Duplicate product routes, faceted collection URLs, thin category pages, pagination and redirects. Technical work with no rankings promised.
Rankings are an outcome of a competitive market, not a deliverable.
We do not guarantee positions, traffic or revenue from search. Anyone who does is either guessing or selling something else. What can be committed to is that the store is technically sound, structurally coherent and not competing with itself.
That distinction matters commercially. Technical SEO work has a definable scope and a verifiable result: a page is reachable or it is not, a canonical is correct or it is not, a redirect is one hop or it is three. Ranking is what a search engine decides afterwards, against everyone else in the market.
Most of the value on a Shopify store is in the second category anyway. Catalogue stores tend to lose search visibility to duplication, thin category pages and internal linking that never reaches the deeper ranges, rather than to anything a content calendar would fix.
These are structural, and they are the same on every Shopify store.
| Behaviour | What Shopify does | The decision it forces |
|---|---|---|
| Product routes | A product is reachable at /products/handle and inside a collection path, with the canonical pointing at the direct route | Internal links should use the canonical route consistently, so the crawl budget is not spent on collection-scoped duplicates |
| Filtered collections | Filtering produces parameterised URLs of the same collection | Which filter combinations deserve an indexable landing page, and which should be left unindexed |
| Pagination | Long collections split across paginated pages of the same URL | Keeping deep products reachable through structure and internal links rather than through page fifteen alone |
| Collection depth | Collections do not nest, so hierarchy is expressed through navigation and linking | Sub-collection architecture and internal linking that gives narrower ranges a page worth ranking |
| Thin categories | A collection page is a grid unless something is added to it | Which categories justify content, and which should be consolidated instead of padded |
| Redirects | URL redirects are managed in the admin and are easy to accumulate | A reviewed redirect map with one hop per route, not a chain built up over three redesigns |
None of this is a criticism of the platform. These are the trade-offs of a hosted commerce system, and they are predictable enough to plan around.
Four areas, in the order they usually pay.
Deciding which ranges deserve their own page, naming them the way people search rather than the way the buying team files them, and linking them so a crawler and a shopper can both reach the narrow ones.
Titles, structured data, image handling, specification data held in metafields rather than in prose, and variant handling that does not produce a page per size.
Canonicals, indexation rules, sitemap coverage, internal linking, page speed on the templates that carry traffic, and redirect chains left behind by previous work.
Protecting what already earns traffic during a redesign, a restructure or a replatform. Most avoidable search losses happen during a project, not between them.
Structure first. Content is worth writing once there is a page worth writing it on.
So a later movement can be attributed to something.
Work opens with a recorded position, because search results move for reasons that have nothing to do with the store.
That record is what makes an honest report possible later, including the reports that say a change made no measurable difference.
Published starting figures in GBP and USD, excluding VAT.
Bounded technical and structural work
One bounded piece
£1,500$2,000
One bounded improvement: landing pages, a template rebuild, an analytics implementation, or a build-readiness review credited against a larger project.
Fixed price
Migration and build
From £5,000From $6,500
Moving to Shopify and building the store in one project, so the data and the storefront land together rather than in two disconnected pieces of work.
Starting price
Where structure and content evolve together
Per month
From £1,250From $1,650
A live improvement programme on one site. You set the priorities each month, we work the queue in order, and the month closes with what changed and what it did.
Starting price
Per month
From £3,000From $4,000
Continuous delivery across an agreed portfolio, with planning ahead of the work rather than a queue you have to keep feeding.
Starting price
A technical audit and a structural implementation plan are a bounded project. Continuing work is monthly capacity, because catalogue changes keep producing new structural decisions.
No. Rankings are decided by a search engine against every other result in the market, and no supplier controls that. We can guarantee that the technical work was done, that it is verifiable, and that the store is not competing with itself.
No. Indexing every combination produces a large number of near-identical pages and buries the ones that matter. A small number of genuinely searched combinations are worth building as proper landing pages, and the rest are better left out of the index.
Only where it answers something buyers actually ask and the store can keep it current. On most catalogue stores, collection architecture and product data are worth more than a publishing schedule nobody sustains past month three.
Often, at least partly. It starts by comparing the current structure against what the previous site had: lost URLs, broken redirects, removed content and changed internal linking. Recovery depends on what was lost and how long ago, and we will not pretend otherwise.
A redesign, a restructure or a replatform in the timeline usually narrows the diagnosis considerably.
