Ecommerce & D2C
The cheapest revenue in ecommerce is the revenue you stop paying for twice.
Most stores are found by people who already knew the name. Non-brand organic is where the growth is.
Rising acquisition costs have made organic the difference between a healthy contribution margin and an unhealthy one, but ecommerce SEO is an architecture discipline before it is a content one.
A catalogue that changes daily, faceted navigation generating URLs faster than anyone can audit them, and product lifecycles nobody planned for will cap performance regardless of content quality.
The recurring problems.
Not universal, but common enough that they are the first things worth checking.
- 01
Faceted navigation out of control
Filter combinations generating tens of thousands of near-identical URLs, absorbing crawl activity that should reach commercial pages.
- 02
Category pages built as grids
The pages with the strongest commercial search demand are frequently the thinnest pages on the site.
- 03
Product lifecycle handling
Out-of-stock, seasonal and discontinued products handled inconsistently, quietly discarding accumulated equity.
- 04
Brand and non-brand reported together
A single organic number hides whether the channel is actually growing or simply following brand awareness.
What tends to matter most here.
- Taxonomy mapped to how people search, not how you merchandise
- An explicit indexation policy for facets and variants
- Category pages that give buying guidance, not just a grid
- Non-brand organic revenue reported on its own
The work that usually leads.
Let’s build something worth finding.
Tell me where search stands for the business. I will say which part of the work matters first, and what it would take.
Replies usually go out within one working day.