The technical foundation in e-commerce SEO remains crucial for generating long-term traffic from search engines that actually converts. While new technologies like AI Overviews (formerly SGE) and Google Product Grids bring new challenges, this presentation shows why it is important to rely on proven SEO principles as a stable foundation to ensure long-term success.

In his talk, Stefan specifically addresses these challenges in e-commerce SEO.

From optimizing crawling and indexing strategies to solutions for common issues such as pagination and filter pages, this presentation provides valuable insights into avoiding pitfalls and staying successful with scalable SEO solutions in the long term.

Even as Google Product Grids gain importance, traditional categories remain highly relevant. Stefan demonstrates practical strategies for leveraging categories to enhance both user experience and SEO performance.

He also shares actionable tips and showcases a variety of examples of successful category page strategies. The focus is on practical, immediately applicable advice. Key Takeaways:

• Practical SEO solutions for common e-commerce issues like crawling, indexing, pagination, and faceted search
• Scalable strategies to successfully position your category pages even in the era of Product Grids
• Effective concepts for internal linking that will strengthen your website’s SEO performance in the long run

@Online Experts Day

Stefan Vorwerk is an experienced SEO expert specializing in e-commerce websites and online shops. Until April 2024, he was the Head of SEO at ABOUT YOU, where he led the SEO department for nearly two years and developed sustainable SEO strategies. He emphasized the importance of long-term measures that have effects over more than a year. Success in SEO comes from convincingly demonstrating the potential of proposed measures and securing the necessary resources for their implementation.

Before his role at ABOUT YOU, he was the SEO Consulting Lead at the Dept Agency, where he led a team and implemented SEO strategies to improve clients’ online visibility. His professional journey in SEO began at Wingmen Online Marketing GmbH, where he held various roles over six years, from trainee to SEO consultant. During this time, he gained extensive experience in SEO consulting and conducting SEO audits.

Stefan emphasizes the collaboration between content, UX/UI, data, digital PR, development, and SEO as the key to success. He believes that only a fantastic product, such as a well-designed online shop, can achieve long-term SEO success. SEO offers numerous tactical facets to position oneself successfully in a competitive environment. Combining these aspects into a holistic SEO strategy is what makes this discipline particularly appealing to him.

At the same time, Stefan greatly enjoys sharing his knowledge. He shares his expertise in lectures, podcasts, and articles. He primarily focuses on his specialty: SEO for e-commerce websites and online shops. Stefan is currently the Head of SEO at the GetAway Group in Berlin, while also working as a freelance consultant. He helps companies optimize and successfully implement their SEO strategies.