eCommerce SEO

eCommerce Growth. Revenue First. SEO Second.

Paid search keeps getting more expensive. I help you grow sales more steadily. I fix what stops shoppers from buying, then earn more of the demand you already pay for.

North star: incremental gross profit from organic + higher conversion from the traffic you already have.

Not rankings. Not "SEO scores." Not busywork reports.

Choose your path

B2B eCommerce Complex products, repeat orders, quotes, longer decision cycles B2C eCommerce High-volume carts, fast decisions, mobile-first shopping

Not sure? If the purchase is mostly quote/spec-driven, choose B2B. If it's mostly cart/checkout-driven, choose B2C.

Quick Intake

Tell me about your store

No spam. No sharing. Just a reply.

GA4 cleanup + revenue tracking
Looker Studio dashboards you'll use
Session replay + heatmaps
Dev-ready tickets, clear steps
QA checks so fixes don't break checkout

If this sounds familiar, you're in the right place.

These are the growth ceilings I see most often. They're also the ones I fix first.

Paid spend is high

You want a cheaper, steadier growth channel. Organic isn't delivering enough to reduce the dependency on ads.

Traffic that doesn't buy

You already get visitors, but they don't turn into enough orders. The store leaks buyers at every step of the journey.

Products are hard to find

Filters confuse shoppers, search returns "no results," and the catalog feels heavy. Buyers give up before they get to checkout.

Site feels "heavy"

Loads of products and categories. The architecture hasn't scaled with the catalog. Duplicates and dead ends everywhere.

SEO work that didn't move revenue

You've had SEO done. Rankings didn't change sales in a way you could trust or show internally. Activity without outcomes.

Why "SEO reports" don't always turn into sales.

Traditional eCommerce SEO often pushes you toward easy-to-report numbers.

"Rankings are up"
"Traffic is up"
"Your SEO health score increased"

Those numbers can look good while sales stay flat.

Wellington Whales approach

Make the store easier to buy from first. Then scale what works with SEO.

I fix the friction that quietly kills revenue. Then I earn more of the demand you're already paying for. Every engagement is tied to sales and conversion, not activity metrics.

Book a Discovery Call

What I do to drive eCommerce growth.

Technical eCommerce SEO, conversion work and GA4 measurement. Focused on sales, not vanity metrics.

01

Make it easier to buy

Fix the friction that quietly kills revenue.

  • Smooth category → product → cart → checkout journeys
  • Remove dead ends and confusing error messages
  • Help buyers decide faster on product pages
Example A shopper hits a discontinued product and leaves. I guide them to the closest replacement instead.
02

Make it easier to find

Help shoppers and Google land on the pages that sell.

  • Make internal site search return the right products
  • Make filters help shoppers narrow choices without creating near-duplicate pages
  • Clean up broken links and duplicate page versions
Example "Sofa bed" should also find "pull-out couch." If it doesn't, you lose ready-to-buy customers.
03

Make it obvious what's working

Track impact in business terms so decisions get easier.

  • Clean up GA4 so revenue data makes sense
  • Build simple Looker Studio dashboards showing what changed and what it did
  • Tie work to sales and conversion so dev, marketing and leadership stay aligned
Example Not "traffic went up." You see "this category converts better and generates more revenue."

How I work. Growth first, SEO second.

A clear sequence from fixing the numbers to shipping improvements that prove themselves in revenue.

01

Make sure the numbers tell the truth

GA4 audit first

Before I touch eCommerce SEO, I check whether GA4 revenue tracking lines up with reality. Fix double-counting, missing purchases, broken checkout events or messy channel tracking.

Example If refunds never show up, your "growth" can look bigger than it is.
02

Start where money already lands

Revenue-first prioritisation

I review the pages and journeys that already drive sales, organic and paid. Find which categories, products and landing pages matter most. Put effort where small changes create real lift.

Example "These 20 pages drive most revenue, so I start here."
03

Find where shoppers get stuck

Then remove the blocker

I watch real behavior and review drop-offs. Session replay and heatmaps spot confusion and hesitation. Fix the biggest blockers first.

Example "People add to cart, then quit at shipping." That's a buying problem, not a traffic problem.
04

Fix product discovery

Search + filters + navigation

I make it easier for shoppers to find the right product fast. Reduce "no results." Improve matching for common terms and misspellings. Make filters clearer and more useful.

Example If "black hoodie" returns zero results while you stock hoodies, you're paying to send buyers into a wall.
05

Help Google focus on pages that sell

Technical eCommerce SEO

Stop search engines from wasting time on useless page versions. Prevent indexing of endless "sort by" and "filter combo" pages. Strengthen category and product pages so they deserve to rank.

Example Don't let Google crawl thousands of "same page, different sort order" URLs.
06

Prove impact in revenue terms

No vanity wins

Set a baseline for revenue and conversion on the pages and flows I change. Mark when changes go live so results don't get lost in opinions. Report what changed and what it did to sales.

