Technical SEO Remediation
Canonical strategy for /products/ versus /collections/products/, robots.txt.liquid rules, parameter handling, pagination, sitemap hygiene and crawl-budget recovery.
Detroit, MI
eCommerce SEO & GEO in Detroit, MI
SEO for Detroit catalogs where the highest-intent query in the world is a fifteen-character part number.
Delivered remotely for brands across Detroit and Michigan.
Grow · Detroit
Why Detroit brands come to us for this
- Part numbers, MPN, GTIN and interchange values exposed in schema and crawlable markup, not buried in descriptions
- Collection architecture built around vehicle platform, system and job rather than internal product hierarchy
- Install guides, torque specs and symptom-to-part content that earns forum and trade links no outreach would buy
- Local pack work for counter, pickup and Eastern Market trade kept separate from the national catalog track
- Shopify's duplicate product URL patterns resolved with a canonical strategy before it costs you crawl budget
Detroit search demand has a shape you do not see in consumer categories. A large share of it is alphanumeric: OEM numbers, competitor numbers, superseded numbers, and 'part number + vehicle' phrasings typed by someone who has already decided to buy. Those queries convert at rates no top-of-funnel article will ever match, and most stores here fail them for a boring reason — the number exists only inside a description, so there is no page genuinely about it.
The fix is architectural. Fitment and identifier data modelled properly means product pages can carry MPN, GTIN and interchange values in schema, applications can be rendered as crawlable content rather than injected by a script the crawler never runs, and collection structure can follow how buyers actually search: by vehicle platform, by system, by job to be done. On top of that, Shopify's default duplication — the same product reachable at two URL patterns — gets a canonical strategy before it dilutes anything.
Then the commercial content, which in this market is not blog filler. It is the install guide, the torque spec, the symptom-to-part diagnostic, the difference between two grades of the same tool, the reason a coating fails in road salt. That content earns links from forums and trade audiences that no outreach campaign would ever buy, and it is exactly the material AI answer engines pull from when someone asks which part fits their truck. Getting cited there increasingly matters more than a position-four ranking.
Local context
National catalog demand, local trade authority
Most Detroit stores we work with have two separate SEO jobs running at once. The catalog competes nationally — a fitment query from Tulsa looks identical to one from Troy, and nothing about your address helps you win it. But the same business frequently has a real local footprint too: a counter in Warren, a supply house that Macomb and Oakland shops drive to, a Dearborn grocer or specialty retailer whose customers search in Arabic as well as English, an Eastern Market vendor whose weekend trade is genuinely geographic. Those need different work — profile and category accuracy for local pack visibility, service-area and pickup pages that are not thin duplicates, hours that survive a February storm closure — while the catalog work stays national. We run them as two tracks with one technical foundation, and we report branded and non-brand separately so a spike in people searching your company name after a show weekend does not get counted as SEO progress.
Scope
What eCommerce SEO includes
The same standard of work we run for every client — applied to a Detroit 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 Detroit store
We do not work off a rate card. Every Detroit 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 Detroit — your questions
Not automatically. A number that is a genuine product deserves a page; a number that is one of forty interchange references belongs on the page of the product it maps to, marked up so search can associate them. Generating a thin page per reference number is a classic parts-store mistake that buries the pages you want ranked under thousands you do not.
Not on head terms, and not on domain strength. You compete on the long tail they template — specific applications, unusual submodels, professional-grade detail, and content that answers the diagnostic question before the purchase question. Those pages are individually small but collectively substantial, and they are also the material AI answer engines cite because the big catalogs rarely publish anything genuinely explanatory.
Yes, and mixing them weakens both. Local visibility depends on profile accuracy, category selection, review recency, hours that reflect winter closures, and pages that describe a real place. Catalog SEO depends on architecture and content depth. We keep them structurally separate on the site so a local landing page does not compete with a national collection for the same term.
By being the source that states it unambiguously in text a model can parse. That means applications written out, specifications in structured markup, comparisons that name alternatives honestly, and content that answers the question rather than routing to a selector widget. We track citations in answer engines alongside rankings, because the two increasingly diverge.
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 Detroit 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.