We have thousands of SKUs. How do you decide what to focus on first?

We start with your commercial data, not your crawl data. By mapping revenue, margin, and conversion rate against organic visibility for your product and category pages, we identify where the biggest gaps are between what’s selling and what’s ranking. That gives us a prioritised shortlist of high-value pages that are underperforming organically – typically a fraction of your total catalogue, but responsible for a disproportionate share of revenue opportunity. Everything else follows from that commercial lens.

We're on Shopify Plus (or Salesforce Commerce Cloud, or Adobe Commerce). Does the platform matter?

It matters significantly. Every ecommerce platform handles URL structures, faceted navigation, pagination, canonical tags, and rendering differently – and those differences directly affect how search engines crawl and index your catalogue. We’ve worked across Shopify Plus, BigCommerce, Salesforce Commerce Cloud, and Adobe Commerce for brands like ASOS, John Lewis, and Marks & Spencer. We know where each platform creates SEO friction and how to work within its constraints rather than fighting them.

Our organic traffic is mostly branded. Can you help us grow non-brand?

This is one of the most common situations we see. Branded traffic feels safe but it has a ceiling – you’re only capturing people who already know you. Breaking into non-brand category and product queries requires a different approach: reworking your taxonomy to match how buyers actually search, building content depth around high-intent category terms, and strengthening the internal linking architecture so search engines understand which pages should rank for what. We’ll show you exactly where competitors are capturing non-brand demand that you’re currently missing.

How long before we see results from ecommerce SEO work?

It depends on what’s holding you back. Technical fixes – crawl waste, indexation issues, structured data gaps – can show measurable impact within weeks once implemented. Category and taxonomy restructuring typically takes one to two quarters to fully index and settle. Content-driven gains compound over three to six months. We set specific, measurable targets at the outset so you know what to expect and when, and we’ll be direct about what’s a quick win versus what requires sustained investment.

We already have an in-house SEO team. What would you actually add?

Senior strategic direction and specialist depth that most in-house teams don’t have the bandwidth or experience to cover. Your team likely handles day-to-day execution well – product page updates, content publishing, technical tickets. What we bring is the ability to step back, assess the full catalogue opportunity, identify structural issues that are suppressing performance at scale, and build a prioritised roadmap your team can execute against. We work alongside your team, not instead of them. Think of it as adding a senior layer of ecommerce SEO experience without hiring a new head of department.

Ecommerce SEO Consultancy

Most ecommerce sites have thousands of product pages that search engines never surface. Retailers like ASOS, John Lewis, Virgin Group and Marks & Spencer have trusted me to fix that – across Shopify Plus, BigCommerce, Salesforce Commerce Cloud and Adobe Commerce – turning product catalogues into their most cost-efficient customer acquisition channel.

book an ecommerce seo assessment

WHAT CHANGES

Ecommerce SEO Services

Every service is built around turning your product catalogue into a sustainable organic growth engine – not just ticking SEO boxes on a spreadsheet.

Product Pages That Rank and Convert
PDP optimisation that gives search engines and customers exactly what they need – relevant product information aligned with how people actually search, so your pages rank for buying intent and convert once they land.

Category Architecture That Drives Discovery
Site structure and taxonomy designed so user journeys are clear, product listing pages are positioned for search engine discovery, and category depth matches the way your customers browse and filter.

Crawl Budget Focused on What Sells
Crawling and indexation management that ensures search engines spend their time on your priority SKUs and money-making categories – not on faceted navigation, out-of-stock pages, or parameter-bloated URLs.

Rich Results & Google Shopping Visibility
Structured data deployment for reviews, pricing, availability, and product attributes – unlocking rich results in search and improving visibility across Google Shopping and Merchant Centre at scale.

Conversion-Ready Product Experiences
CRO and UX improvements to product pages so that the organic traffic you earn doesn’t leak – ensuring pages are designed with conversions, not just rankings, as the end goal.

Content Strategy That Differentiates
Brand positioning, blog strategy, and buying guide content that builds authority and stands out against competitors – giving you editorial firepower that earns links and drives category-level traffic your PDPs can’t capture alone.

SOUND FAMILIAR?

Ecommerce SEO Scenarios

Most ecommerce engagements start with one of these situations. Which one sounds like yours?

^{LARGE CATALOGUE, LOW VISIBILITY}You have thousands of products but most of your PDPs don’t rank or convert.

Pagination issues, thin product data, weak internal linking, and inconsistent templates are suppressing visibility across your catalogue. You need structural and optimisation improvements that work at scale – not one-page-at-a-time fixes.

^{MISSING RICH RESULTS}You’re leaving revenue on the table because your products don’t appear in rich results.

Gaps in structured data, missing required attributes, and inconsistent schema implementation are preventing your products from qualifying for review stars, pricing, FAQ, and other high-value SERP features that your competitors already have.

^{BRANDED TRAFFIC TRAP}Your organic traffic is almost entirely branded – and you can’t grow beyond it.
Competitor analysis shows clear opportunities across category, subcategory, and long-tail product queries, but your current taxonomy, content depth, and on-page signals aren’t aligned with how non-brand buyers search. You need to break out of the brand bubble.

