Variants, filters and faceted navigation generate near-identical pages at volume. Left alone, they split ranking signals across dozens of versions of the same page and use up crawl budget.

We decide which filter and variant combinations should be indexable, and handle the rest through canonicals, robots directives and parameter management, so search engines spend their time on the pages capable of earning revenue.

Category pages and product pages serve different stages of the buying journey. Someone searching a category is still comparing, while someone searching a specific product has usually decided.

We optimise metadata, headings, on-page content and internal linking for each type of page, and work through the catalogue in order of commercial value. On a large catalogue, that order matters as much as the work itself.

We implement Product, Offer, review and availability structured data correctly, supporting rich results in search and eligibility for free merchant listings, so your products show the price, stock and ratings people look for before they click.

On an established store, the largest untapped revenue is often in searches your current category structure doesn’t serve. We find that demand, then recommend the new categories, collections and content needed to capture it.

Marketplaces and major retailers often have far more authority, so structure, specificity and useful content have to make up the difference.

Buying guides and comparison content capture people earlier in their research and link properly into the categories that convert. Our content and brand teams write it alongside the SEO team, so it sounds like your brand and helps people decide.

We also build relevant links and coverage through content-led outreach, focused on quality and relevance.

Shopify SEO

Shopify fixes its URL conventions, so a product reached through a collection creates a second URL for the same page, and a large catalogue can end up with thousands of duplicates. Deep collections push products many pages back, where they’re rarely crawled, and every app adds scripts that slow the storefront down.

We resolve duplication through canonicals and internal linking, bring the right products onto shallow, crawlable pages, remove apps that aren’t earning their place and fix theme-level structured data and out-of-stock handling. Because we build on Shopify too, we can change the theme ourselves.

WooCommerce SEO

WooCommerce gives you more control and needs more maintenance in return. Attribute and filter URLs multiply quickly, plugins slow pages down, taxonomy is often set up for merchandising rather than search and schema varies with the plugin producing it.

We audit what each plugin contributes, simplify the URL structure and make the taxonomy work for navigation and search at the same time.

Magento and Adobe Commerce SEO

On large catalogues with layered navigation, the problems are usually in how the platform is configured to generate, index and link pages. We work at that level, where crawl management usually returns more than page-level optimisation.

BigCommerce, headless and custom platforms

The principles hold on any platform, and only the implementation changes. We can audit and optimise BigCommerce, headless and custom-built stores.

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For brands selling across regions, we set up hreflang, market and currency structures and localised content, and make the technical decisions that determine whether each market’s pages support each other or compete.

Monthly reporting across Search Console and GA4 covers organic revenue, conversion rate, average order value and performance by category and product. Rankings, impressions and traffic are tracked too, as leading indicators.

Month-on-month and year-on-year comparisons make seasonality visible, and we work in Screaming Frog, Semrush, Search Console and GA4, so you can see the working behind every recommendation.