On a store, what can rank is decided by how the catalogue is organised and which URLs are allowed to exist. We work on that first — category structure, indexation, canonical internal linking, structured data and technical health at scale — and report on non-brand organic revenue rather than a session total that brand searches were always going to flatter.
Category pages carry the commercial demand
(far more volume sits on category-level queries than on individual products, and those pages are usually the least worked)
Index what deserves it, and nothing else
(filter combinations multiply URLs faster than any catalogue grows — deciding what should exist is the work)
Judged on revenue from non-brand organic
(total organic traffic flatters every store, because brand searches were coming regardless)
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A catalogue generates URLs faster than anyone can write content for them. The discipline is deciding which of them deserve to be found.
Architecture beats content volume
How a catalogue is organised determines what can rank at all. Adding articles to a store whose category structure does not match how people shop is effort spent on the wrong layer.
Scale creates its own problems
Thousands of products means thin pages, duplicate paths, expired items and filter URLs at combinatorial scale. Store SEO is largely the discipline of controlling what exists.
Speed is a store problem, not a page problem
Third-party scripts accumulate across a catalogue and the cost is paid on every template. Field data from real visitors is the only measurement that reflects it.
Which is why an audit that returns four hundred warnings is not a plan. The useful output is a short ranked list of what to change and what to remove.
Architecture and indexation first, then the content and authority that only pay off once the foundation is right.
Category and catalogue architecture
Which categories exist, what they target and how they link. The decision that determines the ceiling on everything else — and the one most stores never revisit after launch.
Indexation and crawl control
Filters, sorting, pagination, expired products and duplicate paths. Deciding what should be indexable, then using the right mechanism — blocking and de-indexing are different operations and confusing them makes problems permanent.
Product and category content
Content that helps a buyer choose rather than text written to hold keywords. Includes the harder question of which pages justify the investment when a catalogue runs to thousands of items.
Structured data and eligibility
Product, Offer and breadcrumb markup with one owning source — duplicate markup from overlapping tools is the common failure, not absence. This is also what AI systems parse to decide what a page asserts.
Technical health at catalogue scale
Field performance from real visitors, internal linking to canonical paths, redirect hygiene through catalogue changes, and the migration risks that quietly erase years of visibility.
Reporting on commercial organic
Non-brand organic revenue and category-level visibility, separated from brand traffic that was arriving anyway. Total sessions is the metric that hides the answer.
We start with what should exist
Before content or links, the question is which URLs deserve to be in an index at all. Most store SEO problems are volume problems that were created deliberately and never reviewed.
Brand and non-brand reported apart
Brand searches were coming with or without the work. Separating them is what makes it possible to tell whether organic is actually growing.
SEO, paid and analytics share one view
The same query can be bought or earned. Seeing both together stops paid budget being spent on demand the catalogue already wins for free, and keeps organic work tied to commercial demand rather than issue counts.
It pays when there is a catalogue with standing demand and a willingness to work on quarters rather than weeks.
It makes sense when
Not yet, when
Content added on top of a broken architecture compounds the problem rather than the result — which is why the order is not negotiable.
Audit architecture and indexation
What is indexed versus what should be, how categories map to real buyer demand, where duplicate paths and filter URLs are consuming crawl, and what field performance looks like. Output is a ranked backlog.
Fix what exists before adding
Indexation decisions, canonical internal linking, structured data ownership and the technical debt at template level. Adding content on top of a broken architecture compounds the problem.
Build category authority
Content on the pages that carry commercial demand, supported by internal linking and by the informational layer that earns visibility on the surrounding questions.
A backlog ranked by revenue at stake, and no shortcuts that put the domain at risk after we are gone.
Your site, your data
Search Console, analytics and any documentation stay with you. Nothing needed to continue the work sits in an account we control.
Ranked by commercial value
The backlog is ordered by revenue at stake rather than by issue count. A crawl report with four hundred warnings is not a plan.
No link buying
We do not purchase links. Where authority is the constraint, we say so and address it through work that does not put the domain at risk.
A cross-section of work across premium e-commerce, marketplaces, local lead generation and ticketed experiences. Each story shows how the right strategy, capabilities and operating cadence come together around the business model.
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The way we work is consistent across every scope: the business objective comes first, each capability has a defined role, and decisions are made against real business numbers.
Direct strategist contact
You work with the person responsible for direction, priorities and delivery — not a layer of account managers.
Infrastructure on your side
Accounts, analytics, automations, creative and data stay yours from day one — no dependency on the agency.
A daily decision rhythm
We connect marketing and analytics data in one operational view, so evidence turns into priorities and action quickly.
No long lock-ins
A 14-day rolling notice, a clear billing model and a clean handover if you decide to stop.
Ecommerce SEO is search engine optimisation for an online store, where the defining constraints are catalogue scale and commercial page types. It differs from general SEO in that most of the work concerns architecture and indexation — which categories exist, which URLs should be in an index, how filters and pagination behave, and how products that come and go are handled — rather than publishing more content.
It works on the layers that determine whether a store can rank: category and catalogue architecture, indexation and crawl control, product and category content, structured data, technical health at scale, and reporting that separates brand from non-brand organic. On a store, an agency that only produces content is addressing the smallest of those layers.
Category pages, in almost every case. Category-level queries carry substantially more volume than individual product queries and represent buyers earlier in the decision, where there is still a choice to influence. Category pages are also consistently the least-worked pages in a store — default titles, no description, and a product grid ordered by whatever the platform does by default.
Technical and indexation fixes can show within weeks because they change what search engines can access rather than requiring new authority. Architecture and content work compounds over quarters. Any proposal promising rankings on competitive commercial terms within weeks is describing something other than how organic search works.
No. Where domain authority is genuinely the constraint we will say so plainly, and address it through means that do not put the site at risk. Purchased links are a liability disguised as a shortcut, and the store owner carries the consequence long after the supplier has moved on.
They share a foundation and diverge at the top. Clean architecture, unambiguous structured data and content that answers a question directly help both classic ranking and citation by AI systems. The differences — how answers get assembled, what earns a citation, and how visibility is measured when there is no ranking position — are a distinct discipline, covered on our AI SEO page.
Tell us about the store, catalogue size and whether a migration is planned or recent. We'll come back on architecture, what is indexed that should not be, and where the commercial demand actually sits.
