eCommerce SEO
eCommerce SEO That Grows Revenue, Not Just Rankings
We build category, collection and product pages around what people actually search, then fix the technical foundation that stops them ranking. Measured on non-brand revenue, not on a keyword report.
- Store architecture built around query demand, not internal merchandising logic
- Technical, content and authority run together — not as three separate projects
- Reported on non-brand sessions and revenue, with rankings as a supporting metric
+97%
Organic traffic growth
Kitchenary, 9 months
+118%
Non-brand sessions
Verdant Skincare, 11 months
94%
Rankings retained
On a full replatform
1.6s
Mobile LCP achieved
From a 4.1s baseline
The Problem
The eCommerce SEO challenge
Store SEO is not content SEO with products attached. The constraints are structural, technical and commercial — and usually all three at once.
Architecture built for the warehouse
Categories organised around how stock is managed rather than how people search. No amount of content fixes a structure that does not match demand.
Thousands of near-duplicate pages
Faceted navigation, variant URLs and pagination generating index bloat. Crawl budget goes to pages that will never rank while the ones that could stay undiscovered.
Manufacturer descriptions on every PDP
The same copy as forty other retailers. Nothing to rank on, nothing to differentiate, and no answer to the questions buyers actually have.
A theme that fails Core Web Vitals
Apps stacked on apps, render-blocking scripts and unoptimised imagery. Mobile LCP over four seconds caps rankings and conversion at the same time.
All brand, no non-brand
Traffic looks healthy until you segment it. Almost everything is people already searching your name — which paid was going to capture anyway.
Migrations that lost the traffic
A replatform or redesign without a redirect map. Six months of recovery for something that should have been a planning document.
What We Do
Our eCommerce SEO services
Ten workstreams. Which of them you need depends on the audit — most stores are limited by two or three of these, not all ten.
eCommerce Keyword Research
Commercial and long-tail demand mapped to the pages that should own it.
Technical SEO
Crawlability, indexation, canonicals, speed and structured data.
Category & Collection SEO
The pages that carry most non-brand revenue, built to rank and convert.
Product Page SEO
Unique descriptions, specification depth and review signals at catalog scale.
On-Page SEO
Titles, headings, copy and internal signals aligned to search intent.
Internal Linking
Authority routed to the pages that make money, not just the homepage.
Site Architecture & URLs
Hierarchy, faceted navigation rules and clean, stable URL patterns.
Content Strategy
Buying guides and comparison content that earn discovery-stage demand.
Image & Media SEO
Alt text, file naming, compression and next-gen formats across the catalog.
eCommerce Schema Markup
Product, offer, review, breadcrumb and FAQ markup that earns rich results.
SEO usually runs alongside paid search and conversion optimization, or inside a full eCommerce management engagement.
The Process
Our eCommerce SEO process
Six stages. The last one runs monthly and feeds back into stages three through five.
01
SEO Audit
Crawl, index coverage, Core Web Vitals, architecture and content quality against the twelve months of Search Console data. Output is a ranked list of what is capping revenue, not a 90-page PDF.
02
Keyword & Competitor Research
Demand mapped by intent and mapped to pages — which categories exist, which should, and which competitor is winning each cluster and why.
03
SEO Strategy
A sequenced plan: what gets fixed, what gets built, what gets consolidated and in what order. Approved before anything is touched.
04
Technical & On-Page Optimization
Architecture, canonicals, faceted rules, speed, schema, then titles, headings and copy on the pages that carry revenue.
05
Content & Authority Building
Category copy, buying guides and comparison content, plus digital PR and partnerships where the category needs authority to compete.
06
Monitor & Optimize
Monthly reporting on non-brand sessions and revenue by page group, with the backlog re-prioritised on what actually moved.
Funnel Coverage
SEO for every level of the eCommerce funnel
Most store SEO only ever targets the purchase stage. That is the most competitive, most expensive third of the demand — and the least defensible.
01
Discovery
People with a problem, not yet a product in mind.
- Informational and category content
- Non-brand searches
02
Consideration
Comparing options, narrowing the shortlist.
- Category pages
- Comparison content
- Buying guides
03
Purchase
Ready to buy, deciding where from.
- Product pages
- Transactional keywords
- Commercial searches
04
Retention
Already bought, coming back or needing help.
- Brand searches
- Product and support content
- Customer-focused content
Scope
What we optimize
The actual assets on your store, not a list of abstract SEO tactics.
Store Structure
- Categories
- Subcategories
- Products
- Filters
- Navigation
Search Visibility
- Product keywords
- Category keywords
- Long-tail keywords
- Commercial queries
- Brand and non-brand searches
Technical Foundation
- Crawlability
- Indexation
- Canonicals
- Site speed
- Mobile usability
- Structured data
Content
- Product descriptions
- Category copy
- Buying guides
- Supporting content
Platforms
Platforms we support
Storefront and marketplace search, handled by the same team so they stop competing on your own brand terms.
Shopify & Shopify Plus
Collection logic, faceted rules, theme speed, app bloat
WooCommerce
Taxonomy design, plugin conflicts, hosting and caching
Amazon
Listing optimisation, backend keywords, A+ and Brand Store
Walmart Marketplace
Item content quality, attributes and search relevance
eBay
Listing titles, item specifics and store category structure
Etsy
Tags, attributes, shop sections and long-tail discovery
Also working on BigCommerce, Magento and Adobe Commerce. Tell us what you are on.
