Ecommerce SEO
SEO built for the way ecommerce actually works
An ecommerce site isn't a brochure with products. It's a system. Thousands of templated URLs, faceted navigation, stock-driven indexation, and platform-specific quirks that don't show up on a 50-page services site.
We've spent 18 years running SEO for Australian retailers, from emerging Shopify brands to enterprise platforms with millions of monthly sessions. SEO is the only thing we do, and ecommerce is one of the things we do best.
From Google to AI, we make sure your store shows up when people are ready to buy.
Why Ecommerce SEO Matters
Most of your competitors are leaving money on the table
For most online retailers, organic search is the largest single source of revenue, often bigger than paid media, social and email combined. Yet ecommerce SEO is the area most agencies get wrong, because the work is technical, the catalogue is large, and the risks during migrations are significant.
The right ecommerce SEO program protects what's already working and unlocks the growth you're missing. That means:
- Capturing demand at every stage of the funnel, from broad category searches to specific product queries
- Building a technical foundation that scales with your catalogue rather than fighting it
- Migrating platforms without losing the rankings you have spent years earning
- Showing up in both Google and AI-generated answers, where your customers are increasingly starting their research
What we do in an ecommerce SEO campaign
The work that quietly grows revenue
We don't do generic packages. Every program is scoped to your platform, your catalogue, and the gap between where you are and where you want to be. The work typically covers:
- Technical SEO at scale: crawl management, log file analysis, Core Web Vitals, structured data and indexation control
- Site architecture and category strategy mapped to real search demand
- Faceted navigation rules that capture commercially valuable filters without flooding Google with thin pages
- Product and collection page optimisation, with templated changes that lift thousands of pages at once
- Internal linking, schema, and content frameworks built for ecommerce
- AI search visibility for ChatGPT, Gemini, Perplexity and Google's AI Overviews
- Monthly reporting tied to commercial outcomes, not vanity metrics
Our Australian AI Traffic Study, looking at 24.8 million sessions across 115 Australian businesses, found AI-referred traffic growing at a median 1,200% year on year, with 88.5% of sites in the sample now receiving traffic from AI platforms. The volumes are still small. The trajectory is not. We build that into every ecommerce SEO campaign we run.
Our Specialised Capabilities
Shopify SEO
Shopify is one of the most popular ecommerce platforms in the country, and one of the most misunderstood from an SEO perspective. As a Shopify Plus Partner, we run dedicated programs for Shopify stores of every size.
- Programs scoped specifically for Shopify and Shopify Plus stores
- Migrations onto Shopify from BigCommerce, Magento and WooCommerce
- Recent Shopify clients include Wittner, Dentons, Henne and Cake Decorating Central
Magento SEO
Open-source flexibility paired with enterprise complexity. Magento can do almost anything, which is exactly why it needs senior SEO oversight.
- Magento 2 technical audits and remediation
- Layered navigation, multi-store and multi-region SEO
- Magento-to-Shopify migrations protecting traffic and rankings
- Performance tuning and Core Web Vitals on Magento builds
Magento SEO services
Ecommerce Migrations
Replatforming is the single largest SEO event your store will go through. We've owned the SEO on some of Australia's biggest ecommerce migrations, and we've seen what happens when no one does.
- Pre-migration audit, URL mapping and redirect strategy
- Staging environment testing, schema and content migration
- Post-launch monitoring across rankings, traffic and AI visibility
- Recent work includes Wittner (BigCommerce to Shopify) and Chemist Warehouse (Commercetools)
Ecommerce Case Studies
The Optimising Ecommerce Difference
Most agencies will sell you ecommerce SEO. Few have actually shipped it at scale. We've run SEO programs for some of Australia's largest online retailers, across some of its most complex migrations, with senior people on every account.
- SEO is all we do, and ecommerce is one of our deepest specialisations
- Senior team only, no junior account managers running the work
- B Corp certified and a member of 1% for the Planet
- Shopify Plus Partner with Magento, BigCommerce and Commercetools experience
- AI search and Generative Engine Optimisation built into every program
Let's Get Specific
Ecommerce SEO is a broad discipline, and the work changes with the platform, the catalogue and the brand. Beyond a top-level program, we specialise in the practical work that drives lasting commercial results. Some of the things we can help with include:
- Shopify SEO
- BigCommerce SEO
- Magento SEO
- Ecommerce migrations
- Technical SEO audits
- AI search and GEO for ecommerce
- Ongoing SEO retainers
