eCommerce SEO Agency
eCommerce SEO Agency Focused on Revenue, Not Rankings
Stop losing online sales to Amazon and marketplace competitors. We fix the structural, technical, and content marketing gaps that keep eCommerce sites invisible in search results. Then we make them money.
Companies we've worked with
AB Ellie: 19 #1 US Rankings - Including "Bridal Earrings" + "Wedding Earrings"
US bridal & wedding jewellery eCommerce brand on Shopify. Pre-engagement, head-term commercial keywords sat outside the top 30. Four months of full-stack eCommerce SEO - technical, collection pages, product pages, schema, content - produced 19 position #1 rankings, US-wide #1 for the two highest-volume category head terms, and an 800% year-on-year lift in non-branded organic clicks.
Position #1 rankings
"Bridal Earrings" + "Wedding Earrings"
YoY non-branded organic clicks
Engagement window
Common Problems
The 6 Problems Killing Your eCommerce Organic Revenue
Amazon & Marketplaces Eating Your Traffic
Marketplace giants dominate product search results. Your own online store gets buried on page 2. Building organic search authority from your domain reduces marketplace dependence and drives customers where margins are highest - your own site.
Thousands of Products, No Strategy
Large catalogues mean thousands of pages competing for search engines' attention. Without proper hierarchy, internal linking, and crawl management, most of your products are invisible to online shoppers.
Category Pages Have No Content
Category pages are where most eCommerce organic sales happen. But yours are just product grids. Search engines need text content, structured data, and depth to rank categories for competitive keywords.
Faceted Navigation Creating Duplicates
Filters for size, colour, price, brand create thousands of URL combinations. Without proper handling (robots.txt, rel=canonical, parameter handling), this crawl bloat wastes Google's crawl budget and dilutes your search authority.
Seasonal Revenue Spikes Then Nothing
Peak trading periods concentrate a large share of annual sales for most retailers, yet organic search strategy rarely plans for them. Seasonal landing pages need to be live months before peak to build rankings in time.
Product Descriptions Copied from Suppliers
Using manufacturer descriptions means your product pages are identical to every other online retailer selling the same products. Search engines pick one to rank. It probably isn't you.
eCommerce SEO Is Three Systems, Not One
eCommerce SEO is three systems running in parallel: the Shopping feed (paid + free listings), the technical site (organic SEO), and the content layer (commercial + informational). They share data and reinforce each other - treat any one in isolation and you leave the compounding gains behind. Below is the stack we run on every e-com engagement.
Layer 1 - Feed
Shopping Feed
Titles, attributes, custom labels, schema, margin-tier bidding architecture. The first system. Drives paid + free Shopping listings.
"Chris helped us unlock growth we previously thought wouldn't be possible."- Alison Goulbourne, Director, Naturisimo
Layer 2 - Site
Technical Site
Core Web Vitals, schema infrastructure, faceted navigation governance, internal linking. The second system. Drives organic SERP rankings.
"Chris is a real master of SEO and PPC."- Sean Ball, Director of Marketing, durhamlane
Layer 3 - Content
Content Layer
Commercial pages, informational hub, pillar + cluster architecture. The third system. Captures intent across the funnel.
"He has vast knowledge which he uses to get the best results."- Kate Shopper, Marketing Director, Novidea
Cross-System Signals
Feed quality → lifts organic CTR · Site speed → lifts feed Quality Score · Content depth → lifts both
Cross-system signals are where the value compounds. Better feed quality lifts organic CTR (visible in Search Console). Faster site speed lifts feed Quality Score (visible in Merchant Centre). Most agencies optimise these in isolation. We optimise them as one system.
Schema Strategy
Product Schema by Lifecycle Stage
Most product page schema is configured once and never updated. But schema needs change with lifecycle state - in-stock, out-of-stock, pre-order, variant, discontinued. Below is the schema variation matrix we apply across e-com client catalogues.
