Industry · Ecommerce
Category visibility, shopping surfaces and conversion economics.
The challenges
What makes growth hard in ecommerce.
- 01
Advertising costs rise faster than average order value, and margin after ad spend is thinner each year.
- 02
Faceted navigation creates thousands of near-duplicate URLs while the categories that matter stay thin.
- 03
A large share of revenue comes from brand searches and returning customers, which hides weak new-customer acquisition.
- 04
Marketplaces hold the top of the results for product searches and train shoppers to compare on price alone.
Search behaviour
How buyers search and decide.
Shoppers move between search, marketplaces, social and AI assistants before buying, and they compare price and delivery in seconds. Margin depends on capturing demand efficiently and converting it on the first visit.
Demand generation
Where demand comes from.
Ecommerce demand arrives through shopping surfaces first: product listings in search, marketplaces and social feeds where people see the product, the price and the delivery promise before they see the brand. Non-brand category search is the most durable source because it captures people who know what they want but not who to buy from. Meta and video build demand for products nobody is searching for yet, and email and WhatsApp bring existing customers back at a far lower cost than any first purchase. The balance between those channels is decided by margin and repeat rate, not by channel preference.
Content needs
What ecommerce buyers expect to find.
- Category pages with real selection guidance, not a paragraph of keywords under the grid
- Product pages with complete attributes, sizing, materials and care information
- Buying guides and comparison pages for considered purchases
- Delivery, returns and warranty information that is easy to find and unambiguous
- Clean product feeds with accurate titles, identifiers and availability
Each of these is written or reviewed by someone who knows the subject. AI speeds up research and drafting. It does not decide what is accurate.
Conversion challenges
Where interest is lost before it becomes business.
- 01
Mobile product pages
Most sessions are on a phone, where images, variant selection and the add-to-basket control compete for one small screen.
- 02
Delivery and returns clarity
Unexpected cost or uncertainty at checkout is a common reason for abandonment. The answer should be visible on the product page.
- 03
Checkout friction
Forced account creation, limited payment options and slow steps lose orders that were already won.
- 04
The second purchase
Profit in most stores depends on repeat orders. Post-purchase flows deserve the same testing as the checkout.
The SERPMOZ approach
Three priorities for ecommerce.
- 01
Catalogue architecture
Categories, filters and product data structured so the right pages are indexed and eligible for shopping results.
- 02
Paid and organic working together
Search and shopping campaigns planned against organic coverage to avoid paying twice for the same sale.
- 03
Checkout and retention
Conversion testing, abandoned-cart flows and repeat-purchase journeys.
Relevant services
Typically involved.
Written for Ecommerce
- Ecommerce SEOCategory architecture, faceted navigation, product data and merchandising-aware content for online stores.
- Google AdsSearch, Shopping, Performance Max and YouTube run against qualified leads and margin.
- Meta AdsFacebook and Instagram campaigns built on creative testing and server-side measurement.
- Conversion Rate OptimizationResearch, analytics, landing pages and experimentation that raise the return on every visit.
- Email MarketingLifecycle automation, segmentation and deliverability for nurture and retention.
- Ecommerce DevelopmentShopify, WooCommerce and custom stores with fast pages, clean checkout and SEO built in.
In practice
The kind of work this leads to.
Examples of what we would build for a ecommerce business. They describe work, not outcomes. What is right for you is decided after the diagnostic.
- 01
An indexation plan for filtered pages that states which combinations earn their own URL and which are kept out of the index.
- 02
A feed clean-up that aligns product titles, attributes and structured data with how shoppers phrase their searches.
- 03
Abandoned-basket and replenishment flows across email and WhatsApp, measured on margin instead of revenue.
What we measure in ecommerce
Outcomes we plan around
- 01Non-brand revenue
- 02Contribution margin after ad spend
- 03Conversion rate
- 04Repeat purchase rate
Targets are set after the diagnostic, against your own baseline.
Start with a growth audit
Stop Buying Marketing Activity.Start Building a Growth Engine.
Tell us where you are today, where you want to go and what is holding growth back. We’ll identify the highest-impact opportunities.
What happens next
- 1
You tell us where you are
A short form about the business, its goals and what is holding growth back.
- 2
A strategist reviews it
Search, AI visibility, paid media, content and conversion, read together.
- 3
You get the priorities
The highest-impact opportunities, in order, with the reasoning shown.
No obligation, and no guaranteed outcomes promised. Just an honest read of where you stand.