In this episode, we sit down with Freddie Chatt to discuss the core foundations of ecommerce SEO and why product and category pages. We break down how these pages drive traffic, how larger brands structure their setups, and why focusing on fundamentals will always outperform chasing the latest trends. Key areas that we discuss include: • What role product and category pages play in driving organic traffic.• How we can write content that supports both users and search engines.• Smart ways to handle variants, filters and faceted navigation.• How to build product pages that convert without sacrificing SEO.• Why relying on manufacturer copy holds stores back (with exceptions).• Best practices for managing out-of-stock and discontinued URLs.• How UX, intent and page structure work together.• Why getting the basics right is essential before thinking about AI visibility. If you want your store to grow sustainably, they need strong foundations. And that starts with the way you build, structure and optimise our product and category pages.