Lifecycle state
In-stock
- Schema fields required
- Product + Offer (availability: InStock, price)
- What we set
- Standard Product schema with active Offer
Out-of-stock (returning)
- Schema fields required
- Product + Offer (availability: OutOfStock, retain price)
- What we set
- Keep schema active; add ItemAvailability date if known
Out-of-stock (permanent)
- Schema fields required
- Remove from sitemap; 410 or redirect
- What we set
- No active Offer; redirect to nearest equivalent or noindex
Pre-order
- Schema fields required
- Product + Offer (availability: PreOrder, availabilityStarts)
- What we set
- PreOrder availability + date
Variant SKU
- Schema fields required
- Product with hasVariant linking to ProductGroup
- What we set
- Parent ProductGroup + variant Product entries
Discontinued
- Schema fields required
- Remove or redirect
- What we set
- 410 or 301 to nearest equivalent
Bundle / set
- Schema fields required
- Product with multiple hasPart Product references
- What we set
- Parent bundle Product schema
Sources: Schema.org Product spec; Google Merchant Centre Product schema documentation. Lifecycle-aware schema is the difference between rich-result eligibility consistently and intermittently.
Cases by AOV Tier
Three eCommerce Engagements by AOV Tier
Three named eCommerce clients, one per AOV band. Every figure below is the same figure used everywhere else on this site for that client, with the measurement window and metric stated so nothing is left to interpretation.
High-AOV (£500+ AOV)
LA Design Concepts
US luxury fabrics & wallpaper · 60+ premium brands
+1,386% revenue growth in 7 months (2025, tracked Google Ads revenue)
Luxury catalogue with premium brand names. Margin-tier custom labels segmented bidding by profitability. Schema completion across the brand sub-stores.
Mid-AOV (£100-£500 AOV)
Strictly Beds and Bunks
furniture eCommerce
9.31× ROAS in month one (2025): £51.7K conversion value from £7.2K spend
Mid-AOV furniture vertical. Shopping rebuild + CSS partner activation. Feed + site + content stack rebuilt in coordination.
Broad-AOV (repeat-purchase)
Oh My Cream
premium beauty · Shopify
+65% profit in 3 months (2025), alongside an existing agency
Broad-AOV catalogue with high repeat purchase economics. Schema completion + theme CWV optimisation + feed work delivered profit lift in 3 months.
Where It Diverges
Where eCommerce SEO Diverges from General SEO
eCommerce SEO is general SEO plus four systems general SEO never touches: feed quality, faceted navigation, inventory signals and cross-channel reinforcement. The table below shows where each one bites.
General SEO
- Page types
- Articles, hubs, services
- Schema priority
- Article, FAQ, Organization
- Internal link logic
- Hub + cluster
- Feed integration
- n/a
- Faceted navigation
- n/a
- Inventory signal
- n/a
- Cross-channel
- Loose
- Measurement
- Sessions, conversions
eCommerce SEO
- Page types
- Product, category, brand, collection, articles
- Schema priority
- Product, Offer, AggregateRating, Review, BreadcrumbList
- Internal link logic
- Category hierarchy + faceted nav governance + product cross-link
- Feed integration
- Merchant Centre feed quality affects organic + paid simultaneously
- Faceted navigation
- Major crawl-budget lever; getting filtering wrong is catastrophic
- Inventory signal
- Stock-level + availability schema affects ranking
- Cross-channel
- Tight - paid Shopping ROAS depends on organic SEO health
- Measurement
- Revenue, ROI, AOV, repeat-purchase rate
Treating those four systems separately is why most eCommerce accounts under-perform. Faceted navigation in particular is a crawl-budget lever, not a content problem - see our guide to faceted navigation vs category pages.
Engagement Scope
What We Cover in an eCommerce SEO Engagement
Technical
- →Site architecture + faceted nav governance
- →Core Web Vitals + page speed
- →Schema infrastructure (Product, Offer, AggregateRating, Review, BreadcrumbList)
On-Page
- →Product page optimisation (title, description, attributes, variants)
- →Category page optimisation (intro copy, internal linking, filter handling)
- →Image SEO (alt text, file naming, lazy-load, WebP/AVIF)
Content
- →Pillar + cluster content for commercial-intent capture
- →Buying-guide content for top-funnel discovery
- →Editorial content for authority building
Feed + Cross-Channel
- →Shopping feed optimisation (titles, attributes, custom labels)
- →Margin-tier bidding architecture
- →Cross-channel reconciliation (organic + paid attribution)
Platform Choice
Shopify, WooCommerce, Magento or BigCommerce: How Your Platform Changes SEO
Your ecommerce platform decides which SEO problems you inherit before you sell a single product. The strategy stays the same across platforms, but the technical work differs enough that we run a separate playbook for each one.
