Technical SEO Remediation
Canonical strategy for /products/ versus /collections/products/, robots.txt.liquid rules, parameter handling, pagination, sitemap hygiene and crawl-budget recovery.
Washington, DC
eCommerce SEO & GEO in Washington, DC
Washington organisations sit on some of the strongest domains on the internet and route almost none of that authority to anything that sells.
Delivered remotely for brands across Washington and District of Columbia.
Grow · Washington
Why Washington brands come to us for this
- Internal linking that finally routes institutional domain authority from report and exhibition pages to the catalogue
- Visitor-intent collections published and indexed ahead of blossom and school-trip season, not during it
- Evergreen institutional queries — standards, certifications, member benefits — built as pages that compound
- Shopify's duplicate product URL and faceted navigation debt fixed before any content work starts
- Entity and schema work so research-heavy organisations get cited in AI answers rather than summarised around
The unusual SEO fact about this city is that the hard part is already done. Associations, museums, universities and research organisations here hold domains with links from federal agencies, universities and news archives accumulated over twenty years. What they do not have is any path from that authority to a product. The shop lives on a subdomain nobody links to internally, or on a separate domain entirely, and the strongest pages on the site point at PDFs.
So the first job is internal: connect the authority you already own to the catalogue. Report pages linking to the publication that expands on them, exhibition pages linking to the catalogue and the print, member resource pages linking to the merchandise that belongs with them. Then the Shopify-level debt — duplicate product URLs, faceted navigation spawning crawlable combinations, collection pages shipped with no copy — which is the same everywhere but compounds when the domain is otherwise strong.
GEO matters more here than in most markets, because the questions your buyers ask are informational before they are commercial. Someone researching a standard, a certification, a report or an exhibition is asking a chat interface first, and the answer either cites your organisation or cites someone summarising you. Clean entity markup, extractable answers and content structured to be quoted is how your catalogue ends up inside that answer rather than absent from it.
Local context
Institutional authority, visitor intent and a search calendar driven by tourism
Two very different demand curves run through a Washington store. One is evergreen and institutional: people searching for a standard, a certification, a report, a member benefit or a professional credential, with steady volume and long consideration. The other is sharply seasonal and visitor-driven: spring school trips and blossom season, then summer, produce a spike of gift, souvenir and exhibition queries that arrives on schedule and leaves just as fast. They need different pages and different timing. Institutional content is built once and compounds; visitor-intent collections must be live, indexed and internally linked weeks before the season, because a page published in the first week of April has missed the ranking window entirely. We also treat editorial links here as achievable rather than aspirational — trade press, association media and university publications in this city link to substantive work far more readily than consumer outlets link to a product.
Scope
What eCommerce SEO includes
The same standard of work we run for every client — applied to a Washington 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 Washington store
We do not work off a rate card. Every Washington 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 Washington — your questions
Usually yes, and in this market the argument is unusually strong because the main domain is often the organisation's biggest asset. A shop on shop.example.org inherits far less than a shop at example.org/shop or a well-linked storefront. The move is a migration, so it needs a redirect map and monitoring, but the upside for an institution with twenty years of .edu and .gov links is larger than for almost any consumer brand.
It can, once it is connected. A report page that ends without a route to the print edition, the related publication or the training that follows it is doing organic work for nothing. We build the linking layer between the content people find you for and the products that monetise it, and we structure that content so an AI answer engine quoting your finding also has a reason to name the source.
Not as a primary strategy. Those SERPs are owned by travel publishers and tourism boards, and a retail store rarely wins them at a sensible cost. Where we do compete is the layer below: specific souvenir, gift, exhibition and category queries with real purchase intent, plus the museum or neighbourhood-specific searches where you are the authentic answer rather than the fifth listicle.
Mostly as a demand pause rather than a ranking change — local sessions soften, visitor traffic dips, and institutional buying slows while budgets are uncertain. Rankings themselves are unaffected, which is the point we make when a client sees a scary chart. The structural defence is national reach: content and collections that earn sessions from outside the DMV, so a Washington-specific disruption is a dip in one segment rather than the whole line.
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 Washington 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.