Why Us
Why choose our eCommerce SEO
Seven things that separate store SEO from the generic kind.
eCommerce-Specific SEO Expertise
Faceted navigation, variant handling, feed-driven pages and marketplace search are daily problems for us, not edge cases we read about once.
Revenue-Focused SEO
We report non-brand sessions and revenue by page group. Rankings are a diagnostic, not the deliverable — a page-one keyword nobody buys from is not a win.
Technical + Content + Authority
All three run together. Content on a broken foundation does not rank, and a perfect foundation with thin content has nothing to rank with.
Data-Driven Strategy
Priorities come from demand data, crawl data and your own Search Console history — not from a generic best-practice checklist.
Scalable Optimization
Templates, rules and generation workflows that work across thousands of SKUs, not page-by-page hand editing that stops when we do.
Transparent Reporting
One monthly report showing what was shipped, what moved and what did not. Including the tests that failed.
Continuous Improvement
A backlog re-prioritised every month against what actually moved, rather than a fixed twelve-month plan written before we knew anything.
Proof
SEO results
Three engagements: client, problem, strategy, results. Measured against the twelve months before we started.
CLIENT
Kitchenary
Home & Kitchen · Shopify
PROBLEM
340 collection pages organised around internal merchandising logic rather than search demand, on a theme with a 4.1 second mobile LCP. Almost all organic traffic was brand.
STRATEGY
Rebuilt the collection architecture around real query clusters, wrote unique category copy, shipped a Core Web Vitals pass and rebuilt internal linking to route authority to revenue pages.
RESULTS
+97%
Organic traffic
+52%
Conversion rate
1.6s
Mobile LCP
CLIENT
Luxury Comforts
Home & Furniture · Magento to Shopify
PROBLEM
A 2,400-SKU catalog migrating off Adobe Commerce, with a previous replatform that had already cost the brand six months of organic traffic.
STRATEGY
Full URL inventory and redirect map before build, preserved URL patterns where they had earned traffic, and a staged crawl-and-fix programme through the first eight weeks post-launch.
RESULTS
94%
Rankings retained
+61%
Mobile revenue
11 wk
Migration time
CLIENT
Verdant Skincare
Beauty & Cosmetics · Shopify
PROBLEM
Strong brand recognition and almost no non-brand visibility. Manufacturer copy on every PDP and no content answering the ingredient and routine questions buyers were searching.
STRATEGY
Built a buying-guide and ingredient content programme, rewrote PDP copy at catalog scale with a templated approach, and added product and FAQ schema across the store.
RESULTS
+118%
Non-brand sessions
+63%
Organic revenue
2.4x
Ranking keywords
SEO outcomes vary considerably by category competitiveness, domain history and how much technical debt is in the way. We will give you an honest range for your situation on the call.
FAQs
eCommerce SEO FAQs
Eight questions that come up before most SEO engagements. More on our full FAQ page.
How long does eCommerce SEO take to work?
Technical fixes and on-page work on existing ranking pages often show inside 30–90 days. New category and content targets typically take 4–9 months to reach their position, longer in highly competitive categories or on a domain with little authority. Anyone quoting you a fixed timeline before seeing your Search Console data is guessing.
What is different about SEO for an online store?
Scale and structure. A store has thousands of URLs generated by filters, variants and pagination, which creates index bloat and crawl waste that content sites never face. Category and collection pages — not blog posts — carry most non-brand revenue. And the same product data has to work for Google, Amazon and your own on-site search at once.
Do you write product descriptions for the whole catalog?
At scale, yes — but templated and prioritised rather than hand-writing ten thousand pages. We rewrite the pages that carry revenue or have demand behind them properly, and use structured templates driven by your attribute data for the long tail. Where a catalog genuinely needs full rewriting we price that separately and tell you honestly what it costs.
Will SEO replace our paid search spend?
It should reduce it, not replace it. Once organic owns a cluster you can pull back paid on those terms and redeploy the budget — we did exactly that on one engagement and cut paid dependency 24%. But paid still covers new products, seasonal peaks and terms organic will never win. Running them together is the point of doing both.
What does eCommerce SEO cost?
Standalone SEO engagements typically run $2,500–$8,000/month depending on catalog size, competitiveness and whether content production is in scope. Inside a full management engagement it is part of the wider fee. Our pricing page explains how we scope it.
Can you handle a replatform without losing rankings?
Yes, and it is planning rather than luck. A full URL inventory, a mapped redirect for every URL that has earned a link or a ranking, preserved patterns where they carry equity, and a staged crawl-and-fix programme for the first eight weeks after launch. On the last one we retained 94% of rankings.
Do you build links?
Where the category needs authority to compete, yes — through digital PR, supplier and partner relationships, and content genuinely worth citing. We do not buy links or use private networks. If your gap is technical or structural rather than authority, we will tell you that instead of selling you links you do not need.
How do you report on SEO?
Monthly, on non-brand sessions and revenue segmented by page group — categories, products, content — against the pre-engagement baseline. Rankings and visibility scores are included as diagnostics. The report also lists what shipped that month and what did not work.
Find out what is actually capping your organic revenue
Get a free SEO audit. We will crawl the store, review your Search Console history and come back with the three structural fixes worth doing first — whether or not you hire us.