Semantic SEO for E‑commerce: Product Pages, Topical Maps, Merchant Center & Popular Products with Pontus Vippelius & Ernesto Ortiz

In this episode, Pontus Vippelius & Ernesto Ortiz explain how SEO evolved from keyword-only tactics to a semantic seo framework focused on increasing the chances of success. We discuss how semantic SEO applies to e-commerce by building entity–attribute structures across category and product pages, using scalable templates for large catalogs and deeper content for small DTC assortments. The discussion covers what to add to PDPs (attributes, FAQs, unique brand information, reviews), how AI Overviews and “popular products” can drive PDP visibility, and findings from a Swedish study showing review volume and solid ratings as key correlates for popular product inclusion. They also discuss Merchant Center/feed completeness, title conventions, navigation and crawl-trap prevention, competitor analysis by business priorities, and why product data and free listings may be central for AI-driven shopping discovery.

Follow Ernesto Ortiz on Social Media:

https://www.linkedin.com/in/ernesto-ortiz-seo-expert/ https://www.youtube.com/channel/UCbhjjBiyM1RBS_GZcZx30gw https://www.instagram.com/theernestoortiz/

Follow Ernesto's SEO Agency, Structural SEO:

https://structuralseo.com/

https://www.linkedin.com/company/100778951/ https://www.youtube.com/@UCmJc1vbm1UnC9ACMPMuVFQg

https://x.com/StructuralSEO

Follow Pontus Vippelius:

https://vippelius.com/

https://www.linkedin.com/in/pontuskarlssons/

https://x.com/pontusvippelius

https://vippelius.se/

https://www.adrelevance.se/