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E-commerce & retail

Category pages that carry their weight

Most retail sites have thousands of pages and a handful that matter. The work is making the commercially important ones genuinely good, and making sure the rest are not consuming crawl budget and diluting relevance.
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What makes this sector hard

  • Faceted navigation generates near-infinite URLs and burns crawl budget
  • Category pages are thin because the template leaves no room for content
  • Seasonal demand swings faster than a content calendar can react
  • Marketplace and aggregator competition on almost every product term
  • Paid media margin pressure, with Shopping and Performance Max absorbing budget opaquely

How we approach it

  • Decide deliberately which facets are indexable and enforce it in the template
  • Give category pages a genuine reason to exist: buying guidance, comparison, and answers to the questions that stop a purchase
  • Plan seasonal content and paid budget against last year’s demand curve, not last month’s performance
  • Treat the product feed as an SEO asset — titles and attributes shape which auctions you enter
  • Separate brand from non-brand in Performance Max so growth claims can be verified
  • Fix internal linking so deep categories are reachable in three clicks, not six
Proof

E-commerce & retail work

  • A retail shop interior with products on display
    E-commerce & retail

    Recovering a large retail catalogue after a failed replatform.

    Diagnosing and reversing a 47% organic decline caused by redirect and canonical errors during a platform migration.

    Organic revenue
    +118%Organic revenue
    Indexed categories
    +3,100Indexed categories
    Redirect hops
    −94%Redirect hops
    Read the case study
How we work

How we work with e-commerce & retail clients

See the full working model

  1. Discover

    We get under the skin of your business, market and customers to find the opportunities worth chasing.

  2. Diagnose

    We audit performance, competitors and content to identify the barriers holding growth back.

  3. Deliver

    We execute the prioritised work that compounds visibility, traffic and conversions.

  4. Improve

    We measure, report and iterate continuously so the programme keeps paying for itself.

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