| Platform | Where it helps SEO | Where it fights you | What we watch weekly |
|---|---|---|---|
| Shopify | Fast managed hosting, automatic sitemaps, editable robots.txt via robots.txt.liquid | Locked URL structure (/products/, /collections/), collection-path duplicate product URLs, app scripts slowing templates | Canonical handling, variant indexation, app bloat |
| WooCommerce SEO agency | Full control of URLs, templates and server config | Plugin conflicts, thin attribute and tag archives, speed tied to hosting quality | Database bloat, archive indexation, plugin updates |
| Magento SEO agency | Enterprise catalogue control, multi-store, granular indexing rules | Layered navigation minting parameter URLs at scale, heavy JavaScript themes, slow server response without tuning | Crawl budget, parameter handling, server response times |
| BigCommerce SEO agency | Strong defaults, native structured data, no plugin dependency for core SEO | Less URL rewrite flexibility at scale, faceted search indexation, multi-storefront canonical conflicts | Category pagination, canonical consistency, faceted URLs |
Shopify is the platform we see most. It removes hosting and speed headaches, then creates its own: every product can resolve at both /products/ and /collections/category/products/ paths, and Shopify's default canonicals only partly contain the duplication. Apps quietly add render-blocking scripts. Most Shopify stores we audit have never edited robots.txt.liquid, so faceted collection URLs eat crawl allowance. Our Shopify playbook closes all three within the first month.
WooCommerce gives you total control and total responsibility. Nothing is locked, which means nothing is protected either. The recurring pattern is a store running 40 or more plugins, three of which fight over titles and canonicals, on hosting chosen for price. We standardise the SEO plugin stack, strip attribute archives out of the index, and rebuild category templates so they can hold real content.
Magento, now Adobe Commerce, is built for large catalogues, and large catalogues are where crawl problems compound. Layered navigation can generate more parameter URLs than the rest of the site combined. We set indexing rules at the attribute level, decide which filter combinations deserve indexable landing pages, and block the rest before Googlebot wastes months on them.
BigCommerce ships with sensible defaults, which is exactly why its problems hide longer. Stores assume the platform "does SEO" and never look again. Faceted search URLs, pagination handling and multi-storefront canonicals still need deliberate decisions. We make them explicit in the first technical audit rather than trusting the defaults.
Site Architecture
Ecommerce Site Architecture: The Shortest Path From Homepage to Money Pages
Site architecture decides how authority and crawl attention flow through your store. The rule we build to is simple: every category that earns revenue should sit one click from the homepage, and every product should sit within three.
Click depth target
Most stores fail this without knowing. Navigation gets designed around brand aesthetics, subcategories multiply over years of merchandising decisions, and by the time we audit, a third of the catalogue is only reachable through pagination or on-site search. Pages that deep get crawled rarely, inherit almost no internal authority, and rank accordingly.
Our architecture work runs in four moves
Demand-mapped hierarchy
Category structure should mirror how people search, not how your buying team organises stock. If search demand splits "bunk beds" into "bunk beds with storage", "triple bunk beds" and "shorty bunk beds", each of those deserves an indexable category with its own content - not a filter that vanishes into a parameter URL.
Hub categories that pass authority down
Parent categories link prominently to their children with descriptive anchors, and children link back up and across to siblings. This is how a strong category page lifts twenty product pages beneath it.
Breadcrumbs with structured data
Breadcrumbs are the one internal linking element on every product page, so they carry real weight. We make them match the canonical hierarchy and mark them up so they show in search results.
Contextual links from content
Guides and blog posts exist partly to shorten the path to commercial pages. Every published guide should push authority at the specific categories it discusses, with anchors that echo the category name.
We also flatten in the other direction: killing orphan pages. Products with zero internal links still appear in sitemaps, so they linger in a crawled-but-unranked limbo that wastes crawl budget and dilutes quality signals. Every quarter we re-crawl the store, list every URL with fewer than three internal links, and either link it properly or retire it.
