Ecommerce SEO
Ecommerce search engine optimisation agency
Ecommerce is more competitive than ever. Visibility in both organic search and AI-driven platforms like ChatGPT and Google Gemini is now essential for sustainable growth. Buried Agency helps ecommerce brands win high-intent searches through advanced SEO and GEO strategies, turning visibility into consistent sales. We focus on revenue impact, not just traffic.
BRANDS WE'VE HELPED
Why ecommerce businesses need SEO to scale
Ecommerce SEO is the process of ensuring your products are the first answer when a customer searches, whether on Google or through AI engines like ChatGPT. In a market where customer acquisition costs (CAC) on paid social and PPC are at record highs, organic search remains the most sustainable driver of long-term revenue. Here’s why:
-
ROI from paid ads is decreasing: Relying solely on paid ads is a race to the bottom for margins. SEO builds an evergreen acquisition channel that lowers your blended CAC over time.
-
Share of search = Market share: Every niche is crowded. For ecommerce stores, being visible in search is everything. If you aren’t ranking on page one or being cited by LLMs, you are losing market share to competitors who are.
-
Buyer behaviour: Over 40% of ecommerce traffic starts with a search. But now, buyers don't just search to buy, they search to discover and compare organically using LLMs.
179% increase in revenue for ecommerce brand, generated from organic and paid media channels
#1 ranking position across 10 priority keywords
194% increase in page 1 keywords
Master jeweller unlocks £1M in monthly revenue
#1 ranking position across 10 priority keywords
194% increase in page 1 keywords
158% growth in organic users
96 high-quality backlinks secured
107 pieces of media coverage earned
Winter strategy achieves 24% increase in off-peak revenue
245 Increase in YoY off-peak revenue
12:1 Achieved Paid Media campaign ROAS
24 Backlinks achieved
80 Average domain rating
21% Increase in organic visibility for target keywords
SEO for ecommerce websites that generates results
See the impact of our ecommerce SEO strategies in action. We’ve helped many online stores achieve incremental growth through SEO experimentation. By adopting a test-and-learn approach, we ensure that changes like title tag tweaks are only ever rolled out if they’ve been shown to drive more revenue for your business.
What makes ecommerce SEO different
Standard SEO focuses on content, Ecommerce SEO focuses on infrastructure. When you manage thousands of SKUs, the technical complexity scales exponentially. Unlike lead-generation sites, ecommerce platforms face unique technical hurdles that require specialized expertise
-
Faceted navigation: Filters for size, color, and price can create thousands of duplicate URLs. If not managed correctly, these dilute your authority and confuse search engines.
-
Large product catalogues: Managing "thin content" and ensuring every product page is indexable and optimised is a priority architectural task.
-
Duplicate content: Common in ecommerce due to multiple similar product variations.
-
Stock & seasonality: Handling out-of-stock items and seasonal surges requires a proactive strategy to maintain link equity and user experience
-
Internal linking: With vast inventories, strategic internal linking is the primary way to signal to Google which pages carry the most commercial weight.
Our ecommerce SEO services
Ecommerce SEO audits - We run a comprehensive audit comprising 6 key SEO areas and lay out an ecommerce SEO optimisation roadmap. We audit for both Google’s crawl requirements and an LLM’s ability to ingest and understand your product data.
Ecommerce SEO migrations
Re-platforming, launching a new website, or conducting any major structural work is a high-risk event. We manage the transition to minimise loss of traffic and authority, and set the site up for growth post-launch
Ecommerce SEO categorisation strategy
We build site hierarchies based on how customers—and AI—search. This involves clustering products into logical, high-intent categories that maximize internal link equity and make your inventory easy for Google to index and rank.
Ecommerce SEO content strategy
We create unique, data-backed product and category content that moves beyond manufacturer specs to answer the specific questions users ask about the products you sell.
Ecommerce technical SEO
The foundation of discovery - ensuring your site can be indexed, crawled and understood by Google and LLMs. We also optimise faceted navigation, site speed, and advanced schema markup so your prices, ratings, and stock levels are accurately reflected in both Rich Snippets and generative AI responses
Ecommerce linkbuilding
We build the digital footprint required for search and generative engine to trust your brand. By securing high-authority, niche-relevant backlinks and digital PR, we increase your brand’s E-E-A-T and the measurable likelihood of being cited by AI.
