Growing D2C founder£1m to £10m revenue
Paid acquisition is getting dearer. Start with an audit and a fix list your existing team can ship.
Updated
Ecommerce SEO For UK D2C and Shopify Plus brands
Ecommerce SEO consultant for brands outgrowing agency SEO.
One senior consultant, working directly with your founder or head of ecommerce, on the technical SEO and category architecture that actually shifts organic revenue. Built for UK D2C brands on Shopify Plus, BigCommerce, Magento or headless, where the next lift in organic growth needs judgement on templates, crawl paths, product data and category intent.
Product data
Category demandSearch Console
Merchant feedGoogle products
Product schemaPrice, stock, reviews
Revenue measureOrganic orders
// 01 - who this is for
For ecom teams who outgrew the agency model.
Five situations where direct senior input beats another junior account team.
Multi-channel retailerSite, wholesale and marketplace
Separate brand-led pages from transactional pages. Both can rank without competing with each other.
Shopify Plus migrationReplatforming or recovering
Recover lost URLs, schema and internal links. See the site migration SEO process.
In-house SEO leadSenior validation on demand
Your SEO keeps ownership. I challenge priorities, unblock decisions and improve reporting.
Marketplace brand going directAmazon-first to owned audience
Build the brand entity, product architecture and authority your marketplace never gave you.
Different shape? Tell me about your ecom setup and I will tell you whether senior SEO input is the right next move.
// 02 - the four problems
Where ecom SEO usually leaves money on the table.
The category-page failure is usually worth the most. The other three stop those pages reaching their potential.
Product page taxonomy bloat
Variants and filters create thousands of weak URLs. Crawl and canonical signals get diluted.
Control the indexCategory page architecture confusion
The highest-value pages are thin, badly linked and unclear about which buying need they serve.
Build money pagesWeak schema for product, review and availability
Price, stock and review data disagree. Use the schema validator to find the gaps.
Align product dataAI Overviews pulling product-discovery queries
Buying questions get answered before the click. The brand still needs to become a cited product source.
Earn the citation// 03 - what I do
Where senior judgement actually pays back.
Not a content factory. Four connected workstreams built around organic revenue.
Category page system design
Every category gets a clear job, the right buying guidance and an internal-link route that moves authority towards revenue.
Search intent mapped to each category
Template rules the team can repeat
Priority weighted by revenue potential
02 / DATA
Product schema and merchant feeds
One reliable version of price, stock, reviews and variants across Shopping, organic search and AI answers.
Technical SEO that fits the stack
App bloat, facets, rendering and canonical logic. Go deeper with technical SEO consulting →
AI search visibility for product questions
Buying guides, comparisons and structured answers that make your products easier to cite. See how AI search optimisation works → And when AI agents start buying for customers, the same product data decides who gets the sale: what agentic commerce means for stores →
// 03a - the full search surface
What does an ecommerce SEO consultant actually do?
The work connects the shop platform, product data and buying journey. Ranking blog posts is only a small part of it.
On-pageBuyer intent in titles, copy and category structure.The winning combination is clear category architecture, reliable product data and buying guidance that helps a real shopper choose.
// 03b - UK pricing
How much does ecommerce SEO consulting cost in the UK?
Three engagement shapes for UK D2C and B2B ecommerce. The right one depends on catalogue size, platform risk and how much implementation support your team needs.
Ecommerce SEO auditTechnical, category and product diagnostic
£2,500 to £7,0002 to 4 weeks
A baseline across the platform, category architecture, schema, facets and merchant feed. You get a prioritised 90-day fix list.
Audit plus programmeCategory and product system rebuilt
£8,000 to £25,0003 to 4 months
Ship the technical fixes, rebuild the category template, deploy schema and move internal authority towards priority categories.
Ongoing retainerEmbedded senior ecommerce SEO
£3,000 to £10,000+Per month
Continuous category work, product launches, seasonality planning and AI search visibility measurement.
My own rates fall inside these bands. Full-service ecom agencies layer account managers, content teams and dev resource on top - 2-3x the headline cost for similar SEO outcomes. Send me the store URL and I will tell you which engagement shape fits.
// 03b - platform specifics
Platform-specific fixes before generic SEO advice.
A Shopify store, a Magento catalogue and a headless React build fail in different ways. The audit has to start with the platform, not with a generic checklist.