Architecture changes are among the highest-impact edits in ecommerce SEO because they touch every page at once - and among the most dangerous for the same reason. We model changes on a staging crawl before they ship. The full framework, including how we decide which filter combinations get promoted into real categories, is in our ecommerce site architecture guide.
Crawl Efficiency
Crawl Budget: Why Googlebot Ignores Half Your Catalogue
Googlebot gives every site a finite crawl allowance, and large stores burn it on URLs that will never rank. When products sit four clicks deep behind filter and sort parameters, they get crawled late, indexed late and re-crawled rarely - so price changes and new stock take weeks to show in search.
6 filters x 4 sorts
Thousands of URL combinations from one category page
5,000 products
Can expose a million crawlable URLs across a store
3 data sources
Crawl Stats, server logs, rendered Screaming Frog crawl
3 clicks
Maximum depth for any revenue product
The maths is the problem. One category page with six filters and four sort orders can generate thousands of URL combinations, all showing the same products. Multiply that across every category and a 5,000-product store can expose a million crawlable URLs. Googlebot does not know which ones matter until you tell it.
We diagnose crawl waste with three sources. The Crawl Stats report in Google Search Console shows what Googlebot actually fetches by response code and file type. Server log samples show which templates get hit and which get ignored. A full Screaming Frog crawl with JavaScript rendering shows what a bot can reach and how deep each product sits.
Getting this wrong in the other direction is just as expensive. Blocking a URL in robots.txt while it carries a canonical tag means Google never sees the canonical. We map every directive before changing any, because contradictory signals are the most common fault we find in stores that tried to fix crawl budget themselves. The full method, including the sitemap segmentation approach, is in our ecommerce crawl budget guide.
For most stores the payoff arrives in two stages. Within weeks, Crawl Stats shows the waste URLs dropping and product templates getting re-crawled faster. Within a quarter, the indexed-to-submitted ratio in each product sitemap climbs, and long-tail product queries start converting because the pages behind them are finally fresh in the index.
Then we fix it in a strict order, because the tools are not interchangeable
- 01robots.txt disallow rules for parameter patterns that should never be crawled: sort orders, view counts, session IDs
- 02Canonical tags to consolidate filter combinations that must stay reachable for users
- 03Noindex for edge cases that need crawling but not indexing, such as internal search results
- 04XML sitemap segmentation by template - products, categories, guides - so indexation rate is measurable per template rather than one blended number
- 05Internal link depth fixes so every revenue product sits within three clicks of the homepage
- 06Out-of-stock rules: keep the URL live with alternatives if restocking, 301 to the parent category if replaced, 410 if gone for good
Long-Tail Demand
Programmatic Landing Pages for Long-Tail Product Demand
Most ecommerce search demand is long tail: thousands of specific queries like "oak king size bed frame with drawers" that no store could hand-write pages for. Programmatic SEO builds indexable landing pages for that demand from data you already hold - attributes, filters and stock - without creating index bloat.
The qualification gate
The raw material is your faceted navigation. Every filter combination is a potential landing page, but only a fraction deserve to exist. We qualify candidates against three tests before anything gets indexed:
Demand: the combination has measurable search volume as a phrase people actually use, confirmed in Ahrefs and your own search query data
Inventory: the filtered result set contains enough products to be a credible shopping destination - a "landing page" with two items erodes trust and quality signals
Uniqueness: the page can carry distinct title, heading and intro copy generated from its attributes, so it is not a duplicate of its parent with a different URL
What happens after the gate
Combinations that pass get promoted into real, crawlable category URLs with their own content blocks, internal links from parent categories and inclusion in the XML sitemaps. Combinations that fail stay as canonicalised or blocked parameter URLs, exactly as covered in the crawl budget work above. The promotion rules are written down per client, so merchandisers can add filters without accidentally minting thousands of new indexable URLs.
Done well, this is how mid-sized stores out-rank bigger competitors: the big store ranks its generic category for the head term, while you rank purpose-built pages for hundreds of specific variants with higher purchase intent and lower competition. Done badly, it is the fastest route to a quality problem - a template stamped across ten thousand near-identical URLs that drags the whole domain down. The difference is the qualification gate, and it is why we review programmatic templates quarterly against indexation and revenue data, pruning pages that never earned impressions. Our ecommerce index bloat guide covers the pruning side in detail.
