Independent SEO, made in Manchester

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Ecommerce SEO Manchester

Ecommerce SEO in Manchester for online shops that want sales, not just traffic

We helped a leather jacket online store rank for 840 searches in three months, with its main category at position 2.4. For most online shops the money is in category pages, not the blog. We focus on ranking the pages that list your products for the searches people make when they are ready to buy.

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Proof, not promises

Leather jacket online store: the numbers.

Straight from the client's own Google Search Console. Three months, July to October 2026.

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search queries ranking in 3 months
840
search queries ranking in 3 months
search impressions in 3 months
11.7K
search impressions in 3 months
avg. position, men's leather jackets category
2.4
avg. position, men's leather jackets category
avg. position, "john dutton brown cowboy hat"
1.1
avg. position, "john dutton brown cowboy hat"

The evidence, explained

Every screenshot, and what it proves.

Three months of Google Search Console data. The store's own Search Console report for the last three months. Clicks were flat through the summer, then rose clearly from mid-September as category and product pages climbed, with impressions holding steady at around 11,700 for the period.

01Evidence

Three months of Google Search Console data

The store's own Search Console report for the last three months. Clicks were flat through the summer, then rose clearly from mid-September as category and product pages climbed, with impressions holding steady at around 11,700 for the period.

organic clicks
185
impressions
11.7K
click-through rate
1.6%
Categories, products and buying guides all rank. Traffic is spread across the whole store rather than one page: the homepage, Yellowstone and men's leather jacket categories, individual jackets, and buying guides about bomber jacket sizes and colours. The men's leather jackets category ranks at an average position of 2.4.

02Evidence

Categories, products and buying guides all rank

Traffic is spread across the whole store rather than one page: the homepage, Yellowstone and men's leather jacket categories, individual jackets, and buying guides about bomber jacket sizes and colours. The men's leather jackets category ranks at an average position of 2.4.

position: men's leather jackets category
2.4
position: men's quilted jackets
4.5
impressions: bomber jacket sizing guide
1,857
840 search terms, from brand to exact styles. The store appears for 840 different searches in three months. Alongside its own name, it ranks for specific styles and characters shoppers look for, such as Top Gun and Yellowstone-inspired pieces, where specialist pages can beat large retailers.

03Evidence

840 search terms, from brand to exact styles

The store appears for 840 different searches in three months. Alongside its own name, it ranks for specific styles and characters shoppers look for, such as Top Gun and Yellowstone-inspired pieces, where specialist pages can beat large retailers.

ranking search queries
840
position for the store's name
1.8
position: "john dutton brown cowboy hat"
1.1

What is ecommerce SEO?

Ecommerce SEO is the process of getting an online shop's category and product pages to rank in Google's organic results and free shopping listings, so it wins sales without paying for every click. It combines technical SEO for large catalogues, keyword research around buying intent, and content that helps shoppers choose.

Why do online shops lose rankings?

Online shops usually lose rankings because of thin category pages, duplicate URLs from filters, copied product descriptions and missing product schema.

  • Thin category pages: a heading and a product grid, with nothing to help a shopper choose or tell Google what makes the range different
  • Faceted navigation: colour, size, brand and price filters creating thousands of indexable near-duplicate URLs
  • Manufacturer descriptions copied word for word, identical to every other stockist
  • Out-of-stock and discontinued products returning 404 errors instead of redirecting to the closest alternative
  • Missing Product schema, so no price, availability, shipping or review stars in search results
  • Keyword cannibalisation between categories, sub-categories and blog posts targeting the same terms

How does our ecommerce SEO process work?

Our ecommerce SEO process has six stages, from keyword research by buying intent to digital PR.

1. Keyword research by buying intent

We map searches into commercial ("men's waterproof walking boots"), comparison ("best walking boots for wide feet") and informational ("how to waterproof leather boots") intent, then assign each to the right page type.

2. Category architecture

We build or restructure categories around real search demand. Valuable filter combinations, such as "black leather Chelsea boots", get their own indexable landing pages, and the rest are kept out of the index with canonicals and noindex.

3. Category and product content

Short, useful buying guidance on category pages (sizing, materials, which product suits whom) and rewritten descriptions for your best sellers and highest-margin lines.

4. Product schema and Merchant Center

Product, Offer, AggregateRating, MerchantReturnPolicy and OfferShippingDetails markup, plus a clean Google Merchant Center feed so your products appear in free listings on the Shopping tab, Google Images and Google Lens.

5. Internal linking and seasonality

Linking from high-authority pages to the categories that matter each season, such as Black Friday, Christmas gifting, back to school, and summer ranges.

6. Digital PR

Earning links through our link building and digital PR service, from UK press, lifestyle and niche publications through data stories, product launches and expert comment.

How much does ecommerce SEO cost in Manchester?

Ecommerce SEO in Manchester typically costs £1,000 to £5,000 a month depending on catalogue size and competition. Our Ecommerce package costs £1,500 a month plus VAT.

Which ecommerce platforms do we work with?

We work with Shopify, WooCommerce, Magento (Adobe Commerce), BigCommerce and headless builds.

How is ecommerce SEO success measured?

Ecommerce SEO success is measured by organic revenue, not rankings. We report on organic revenue, transactions and conversion rate by landing page in GA4, not just keyword positions. If rankings go up and sales do not, we want to know why.

Questions

Asked and answered

Should every product have a unique description?+

Your best sellers and highest-margin products should. For large catalogues, start with the products that already get impressions in Search Console.

Should out-of-stock product pages be deleted?+

Temporarily out-of-stock products should stay live and say when stock returns. Permanently discontinued products should 301 redirect to the closest alternative or parent category.

Is a blog worth it for an online shop?+

Only when articles answer real pre-purchase questions and link to relevant categories. Generic lifestyle posts rarely drive sales.

Talk to someone who does the work.

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