Should we invest in SEO or paid ads for our store?

Both have a job, and the honest split depends on margin and horizon. Ads are a tap: instant, measurable, and off the moment you stop paying. SEO is an asset: slow to build, then compounding, and it keeps working while you sleep. Stores with healthy margins usually run ads for revenue today while SEO builds the cheaper traffic of next year. Stores on thin margins often cannot afford the ad tap long-term, which makes SEO less optional, not more.

Our store has thousands of products. Where does SEO even start?

Not with the products. It starts with a crawl, then the category architecture, because categories are where search demand actually lands and where authority accumulates. Product-level work is then done by template, titles, structured data, internal linking patterns, so improvements apply at scale. Hand-polishing individual product pages comes last, and only for the handful that earn it.

Do you handle the content or just the technical side?

Both, and on stores the split is roughly technical first, content second. Once the architecture is clean, the content that moves the needle is category page copy that actually helps a buyer choose, buying guides that capture the research stage, and comparison content for SaaS. What we do not write is the 800-word essay above the fold that nobody reads and everybody scrolls past; there are better ways to give a category page substance.

Can you work alongside our developers or another agency?

Yes. On e-commerce we frequently act as the SEO layer over an in-house team or the agency that built the store: we specify, they implement, we verify. We also take white label arrangements from agencies whose clients need store SEO. The one thing we ask is a route to getting technical changes actually deployed, because an audit nobody implements is a PDF, not a service.

E-Commerce & SaaS SEO | Shopify, WooCommerce, Magento, WordPress

The physics of store SEO

Scale is the problem and the tool

A store is hundreds or thousands of URLs generated by templates. One template fix improves a thousand pages at once, and one template mistake damages them all the same way.

Technical debt decides the ceiling

Faceted navigation, duplicate variants, crawl waste, thin category pages. Until the architecture is clean, content spend is pouring water into a cracked jug.

Category pages are the battleground

Product pages come and go; category pages accumulate authority for years. The stores that win treat them as real pages with real content, not as grids with a heading.

Revenue, not rankings

Store SEO is measured in orders and assisted revenue. A keyword report that cannot be traced to the money is theatre, and we do not bill for theatre.

Why store and SaaS SEO is a different discipline

A services website is a few dozen pages written by hand. A store is a machine that generates pages: every product, every category, every filter combination is a URL, and the machine happily generates a hundred thousand of them whether or not any deserve to exist. SEO for commerce is therefore architecture first: deciding which pages should exist, making the templates that generate them sound, and pointing Google's limited attention at the ones that earn money.

It is also the segment where platform knowledge is non-negotiable. The right move on WooCommerce is impossible on Shopify; the Magento problem does not exist on Webflow. Below, platform by platform and model by model, is how we approach it, so you can see whether we know your stack before you ever get on a call.

Shopify SEO

Shopify gets the fundamentals right out of the box, and then imposes constraints you cannot remove: the /collections/ and /products/ URL structure, limited server-level control, and duplicate content patterns baked into how collections link to products. Shopify SEO is the craft of winning inside those constraints rather than fighting them.

Where the leverage actually is: collection pages treated as landing pages with real content, a disciplined approach to tags (which multiply thin near-duplicate pages if left wild), structured data beyond what the theme ships, and app hygiene, because the average Shopify store carries a dozen apps each injecting its own scripts, and the speed cost lands on rankings.

A Shopify technical audit from us reads in plain English: what is wrong, what it costs you, what fixing it involves inside Shopify's actual capabilities. No recommendations the platform cannot implement.

WooCommerce SEO

WooCommerce is WordPress, so unlike Shopify almost everything can be changed, which means the common problems are self-inflicted rather than platform-imposed. The usual suspects, in the order we usually find them:

Crawl waste from filtered and paginated URLs that should be controlled and are not
Thin or empty category descriptions on the pages with the most ranking potential
Duplicate content across product variations that should be consolidated
Plugin bloat dragging Core Web Vitals below the store's competitors
Missing or half-configured product structured data, so no price or stock in the results
An XML sitemap still advertising URLs that were deleted two redesigns ago

Every one of those is fixable, and because WooCommerce is open, fixable properly rather than worked around. For UK stores this pairs naturally with our UK operation; the platform work is identical, the market context is not.