Ecommerce SEO reporting
We strip away vanity metrics. Our reporting provides clear, board-level clarity on visibility, traffic and ROI, tracking revenue attribution from organic search and monitoring your brand’s "share of voice" within generative engine citations.
At scale, technical debt kills visibility. We focus on the high-impact variables that determine how search engines and LLMs interact with your store:
Crawlability & Indexation: We help manage your crawl budget to ensure Googlebot and AI scrapers prioritise your high-margin products instead of getting lost in low-value URLs.
Faceted Navigation Management: We solve the "infinite URL" problem. By correctly handling filters (size, color, price), we prevent duplicate content and consolidate authority into your primary category pages.
Site Architecture: We build "flat" hierarchies that ensure no product is more than a few clicks from the homepage, maximizing the flow of link equity.
JavaScript SEO: Many modern ecommerce stacks rely on heavy JS. We ensure your content is rendered server-side or correctly indexed so search engines don't see a blank page.
Core Web Vitals: Speed is a ranking factor and a conversion lever. We optimize for real-world loading performance to reduce bounce rates and satisfy Google’s Page Experience requirements.
Category pages are the most important assets in your ecommerce organic strategy. They target high-volume, "middle-of-the-funnel" keywords where users are ready to discover and compare, rather than just look for a specific SKU. Done correctly, they drive the lion’s share of ecommerce traffic and conversions.
We don't just add a block of text at the bottom of the page. We build category pages that function as high-performance landing pages for both users and search engines:
High-Volume Keyword Targeting: We map categories to the terms your customers actually use. By aligning page intent with search volume, we capture users at the critical research phase before they decide on a specific product.Strategic Content Blocks: Modern SEO requires more than just a list of products. We deploy high-value content—buying guides, FAQs, and USP sections—that provides the semantic depth necessary for Google to rank the page and for LLMs to cite your brand as an authority in the niche.
Internal Linking & Page Architecture: Category pages act as the "hubs" of your site. We use them to distribute authority down to high-margin products and across to related sub-categories, ensuring a crawlable, logical hierarchy.
Product Discovery UX: We ensure your category layout balances SEO requirements with conversion. This includes optimising H1s, breadcrumbs, and filterable attributes so that users find what they need instantly, reducing bounce rates and improving "dwell time"—a key ranking signal.
Product pages are where the transaction happens. When a user searches for a specific product, they are at the bottom of the funnel. Our strategy ensures your page is the one they find:
-
Long-Tail Product Keywords: We target high-intent, specific search terms that competitors often overlook.
-
Metadata & Rich Snippets: We write optimised Title Tags and Meta Descriptions designed to maximise Click-Through Rate (CTR).
-
Unique, Authoritative Descriptions: We create unique, optimised product copy that highlights benefits, specs, and USPs to Google and LLMs.
-
Advanced Schema Markup: We implement comprehensive structured data including Product, Review and, Offer,schema.
-
Semantic Product Data: We structure product specs (dimensions, materials, compatibility) so that search and generative engines understand the detail and can use this in comparisons.
-
Keyword research for ecommerce needs to consider both search volume and buyer intent. We map every query to the customer journey to ensure we drive revenue, not just traffic. By aligning your architecture with search intent mapping, we ensure your brand is the definitive answer at every stage of the purchase path.
Keyword
ToF : how to choose toddler shoes
MoF : toddler shoes
BoF : buy toddler shoes online
Content is the bridge between a user’s problem and your product. There are certain content types which allow us to demonstrate your brand’s expertise and support product and category pages:
-
Buying Guides: High-value assets that capture traffic by educating users and helping them make decisions.
-
Product Comparisons: "Brand vs. Brand" or "Product A vs. B" content capturing customers and influencing decisions.
-
FAQs & Knowledge Bases: Direct answers to specific questions. High-priority for GEO, as FAQs are often cited in LLM answers.
-
We build the high-authority digital footprint required to dominate competitive SERPs and become a trusted source for AI citations. We focus on the highest value links and placements through Digital PR alongside tier-one media placements and strategic product reviews from authoritative publishers. We increase your domain’s E-E-A-T, providing the foundational strength needed to outpace competitors in both traditional search and generative engines.