Free Listings
Free Google Shopping Listings: Organic Visibility in the Shopping Tab
Google shows unpaid product listings in the Shopping tab, in image results and in product knowledge panels. Stores earn those placements with a Google Merchant Centre feed and accurate structured data, not with ad spend - which makes them an SEO channel most agencies never touch.
Free listings run on the same feed as paid Shopping ads. That is the opportunity and the trap. If your product schema says one price and your feed says another, or availability disagrees between page and feed, Google suppresses the listing. We see stores lose their entire free Shopping presence over a mismatched sale price.
What we maintain on every ecommerce engagement
Product schema parity
Product schema on every product template with price, availability, brand and identifier fields populated, matching the Merchant Centre feed exactly
Search Console reporting
The Merchandising and product snippets reports in Search Console, which show impressions and clicks from free listings separately from blue links
Review schema
Review schema fed by your genuine review platform, because star ratings materially change click-through on product listings
Identifier coverage
Identifier coverage - GTINs and MPNs - because products without identifiers struggle to match into Google's Shopping graph at all
Category pages benefit too. Google increasingly assembles "Popular Products" style modules from structured product data, and stores with clean feeds and schema appear in them without paying. For a store with thousands of SKUs this is a compounding, zero-media-cost channel that runs alongside rankings.
This is also where our SEO and Google Ads teams share one source of truth. The same feed hygiene that earns free listings lowers paid Shopping costs, so the work pays back twice. The implementation detail - which schema types, which fields, and the exact parity rules - is in our free Google Shopping listings and schema guide.
AI Search
Ecommerce SEO for AI Search and Agentic Commerce
AI Overviews, ChatGPT and Gemini now answer product questions before shoppers ever reach a website. Ecommerce SEO now includes making your products legible to language models, not just crawlers - and the stores that adapt first take citations the rest never see.
AI Overviews already appear above the results for many commercial ecommerce queries, including agency searches like this one. When they do, they cite a handful of sources. Those citations go to pages with three properties: direct answers near the top of the page, clean structure a model can parse, and claims specific enough to quote.
Agentic commerce
Agentic commerce raises the stakes again. Google and the major AI platforms are building assistants that compare and buy products on a shopper's behalf. Those agents read feeds and structured data, not hero banners. A store whose catalogue data is complete, accurate and machine-readable is a store an agent can recommend and transact with. A store with unstructured product information is not in the consideration set.
Our position is practical: none of this replaces classic SEO, it compounds it. The same crawlability, structured data and genuinely useful category content that ranks in blue links is what gets cited and what agents can read. We track AI Overview citations for client keywords monthly and treat lost citations like lost rankings. The technical groundwork lives in our ecommerce structured data guide.
That maps to concrete work, not hand-waving
Answer-first sections
Every major heading on a category or service page should be followed by a direct one-to-two sentence answer before the detail. This page is built that way deliberately.
Server-rendered content
Answers hidden behind client-side JavaScript are invisible to most AI crawlers. Your FAQ answers, spec tables and buying guidance must exist in the HTML.
Product schema depth
Models lean on structured data for prices, availability, dimensions and identifiers. Thin schema means your products get described from a competitor's page instead.
Entity consistency
Your brand name, product names and specs must match across your site, your feed and your retail listings. Contradictions lower a model's confidence in citing you.
International
International Ecommerce SEO Without Cannibalising Your UK Rankings
Expanding into new countries fails when Google cannot tell your regional pages apart. We set up hreflang, currency and content signals so each market ranks with the right URL - and your UK store does not lose positions to your own US pages.
The common failure
The most common failure is English-market duplication. A UK store launches a US storefront with identical copy, and Google picks one version per query for both markets. Sometimes it picks wrong, and UK rankings drop for pages that still exist.
The correct setup
Correct hreflang annotation - en-gb and en-us pairs, reciprocal on both sides, with an x-default - tells Google both pages are deliberate alternatives, not duplicates.
