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I am an ecommerce SEO consultant based in London. I help large online retailers and multi-brand businesses grow non-brand organic revenue by improving how their product and category pages perform in search.
On a large retail site, SEO problems rarely affect just one page. Products sell out or are discontinued, filters generate new URLs, and a change to one page template can affect thousands of pages. The rules behind the site matter as much as the content on it.
I work with retail teams to find and fix the issues that limit organic growth. That includes category structure, product information, page templates, filters and what happens to a product page when the item is no longer available.
Where the experience comes from. I am Head of SEO at Frasers Group, working across retail brands including Sports Direct, House of Fraser, Flannels, Studio and GAME, and have previously worked in ecommerce SEO at New Look, iSmash and Wrappz. That covers multi-brand retail sites, several markets, and the practical work of getting SEO requirements prioritised, built and released across product and engineering teams.
Who this is for
I work with online retailers of different sizes, from independent stores to multi-brand groups. It is usually worth talking if one or more of these sounds familiar:
- Organic traffic or revenue has stalled or fallen, and nobody can say exactly why.
- Category and product pages are not ranking for the searches that matter most.
- Filters or parameters are creating more URLs than you can manage.
- Products regularly sell out, change or are discontinued.
- Several brands or markets share one site, platform or team.
- Product pages, structured data and your shopping feed disagree with each other.
- A migration, replatform or international launch is being planned, or one has recently cost you visibility.
- An in-house team needs specialist direction and clear specifications it can build from.
The engagement is sized to the business: a focused review for a smaller store, ongoing support for a larger retailer.
Common SEO problems on ecommerce sites
Filters creating more URLs than they are worth
Filters and faceted navigation can generate far more URLs than a site has products. Some filtered pages match real searches and deserve to be indexed; many do not, and letting search engines crawl all of them wastes crawl effort and splits signals across near-identical pages. Which filters merit their own page depends on the site and on real search demand.
Pages competing for the same searches
Category, filtered, brand, editorial and product pages can all target the same queries. Search Console often shows Google switching between them, which can make rankings less stable and performance harder to interpret.
Products that sell out or are discontinued
Out-of-stock, discontinued, seasonal and replaced products each need their own rule. Applying one rule to all of them usually gets some of the cases wrong.
Product information that does not match
The website, structured data and product feed should draw on a consistent source of truth. When price, availability or identifiers fall out of sync, the problem can show up in Search, in Merchant Center or in the customer experience.
Several brands or markets on one platform
Shared platforms, separate release cycles and different owners often make agreeing who approves a change harder than the technical fix itself.
Where the organic revenue actually is
Two things are worth establishing early, because they change what the work should prioritise.
For many retailers, category pages are the main route to non-brand demand. They are where a retail site can compete on terms that convert, while product pages are frequently up against the manufacturer, every marketplace and every other retailer selling the same item. It is not universal: product-led businesses and strong long-tail demand can invert it, which is why this is something to establish on your site rather than assume.
Brand traffic can mask non-brand decline. I separate branded and non-branded performance before assessing visibility, traffic, conversion or revenue, because without that split an apparently healthy organic total can conceal weakening customer acquisition. I built Organic Trends partly to make that split quick to produce, and explain the method in measuring brand and non-brand traffic.
What I do
Category and site structure
Which categories should exist, how they relate, and which filters deserve indexable pages.
Filters and faceted navigation
Deciding what search engines should and should not see, and specifying it precisely enough to be built.
Cannibalisation
Finding where category, product and content pages compete, and choosing which one should win.
Out-of-stock and discontinued products
Rules for out-of-stock, discontinued, seasonal and replaced products that a developer can implement without asking you about every case.
Structured data and product feeds
Getting the product data consistent across the page, the markup and the feed.
Migrations and replatforming
The highest-risk work on this list, and the one where being involved before launch matters most.
International and multi-brand structure
Market architecture, hreflang, and who owns what.
