ECOMMERCE SEO
Organic revenue. Not just organic traffic.
Ecommerce SEO is a different discipline. The technical complexity, the scale, the constant tension between UX and crawlability. I have been doing this for 25 years across Shopify, WooCommerce, and enterprise custom platforms.
The ecommerce SEO problems I solve
Faceted navigation that bleeds crawl budget. Category architecture that cannibalises itself. Product pages that are technically identical at scale. Duplicate content from filter parameters. These are not edge cases. They are the default state of most ecommerce sites, and they are costing you rankings every day.
Whether you are running a DTC brand on Shopify or managing a 100,000-product catalogue on a custom platform, I know where the wins are and how to get to them without breaking what already works. I have done this on some of the most technically complex ecommerce sites in the UK.
Everything is delivered directly by me. Your development team gets clear, prioritised briefs. Your marketing team gets a strategy that maps to revenue, not just rankings.
WHO THIS IS FOR
Right for you if…
DTC and mid-market ecommerce
You have a working site and some organic traffic but you know you are leaving significant revenue on the table. SEO has been reactive. It needs to become structural.
Large catalogues with scale problems
Tens of thousands of products, duplicate content issues, crawl budget waste, and category pages that are not ranking the way they should. You need someone who has solved this before.
Teams preparing for replatform
Moving from one platform to another is the highest-risk SEO event your site will face. You need senior oversight before, during, and after to protect what you have built.
HOW I WORK
What working with me looks like.
For a worked example, the AS3 Performance case study covers an ecommerce site hit by the June 2025 core update that recovered to an average position of 8.30, better than its pre-update baseline.
Technical and architecture audit
Full crawl analysis with specific focus on the issues that hit ecommerce hardest: faceted nav, duplicate content, crawl depth, and category structure.
Revenue-focused keyword mapping
Mapping keyword opportunity to your product and category pages by commercial intent. Not just traffic potential — conversion potential.
Prioritised development briefs
Clear recommendations your dev team can implement without needing me to hold their hand. Ranked by impact so resource goes to the right things first.
Content and category strategy
Building out category pages and supporting content that targets the full purchase funnel, from research queries down to transactional intent.
25yrs
Hands-on SEO experience
100%
Senior-level delivery
0
Juniors or account managers
Direct
Access to me, always
WHAT IS INCLUDED
Everything delivered directly by me.
Category Architecture
Designing URL structures and category hierarchies that maximise crawlability and commercial keyword targeting.
Faceted Navigation Audit
Controlling crawl budget waste from filter and parameter URLs while preserving UX for users.
Product Page Optimisation
Scaling unique, crawlable content across large product catalogues without cannibalisation or duplication.
Crawl Budget Management
For large sites, making sure Googlebot spends its time on your highest-value pages, not thin or duplicate URLs.
Shopify and WooCommerce SEO
Platform-specific fixes for the most common technical SEO limitations built into both platforms.
Revenue-Focused Keyword Strategy
Mapping keyword opportunity directly to product and category pages by commercial intent and conversion potential.
COMMON QUESTIONS
From the Blog
Questions I get asked.
Scale and technical complexity are the main differences. An ecommerce site might have tens or hundreds of thousands of URLs generated dynamically from a product database. Every SEO decision — from URL structure to internal linking to content — has to work at that scale without breaking the site or creating duplicate content problems. The technical bar is higher and the margin for error in architecture decisions is much lower.
Shopify does a reasonable job with the basics, but it has well-documented SEO limitations around URL structure, faceted navigation, and duplicate content that affect almost every store beyond a certain size. More importantly, the platform being technically adequate does not mean your keyword strategy, category architecture, or content is optimised for the organic revenue your site could be generating. There is almost always significant headroom.
At that scale the approach shifts from page-by-page optimisation to systems and templates. We define the rules that govern how product and category pages are structured, what content they carry, how they link to each other, and how crawl budget is managed across the site. The wins come from getting the framework right, not from editing individual pages.
As early as possible — ideally before the new platform has been selected and certainly before the URL structure has been locked. The decisions made in the first weeks of a replatform project determine whether you lose 30-50% of your organic traffic or maintain it. Bringing in SEO after the build has started is significantly more expensive and riskier than building it into the architecture from the outset.
FREE CONSULTATION
30 minutes. No pitch. No obligation.
Tell me about your site and I will tell you exactly where the opportunity is.
Book a CallWEBSITE AUDIT
The clearest picture of where your SEO stands.
A full technical and content audit with a prioritised action plan.
Commission an Audit