Structure comes first, though. We help you choose between subfolders (yourstore.com/us/), subdomains and country domains based on your catalogue overlap, budget and how much authority the main domain has to share. For most UK stores expanding out, subfolders win: they inherit domain strength and keep maintenance in one place.
We verify all of it from the outside in: separate Search Console tracking per market, rank tracking from each target country, and periodic checks that Google serves the right URL for the right local query. International SEO done properly is slow, deliberate work. Done casually, it is the fastest way we know to damage a healthy UK site.
Then localisation has to be real, not cosmetic
- →Prices in local currency, with local VAT or sales tax treatment stated
- →Delivery times, returns terms and stockists rewritten per market
- →Spelling and terminology localised - a US shopper searches for different product words than a UK one, and thin find-and-replace localisation ranks accordingly
- →Platform mechanics configured properly: Shopify Markets settings, WooCommerce multilingual plugins, or Magento store views each have their own hreflang and canonical quirks we handle
Sectors
Ecommerce Sectors We Have Grown
Most of our ecommerce results come from furniture and interiors, beauty and skincare, jewellery and education brands. The system transfers between sectors because the constraints repeat: big catalogues, thin category pages and marketplace pressure - but the emphasis shifts with the economics of each one.
Furniture and interiors
High order values, long consideration windows and heavy Google Shopping competition. Category pages have to work as buying guides, because shoppers compare for weeks before purchasing. This is the sector behind our Strictly Beds and Bunks work and the LA Design Concepts account, where paid and organic run together - LA Design Concepts reached +1,386% growth (~15x ROAS) with that combined approach.
Beauty and skincare
Ingredient-led search behaviour, brand-gated products and aggressive marketplace sellers. Winning means owning ingredient and concern queries, not just product names. Oh My Cream grew profit +65% with us while previously working with a much larger agency.
Jewellery
Seasonal demand spikes, high average order values and image-led SERPs where free Shopping listings matter as much as blue links. Our AB Ellie engagement, covered on this page, started pre-launch - proof the system works from zero.
Education and digital products
Catalogue mechanics matter less; entity strength, content depth and international duplication matter more. The Real World case on this page is the extreme version of that playbook.
If your sector is not listed, the honest answer is that we will tell you on the first call whether we have relevant evidence. We would rather decline than learn a sector at your expense.
Our Stack
The Tools We Run on Every Ecommerce Account
We work in Screaming Frog, Ahrefs, Google Search Console, GA4, Looker Studio and Google Merchant Centre. There is no proprietary black-box platform between you and the data - you get access to everything we see.
Some agencies position an in-house tool as the product. We think that inverts the incentive: the tool becomes the thing being sold, and the outcomes become the marketing. Our stack is deliberately standard so that any competent SEO could audit our work, and so nothing breaks if you ever leave.
How each tool earns its place on an ecommerce account
Screaming Frog
with JavaScript rendering enabled, crawls the catalogue the way Googlebot does. We audit at template level - all product pages as one population, all category pages as another - because on a 10,000-SKU store, page-by-page auditing is theatre.
Ahrefs
maps the keyword gap between your categories and the competitors actually outranking you, and tracks the link profile we build.
Google Search Console
is the ground truth: Crawl Stats for crawl budget, the indexing reports per sitemap segment, and the product snippets and merchandising reports for free Shopping visibility.
GA4
ties it to money. We attribute revenue to landing page templates, so reporting says "category pages drove this much organic revenue this quarter", not "impressions went up".
Looker Studio
turns that into a live dashboard you can open any day of the month. No waiting for the monthly PDF to find out what happened.
Google Merchant Centre
diagnostics catch feed disapprovals and data quality warnings that quietly suppress both free listings and paid Shopping.
Every engagement starts by benchmarking all of this into a baseline document, built on the same structure as our published ecommerce SEO audit template, so progress is measured against a fixed starting point rather than a moving story.
Feed work runs alongside all four platforms through Google Merchant Centre and Shopping management, and filter handling is covered in depth in our guide to faceted navigation vs category pages.
Pricing
How Much Does eCommerce SEO Cost?
