Technical SEO Remediation
Canonical strategy for /products/ versus /collections/products/, robots.txt.liquid rules, parameter handling, pagination, sitemap hygiene and crawl-budget recovery.
Amsterdam
eCommerce SEO & GEO in Amsterdam
Organic revenue for Amsterdam stores that have to outrank a marketplace at home and introduce themselves from scratch in Germany.
Delivered remotely for brands across Amsterdam and Netherlands.
Grow · Amsterdam
Why Amsterdam brands come to us for this
- Collection architecture built from Dutch query patterns, including intent modifiers, metric sizing and attribute-led sub-collections
- hreflang built out for nl-NL, nl-BE, de-DE and English, then verified in Search Console rather than assumed correct
- Shopify duplicate product URLs and filter parameter sprawl fixed before content ships, so crawl budget is not spent twice per language
- Dutch-language buying guides and comparisons written to be citable by answer engines while the Dutch corpus is still thin
- Non-branded organic reported per market, so domestic brand awareness stops flattering your German numbers
Dutch commercial search is crowded at the top by a small number of very large domains. For most consumer categories the first screen is a marketplace, a big domestic retailer and a comparison site, which means a brand's realistic organic target is not the head term but the specific, attribute-led query where a marketplace category page has nothing useful to say. That is a collection architecture problem before it is a content problem: sub-collections built around what Dutch buyers actually type, whether that is a fabric, a wheel size, a bulb planting season or a roast profile.
Cross-border is the second, larger opportunity and it is a different job. In Germany you are an unknown foreign brand competing in a language you do not write, and the technical foundation has to be right before content can do anything. That means hreflang that pairs nl-NL, nl-BE, de-DE and en correctly, market subfolders or domains that are consistent, and localised URLs, not a German page sitting at a Dutch slug. We see more cross-border organic lost to hreflang mistakes and self-canonicalising duplicates than to any content shortfall.
Then the Shopify-specific debt, which is the same everywhere and expensive here because you are paying it in two languages. Products reachable at both /products/handle and /collections/x/products/handle, filter and sort parameters generating thousands of near-identical crawlable URLs, and collection pages that ship without a line of copy or a single internal link. Multiply that by locales and the crawl budget goes to duplicates in languages nobody searches. We fix the platform layer first, then build the pages that earn commercial search, then work on being the source an answer engine cites when someone asks it a category question in Dutch.
Local context
Ranking in Dutch, then introducing yourself in German
Dutch search behaviour has habits worth designing for. Buyers add intent words to queries, so the collection that targets a phrase with kopen or bestellen in it will out-earn a broader term with more volume. Sizing, dimensions and compatibility are typed in metric and expected in metric, and a page listing inches loses the query outright. Dutch and Flemish search the same language with different vocabulary and different retail references, which is exactly the case hreflang nl-NL and nl-BE exists to serve, and it is routinely skipped. On the answer-engine side, the interesting thing about a small language is that there is far less Dutch-language content for an assistant to draw on than English, which makes clean structured product data, unambiguous entity information and genuinely useful Dutch buying guides disproportionately likely to be the source that gets cited. That window is open now and will not stay open. We report non-branded organic separately per market, because a brand that is famous in Amsterdam and unknown in Cologne will otherwise read as one healthy number.
Scope
What eCommerce SEO includes
The same standard of work we run for every client — applied to a Amsterdam brand’s realities.
Full service detailCollection & Category Architecture
A collection map built from real search demand, including sub-collections for attributes buyers search on: size, material, use case, price band, occasion.
Product Page Optimisation
Titles, descriptions, image alts, Product and Offer schema with live price and availability, plus review markup that stays valid as inventory changes.
Commercial Content Programme
Buying guides, comparisons and category explainers targeting mid-funnel demand, each linked into the collections they support. No filler blogging.
Generative Engine Optimisation
Entity and schema work, clean extractable answers, llms.txt and citation-worthy content so ChatGPT, Perplexity and AI Overviews reference your store.
Digital PR & Link Acquisition
Targeted outreach for editorial links to collection and guide pages from publications your buyers actually read. No directories, no link farms.
Scoped and quoted for your Amsterdam store
We do not work off a rate card. Every Amsterdam engagement starts with a fixed statement of work — named deliverables, named dates, one number — written after we have looked at your store, not before. If a smaller first step would serve you better, we will say so.
Get this scopedHow it runs
From kickoff to results
Technical Audit
A full crawl plus log-file analysis to find what Googlebot actually sees and where crawl budget is being spent. Findings ranked by revenue impact.
Demand Mapping
Keyword research mapped to your catalogue and margin, not to search volume alone. High-volume terms you cannot profitably serve get cut.
Fix the Foundation
Technical remediation ships first. There is no point building content on a site that wastes half its crawl budget on filter URLs.
Build & Publish
Collection landing pages and commercial content shipped on a fixed monthly cadence, each with internal links planned before it goes live.
