What makes BigCommerce SEO different
BigCommerce SEO starts from a better position than many platforms. You can edit URLs, customize robots.txt, manage 301 redirects and rely on automatically generated XML sitemaps. That flexibility means most problems come from how the store was set up and has grown, not from hard platform limits.
We begin with a crawl, Search Console data and a review of your Stencil theme and installed apps. That shows how filters, sort options, brands and categories interact, and where your catalog loses visibility.
Every issue is scored for revenue impact and effort, so your team sees a short, ranked list. We then ship fixes directly in the control panel and theme files, or brief your developers, and confirm each change in crawl and Search Console data.
URL structure decisions
BigCommerce offers short and long URL formats, plus custom patterns. The short format keeps product URLs at the root, which avoids duplicate paths and keeps URLs stable when you reorganize categories. The long format includes category context but ties URLs to your structure. We choose the format that fits your catalog. If anything changes, we build redirect maps and check them for chains before launch.
Faceted search without index bloat
Product filtering helps shoppers narrow large catalogs, but each selection adds parameters to the category URL, and sort and pagination add more. We identify which filtered views match real searches and turn them into categories or landing pages with their own copy. The remaining URLs are handled with canonicals, noindex or robots.txt rules, and we monitor crawl data to confirm the change works.
Stencil templates, scripts and speed
Stencil themes use Handlebars templates, which gives us room to fix heading structure, breadcrumbs, internal links and structured data at the template level. On the speed side, Script Manager and app scripts tend to pile up. We audit every script, remove what’s unused, defer the rest and fix image sizing on category and product templates.
Product data, schema and feeds
BigCommerce has fields for GTIN, MPN, brand and condition, but many stores leave them empty. We fill them for priority products, consolidate Product schema into one complete entity with offers, reviews, shipping and returns, and align it with your Merchant Center feed. Complete, consistent data supports rich results, free listings and AI shopping visibility in ChatGPT and Google AI Mode.
Category and brand content
Brand pages and many categories show little more than a grid. We write intros, buying guidance and FAQs for the pages with the most revenue potential, working with our content SEO team. Brand pages that duplicate categories without adding value are consolidated or set to noindex. Each page targets one keyword cluster, so categories and brand pages don’t compete for the same searches.
Out-of-stock and discontinued products
Depending on your settings and theme, BigCommerce can keep out-of-stock products visible or hide them. We keep temporarily unavailable products live and indexable, with accurate availability in schema and the feed and a back-in-stock option where your theme supports one. When a product is discontinued, we redirect it to a replacement or the closest relevant category with the 301 redirects manager. Products with no traffic, links or replacement are retired cleanly and removed from the sitemap.
Headless and multi-storefront builds
Headless BigCommerce builds and multi-storefront setups add SEO work. Rendering, routing, canonicals, hreflang and sitemaps all need checking, because the Stencil theme no longer handles them. We work with your developers to get them right before launch, not after traffic drops. Moving from another platform? Our SEO migration process protects existing rankings. To see where your store stands, request a free SEO audit.