Magento and enterprise platforms

Magento (Adobe Commerce) stores are usually larger, older and more customised than anything else we see, and their SEO problems are architectural: layered navigation generating millions of crawlable URL combinations, index bloat, and legacy URL structures surviving from two migrations ago.

The work is unglamorous engineering: canonical strategy, crawl control, log-file analysis to see what Google actually fetches, and careful coordination with developers because on Magento every SEO change is a deployment. It is also where SEO produces its largest single wins, because a structural fix on a large store moves thousands of pages at once.

The same discipline covers NetSuite SuiteCommerce and other enterprise platforms: rarer, but the same class of problem.

WordPress SEO, done affordably and properly

A large share of searches for WordPress SEO help come from businesses that have been quoted enterprise prices for what is, on a normal WordPress site, well-understood work. Affordable WordPress SEO is not a euphemism for cheap and thin; it is what the work honestly costs when the person doing it has done it hundreds of times.

What it covers: a technical pass (speed, crawlability, indexation, the plugin audit every neglected WordPress site needs), on-page structure, schema, and a content plan sized to your actual market rather than to a retainer target. Our published US pricing applies, SEO from $150 a month, and the scope of each tier is on the pricing page rather than behind a call.

JavaScript-heavy sites and Webflow

React, Vue and Angular sites raise a question that did not exist a decade ago: can Google actually see your content? Rendering-dependent pages, client-side routing and unlinked routes all create invisible-to-Google states that look fine in a browser. JavaScript SEO is the discipline of verifying, and then guaranteeing, that what users see is what crawlers index.

We build JavaScript sites ourselves, this site is one, so the recommendations come from the builder's side of the fence: server rendering or static generation where it matters, real links rather than click handlers, and testing with the crawler's eyes rather than the developer's.

Webflow sits at the friendlier end: capable out of the box, with a shorter list of traps (collection page indexation, duplicate staging domains) that we check and close.

SaaS SEO

SaaS SEO is a different sport from store SEO. The purchase is considered, the buyer researches in stages, and the winning asset is a content architecture that meets each stage: problem content for people who do not know solutions exist, comparison and alternative pages for people evaluating, and honest pricing and documentation for people deciding.

The best SaaS agencies are opinionated about one thing above all: integration and use-case pages are the most underrated asset in the category. "Your product + the tool they already use" and "your product for their specific job" are searches with buying intent and thin competition, and a systematic build-out of them outperforms another round of top-of-funnel blogging almost every time.

We are equally opinionated about what to skip: high-volume informational keywords with no path to your product. Traffic that never converts is a vanity metric with hosting costs.

Fashion, B2C and niche commerce

Fashion e-commerce compounds every difficulty on this page: huge catalogues, seasonal turnover, size and colour variants multiplying URLs, and search demand that shifts with trends. The structural answer is evergreen category architecture holding long-term authority while seasonal pages come and go beneath it, plus disciplined handling of sold-out and discontinued products, the silent traffic leak in most fashion stores.

B2C stores in general win or lose on the research stage: buying guides, comparison content and honest reviews capture the shopper before they have a brand in mind. That content only pays when it links cleanly into the buying path, which is an architecture question as much as a writing one.

Niche stores, auto parts with fitment data, grocery with local delivery, anything with a genuinely specialised catalogue, get strategies built around their catalogue's actual shape. The one universal rule: the more specific the niche, the weaker the competition, and the more a properly structured store can dominate it.

Store SEO, answered plainly

Three traits. They audit before they promise, because a store's technical state decides what is even possible. They talk about revenue rather than rankings, and their reporting connects the two. And they have platform scars: someone who has actually untangled faceted navigation on Magento or worked around Shopify's URL structure, rather than someone who has read about it. Ask a candidate agency what they would NOT do to your store; the good ones have a list.

Send us the store.

You will get a plain-English read on its technical state, the category opportunities you are missing, and a number. If the honest answer is that ads will serve you better this year, we will say that too.

Get a store audit

We also build stores