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Ecommerce SEO
Rank the pages that carry margin.
Ecommerce and Shopify SEO built around the collection and product pages that actually carry margin, with the technical debt that blocks them cleared first.
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What it is
The short version.
Most ecommerce SEO advice optimises for sessions. Sessions are not the goal. A store has a handful of collections and products that carry real margin, and the job is to make those eligible, then make them win, before spending a month on a blog.
The first problem on almost every catalog site is structural: faceted navigation generating thousands of near-duplicate URLs, thin variant pages competing with their own parent, pagination that hides depth from crawlers, and product schema that is either missing or contradicts what is on the page. That is technical SEO work, and it comes first because content on an uncrawlable architecture does nothing.
On Shopify specifically, the platform's own URL conventions create predictable duplication between collection paths and product paths. Those are solvable with canonicals and internal linking rather than apps, and we would rather solve them once than pay a subscription to paper over them.
Then the commercial half: mapping search demand onto the pages that already convert, writing collection copy that answers the comparison a buyer is actually making, and running conversion rate optimization against the same pages, so a ranking gain shows up in revenue rather than just in a rank tracker.
How we run it
The loop, start to finish.
A catalog is a crawl-budget problem before it is a content problem. The loop clears the architecture first, then goes after margin.
STEP 01
Margin map
Collections and products ranked by contribution margin and conversion rate, then cross-referenced with search demand. That list decides where the work goes.
STEP 02
Architecture clean-up
Faceted URLs, variant pages, pagination and collection paths brought under canonical control so crawl budget reaches the pages that earn.
STEP 03
Collection copy
Category pages rewritten to answer the comparison a buyer is actually making, with product and offer schema that matches what the page says.
STEP 04
Internal linking
Navigation, breadcrumbs and cross-links built so authority flows to the money pages instead of pooling on the blog.
STEP 05
Revenue read
Rankings are tracked, but the report leads with organic revenue on the pages we touched, alongside conversion work on the same pages.
Why it compounds
Rankings that show up in orders.
The money pages first
A handful of collections carry most of the margin. Making those eligible and then winning them beats a year of blog posts.
Fix the platform once
Shopify's duplication is solved with canonicals and linking, not another app. Done once, it stays done.
Judged on revenue
The scoreboard is organic revenue on the pages we worked, not sessions, so a ranking gain has to pay before it counts.
What's included
Done for you.
Catalog architecture
Collection and product hierarchy, faceted-URL control, pagination and internal linking built so crawl budget reaches what earns.
Margin-first prioritisation
Keyword mapping ranked by contribution margin and conversion rate, not by search volume alone.
Product and offer schema
Structured data that matches what the page actually says about price, availability and reviews, validated in the build.
Case studies
Ecommerce buyers, won and measured.
FAQ
Ecommerce SEO, answered.
Do you work on Shopify?
Yes, and on other platforms. Shopify's URL conventions create predictable duplication between collection and product paths, which we solve with canonicals and internal linking rather than by adding another app to the subscription list.
Should we start with collections or blog content?
Collections, almost always. Commercial pages are closer to the money and usually have more technical debt holding them back. Blog content is a demand-generation play that pays back later, and it is the wrong first move if your category pages are not eligible to rank.
How do you pick which products to work on?
By margin contribution and conversion rate, cross-referenced with search demand. A high-volume keyword pointing at your worst-margin product is not an opportunity.
What does this cost?
Website optimization starts at $4K per month with a typical range of $4K to $10K, published on our pricing page. Scope and page count move it inside that band.
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