blog posts to the collections and products they talk about, deliberately.
    3. Faceted navigation and filters5 minFilters create thousands of URLs. Decide which ones Google should index and stop the rest wasting crawl budget.

  4. Turn product pages into your best salesperson

    Titles, descriptions, schema and images that rank and convert, without the duplicate content everyone ships.

    Chapter 4 of 9

    4 lessons~20 min

    1. Product titles and descriptions5 minWrite for the buyer's search and the buyer's doubt, not the manufacturer's spec sheet.
    2. Product schema and rich results5 minThe structured data that earns price, availability and review stars in results, and how to check it's valid.
    3. Product images and alt text5 minImages that load fast, describe the product, and show up in image and shopping results.
    4. Variants and duplicate content5 minSizes, colours and near-identical products: canonical tags and page decisions that keep Google from splitting your rankings.

  5. Make your blog bring buyers, not just readers

    Content that leads to a cart, not a bounce. Buying guides, comparisons and FAQs that feed Google and AI.

    Chapter 5 of 9

    3 lessons~15 min

    1. Buying guides that sell5 minAnswer the question a buyer asks before they choose, then hand them the product.
    2. Comparison and FAQ content5 min'X vs Y' and 'is X worth it' pages that capture late-stage searches and get quoted by AI.
    3. Content-to-cart internal links5 minEvery guide links to the products and collections it discusses, in the spot where a reader is ready.

  6. Reclaim the traffic your platform is costing you

    Platform defaults quietly leak rankings: duplicate URLs, slow themes, bad canonicals. Take back control.

    Chapter 6 of 9

    3 lessons~15 min

    1. Duplicate URLs and canonicals5 minCollection-path product URLs, tag pages and parameters: the duplicates your platform creates and how to point them home.
    2. Store speed and themes5 minApps, scripts and images are where store speed goes to die. Measure, then remove.
    3. Out-of-stock and discontinued products5 minWhat to do with a page that still ranks when the product is gone, and when to redirect versus keep.

  7. Get your products picked by Shopping and by AI

    Your product feed is an SEO channel and your products can be recommended inside AI answers. Set both up deliberately.

    Chapter 7 of 9

    4 lessons~20 min

    1. Product feeds and free listings5 minA clean feed in Merchant Center earns free Shopping placements. What the feed must contain and the errors that block it.
    2. AI shopping answers5 minHow assistants answer 'what should I buy' questions, and what makes a product eligible to be named.
    3. Reviews, UGC and brand signals5 minThe trust signals that make Google show your stars and make AI recommend you by name.
    4. Being the product AI recommends5 minClear product pages, consistent specs across the web, and third-party mentions, in priority order.

  8. See how much money search makes you

    Track the visits and revenue Google and AI send, and run a fast audit that finds what to fix first.

    Chapter 8 of 9

    2 lessons~10 min

    1. Tracking revenue from search and AI5 minSet up analytics so organic and AI-referred sessions are separated and tied to orders.
    2. The 30-minute store quick-wins audit5 minA repeatable check of collections, products and technical basics that produces a ranked action list.

  9. Build a store that ranks itself in 90 days

    Quick wins first, then the content that feeds money pages, then the authority and AI proof that compounds.

    Chapter 9 of 9

    2 lessons~12 min

    1. Days 1 to 30: fix the leaks6 minCanonicals, speed, product basics and the keyword map, so everything you build next can rank.
    2. Days 31 to 90: content, feeds and AI6 minPublish guides that feed collections, clean the product feed, and earn the signals AI assistants use.

What a lesson looks like

All 27 have the same shape: the mechanism first, then one thing to do, then the free tool that does it. Nothing is held back, so the page below is the whole page. 26 of the 27 link at least one free tool from inside that block, and the Mark as complete control at the foot of each lesson is what fills the meters beside the chapters above.

The opening of the lesson How Google ranks a page: the chapter it sits in, Lesson 1 of 4, the title, a one-line summary of what it covers, and a row giving its reading time, its level and the date it was last reviewed.
The opening of one lesson: the chapter it belongs to, its place in that chapter, a one-line summary of what it covers, and a row giving reading time, level and the date it was last reviewed. Every lesson in the academy opens this way.

The platform docs, the app and the retailer above you

Four routes a store takes before a curriculum. Two of them beat reading outright, and those rows say what at.

The platform's own help docsHow it worksExact for the platform you are on, down to the screen and the field, and updated when the platform is. It documents behaviour rather than consequence: the second address a collection path gives a product is described as how the software works, not as two pages competing for one search.E-commerce SEO track3 lessons and 15 minutes in Reclaim the traffic your platform is costing you treat those defaults as decisions you get to make: Duplicate URLs and canonicals, and Faceted navigation and filters for the URLs a filter opens. On which setting to change in your own admin, the platform's page is still the better one.
Installing an app that writes the SEO for youHow it worksIt rewrites titles, alt text and canonicals across a whole catalogue in one action. At ten thousand products nothing done by hand competes, and this is the row where buying beats reading.E-commerce SEO trackIt decides what the template should say before it is applied to everything: Product titles and descriptions, and Variants and duplicate content on which near-identical pages should exist at all. 26 of the 27 lessons carry an action on a free tool you can point at one URL to read the result back.
Copying the large retailer above youHow it worksTheir collection structure, filters and product copy have been tested on more traffic than a small store sees in a year, so the pattern is at least proven somewhere. Part of why it ranks is the links pointed at that domain, and that part is not in the HTML.E-commerce SEO track3 lessons in Turn every page into a traffic and sales machine cover the structure a store your size can support, including Internal links to money pages, which is the part of their advantage you can build rather than buy.
Changing things and watching the analyticsHow it worksIt measures your store rather than somebody's advice, which is the only evidence that settles an argument. It is slow and noisy: an indexing change and a seasonal swing look the same for weeks, and stores rarely ship one change at a time.E-commerce SEO trackIt says what to measure and what a change should move: Tracking revenue from search and AI, then The 30-minute store quick-wins audit in 5 minutes. Your own analytics is still the only place the answer arrives.

Questions before you start

Do I need an account to read this?
No. All 27 lessons are public pages with no signup, no email and no paywall, and the free tools their actions run on open without an account too.
What happens to the lessons I mark as read?
They are written to this browser's local storage and nowhere else. Nothing reaches a server, so the count follows the browser rather than you: another device, a private window, or cleared site data each start again at zero, and we cannot restore it because we never held it.
Do I have to read it in order?
No. The order is the one that costs the least backtracking, and every lesson states what it assumes, so the chapter that matches today's problem reads on its own. Start here is a recommendation, not a gate.
How long does the whole track take?
About 137 minutes of reading across 27 lessons in 9 chapters, counted from the lesson files at 220 words a minute. The doing takes longer than the reading, because every lesson carries one thing to go and do.
Is this pitched at beginners or at people already working in SEO?
The 27 lessons break down as 10 beginner, 17 intermediate, and each one carries its level under its own title. The chapters climb, so the later ones assume the earlier ones.
Is the curriculum an advert for the product?
The lessons link out where a step needs a tool: 18 of our 42 free tools appear across 26 of the 27 lessons, and none of them ask for an account. Nothing in the track is held back for a paid plan.
How current is it?
Every lesson shows the date it was last reviewed under its title, and the most recent review in this track is 2026-08-22. Lessons explain the mechanism before the tactic for the same reason: how ranking is decided outlives whichever tactic was working the week it was written.

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