Ecommerce & DTC

Ecommerce SEO built around the pages that sell

For retail and DTC brands, search revenue runs through category and product pages. We work on the templates and product data that decide which of those pages get found, then report what they sell.

Start the conversation

Why it is different

What changes when the website is the shop

An online shop is a handful of templates repeated across the whole range. That cuts both ways. Fix the category template and every category improves at once. Get one filter rule wrong and the site can publish more near-duplicate pages than it has products.

The range never sits still either. When a product sells out or a season ends, the page that ranked for it can disappear, and the links it earned go with it. Meanwhile marketplaces and the retailers that stock you are competing for the same searches, and AI assistants now build product shortlists before anyone clicks.

So most of the work is deciding which pages deserve to rank, and which should never have been indexed. Ecommerce also has a built-in advantage. Every organic visit ends in an order or it does not, so the work can be judged on what it sells.

How we work

How an ecommerce engagement runs

Audit & Diagnose

We crawl the shop the way Google does, one template at a time, and map every filter and sort combination a crawler can reach. Then we check which of those pages anyone actually searches for.

Audit & Diagnose

We crawl the shop the way Google does, one template at a time, and map every filter and sort combination a crawler can reach. Then we check which of those pages anyone actually searches for.

Audit & Diagnose

We crawl the shop the way Google does, one template at a time, and map every filter and sort combination a crawler can reach. Then we check which of those pages anyone actually searches for.

Strategy & Roadmap

Category demand sized against your range and your margins, so the roadmap starts where the revenue is. A filter combination only gets its own indexable page when real search demand exists for it.

Strategy & Roadmap

Category demand sized against your range and your margins, so the roadmap starts where the revenue is. A filter combination only gets its own indexable page when real search demand exists for it.

Strategy & Roadmap

Category demand sized against your range and your margins, so the roadmap starts where the revenue is. A filter combination only gets its own indexable page when real search demand exists for it.

Execute & Adapt

Fixes go into templates, so one change reaches every page built on them. Products that sell out or leave the range get rules of their own, which keeps the links and history a page earned.

Execute & Adapt

Fixes go into templates, so one change reaches every page built on them. Products that sell out or leave the range get rules of their own, which keeps the links and history a page earned.

Execute & Adapt

Fixes go into templates, so one change reaches every page built on them. Products that sell out or leave the range get rules of their own, which keeps the links and history a page earned.

Measure & Compound

Organic revenue reported by category, with branded and non-branded search split out, so growth from new customers is visible on its own. How often AI assistants recommend your products is tracked alongside it.

Measure & Compound

What you get

What the work produces

Competitor audit

Who holds your most valuable searches today, marketplaces included, and what it would take to compete for each one.

Competitor audit

Who holds your most valuable searches today, marketplaces included, and what it would take to compete for each one.

Competitor audit

Who holds your most valuable searches today, marketplaces included, and what it would take to compete for each one.

Category demand map

Every search your range can credibly win, sized and matched to the one page that should rank for it. Gaps become briefs for new category pages.

Category demand map

Every search your range can credibly win, sized and matched to the one page that should rank for it. Gaps become briefs for new category pages.

Category demand map

Every search your range can credibly win, sized and matched to the one page that should rank for it. Gaps become briefs for new category pages.

Filter and architecture rules

A rule for every filter, deciding whether it earns an indexable page or stays out of the index. Plus the internal links that carry authority from your strongest pages to the categories that sell.

Filter and architecture rules

A rule for every filter, deciding whether it earns an indexable page or stays out of the index. Plus the internal links that carry authority from your strongest pages to the categories that sell.

Filter and architecture rules

A rule for every filter, deciding whether it earns an indexable page or stays out of the index. Plus the internal links that carry authority from your strongest pages to the categories that sell.

Template fixes

Technical and on-page changes written template by template, so your developers fix each issue once and it holds across the range. Every ticket carries the evidence behind it.

Template fixes

Technical and on-page changes written template by template, so your developers fix each issue once and it holds across the range. Every ticket carries the evidence behind it.

Template fixes

Technical and on-page changes written template by template, so your developers fix each issue once and it holds across the range. Every ticket carries the evidence behind it.

Product data and AI readiness

Structured data and your Merchant Center feed checked against what each page says. Then a read on how AI assistants describe your products today, and why.

Product data and AI readiness

Structured data and your Merchant Center feed checked against what each page says. Then a read on how AI assistants describe your products today, and why.

Product data and AI readiness

Structured data and your Merchant Center feed checked against what each page says. Then a read on how AI assistants describe your products today, and why.

Revenue reporting

A monthly report that starts with organic revenue by category, then works back to the pages and searches behind it.

Revenue reporting

A monthly report that starts with organic revenue by category, then works back to the pages and searches behind it.

Revenue reporting

A monthly report that starts with organic revenue by category, then works back to the pages and searches behind it.

Proof

Case studies are coming soon

We are preparing case studies for ecommerce and DTC brands with our clients. To see how we would approach your site, start a conversation.

Start the conversation

Engagements

Where to start

If you want to know where the revenue is before committing to anything ongoing, start with an SEO Audit. If a replatform or an algorithm update has already cost you traffic, Troubleshooting & Recovery starts with the diagnosis.

See all six engagements

FAQ

Common questions

Answers to what most people ask before we start. If yours is not here, get in touch.

We are replatforming. When should SEO get involved?

Before the build starts, and ideally while the platform is still being chosen. URL structure and redirects are cheap to get right on paper and expensive to fix after launch. We write the redirect map and compare the new templates with the old ones before go-live, then watch the weeks after launch closely, because that is when problems surface.

We are replatforming. When should SEO get involved?

How do you handle faceted navigation?

Filter by filter. A filter combination earns an indexable page when people search for it and the range can satisfy it, such as a colour within a category. Everything else stays useful to shoppers and out of Google’s index, and where the numbers justify it, out of the crawl as well.

How do you handle faceted navigation?

What happens when products sell out or are discontinued?

It depends on whether they are coming back. A product that is temporarily out of stock should usually stay live and indexable, with alternatives linked from the page. A product that is gone for good should redirect to its closest replacement, or to its category if that genuinely serves the same need, so the links and history carry over. If nothing fits, a 404 or 410 is the honest answer.

What happens when products sell out or are discontinued?

Can you help with Google Shopping and AI shopping answers?

Yes, on the organic side. Google’s free shopping listings draw on your Merchant Center feed and the product markup on your pages, and AI assistants build product answers from product data and from what other sites say about you. We make the feed and the page data agree, then track how often your products appear. Paid Shopping campaigns stay with your PPC team.

Can you help with Google Shopping and AI shopping answers?

How soon does ecommerce SEO show up in revenue?

Template fixes can show within weeks, because one change reaches every page built on that template. Category and content work compounds over quarters. We agree the measures at the start and report organic revenue against them every month, so you can see whether it is working long before the next budget round. Anyone promising a revenue figure in advance is guessing.

How soon does ecommerce SEO show up in revenue?

Ready to find the orders search is sending elsewhere?

One conversation with the person who would actually do the work. No juniors, no handoffs.