Industries · E-commerce
Amazon and the big retailers win on budget. Independent stores win by matching how shoppers actually search, category by category and product by product. I've done that for a fashion accessories brand, a homeware store and a general online retailer, and all three reached page 1.
Figures from client Google Search Console data
Every product page that doesn't rank is a shop window with the lights off.
Organic search should be your cheapest source of sales, not an afterthought behind paid ads.
The stores I work with usually have good products and a checkout that works. What holds them back is how the site is organised for search.
Shoppers search for "crossbody bag with zip" or "slim card wallet". If your categories mix different buying intentions in one grid, there's no page for Google to rank.
Short manufacturer descriptions shared with every other retailer answer none of the questions about size, materials or use.
Faceted navigation creates thousands of near-identical URLs that waste Google's attention and split signals.
Your most profitable categories sit three clicks deep with almost no internal links pointing at them.
Pushing traffic to categories you can't reliably fulfil wastes both visits and trust.
Without product schema, prices, availability and reviews don't show in search, and AI shopping tools understand you less well.
Fashion e-commerce · Bristol, UK
The products were good. The categories just didn't match how shoppers search. Rebuilding them, and the pages inside them, took the store from page 3 to an average position of 7.8.
Google Search Console reportHomeware e-commerce · Turin, Italy
Impressions grew 24x and clicks grew 17.8x. Category guidance and clean technical signals took the store to an average position of 6.5, the best of all nine projects.
Google Search Console reportE-commerce · London, UK
For four months it looked like nothing was happening. Then on-page work, a content plan and earned links started compounding, and the store reached an average position of 6.8.
Rebuilt categories around how shoppers describe products, consistent product titles and descriptions that answer practical questions.
See the case studyCategory guidance that helps shoppers choose between similar products, verified specifications and filter clean-up.
See the case studyOn-page work, content and links over twelve months, with four months of groundwork before growth compounded.
See the case studyA typical e-commerce keyword map. Category pages win broad shopping searches, product pages win specific ones and guides win research.
| Search | Intent | The page that wins it |
|---|---|---|
crossbody bag with zip | Commercial, specific | Category or sub-category page with a clear filter |
slim leather card wallet | Commercial, specific | Product page with useful specifications |
kitchen storage containers | Commercial, broad | Category page with guidance on sizes and uses |
best laptop tote for work | Comparing options | Buying guide linking to the right products |
[brand] reviews | Comparing options | Reviews on product pages, with review schema |
how to choose a storage box size | Informational | Guide that leads to the category |
Categories rebuilt around real search demand, the change that moved the Bristol store from page 3 to page 1.
See the case studyTitles and descriptions that answer size, material and use questions, written for shoppers, not suppliers.
Learn moreFilters, canonicals and indexing rules so Google spends its time on pages that sell.
Learn morePrice, availability and review markup for richer results and AI shopping visibility.
Priority categories linked from the places that carry authority.
Audits, technical fixes and ongoing growth for your store. See the full service.
Learn moreEvery finding ranked by likely impact, starting with the mismatch between categories and searches.
As the new category structure was crawled, daily clicks rose from around 40 to peaks above 200.
Clicks fell back to 30–50 a day. Search is never a straight line, and this is the part most case studies leave out.
After tightening pages that were seen but not clicked, clicks climbed back to 150–200 a day.
Shoppers now ask ChatGPT, Gemini and Google's AI Mode to compare products and suggest where to buy. These tools rely on clear product information, structured data and stores they can understand and trust.
The same work that wins category rankings, accurate specifications, helpful category guidance and clean product schema, makes your products easier for AI shopping tools to recommend.
My published e-commerce results are in the UK and Italy, and I work with stores in many other countries.
Practical guides on the problems I fix most often for businesses like yours.
Revenue calculator
Put in your own numbers. The calculator shows what your organic search brings in today and what it could bring in if traffic grew. Nothing is assumed except the growth you choose.
This page shows the stores I've grown and what worked for each. The service page explains exactly what's included when we work together.
The Bristol and Turin stores reached page 1 within four months. The London store took four months of groundwork before eight months of compounding growth.
Yes. The principles are the same; the technical fixes differ by platform, and I adapt them to yours.
I can write or rewrite priority category and product content, and set a template your team can follow for the rest.
With the categories that matter most commercially and that you can reliably fulfil, then the technical issues that affect the whole catalogue.
Run the free audit to see how Google reads your store, or book a call and I'll show you which categories to fix first.
SEO Strategist & AI Search Analyst — building structured, scalable search systems that grow businesses worldwide since 2018.
© 2026 MD Julfikar Ali — All rights reserved
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