Ecommerce SEO in London

Catalogue and category audit

How your range is organised against how people search for it: which categories exist, which are missing, which compete with each other, and which product pages cannot be found.

Category structure and internal linking

A category tree that mirrors real searches ("velvet sofa", "oak dining table", not "Living"), with sub-categories, breadcrumbs and links that pass authority to the pages that sell.

Product page templates

Titles, descriptions, specifications, images, reviews, stock and price markup built into the template once, so every product page is correct without a copywriter touching each one.

Faceted navigation and crawl control

Filters that are useful to shoppers kept, filter combinations that create thousands of duplicate URLs closed to Google, and the pages that should rank left open.

Feeds and product structured data

Merchant Center feed and Product markup kept accurate, so free product listings, Shopping results and rich results show the right price and stock.

Buying content

Guides, comparisons and category introductions written for the research searches before the purchase, linked to the products they describe.

Platform technical fixes

Speed, rendering, duplicate URLs, out-of-stock handling and pagination fixed on Shopify, WooCommerce or Magento by developers who have shipped on each.

Revenue reporting

Organic revenue, orders and conversion rate by page type (category, product, content) from GA4 and Search Console, every month, in your accounts.

How we do it

Ecommerce search is a structure problem before it is a content problem. A catalogue organised the way people search can rank for thousands of specific searches; a long list under four room names ranks for none. So the first piece of work is the category tree: every meaningful search for your range gets a category or sub-category page, named in the words shoppers use, with a short introduction and products that match. Breadcrumbs and internal links then carry authority from the home page down to the pages that sell. This is the lesson from our Shopify build for Ideal Furniture World, where the search work focused on the furniture ranges people actually look for.

Facets are the second piece. Filters for colour, size, price and material are useful to shoppers and ruinous to crawling if every combination becomes a URL Google indexes. We decide, facet by facet, which combinations deserve to be pages (a "grey velvet sofa" page may well be worth having) and which are closed to crawling, and we implement the rules on your platform. Shopify, WooCommerce and Magento each do this differently; our developers have shipped on all three, and Shopify has its own page because its constraints are its own.

Product pages are fixed at the template level: titles and descriptions that follow a pattern but read as written, specifications in a table Google can parse, Product structured data with price, availability and reviews, images with real names, and a sensible answer for out-of-stock and discontinued items so a sold-out line does not throw away its ranking. The Merchant Center feed is kept in step with the page, because a feed that disagrees with the site loses free product listings. Then content: buying guides, comparisons and category introductions written for the research searches that come before an order, linked to the products they describe. And for London retailers, the showroom or shop gets the same treatment as any local business: a profile, a page and reviews, so "sofa showroom London" and "near me" searches land with you too.

What changes and when

Technical fixes are usually re-crawled within two to eight weeks. Local search changes often show within one to three months. Competitive London head terms usually take six to twelve months. These are typical ranges from our own work, not a promise for your site, and we report progress every month so you can see which it is.

For a store the order is usually: technical and structural fixes re-crawled within the two-to-eight-week window, with index coverage and product rich results changing first; long-tail product and sub-category searches moving over months two to four as the new structure is understood; and the contested category head terms ("sofas", "running shoes", "engagement rings") behaving like any competitive London head term, usually six to twelve months. Revenue tends to arrive before the head terms do, because the long tail is where most orders come from.

How it is measured

What we report: organic revenue, orders and conversion rate by page type (category, product, content), the categories and products gaining and losing impressions, index coverage against the catalogue, product rich result status, and the Merchant Center feed’s health. Where it comes from: GA4 ecommerce reporting, Search Console filtered by URL pattern, Merchant Center and our own crawls, all in accounts you own. How often: a written report every month and a quarterly plan built around the categories that moved.

What we do not report: rankings for a list of keywords as the headline, or sessions without revenue. A store that gains traffic to blog posts and loses it on category pages has gone backwards, and the report will say so. Our ecommerce SEO guide explains how to read these figures yourself.

What it costs to find out

Nothing. The free SEO audit is a written review by an SEO specialist from the team, delivered within two working days. For a store it looks at where you appear for the five searches that matter to your range, the technical blockers found by hand (indexing, duplicate URLs, speed from field data, product markup), the gap against the two stores that outrank you, and the three fixes that matter most, each with an instruction your developer can follow. It ends with an honest line on fit, including when the store is too small for a retainer and what to do instead.

Ecommerce work is priced by catalogue size and competition, and the tier inclusions are on the pricing page. What drives the price: the number of products and categories, the platform, how contested the category head terms are, the volume of content, and whether a replatform or migration is in scope. Terms are on the before you sign page; the store, the content and every account stay in your name.

Common mistakes we see on London stores

• Categories named after rooms, collections or moods ("Living", "New In", "Autumn Edit") instead of the things people search for.
• Every filter combination indexable, so Google crawls a hundred thousand URLs to find a thousand products.
• Colour and size variants as separate pages with the same description, competing with each other.
• Manufacturer descriptions pasted onto product pages, identical to every other stockist’s.
• Out-of-stock products deleted or redirected to the home page, so the ranking is lost the week it sells out and lost again when it returns.
• A Merchant Center feed with prices or stock that disagree with the page, suspending free listings.
• A replatform (often to Shopify) that changed every URL with no redirect map, so the store launched clean and empty of rankings.
• A showroom with no Google Business Profile and no page, so the London "near me" and "showroom" searches go to a competitor with a worse range.

How it fits with other services

Stores on Shopify should read the Shopify SEO page, which covers that platform’s specific constraints; WooCommerce stores are covered by WordPress SEO where the issue is the CMS rather than the catalogue. A replatform or redesign is a migration project and needs us before the new URLs are decided. Technical SEO is the deeper version of the platform work described here. Buying guides and category content sit with SEO content; links and coverage with digital PR. Once the traffic arrives, conversion rate optimisation turns more of it into orders, and Google Shopping covers the categories organic search has not reached yet. Retail and ecommerce businesses as a sector are covered on the ecommerce and retail industry page.

Proof, stated plainly

A Shopify store with Furnex product imagery and retail SEO for Ideal Furniture World in Leeds, where a warehouse catalogue was brought online and the search work focused on the furniture ranges people look for. Shopify, an AI point of sale and social for Jaquar Midlands, connecting a luxury bathroom catalogue, its showroom and its campaigns. Website, SEO and reputation for Saloos, a Manchester fashion retailer. These demonstrate delivery; a verified organic sales uplift is not published for any of them, and we will not invent one. Read the Ideal Furniture World case, the Jaquar Midlands case or the Saloos case.

We have not yet published a London ecommerce client case. Ask us for a reference call with a retail client, and expect to be shown the GA4 and Search Console data rather than a slide.

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