Ecommerce SEO
Organic growth for stores: keyword and intent research across your full range, site architecture that lets categories rank, and technical SEO that keeps thousands of product URLs crawlable and indexed.
Ecommerce
Ecommerce websites and SEO that sell
Online stores live or die by two things: whether shoppers can find you, and whether the site makes buying easy once they do. I work on both, as one job rather than two.
SEO for ecommerce
SEO for ecommerce is category-page work first
The biggest organic wins in almost every store I've audited sit on category pages: they carry the commercial intent, they already get impressions, and they're usually the least loved pages on the site. Product pages matter, blogs have their place, but if your category pages don't match how people search, everything downstream underperforms. That's where I start, and it's usually where the fastest revenue is. The build side of this thinking went into stores like Cuppers Choice, where product pages were structured for search from day one.
The offer
Everything a growing store needs from search
Product and category optimisation
Category pages that rank and convert, product pages with real descriptions rather than manufacturer boilerplate, and structured data so your products show up properly in search results.
Shopify and store builds
New stores and rebuilds on Shopify, or a coded storefront where the business case supports it. Fast themes, clean checkout journeys, and SEO baked in from launch.
Performance and CRO basics
Speed work that protects rankings and revenue, plus the conversion fundamentals: clear product photography standards, trust signals, and friction-free paths to checkout.
Real reference points
Brands I've worked with in this space
Finca Skin Organics is a skincare brand competing in one of the most crowded ecommerce categories there is, where organic visibility has to be earned page by page.
Cuppers Choice is a specialty coffee brand whose website I built, with product pages structured for search from the start. You can see it in the portfolio on the websites page.
Who it's for
Growing DTC and ecommerce brands
You sell a product you're proud of, and paid ads are getting more expensive every quarter.
Your organic traffic has plateaued, or your category pages have never really ranked.
You're planning a replatform or a new store and want it to sell from launch, not after a year of fixes.
FAQs
Common questions
- How is ecommerce SEO different from normal SEO?
- Scale and templates. A store's rankings live or die on how well a handful of templates (category, product, collection) match search intent across thousands of URLs, plus technical concerns most brochure sites never face: faceted navigation, variants, and out-of-stock handling.
- Does Shopify limit what SEO can do?
- Less than its reputation suggests. Shopify has real constraints and sensible workarounds for most of them. I've written up the practical detail in the Shopify SEO guide.
- Where should an ecommerce SEO budget go first?
- In rough priority order: fixing category pages that already get impressions, technical issues suppressing the whole catalogue, then content that earns links and supports the money pages. Paid and organic work best when they're planned together, not competing for the same budget line.
Guides
Product page SEO: winning the long tail your categories can't reach
Product page SEO in practice: titles that match real searches, descriptions worth writing, the structured data that earns rich results, and out-of-stock handling.
Category page SEO: the highest-leverage template on your store
Category page SEO in practice: mapping every category to a real query, opening copy that earns its place, and the structure that lifts a whole catalogue.
An ecommerce SEO strategy that compounds
A working ecommerce SEO strategy: category pages first, technical fixes that lift the whole catalogue, and content that supports the money pages.
Shopify SEO: the practical guide
What actually moves organic traffic on Shopify: collection pages, the constraints that matter, the ones that don't, and the app-stack habits that hurt.
Want your store found and chosen?
Tell me what you sell and where growth has stalled. I'll take a look and give you an honest read on where organic revenue is being left on the table.