01
Technical SEO for your platform
Every platform creates its own technical problems: duplicate content, filtered and faceted navigation, thin variant pages. I fix the issues specific to the platform you run, not generic advice.
Industry SEO · Retail & Ecommerce
Product and category pages carry the revenue on an ecommerce website, and they're usually the pages worst served by generic SEO advice. I work with online retailers across the UK, not just around my base in Manchester, fixing the technical problems specific to your platform and building the content strategies and links that turn search visibility into sales.
With an ecommerce SEO agency, part of your budget pays for account managers before any actual work gets done. I do the audit, the strategy and the delivery myself, which is why clients like Swell UK have stayed with me for years rather than months.
Why it's different
A five-page business website and a 5,000-product online store have almost nothing in common technically. Ecommerce websites generate duplicate and near-duplicate content at scale: colour and size variants, filtered category views, out-of-stock pages that come and go with the season. Left alone, that confuses search engines about which page should actually rank, and it drags down user experience at the same time.
Faceted navigation is the classic example: filter by size, colour and price on a category page and you can generate thousands of crawlable URL combinations nobody searches for, burning crawl budget that should go on the pages that matter. Fixing that, alongside product schema, page speed on image-heavy catalogues and clean category architecture, is most of what separates ecommerce SEO from general SEO best practice.
None of it works in isolation from the commercial side either. Search intent, average order value and margin all affect which products and categories are worth the SEO investment, so the SEO strategies I build have to serve revenue and organic growth together, not rankings alone. That's also where SEO earns its place inside your wider digital marketing plan rather than sitting apart from it.
Coverage
My ecommerce SEO services cover the full stack below. A genuinely comprehensive ecommerce SEO strategy pulls all of it together rather than treating each part as a separate add-on.
Every platform creates its own technical problems: duplicate content, filtered and faceted navigation, thin variant pages. I fix the issues specific to the platform you run, not generic advice.
Your product and category pages carry the revenue, so they get treated as priority pages, not an afterthought once the blog is sorted. Structured, unique, genuinely useful content that ranks and converts.
Finding the terms your customers actually search when they are ready to buy, not just broad traffic terms, and mapping each one to the right product or category page.
Buying guides, comparison content and category copy that answers real questions, earning rankings and links your product pages alone never will.
Earning links from sites with genuine authority through outreach and digital PR, the kind that build trust with Google rather than the low-quality directory links this space attracts.
AI Overviews and AI shopping assistants are already citing and comparing products. I make sure your ecommerce content is structured to be pulled into those answers, not just classic search results.
Platforms
Most of my ecommerce work is on Shopify, WooCommerce, Magento and BigCommerce, though the principles carry across most platforms. I work within the platform you've already chosen rather than pushing an unnecessary migration.
Measurement
Every engagement runs on data: rankings, organic traffic, conversion rate and revenue, tracked in Google Search Console and Analytics rather than reported as vague "visibility" scores. You see the same numbers I do, in plain English, every month.
A comprehensive ecommerce SEO strategy earns its keep through case studies you can actually check against your own analytics, not a slide deck of screenshots. I'll show you how I plan to measure an SEO campaign before we start, so there's no argument later about whether it worked, and if a tactic isn't producing results I'll say so and change it rather than quietly running the same seo campaigns and hoping you don't ask.
The difference
With a large ecommerce SEO agency, or one of the bigger ecommerce SEO companies with a growing seo team, part of your budget pays for account managers and layers between you and the work before anything actually happens. I do the audit, the strategy and the delivery myself, so nothing gets lost in handover.
Working freelance, I keep overheads low. More of your spend goes on keyword research, content strategies and the links that move rankings, and less on digital agency infrastructure.
My background covers PPC, CRO, social media and web development alongside SEO, so recommendations for your ecommerce brand fit the bigger picture: user experience, average order value and customer lifetime value, not just traffic. It also means my SEO consultancy sits inside a wider digital marketing view, not a narrow one.
Process
A proper conversation about your store: your platform, your catalogue size, your margins and what a good customer actually looks like for you. I'll tell you honestly what SEO can realistically achieve for a business like yours.
A full technical, on-page and backlink audit of your store, checked against what is actually ranking above you for your key product and category terms.
I build a plan around your catalogue and budget, then get on with the work. You get plain-English reporting on rankings, organic traffic and revenue, not vanity metrics.
Proof
Clients include Swell UK, a large aquatics ecommerce retailer, Safety Buyer, a safety equipment retailer, alongside Cast Fireplaces and Natural Stone Surfaces. My most detailed published result in this space is Unlimited Web Hosting, an ecommerce-adjacent hosting and technology business rather than a retailer, where guiding their in-house team on product-page optimisation delivered a 35% increase in organic traffic and a 46% increase in new customers year on year.
"I have worked closely with Adam for many years he has always been incredibly conscientious, even replying and reacting to my emails at midnight! Our rankings have improved hugely as has our social media presence, which has led to increased internet sales and footfall into the store at Ambleside."
Questions
Anything else, just ask. I also work with construction & trade businesses, property companies and print & signage businesses, and my SEO audits and full SEO services pages cover the wider offer.
It's the practice of getting your online store found in organic search for the products people actually want to buy, then getting them to convert once they land on your site. It covers technical SEO for your platform, product and category page optimisation, content and link building, all aimed at revenue rather than just traffic.
The fundamentals overlap, but ecommerce sites carry problems a five-page business site never sees: thousands of near-duplicate product and variant pages, faceted navigation that can create infinite crawlable URLs, and stock or seasonal pages that come and go. Ecommerce SEO deals with all of that at scale, on top of the usual technical, content and link building work.
The four listed above most often, though the principles carry across most platforms. Each has its own quirks, from collection and variant handling through to plugin ecosystems and template flexibility. I work within your platform rather than pushing you toward a migration you don't need.
Ongoing SEO for an ecommerce business typically runs from £300 to £1,500 a month, depending on your catalogue size and how competitive your market is. A one-off SEO audit is quoted individually once I know the size of your store.
Technical fixes can show quickly once they're indexed. Meaningful ranking movement on competitive product and category terms usually takes three to six months, and building genuine topical authority in a niche takes longer still. I'll give you a realistic timeline before we start, not an optimistic one to win the pitch.
Paid and organic do different jobs. Ads stop the moment you stop paying; SEO builds visibility that keeps working. Most stores that do well run both, using paid search for immediate volume and testing, and SEO for the compounding, lower cost-per-acquisition traffic underneath it.
AI Overviews and AI shopping assistants are already summarising and comparing products directly in the results, sometimes without a click. The stores that get cited are the ones with clear, well-structured product data and genuinely useful content, which is exactly why I build AI visibility into ecommerce SEO now rather than treating it as separate. See my AI search optimisation page for the detail.
It depends how you like to work. An agency can offer more hands on a big catalogue, but you're paying for account management layers between you and the work. As a freelance SEO consultant I keep overheads low, you always speak directly to me, and more of your budget goes on the keyword research, content and links that actually move rankings. I'm happy to talk through both honestly.
No. Ecommerce SEO is not a local service; most of it happens the same way wherever a store is based, and most of my ecommerce work is done remotely for businesses across the UK. I'm based in Stockport if you'd rather meet in person, but it's not a requirement.
No, and nobody honestly can. Product and category rankings move with your competitors, your stock, and Google's own updates. What I can promise is an audit-led strategy and straight reporting on what it's achieving, not a guarantee no one can actually keep.
Get started
Tell me about your store, your platform and your goals, and I'll be straight with you about what ecommerce SEO can do. More on how I work on my about page.