Technical SEO for Ecommerce Websites
Strategy: Ecommerce SEO & GEO Audit
We undertake a comprehensive review of all components that affect SEO & GEO visibility including content, competitors, technical and authority. We also analyse search demand and create a list of target keywords and prompts. We prioritise all actions from the audit and create a timeline of activity for a set period.
01
Implementation: Ecommerce SEO Activation
We execute the timeline working in monthly cycles. This activity is made up of a combination of content creation, technical optimisation and authority building. Usually the initial months require large site optimisations to set the foundations that will enable growth.
02
Iteration: Ecommerce SEO & GEO Reporting
We gather insights through weekly and monthly reporting, through data visualised in bespoke reporting dashboards. These insights tell us which activities are yielding the best results, telling us where to focus time and to generate the highest ROI.
03
How we work
A step-by-step guide
We optimise around Shopify’s native SEO issues, such as forced URL structures across Collections, Products, Pages & Posts
We manage the heavy technical requirements including faceted navigation and crawl budget optimisation for large inventories.
We turn WordPress-based stores into high-performance engines by streamlining bloated code and managing plugin conflicts
We leverage its native SEO flexibility to build advanced URL structures and custom microdata that traditional templates often miss.
For brands using React, Vue, or Next.js, we solve critical indexation problems getting your content ready for Google & AI Search.
Ecommerce Platforms We Optimise
Whether you are on a standard SaaS stack or a complex headless build, we deploy platform-specific optimisations to ensure your site is readable for both Google and LLMs.
We structure your site into logical silos ensuring link equity flows from high-authority category pages down to relevant sub-categories and products.
We leverage "Related Products" and "Frequently Bought Together" modules for both UX and SEO.
We implement horizontal linking between complementary categories (e.g., linking "Mountain Bikes" to "Cycle Helmets"). This helps AI engines map the relationships between your products.
Advanced Ecommerce SEO Strategies
Advanced Internal Linking Systems
Whether you are on a standard SaaS stack or a complex headless build, we deploy platform-specific optimisations to ensure your site is readable for both Google and LLMs.
We ensure Googlebot doesn't waste time crawling pointless combinations of filters. By managing which pages are accessible, we force engines to focus their energy on your high-margin category and product pages.
We use a mix of canonical tags, robots.txt directives, and noindex tags to ensure only your most valuable "long-tail" filter pages (e.g., "Black Leather Boots") appear in search results.
We identify which filter combinations have actual search volume. We then "unlock" these specific pages, giving them unique metadata and H1s to capture niche, high-intent traffic without creating duplicate content issues.
Faceted Navigation Optimisation
Faceted navigation is the biggest source of technical debt in ecommerce. If left unmanaged, filters for size, color, and price create millions of duplicate URLs that drain your authority and confuse search engines.
We build logic to generate unique, high-CTR Title Tags and Meta Descriptions across your inventory. By pulling real-time data like price, brand, and key attributes, we ensure your snippets stay relevant without manual intervention.
We refine the underlying code of your category and product templates. This ensures that every new product launch automatically inherits a perfect H-tag structure, optimised image alt-text, and mobile-first UX.
We implement dynamic schema that updates automatically as your stock levels or prices change. This keeps your Rich Snippets accurate in Google and ensures LLMs are always working with your most current product data.
Scalable SEO Automation
Managing thousands of SKUs manually is impossible. We deploy programmatic systems that ensure every page is fully optimised from the moment it’s published.By automating the technical heavy lifting, we free up resource to focus on the high-level strategy that actually moves the needle.
For DTC brands, SEO is a primary driver of product discovery and brand equity. We move beyond SKUs to sell your lifestyle and solution, capturing top-of-funnel informational searches to introduce customers to your brand and position you as a solution to their problem
For enterprise-level stores, we focus on technical scale and automation, ensuring your crawl budget is used efficiently across massive inventories. By deploying programmatic metadata and managing faceted navigation, we eliminate technical bloat and ensure every SKU remains discoverable by both Google and generative AI.
For startups, SEO is about aggressive category targeting and establishing early traction. We focus on securing "low-hanging fruit" keywords and building a scalable site architecture from day one. We help you capture market share from established competitors without relying solely on unsustainable ad spend.