Most eCommerce SEO engagements run £1,300 to £2,500 per month, set by catalogue size, competition and scope. Under 5,000 SKUs usually sits at the lower end; 50,000+ SKUs with faceted navigation and multi-region requirements sits at the upper end.
Lower end · from £1,300/mo
Single-region store, under 5,000 SKUs, straightforward filtering. Technical fixes, category content programme, schema and monthly reporting.
Mid · £1,300-£2,500/mo
5,000 to 50,000 SKUs, faceted navigation governance, feed and organic run as one system, link acquisition alongside content.
Upper end · up to £2,500/mo
50,000+ SKUs, multi-region hreflang, multi-store or headless builds, migration work and heavier technical implementation support.
You work directly with Chris Coussons, a proven specialist with 15+ years' experience, never handed off to a junior. We confirm scope and a minimum viable retainer before proposing: no hidden costs and no minimum term. For proven eCommerce brands with strong attribution we are also happy to work on performance-based or hybrid terms. Google Ads and Shopping management is priced separately from £850 per month or 10% of ad spend.
Visionary Marketing is an eCommerce SEO agency based in Newcastle upon Tyne, working with online retailers across the UK.
Buyer's Guide
How to Choose an eCommerce SEO Agency
Ask three questions. Will they touch your Merchant Centre feed as well as your organic site, how do they handle faceted navigation before they touch content, and can they name a client on your platform. An agency that cannot answer all three in one sentence each has not done catalogue-scale work.
Questions worth asking
- →Who does the work day to day, and is that person on the pitch call?
- →Show me a crawl-budget or faceted navigation fix you shipped, and the before and after.
- →How do you attribute organic revenue when Shopping and organic share the same product pages?
- →What happens to product schema when an item goes out of stock or is discontinued?
Red flags
- →Ranking reports with no revenue figures attached.
- →Deliverables counted in blog posts per month rather than pages fixed.
- →No named client on your platform, or case studies with no client name at all.
- →Twelve-month lock-ins before any audit has been done.
- →Feed work treated as somebody else's job.
In-house or agency: an in-house SEO hire at catalogue scale typically costs more per month than this retainer and still needs feed, dev and content support around them. Agency makes sense while the work is fix-heavy; in-house makes sense once the technical debt is cleared and the programme is mostly content velocity. Most retailers we work with run both, with us on technical and feed and their team on content production.
We keep the long version of this advice, including the questions that expose a weak agency in one call, in our guide on how to choose an ecommerce SEO agency.
First Month
The Technical Pass We Run Before Any Strategy Work
Every ecommerce engagement starts with the same fixed technical pass across indexation, templates, speed and structured data - and we publish the full checklist free, so you can run it yourself before ever speaking to us.
It covers the faults that appear in almost every store we audit: faceted URLs leaking into the index, product schema missing identifier fields, category pages with no indexable content, sitemap files mixing templates, and canonical tags contradicting robots directives. None of them are exotic. All of them cost revenue while they persist.
Work through the technical SEO checklist for ecommerce stores with your developer. If everything passes, you likely do not need us for technical SEO - and we will say so. If it surfaces problems you cannot resolve in-house, that is exactly the work our first month covers.
Faults we find in almost every store
- Faceted URLs leaking into the index
- Product schema missing identifier fields
- Category pages with no indexable content
- Sitemap files mixing templates
- Canonical tags contradicting robots directives
eCommerce SEO FAQ
Most Common eCommerce SEO Questions
Last reviewed: by Chris Coussons, Founder.
Our Approach
Our Approach to eCommerce SEO
We optimise for organic revenue, not organic traffic. Every decision below is prioritised by the sales a page can produce, not the search volume it could theoretically capture.
Revenue-First Architecture
We structure online stores around commercial keywords, not just product catalogues. Category hierarchy, internal linking, and content placement all optimised to push search authority to the pages that generate the most sales.
Catalogue-Scale Technical SEO
Faceted navigation controls, canonical strategy, crawl budget management, pagination handling, and structured data - all designed for online stores with thousands to hundreds of thousands of products.
Category Page Dominance
Category pages are where organic sales happen. We add conversion-focused content, implement proper Product and Breadcrumb schema, fix internal linking, and build search authority specifically to these high-value pages.