Measure & Iterate
Monthly reporting on non-branded organic revenue, index coverage and AI citations. Branded queries are excluded from every growth number we show you.
Proof
eCommerce SEO results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Premium Skincare (DTC)
8-figure DTC brand, ~140 SKUs, US + CA · Shopify Plus (migrated from Magento 2)
Magento 2 cost $9k a month in hosting, extensions and emergency dev before a single feature shipped. Mobile LCP sat at 5.4 seconds and mobile converted at less than half the desktop rate across 68% of sessions. The named constraint: 11,412 indexed URLs and a top-3 organic position on their hero category, so a migration that lost rankings would cost more than the platform ever saved.
+41%mobile conversion rate1.62% to 2.28% over the first 90 days post-launch
5.4s → 1.8smobile LCP75th-percentile CrUX field data, not lab
+27%organic sessionssix months post-migration vs. pre-migration baseline, branded queries excluded
$108k/yrplatform cost removedhosting, extension licences and the standing emergency dev retainer
Outdoor & Sports Gear
~$7M/yr, 480 SKUs, US + EU via Shopify Markets · Shopify Plus (Shopify Markets, 3 regions)
Paid social carried 81% of revenue and CAC had climbed 44% in eighteen months. Organic sat at 2,100 sessions a month against category competitors doing ten times that, and the EU storefront duplicated the US catalogue with no hreflang at all. The named constraint: three national retailers own the head terms with link profiles this brand could not match in a year, so the plan had to win on query depth instead of authority.
+186%organic sessions2,100 to 6,000/mo, branded queries excluded
+21%conversion rate on organic traffic1.9% to 2.3% after the collection and PDP work landed
$61 → $45blended CACorganic share of revenue went from 8% to 24%
+38%revenue year over yearwith paid media spend down 12%
In their words
Clients on this work
+58% organic revenue YoY
“Honestly I signed for the SEO and the AI-search piece was a footnote in the proposal I skimmed. Then in March our product pages started getting quoted in ChatGPT answers for insulated growler queries, and that traffic showed up in GA4 with real purchase intent attached to it. Organic revenue is up 58% year over year and roughly a fifth of that comes from surfaces that didn't exist when we signed the contract. I still don't fully understand it. I've stopped questioning it.”
Director of MarketingOutdoor gear brand, ~$15M/yr · Seattle, WA
Verified client, 2026FAQ
eCommerce SEO in Amsterdam — your questions
Subfolders on your main domain for almost every brand at this stage. They inherit the authority you have already built, they are simpler to maintain through Shopify Markets, and they avoid running several domains that each need their own link acquisition. Country domains make sense when a market is large enough to justify its own brand presence and its own PR programme, which is a decision worth revisiting later rather than making at the start.
Translate the product data, write the commercial pages. Specifications, materials and dimensions translate fine because they are facts. Collection and guide copy does not, because the German query set is not the German translation of the Dutch query set, and the buying references, comparison points and objections differ. We do keyword research natively in each market and brief a native writer, then keep the technical structure shared so you are maintaining one site rather than three.
By not fighting for the query where a marketplace is genuinely the better result. A broad category term is won by inventory breadth and domain strength, neither of which you are going to beat. What a marketplace cannot produce is depth on a specific attribute, a real comparison written by someone who knows the product, or an authoritative page about your own brand and models. Those queries convert better anyway, and they are also the ones an AI answer is most likely to cite.
Not if the language variants are declared properly. The damage comes from ambiguity: two languages sharing URLs, missing or one-way hreflang, canonicals pointing across languages, or auto-redirecting by IP so a crawler only ever sees one version. Set up correctly with distinct URLs, reciprocal hreflang and a language selector rather than a forced redirect, both versions rank in their own markets and neither competes with the other.
Technical fixes can move impressions inside four to six weeks. New collection pages and content typically need three to six months to rank on commercial terms. Nine months is a fair window to judge the programme on revenue. Anyone quoting thirty days is describing a fluke, not a plan.
Always. Branded queries grow when your paid media grows, so including them inflates SEO numbers for work SEO did not do. Every growth figure we report to you is non-branded, and we show the branded split separately so you can see both.
Generative engine optimisation is making your store citable by AI answer engines. It matters now for research-heavy categories where buyers ask an assistant before they search. The work overlaps heavily with good technical SEO: clean entities, correct schema, extractable answers and content worth citing.
Next step
eCommerce SEO for your Amsterdam brand.
Thirty minutes with the strategist who would actually run your account. We screen-share your store, read your data live, and tell you the three highest-value things we can see from the outside.
Shopify or Shopify Plus stores doing $150k/mo or moreFounder, CEO or eCommerce lead on the callNo deck and no pitch — we open your store instead
Prefer to write it out? [email protected] gets a real reply the same business day, Mon-Fri, 9am-6pm MT.