Luke Carthy – eCommerce SEO Training

What is “Luke Carthy – eCommerce SEO Training”?

Luke Carthy – eCommerce SEO Training is a practical, ecommerce-first course focused on building organic visibility and turning that traffic into measurable revenue. You learn how to structure categories, filters, and site search for crawlability, how to scale internal linking through merchandising, and how to align UX with SEO to remove friction across the shopping journey.

Designed for real stores, this training brings walkthroughs, case studies, and hands-on examples you can apply immediately—whether you manage a direct-to-consumer brand, a B2B catalog, or a niche marketplace. Expect concrete frameworks you can copy, KPIs you can track, and processes you can roll out without disrupting your stack.

What will you learn in “Luke Carthy – eCommerce SEO Training”?

• How to choose an eCommerce CMS/framework with SEO trade-offs in mind.
• How to configure and optimize internal site search for users—while keeping bots out where appropriate.
• How to design category (PLP) structures, pagination, and URL patterns that scale cleanly.
• How to implement SEO-safe product filters/facets and avoid index bloat.
• How to handle inventory, out-of-stock and discontinued products without losing equity.
• How to craft product pages (PDPs) that convert: content blocks, breadcrumbs, and UX signals.
• How to turn merchandising into an internal-linking engine across PLPs, PDPs and nav.
• Analytics and measurement: the ecommerce metrics that matter and how to instrument them.
• Site speed, UX, personalization, reviews and UGC as growth levers.

Who is it for?

In-house SEOs, agency practitioners, and ecommerce operators who want a deeper, technical-plus-commercial approach to organic growth. If you already know SEO fundamentals (e.g., canonical tags, robots.txt, nofollow) and want ecommerce-specific systems that move revenue, this course aligns with your level.

How does it work?

It’s an online, self-paced program you can complete in roughly two weeks at a reasonable pace, though you’re encouraged to work hands-on in a sandbox store to cement skills. Modules can be taken in any order; each lesson provides actionable steps and frameworks you can adapt to your platform and team workflow.

Benefits

• Operational clarity: concrete checklists for categories, filters, inventory and PDPs.
• Cleaner indexation: avoid duplicate content and crawl waste through smart architecture.
• Higher conversion: UX patterns that reduce friction from discovery to checkout.
• Scalable internal linking: use merchandising and navigation to lift commercial pages.
• Measurement that matters: build reports that surface issues and revenue opportunities.

Prerequisites

• Working knowledge of SEO basics (canonicalization, robots.txt rules, nofollow).
• Familiarity with your ecommerce platform and access to analytics.

About the author

Luke Carthy is an eCommerce SEO & CRO consultant and international speaker with hands-on growth results across D2C and B2B brands. His work blends technical SEO, merchandising, and UX—bringing double- and triple-digit growth by aligning search demand with shopping experience.

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Course content

• Welcome — About this course.
• Choosing an eCommerce CMS — Pros & cons of Shopify, WooCommerce, BigCommerce, Magento; knowledge check.
• Internal site search for SEO — Selecting a solution; why/when to exclude search from indexing.
• Configuring product categories — Structures, pagination, hierarchy (department vs. category), URL best practices, multisite without duplication; knowledge check.
• Product filters for SEO — Facet URL design, multi-select handling, controlling crawl, balancing UX vs. SEO; knowledge check.
• Menus & navigation — Customer-centric, SEO-friendly menus; when megamenus make sense.
• Inventory management — Indexability, out-of-stock and discontinued handling.
• Product pages (PDP) — High-converting PDP anatomy and the role of breadcrumbs.
• Recommendations & UGC — Merchandising patterns; leveraging reviews and UGC for SEO/CRO.
• Internal linking & merchandising — Turn merchandising into an internal-linking engine.
• Analytics & measurability — GA-based ecommerce KPIs, pitfalls, and additional data points; knowledge check.
• Marketing & “wowing” customers — Page speed, UX foundations, useful enhancements, personalization.

Explore the modules, apply them in your sandbox store, and access the course now.

Downloadable Course Content