^{MERCHANT CENTRE & FEED BREAKDOWN}Your Google Merchant Centre feeds are inconsistent and it’s costing you organic performance.
Missing attributes, weak product titles, mismatched identifiers, and data duplication are preventing eligibility for rich results and free listings. Your product pages, structured data, and feed data need to align – and they currently don’t.

discuss your ecommerce seo project

Frequently asked questions

Have questions?
We have answers.

Have more questions?
Speak to our founder, Carl

Book a call

We have thousands of SKUs. How do you decide what to focus on first?
We start with your commercial data, not your crawl data. By mapping revenue, margin, and conversion rate against organic visibility for your product and category pages, we identify where the biggest gaps are between what’s selling and what’s ranking. That gives us a prioritised shortlist of high-value pages that are underperforming organically – typically a fraction of your total catalogue, but responsible for a disproportionate share of revenue opportunity. Everything else follows from that commercial lens.
We're on Shopify Plus (or Salesforce Commerce Cloud, or Adobe Commerce). Does the platform matter?
It matters significantly. Every ecommerce platform handles URL structures, faceted navigation, pagination, canonical tags, and rendering differently – and those differences directly affect how search engines crawl and index your catalogue. We’ve worked across Shopify Plus, BigCommerce, Salesforce Commerce Cloud, and Adobe Commerce for brands like ASOS, John Lewis, and Marks & Spencer. We know where each platform creates SEO friction and how to work within its constraints rather than fighting them.
Our organic traffic is mostly branded. Can you help us grow non-brand?
This is one of the most common situations we see. Branded traffic feels safe but it has a ceiling – you’re only capturing people who already know you. Breaking into non-brand category and product queries requires a different approach: reworking your taxonomy to match how buyers actually search, building content depth around high-intent category terms, and strengthening the internal linking architecture so search engines understand which pages should rank for what. We’ll show you exactly where competitors are capturing non-brand demand that you’re currently missing.
How long before we see results from ecommerce SEO work?
It depends on what’s holding you back. Technical fixes – crawl waste, indexation issues, structured data gaps – can show measurable impact within weeks once implemented. Category and taxonomy restructuring typically takes one to two quarters to fully index and settle. Content-driven gains compound over three to six months. We set specific, measurable targets at the outset so you know what to expect and when, and we’ll be direct about what’s a quick win versus what requires sustained investment.
We already have an in-house SEO team. What would you actually add?
Senior strategic direction and specialist depth that most in-house teams don’t have the bandwidth or experience to cover. Your team likely handles day-to-day execution well – product page updates, content publishing, technical tickets. What we bring is the ability to step back, assess the full catalogue opportunity, identify structural issues that are suppressing performance at scale, and build a prioritised roadmap your team can execute against. We work alongside your team, not instead of them. Think of it as adding a senior layer of ecommerce SEO experience without hiring a new head of department.

See the results

See how strategic SEO and AI Search consultancy turned into measurable growth.

What we did

Improving B2C & B2B user journeys through query intent and optimising internal page signals.

What they said

As someone who has been doing SEO for about 10 years and having worked on companies of all shapes and sizes myself, I can tell the difference between someone who gets their hands dirty and delves into the deepest regions of your site vs an SEO “expert” who pushes a button and runs a site audit report only to tell you you have “12 duplicate title tags.” Carl is definitely the former, and whenever I need a fresh set of eyes on my site, I call him.

Brendan Baker

Director of Growth Marketing

What we did

A detailed technical SEO audit assessed the platform’s architecture and server logs to uncover crawl issues and indexing gaps. The work focused on strengthening geo-specific targeting and capturing high-intent commercial queries, alongside a review of the existing JavaScript framework.

What they said

“Working with Carl has been a game changer for our SEO. He cuts through the noise, finds what really matters, and turns it into a clear, prioritised roadmap my team can execute. Within a few months we’d fixed long-standing technical issues and unlocked meaningful organic growth. ”

Oliver Garas

Head Of Digital Marketing & Website PO

What we did

Comprehensive organic search review across multiple websites within the Citation Group portfolio. Each site received a tailored analysis with prioritised recommendations, supported by group-level dashboard reporting, LLM/AI search visibility reporting via in-house technology, and content recommendations aligned to user search intent.

What they said

I’ve worked with the team at Audits a number of times over the past 10+ years. They consistently identify the key factors limiting performance and provide clear, data-led recommendations. Their support for internal teams is invaluable, and they’re always responsive, approachable, and communicate in plain English.

Maxine Green

Digital Experience Lead – The Citation Group

What we did

Competitor and market gap analysis to identify opportunities and align them with technical recommendations, tailored for a highly regulated market and a technically constrained website.

What they said

I first worked with Carl as Marketing Manager at Betfair and have relied on his expertise many times since. His iGaming experience ensured we allocated our team and budget effectively for SEO.

Carl’s knowledge in sports betting, poker, and casino SEO helped us achieve quick technical wins while implementing a long-term strategy that benefited all products and stakeholders.

Rebecca Shuai

Marketing Manager

What we did

A full technical SEO audit for a multi-million page marketplace, with a scalable long-term strategy to meet search intent across regions and languages. Includes legacy platform clean-up plus a focused crawling and indexing approach, so Google prioritises commercial-intent pages and supports a better user experience.

What they said

At Memrise we have a huge and complex SEO content footprint which had over the years become, frankly, a bit of a mess. Carl did an incredible job at cutting through the complexity and prioritising a series of focused, stepwise actions that led to huge measurable improvements in a short space of time.