Measurement
Non-brand revenue, category-level visibility, and honesty about what the numbers cannot yet tell you.
Not every engagement uses all of that. Most start with two or three of them.
AI shopping and product feeds
This is the part of ecommerce SEO that has genuinely changed, and it changes the same product data you already had problems with.
Shoppers can now discover and compare products through AI assistants as well as through traditional search. Those systems use different combinations of page content, structured product metadata, merchant feeds, reviews and third-party sources, and their full selection systems are not publicly disclosed.
There is no single published AI-shopping ranking formula, and nobody can promise you inclusion in an AI answer. The practical work is making sure titles, attributes, identifiers, images, prices and availability are accurate, complete and machine-readable across the website and the relevant product feeds. That was worth doing before any of this existed.
I have written about how AI shopping agents read product data and what ChatGPT Shopping Research means for retail SEO, and I built the AI Product Feed Readiness Checker to validate a feed against Google Merchant Center requirements. That is a useful baseline for Google Shopping and for product-data quality generally, but it does not check OpenAI's or any other platform's own feed requirements, which differ. It is free, and you can run your own feed through it before speaking to anybody.
How this usually starts
With a diagnosis rather than a programme, in five steps.
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Diagnose
A crawl, a Search Console and analytics review split by brand and non-brand, a look at how categories and filters generate URLs, a check of the product feed against the page, and a competitive gap analysis at category level rather than keyword level.
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Prioritise
Ordered by likely commercial impact against effort and risk, not by how many issues a tool reported.
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Specify
Written as acceptance criteria a developer or platform team can build from and test against, because on a retail site a recommendation that cannot be ticketed will not ship.
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Implement
I work with your SEO, product, engineering or agency teams to turn recommendations into tickets, answer implementation questions and QA releases. Changes requiring access to your codebase stay with your technical team unless we agree otherwise.
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Measure
Non-brand revenue, category-level visibility and indexation, reported separately from delivery so that work completed is never mistaken for work that paid off.
On most retail sites the constraint is rarely knowing what to do. It is release capacity, which is why steps three and four get as much attention as the diagnosis.
For the detailed implementation guidance behind all of this — site structure, out-of-stock handling, seasonal pages, international — the ecommerce SEO guide is nine thousand words of it and free. This page is about applying it to your site.
Engagements run as a fixed-price project for something with an end point, or a monthly retainer where priorities move. What each of those costs is set out on its own page.
Frequently asked questions
Should out-of-stock product pages be deleted?
Not by default. If the product is coming back, the page can usually stay live and say so. If it has gone for good, a permanent redirect to a genuinely close replacement or to its category can be the right answer, and removing the page can be right when nothing relevant exists. It depends on whether the product returns, whether a real replacement exists, and whether the page earns search traffic or links.
Does ecommerce SEO include Google Merchant Center and product feeds?
Yes. Product pages, structured data and feeds should communicate consistent information about each product. I review titles, identifiers, variants, price, availability and landing-page alignment, because feed problems often reveal wider product and website issues.
Do you only work with London businesses?
No. I am based in London and work with retailers across the UK and internationally. Most consultancy is delivered remotely, with in-person meetings available in London where that is useful.
Can you work alongside our existing agency?
Yes. I can work as senior client-side support: defining the brief, agreeing responsibilities, reviewing deliverables and helping your internal team and agency move implementation forward. It works best when the roles are clear from the start.
Starting a conversation
I work with retailers in London and across the UK, and my consultancy work is deliberately limited in volume, which is how I stay close to the diagnosis and the implementation detail rather than handing it to someone else.
If you would rather test the thinking first, run your product feed through the AI Product Feed Readiness Checker. It will tell you something useful in a few minutes and costs nothing.
Otherwise, send me three things: the platform, roughly how many products, and the organic problem you are actually seeing. I will tell you what I would investigate first, and whether consultancy is the right purchase at all.
Industry-specific work is written up separately, including jewellery, beauty and furniture.