GA4 and Search Console Attribution
Organic revenue by landing page, product, and keyword in GA4, reconciled against Google Search Console query and click data and Google Merchant Centre feed performance. Revenue per organic session, customer acquisition cost versus paid channels, and reports that prove SEO's commercial value to your board.
What We Deliver
Our eCommerce SEO Services
eCommerce Technical SEO
Site structure, crawl budget management, indexation, pagination, schema markup, and site speed - the foundations of online search visibility for eCommerce platforms.
Category & Product Optimisation
Content marketing strategy for category pages. Unique product descriptions. Title and meta tag optimisation at scale. Conversion-focused internal linking to increase sales.
Faceted Navigation & Crawl Management
Parameter handling, rel=canonical strategy, robots.txt rules, and filter controls to eliminate duplicate content and maximise crawl efficiency across your eCommerce platform.
Seasonal & Content Strategy
Gift guides, buying guides, trend reports, and seasonal landing pages designed to rank 3-6 months before peak online buying periods.
Link Building & Digital PR
High-authority backlinks from relevant industry publications, directories, and partnerships to push domain authority and category search rankings.
Platform Migrations
Pre-migration audits, redirect mapping, crawl recovery, and post-launch optimisation for Shopify, WooCommerce, Magento, BigCommerce, and custom eCommerce platforms.
Step by Step
Our eCommerce SEO Process
Technical Audit & Baseline
Comprehensive crawl analysis. Identify faceted navigation issues, canonical problems, indexation gaps, and crawl budget waste. Establish organic search revenue baseline by landing page and product category.
Keyword & Commercial Strategy
Identify high-revenue keywords and commercial intent searches. Map keywords to category and product pages. Prioritise pages by sales potential, not just search volume.
Category Page Content Strategy
Develop content marketing briefs for top 50-200 category pages. Combine commercial intent with informational depth. Plan seasonal content and buying guides to increase sales.
Technical Implementation
Implement schema, fix canonical issues, optimise internal linking, compress images, improve site speed, and deploy tracking for organic search revenue attribution.
Content Rollout & Link Building
Publish category content, seasonal guides, and buying resources. Secure backlinks from industry publications and relevant online marketing websites.
Monitoring, Reporting & Optimisation
Monthly reporting on online sales, keyword rankings, category page performance, and ROI. Each month we re-prioritise against revenue per landing page in GA4 and query movement in Search Console, then reinvest effort into the categories with the most headroom.
Full Scope
What You Get
We focus on SEO and Google Ads. We don't offer social media, email marketing, web design, or Klaviyo services.
From-Zero Methodology · Cross-Vertical Proof
The same SEO discipline applied at the most extreme starting point
Not an eCommerce case - included as proof of the methodology at its hardest starting point: a domain that hadn't been bought yet.
The Real World: From an Unbought Domain to $1m+ Profit Year One
The Real World engaged us before the domain had been purchased. We led naming, technical foundations, and the editorial strategy that earned trust signals from day one. Three months after launch, organic search had brought in 20,000 users. The first year produced over a million dollars in attributable profit.
Three years on, the engagement is ongoing and organic search remains the primary acquisition channel - outranking hundreds of established competitors with larger budgets and longer histories. The work shows what's possible when SEO is treated as a pre-launch decision, not a post-launch fix.
"Chris is an exceptional SEO and I couldn't recommend him high enough."
Profit
year one
Organic users
first 3 months
Engaged
before domain bought
Ongoing
primary channel
"Chris is a real master of SEO and PPC. I'll never forget the time he discovered what could have been a catastrophic SEO issue, prior to a new big website launch that would have cost the business £100,000s (that every other so-called SEO expert we'd engaged had missed)."
Keep Exploring
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Paid search campaigns to complement your organic eCommerce growth.
Ready to Grow Organic Revenue from Your Store?
Most eCommerce marketing teams focus on traffic. We focus on online sales results. Let's audit your store, identify the gaps killing your organic search potential, and build a strategy to make SEO your most profitable channel.
Start Here
Your Revenue. Our Obsession.
Tell us about your business and we'll show you exactly where the opportunities are - no obligation, no sales pitch.
■ Senior specialists only
■ No long-term contracts
■ Free audit included