Shopify PlusApp scripts, collection duplicates and product schema gaps.
Check canonical logic, theme schema, variants and merchant-feed consistency.
Faceted navigation creates crawl waste. Category templates lack buying guidance.
Check index rules, canonicals, page models and internal links to priority categories.
Layered navigation, parameter URLs and slow templates dilute crawl signals.
Check parameters, sitemaps, availability markup, hierarchy and Core Web Vitals.
A clean front end can still miss metadata, schema and links at route level.
Check rendered HTML, hydration, route metadata, schema injection and crawl logs.
Planning a platform move? Start with the site migration SEO framework.
// 04 - proof
Enterprise discipline. Direct senior delivery.
Work for Unilever, 3M, BlackRock and E.ON taught me how to get search changes through large teams. Smaller ecommerce teams get that judgement without the agency layers.
Open the full track record →
// 04b - the alternatives
Other UK ecom SEO options - and when each fits.
There is no universally best delivery model. Choose by the work your team can already ship and the gaps you need a supplier to fill.
If you want help reading an agency proposal before signing, send the scope and I will tell you what is real work and what is filler.
// 05 - how the engagement runs
Audit. Prioritise. Build. Measure.
Full ecom-specific SEO audit
Platform, category, product data, schema and AI search exposure.
Revenue-weighted priorities
Sort every finding by likely revenue impact and delivery effort.
Developer + content briefs
Give your team tickets, page models and schema specs ready to ship.
Organic revenue reporting
Track revenue, conversion-weighted traffic and priority category visibility.
// 06 - good fit, bad fit
The brands this fits. The brands it doesn't.
Good fit
- UK D2C brand doing £1m or more annual revenue with growth ambition
- Real product differentiation - not commodity drop-shipping or marketplace arbitrage
- An in-house developer or technical resource that can ship recommendations
- Founder or head of ecom who wants to engage with the work, not just outsource it
- Willingness to look at category restructuring and product schema as foundational work, not "nice to have"
Bad fit
- Drop-shipper or marketplace-only seller with no real product differentiation
- Pre-revenue startup with no product live yet
- Brands hoping SEO will replace paid acquisition within a quarter
- Anyone looking for content production at scale - this is consulting
- Founders who will not commit any developer time to fix technical issues
// 07 - questions I get
What ecom founders ask first.
Do you work with Shopify Plus?
Yes. Shopify Plus is the most common stack for the brands I work with. The technical SEO has specific patterns - app-induced bloat, theme-level schema gaps, faceted navigation rules, internationalisation - that need handling differently from generic SEO advice.
What about BigCommerce, Magento or headless?
All workable. Headless has the most ranking upside but also the most ways to break technical SEO if the front-end engineering team is not SEO-aware. Magento and BigCommerce each have their own template-level issues that the audit covers directly.
What should ecommerce SEO be measured against?
Organic revenue, conversion-weighted traffic, category-page visibility, product-feed quality and crawl efficiency. Rankings matter, but ecommerce SEO should prove itself against the pages and queries that influence orders.
Do you build content or just consult?
This is consulting. The team or an existing content agency does the production. The work I do is strategy, briefs, technical specs and senior review. If you need a content factory, you need a different engagement.
How do I protect product pages from AI Overviews?
You cannot stop them - but you can be the source AI Overviews cite. Strong product schema, real reviews, original product content, structured Q&A. The brands that get cited inside the AI Overview also get the clicks that remain.
What is the difference between you and a full-service ecom agency?
I am one senior consultant working directly with your team. An agency typically has a senior selling the work and juniors delivering it. If you want senior judgement throughout, this is the model. If you want a team of executors, an agency is the right fit.
// related work
Build the rest of the search system.
Follow the problem, not the service menu. These are the closest routes from ecommerce SEO.
Technical SEO consulting
Crawl waste, JavaScript rendering and platform faults.
Programmatic SEO
Turn reliable catalogue data into useful pages at scale.
Site migration SEO
Protect product and category visibility through a platform move.
AI search optimisation
Make products and expertise easier for answer engines to cite.
Track record
See the platforms, brands and measurable work behind the service.
// next step
Talk about your ecom site.
Send your worst-performing top-50 category page. I land on the call with the actual diagnostic - product schema, AIO exposure, structural fixes - rather than the discovery questions.
Get on the diary