Ecommerce SEO for Different Business Types
One-size-fits-all SEO fails because different business models have different growth levers. We tailor our strategy to your specific commercial structure, ensuring your organic visibility aligns with your bottom line.
Users now ask complex questions like "Find me a waterproof hiking boot for wide feet under £150." We optimise your content to answer these multi-layered prompts, ensuring your products are the ones recommended.
This is no longer optional. We implement deep schema markup that feeds AI engines the precise, real-time data they need (including price, availability, and specs) to include you in AI-driven shopping carousels.
Generative engines cite sources they trust. We build the cross-web brand mentions and authority signals required to ensure your store is the trusted recommendation in a conversational result
AI Search and Ecommerce Discovery
More and more customers are using generative AI such as ChatGPT, Gemini, and Perplexity for conversational discovery. Your content needs to be structured to help your brand appear in AI answers.
Why Businesses Choose
Buried for Ecommerce SEO
-
Clear communication
The biggest pitfall in agency SEO is a lack of clarity. Many agencies hide behind jargon, they don’t report results clearly, and leave clients unsure of what the focus is and why. We pride ourselves on breaking down priorities and explaining the "why" behind every action. We execute efficiently and report on results at frequent intervals, ensuring you are never left in the dark about your global growth
-
ROI-focused : Founded by award-winning performance marketers, we put conversions at the heart of everything we do. Most agencies over-index on keyword positions (top of funnel), but we focus on the bottom of the funnel. In marketing, if you can report on conversions and revenue, you should. No excuses. If your current SEO activity isn't tied directly to your bottom line, we’re here to fix that.
-
AI Search/GEO specialists : Buried was founded to help brands capitalise on AI search opportunity. We aren't a legacy agency being forced to adapt to a changing landscape; we are an agency that was built from the ground up to master it. From AI Overviews to Large Language Models, we ensure your brand is ready for the future of global search.
-
High-Level Strategy, Without the High-Level Overhead : Our leadership team has led strategy for some of the world’s largest global agencies and their biggest clients. We know exactly how those agencies operate, but we’ve stripped away the overhead. We bring that same elite-level expertise and operational rigor to your business, delivering global results for a fraction of the price of the "big" agencies.
-
Ecommerce SEO Specialists : We manage the technical intersection of complex product catalogues and high-performance front ends. From enterprise-level headless stacks requiring custom JavaScript rendering to high-growth Shopify Plus stores, we ensure your infrastructure is flawless. Our expertise lies in synchronising massive inventories with search requirements, optimising site architecture, and structuring data so that every product is discoverable by both Google and generative AI.
-
Scalable SEO Systems : SEO that grows with your store. As ecommerce catalogues expand, SEO complexity increases. We build scalable systems that support growth, from automated internal linking and optimised category structures to programmatic landing pages and AI-ready product data. Our frameworks ensure every new product, collection, or market launch is instantly discoverable, allowing your organic visibility and revenue to scale alongside your inventory.
-
Transparent Reporting : We strip away vanity metrics to focus on what moves the needle: revenue, rankings, and organic sales. Through our bespoke reporting dashboards, we combine traditional SEO performance with GEO data, giving you a unified view of your search visibility. You receive clear, actionable roadmaps designed for senior leaders—no jargon
83%
increase in organic revenue between July 2023 and July 2024.
75%
year-over-year increase in 1st page keyword rankings
#1
positions achieved for competitive terms such as 'ongles en gel tendance 2023'
INTERNATIONAL CLIENT STORY
Dominating multiple markets with ProNails
ProNails, a Belgium-based nail beauty brand, wanted to improve their organic search presence in not one, not two, but three locations and languages.. on three different sites. An international SEO campaign was in the offing!
Ecommerce SEO Pricing
Our pricing is based on the technical complexity of your catalogue and the competitive landscape of your niche. We provide clear, fixed-fee projects and retainers.
What Affects Ecommerce SEO Pricing?
-
Catalogue Size: The number of products and categories dictates the scale of technical oversight and content requirements.
-
Technical Complexity: Large-scale faceted navigation or headless builds require more senior technical intervention.
-
Competition Level: Dominating high-volume commercial terms in crowded markets requires a more aggressive authority-building strategy.
-
Scope of Work: Whether you need a one-off technical migration or ongoing, multi-market growth.