Example "After I improved internal search, more search users reached products. And more of them bought."

Want examples tailored to your buying journey?

See the B2B eCommerce growth approach → See the B2C eCommerce growth approach →

What you get first. Fast time-to-value, no fluff.

You won't wait months for something to show. Here's what lands in the first weeks.

Dashboard

A revenue dashboard you'll actually use

Organic sales, conversion rate and top drop-off points on one screen. Not a 40-tab Sheets file.

Revenue leaks

Short list of the biggest revenue leaks

Not a 100-page audit. "These 10 issues stop buyers from checking out or finding products." Ranked by impact.

Fix plan

A clear fix-first plan your dev team can ship

Tickets that say what to change, why it matters and how to test it. Developers can start without a briefing call.

Quick wins

Quick fixes that remove dead ends

Redirect broken pages, improve "no results" responses and guide shoppers to alternatives before they leave.

Proof

Proof you can show internally

"Here's what shipped, and it improved conversion on these journeys." Clear before/after you can present to leadership.

How you'll know this is real.

No vanity metrics, and no reporting you have to take on faith.

Platform-agnostic: Shopify, headless, custom builds, BigCommerce.

I measure

I make GA4 trustworthy, set baselines and show what changed and what it did to sales.

I watch

I use session replay and heatmaps to spot friction you can't see in spreadsheets.

I ship

I write dev-ready tickets, QA releases and keep fixes moving so they don't die in a backlog.

What I help with.

Pick the area where the pain is biggest. I scope from there.

Technical eCommerce SEO
  • Help Google focus on the pages that sell
  • Clean up duplicates, broken links and confusing page structures
  • Improve category and product templates so they explain the range clearly
Example If five URLs show the same category, I pick the right one and clean up the rest.
Internal site search + filters
  • Stop "no results" from killing ready-to-buy sessions
  • Improve matching so buyers find products with real-world language
  • Keep filters helpful for shoppers without creating thousands of junk page versions
Example Add guidance when something is out of stock: "Try these close matches."
eCommerce migrations (replatforms + big rebuilds)
  • Plan redirects and preserve the pages that matter
  • Test before launch, monitor after launch and fix issues fast
Example Move your site without turning your best pages into 404 errors.
GA4 + Looker Studio dashboards
  • Clean up tracking so you can trust revenue numbers
  • Build reporting leadership can read in minutes
  • Track releases so you can connect work to outcomes
Example "This release changed checkout completion. Here's the impact."
Dev integration + QA
  • Write clear dev tickets
  • Review builds and QA releases
  • Keep work moving so it doesn't stall
Example "Here's how to test it in staging, and here's how to confirm it worked in production."

Who this is for. And who it's not.

This is for you if…
  • Paid search spend is high and you want steadier, more predictable growth.
  • Your catalog is complex: lots of products, categories, options and filters.
  • You can ship changes: in-house dev or an agency who moves.
  • You want to measure success in sales, margin and conversion, not ranking positions.
Not a fit if…
  • You only want ranking reports or "page one" promises.
  • You want content churn without fixing the store experience first.
  • You can't change the site. No dev time, no ability to ship anything.

Frequently asked questions.

How is this different from a typical eCommerce SEO agency?

Most SEO vendors report activity and rankings. I tie work to buying behavior, ship fixes with your dev team and measure impact in revenue and conversion terms. Not "SEO health scores."

Can you show SEO impact in GA4 revenue, not just traffic?

Yes. I start by making GA4 trustworthy. Then I track what changed and what it did to sales and conversion on the pages and journeys I touched.

Already have an SEO agency. Can you work alongside them?

Yes. Keep them if they help. I often plug the gap on the store side: search, filters, templates, tracking, dev tickets and QA.

Just need more traffic. Why not start there?

If the store leaks buyers, more traffic wastes money. I fix the biggest blockers first, then scale what works with eCommerce SEO. It's a faster path to revenue.

The dev team is busy. Will this stall?

I prioritise only the fixes that move revenue. I write tickets developers can implement and test clearly, so I'm never the bottleneck.

Planning a migration. Will SEO tank?

Migrations don't have to lose sales. I plan redirects and protect key pages. Test before launch, monitor after launch, so shoppers and Google don't hit dead ends.

Is your approach different for B2B vs B2C eCommerce?

The system stays the same: fix friction, improve discovery, measure revenue. The details change based on how people buy: quote-driven vs cart-driven, long cycle vs fast decision. Book a call and I'll route you to the right path.

Ready to choose the right path?

Not looking for more "SEO activity"? Good. This is built for teams that want measurable growth. Teams that want to ship changes that make buying easier.

B2B eCommerce Growth Complex products, repeat orders, and longer decision cycles B2C eCommerce Growth High-volume carts, fast decisions, and smoother checkout

Or just book a discovery call and I'll help you pick.

Revenue-first approach No vanity metrics Platform-agnostic Dev-ready tickets