Technical SEO Remediation
Canonical strategy for /products/ versus /collections/products/, robots.txt.liquid rules, parameter handling, pagination, sitemap hygiene and crawl-budget recovery.
London, UK
eCommerce SEO & GEO in London
Organic growth for London brands competing against national retailers on the terms that actually convert.
Delivered remotely for brands across London and United Kingdom.
Grow · London
Why London brands come to us for this
- hreflang across en-GB, en-IE and EU English pages so your own markets stop suppressing each other in the index
- British English audit of titles, copy and internal links — the noun a UK buyer searches is often not the one on the page
- Shopify duplicate product URLs and faceted crawl bloat fixed before content investment, on catalogues with long legacy tails
- Collection architecture built from UK commercial demand, including attribute and occasion collections national retailers ignore
- Delivery, duty and returns content built as ranking pages, because cross-border buyers search those questions before they buy
UK commercial search is one of the most contested surfaces in ecommerce, because a handful of national retailers, a set of very well funded marketplaces and a long tail of specialist independents all chase the same head terms. Winning as a London brand doing seven figures does not come from those terms. It comes from the layer beneath: attribute and use-case collections, buying guides that answer the specific question, and product pages with schema clean enough to earn the enhancements that make a listing worth clicking.
The technical work comes first because Shopify makes the same mistakes for everyone: products reachable at two URLs, faceted navigation generating a crawlable combinatorial explosion, collection pages shipping with no copy and no internal links. On a large UK catalogue with fifteen years of legacy content those problems compound into a genuine crawl-budget issue, and fixing them is often the fastest organic win available.
Then there is language, which is where London stores lose ground quietly. British buyers search in British terms — trainers, jumper, nappies, hob, boot, whilst — and a store whose copy was written or bought in American English fails to match the phrasing on the pages that matter. If you also sell into Ireland and the EU in English, you need hreflang that distinguishes en-GB from en-IE and a content model where those markets are not competing with each other in the index.
Local context
Ranking in the UK and in English across the EU without cannibalising yourself
Doing SEO for a London brand means solving a duplication problem most single-market stores never meet. Your en-GB pages, your en-IE pages and any pan-European English pages are near-identical text competing for related queries, and without disciplined hreflang, canonicals and market-specific content they will suppress each other. We set that structure explicitly, then differentiate where it earns something: delivery, duty and returns information genuinely differs by market and is exactly what a cross-border buyer searches for. On top of that we build the commercial content British buyers use — comparison pages, sizing and materials guides, and category explainers that name UK-relevant standards and terminology — and structure it for extraction, so a question asked in ChatGPT or an AI Overview about your category has a clean, citable answer with your entity attached to it.
Scope
What eCommerce SEO includes
The same standard of work we run for every client — applied to a London 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 London store
We do not work off a rate card. Every London 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 London — your questions
You need separate signals more than separate prose. hreflang for en-GB and en-IE, market-appropriate pricing and currency on the page, and genuinely different delivery, duty and returns information — which is the part that actually differs and the part buyers search for. Rewriting every product description per market is usually wasted effort; getting the annotations and the commercial detail right is not.
More than people expect, and not because of spelling as such. The issue is vocabulary: trainers, jumper, hob, nappies, holiday. If your page says sneakers and your buyer types trainers, you are relying on Google to bridge a gap that a competitor has not left open. We audit titles, H1s, collection names and internal anchors first, since those carry the most weight, then work through body copy.
On head terms, usually not. On the mid-funnel, consistently yes. A specialist London brand can own the specific comparison, the material or standard explainer, the use-case collection and the sizing question, all of which convert far better than the head term anyway. We map demand against your catalogue and margin and cut the terms you cannot profitably serve, rather than reporting on rankings you will never monetise.
It changes who answers the research question. A growing share of UK category research now ends inside an AI answer that names two or three brands, so the work is making yours nameable: consistent entity information, extractable answers to the questions buyers ask, clean schema and content structured so a model can quote it accurately. It does not replace ranking, and any agency telling you it does is selling a product rather than a method.
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 London 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.