Typical Ecommerce SEO Pricing Scenarios
One-Off Strategy Projects:
-
Ecommerce SEO Audit & Roadmap: £4,000–£12,000
-
Platform Migration Support (e.g., Shopify/Magento): £6000–£15,000
Monthly Retainers (Strategy & Execution):
-
£2,500–£5,000: Small-medium stores or niche DTC brands.
-
£5,000–£10,000: Medium-large stores with thousands of SKUs and competitive categories.
-
£10,000+: Enterprise global SEO and large-scale catalogue management.
Our retainers include full-funnel strategy, technical maintenance, and authority building, alongside our bespoke dashboard that tracks your ROI across traditional search and AI engines.
SEO
Build the foundation for sustainable search performance and long-term traffic growth through content and technical SEO strategies.
GEO (Generative Engine Optimisation)
Position your brand for visibility in AI-driven search through content strategies that represent your business expertise and relevance.
Digital PR
Digital PR campaigns that build real authority, earn trusted coverage and accelerate organic growth across search and AI platforms.
Link Building
Strategic link building services designed to build authority, improve rankings and drive long-term organic growth.
WHAT OUR CLIENTS SAY
We worked with the Buried team on a full website migration and were really impressed with both the process and the level of care they brought to it. They started with a thoughtful analysis of our existing content, competitors, technical health, GEO signals, and domain authority to understand what was performing well and where there were opportunities to improve. Once we had a plan, they built a clear migration checklist and provided structured recommendations that made what could have been a stressful process feel very manageable. Website migrations can be risky for SEO, but Buried handled it with real expertise and attention to detail to minimize risk as much as possible. Can't recommend them enough if you're looking for a strategic and reliable SEO partner!
ELIZABETH GALLOWAY, SVP BUSINESS DEVELOPMENT & OPERATIONS, PEHR
We've been really impressed by the standard of Buried's SEO and GEO work so far. Will is great at understanding a client's business and providing practical guidance without the fluff you get with some agencies in this space. Would recommend.
DAVE CRICHTON, CREATIVE DIRECTOR, IE
Buried completed a thorough SEO audit of my site, helping me validate work to date and to give me direction for moving forward. Work was delivered on time and to a standard that has enabled me to move quickly to implementing recommendations. Thanks Buried team!
JONATHAN MCELHATTON, CEO, BLACK PIANO
Incredible agency. Helped scale my business via SEO and pointed out things that I had totally missed. The team is amazing, highly recommend!
JAMES MILARAS, FOUNDER, JOKER & THE THIEF
Will has been instrumental in driving performance and growth marketing success for us over the past five years. He led our acquisition team at Buymie and continued to play a key role following our acquisition by Dunnes Stores in 2023. Will’s expertise helped us build and scale an in-house team at Dunnes Stores establishing strong foundations across performance, growth and organic search.
DEVAN HUGHES, CDO, Dunnes Stores
Buried is our organic search partner at DMajor. We bring them in to plan and deliver SEO strategies that support our web build projects and ongoing client work. One project that stands out was a website migration and SEO strategy for a men’s fashion eCommerce brand, which led to substantial post-live gains in organic traffic and revenue for the client. Their work is detailed, considered, and focused on outcomes.
Duncan MacDonald, Founder, DMajor
RELATED ARTICLES
Ecommerce SEO FAQs
What is ecommerce SEO?
Ecommerce SEO is the process of making your products discoverable in search engines and AI-driven platforms. It involves optimising category pages, product pages, site architecture, and structured data so that Google and generative engines like ChatGPT can understand, rank, and recommend your products when customers search
01
Can SEO really reduce my reliance on Google & Meta Ads?
Yes. Paid ads deliver instant traffic but stop the moment you stop spending. Ecommerce SEO builds a long-term acquisition channel that compounds over time. As organic visibility grows, your blended customer acquisition cost drops and you become less dependent on volatile ad platforms.
02
How long does ecommerce SEO take?
While SEO is a long-term growth channel, we often see noticeable improvements within the first few weeks. These early gains usually come from technical fixes that improve crawlability, indexing, and site structure. The most substantial results - such as building authority and dominating both traditional search and AI discovery - typically emerge within 3–6 months of consistent execution. Our reporting tracks performance daily, allowing us to iterate quickly and double down on the tactics generating the strongest commercial return.
03
How do you handle SEO for 'Out of Stock' or seasonal products?
We protect the page’s SEO value while maintaining a strong user experience. This can involve keeping pages live with restock notifications, redirecting traffic to related products, or implementing structured data that signals temporary stock changes without losing search equity
04
Does SEO increase ecommerce sales?
Yes, when implemented correctly. Ecommerce SEO targets users actively searching for products with purchase intent. By optimising category pages, product pages, and comparison content, we capture traffic at multiple stages of the buying journey and convert it into measurable revenue
05
Which ecommerce platform is best for SEO?
Most modern platforms can perform well with the right optimisation. Shopify, Magento, WooCommerce, BigCommerce, and headless frameworks each have strengths and technical quirks. Our role is to remove the limitations of your platform and ensure it is fully crawlable, indexable, and optimised for both search engines and AI discover
06
How does product SEO work?
Product page SEO focuses on long-tail keywords, structured product data, and clear content that explains features, benefits, and specifications. We optimise metadata, schema markup, internal links, and semantic product attributes so both Google and AI engines understand and recommend your products
07
Why is seo important for ecommerce?
Because customers search before they buy. If your products don’t appear when someone searches, you effectively don’t exist in that moment. Ecommerce SEO ensures your brand appears during product discovery, comparison, and purchase stages across search engines and AI assistants.
08
Can you help with ecommerce migrations?
Yes. We are specialists in this area and manage high-stakes migrations quite frequently. Ecommerce migration are high-risk events for SEO. We manage redirects, URL structures, site architecture, and technical indexing to protect your rankings during the transition. Our goal is not just to prevent traffic loss but to position the new platform for long-term growth.
09
How do you handle seasonal trends (Black Friday/Christmas)?
We plan well in advance. Seasonal SEO involves preparing landing pages, strengthening internal linking, and building authority months before peak demand. This ensures your category and product pages are fully indexed and ranking when seasonal search demand spikes
10
Does your agency handle faceted navigation and crawl budget issues?
Yes. Faceted navigation is one of the most common causes of SEO performance loss in ecommerce. We control how filters generate URLs, manage indexation rules, and optimise crawl paths so search engines focus on high-value pages instead of wasting crawl budget.
11
How much does ecommerce SEO cost?
Pricing depends on catalogue size, technical complexity, and competition in your niche. Smaller stores may require foundational optimisation, while enterprise stores require ongoing technical management, content development, and authority building. We provide fixed projects and monthly retainers aligned to your growth goals.
12
How will AI Search (SGE/Gemini) affect my ecommerce store's sales?
AI search has fundamentally changed how customers discover products. Platforms like ChatGPT and Google Gemini now act as 'buying agents,' providing direct recommendations and synthesised summaries rather than just lists of links. To stay visible, stores must move beyond traditional keywords. We focus on Generative Engine Optimisation (GEO) - ensuring your store has high-quality structured data, verified Merchant Center feeds, and 'extractable' content. This makes your products significantly more likely to be cited and recommended by AI as a trusted source
13
What happens if we don't see results in the first 90 days?
SEO is a compounding asset. In the first 90 days, we fix technical debt and track leading indicators like crawl health and AI discovery. We are pros who value accountability; if momentum hasn’t shifted by day 90, we proactively pivot the strategy to ensure your investment drives commercial growth
14
Why choose Buried for ecommerce SEO?
Buried was built for the modern search landscape. We combine technical ecommerce expertise with GEO strategy, ensuring your products are visible in both traditional search and AI discovery platforms. Most agencies chase rankings. We focus on the metric that matters most: revenue
15
CONTACT US
Get Your Consultation
OUR ORGANIC SEO SERVICES ENCOMPASS EVERYTHING YOU NEED TO ACHIEVE YOUR GOALS OF BRINGING IN CONSISTENT, HIGH-QUALITY TRAFFIC, LEADS AND, ULTIMATELY, SALES.
Discuss SEO Strategy
Consider your current organic strategy and overall SEO goals with us, whilst we briefly audit your site to pinpoint your golden opportunities.
1
Accelerate Your Performance
Discover the quick wins that we can implement to boost your traffic and rankings, and unveil ways to use competitor analysis to your advantage.
2
Unlock New Insights
Get your free technical SEO audit, and discuss strategies for link growth and authority optimisation.